SlideShare a Scribd company logo
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
Launching a Digital Brand: Virgin Mobile KSA

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