Plusnet: The pride of Yorkshire: how Plusnet's adverts transformed its fortunes, against ever-increasing odds

This paper charts the 2011 to 2015 period in the life of Plusnet, a niche broadband provider competing against some of the UK's biggest advertisers. Plusnet was not able to compete on price or technical innovation, but has kept growing its customer base by clearly articulating the brand's Yorkshire values, developing well-received advertising, and rigorously evaluating its communications mix.This case study points to Plusnet's customer growth which was triple the market average, and according to WPP's BrandZ brand equity database the contribution of Plusnet's brand equity to its annual volume share rose from 58% in 2011 to 69% in 2015. It is estimated that advertising delivered 193m of incremental revenue, equivalent to 4.05 for every 1 spent.