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Virgin Mobile 2012 BuzzFeed Results
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Virgin Mobile 2012 BuzzFeed Results


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  • 1. VIRGIN MOBILE CASE STUDY 2012 Review CHALLENGE How can Virgin Mobile build a powerful voice and generate product interest and demand through social advertising?SOLUTIONPartner with BuzzFeed to create a first-of-its-kind 24/7 newsroom that listens to social conversations andresponds with interesting, timely, and brand-relevant (which in this case meant fun, technology-oriented,and pop-culture-aware) content.During the year-long partnership, Virgin Mobile and BuzzFeed created 190 pieces of original brandedcontent that users responded to and loved to share. As a result, Virgin Mobile was able to quickly establishitself as a brand that embraced the power of social publishing – garnering 9.7 million engagements withtheir content in 2012. 9.7 Million Total Engagements in 2012 5 Million Earned Content Engagements 4.7 Million Paid Content EngagementsThis “Always-On” content strategy is the next level of social content marketing. By creating multiple postswith BuzzFeed, Virgin Mobile was able start, continue, and expand conversations with millions of peopleon the web. Ultimately becoming a respected voice as a publisher of relevant and topical social content.Viewers of their content were engaged and wanted more. And that’s why it’s so important to remain“Always-On” when delivering social content marketing.EXAMPLE POST • 800,000+ Total Engagements • 22x Viral Lift (600K Views Via Social) • 28,000+ Facebook Engagements • 200,000+ Pinterest Views“Social content allows us to tell the Virgin Mobile story, and that in turn excites peopleabout the brand and what it stands for. We’ve seen lifts of over 150% in considerationfor their next phone purchase. These results are some of the most impactful we’ve seenshowcasing how social advertising can drive to purchase intent.” — Ron Faris, CMO, Virgin Mobile USA Page 1 of 4
  • 2. VIRGIN MOBILE CASE STUDY 2012 ReviewINDEPENDENT RESEARCHVirgin Mobile and BuzzFeed enlisted Vizu, a Nielsen company, to evaluate the impact of this contentstrategy on users’ perceptions. The study measured brand affinity based on whether a viewer had noexposure to the content, viewed the content as a result of paid media, or received the content throughsocial sharing (ie. a friend’s Tweet or Facebook post). Those who discovered the content via social sourcesshowed the most powerful growth in consideration.The results show that Virgin Mobile’s social publishing efforts are not only influencing and shaping brandperception, but also significantly increasing purchase consideration. Users who responded... “Virgin Mobile is a brand that I’d investigate for my next phone” 10.3% Overall Control Overall Exposed 4.1% 150.3% Brand Lift 14.6% Control via Social Exposed via Social 4.3% 235.2% Brand Lift Page 2 of 4
  • 3. VIRGIN MOBILE CASE STUDY 2012 Review Users who responded... “Virgin Mobile is a brand that understands me and the things that I like” Overall Control 8.7% Overall Exposed 209.2% Brand Lift 2.8% Control via Social 10.5% Exposed via Social 323.7% Brand Lift 2.5%“The Virgin BuzzFeed partnership brings a significant advantage to our media efforts.The native integration of our message into BuzzFeed’s platform is rich with audienceengagement. We also see deep value in the ways we can access audience data for targeting,and leverage BuzzFeed’s strong resources to help fuel Virgin’s own content presence.” — Ryan Cavanaugh, VP, Digitas Page 3 of 4
  • 4. VIRGIN MOBILE CASE STUDY 2012 ReviewFinally, in measuring how frequency of exposure affects brand affinity and consideration, the study showsthat users who engage with Virgin Mobile content 5-9 times demonstrate the most significant lift insentiment - reinforcing the “Always-On” branded content strategy. Users who responded... “Virgin Mobile is a brand that I’d investigate for my next phone” Overall Control - 0 exposure to Virgin content 15.5% Overall Exposed - 5-9 exposures to Virgin content 278.2% Brand Lift 4.1% Users who responded... “Virgin Mobile is a brand that understands me and the things that I like” Overall Control - 0 exposure to Virgin content 13.8% Overall Exposed - 5-9 exposures to Virgin content 389% Brand Lift 2.8KEY LEARNINGS • “Always-On” content marketing is the best strategy for developing and maintaining a strong voice in social media. • Multiple exposures to varied, real-time content engages users and excites them about a brand and its messages. This runs in stark contrast to what one would expect with repetitive “banner-like” messaging. • “Always-On” allows for cumulative lift. Over time, as brands promote new content, the previous content will gain momentum as well. • Branded social content strongly influences brand affinity and product consideration. Start making branded content a measurable marketing solution: Page 4 of 4