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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