launching a digital brand: virgin mobile ksa
TRANSCRIPT
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Launching a Digital Brand Virgin Mobile KSA: Case Study
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Digital Brand Campaign
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It’s never too early to launch
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58,000 CVs Received
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Create your own media
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500 Videos Submitted
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Apologize when necessary
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Great crisis management technique with positive sentiment
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Give brand ownership
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93 designs submitted
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Link online to offline 1,000 photos submitted
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2,500 selfies taken in our cabs
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Tactical sales campaign
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Khalid sees a Google ad; he visits the VM website, and buys a postpaid mobile line
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0.006% Google Display conversion rate
= purchases ÷ impressions
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VM cross-references Khalid’s email address with Facebook & adds him to a custom audience of postpaid customers
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50.03% "of VM customers are in custom audiences on Facebook
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VM creates a Facebook look-alike audience similar to Khalid; and advertises its Postpaid line to them
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0.04% Lookalikes conversion rate
= purchases ÷ impressions
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VM then remarkets its Postpaid product on Twitter, Google, and Facebook to anyone who visited its website
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0.02% Remarketing conversion rate
= purchases ÷ impressions
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VM then creates Google search ads for anyone who saw the ad or heard about it and is searching for a VM line
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1.05% Search conversion rate
= purchases ÷ impressions
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Through the conversion pixel on it’s checkout page; "VM calculates the cross platform conversion rate at USD X; which is acceptable
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1,589% "ROI of digital advertising
= customer lifetime value ÷ cost of acquisition
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VM then releases its online spend from its annual budget and dynamically pegs it to sales/revenue at USD X/conversion
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Conversion cost variance per platform
Google Search $
Facebook $$$$$
Google Display $$$$$$$
Twitter $$$$$$$$$$
1:5:7:10
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VM launches a new feature for postpaid."It promotes it only to Khalid and it’s postpaid custom audience.
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20% "higher conversion on mobile
= mobile conversion ÷ desktop conversion – 100%
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Virgin Mobile Challenges with Digital
§ Stakeholders § Suppliers § Customers
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