Launching a Digital Brand: Virgin Mobile KSA

Launching a Digital Brand Virgin Mobile KSA: Case Study

Digital Brand Campaign

It’s never too early to launch

58,000 CVs Received

Create your own media

500 Videos Submitted

Apologize when necessary

Great crisis management technique with positive sentiment

Give brand ownership

93 designs submitted

Link online to offline 1,000 photos submitted

2,500 selfies taken in our cabs

Tactical sales campaign

Khalid sees a Google ad; he visits the VM website, and buys a postpaid mobile line

0.006% Google Display conversion rate

= purchases ÷ impressions

VM cross-references Khalid’s email address with Facebook & adds him to a custom audience of postpaid customers

50.03% "of VM customers are in custom audiences on Facebook  

VM creates a Facebook look-alike audience similar to Khalid; and advertises its Postpaid line to them

0.04% Lookalikes conversion rate

= purchases ÷ impressions

VM then remarkets its Postpaid product on Twitter, Google, and Facebook to anyone who visited its website

0.02% Remarketing conversion rate

= purchases ÷ impressions

VM then creates Google search ads for anyone who saw the ad or heard about it and is searching for a VM line

1.05% Search conversion rate

= purchases ÷ impressions

Through the conversion pixel on it’s checkout page; "VM calculates the cross platform conversion rate at USD X; which is acceptable

1,589% "ROI of digital advertising

= customer lifetime value ÷ cost of acquisition

VM then releases its online spend from its annual budget and dynamically pegs it to sales/revenue at USD X/conversion

Conversion cost variance per platform

Google Search $

Facebook $$$$$

Google Display $$$$$$$

Twitter $$$$$$$$$$

1:5:7:10

VM launches a new feature for postpaid."It promotes it only to Khalid and it’s postpaid custom audience.

20% "higher conversion on mobile

= mobile conversion ÷ desktop conversion – 100%

Virgin Mobile Challenges with Digital

§  Stakeholders §  Suppliers §  Customers