I gave this presentation at the Festival of Media in Dubai on 15 April. It talks about the approach we took to launch Virgin Mobile KSA, and shares figures and benchmarks on KPIs and performance. It talks about conversion, targeting, and ratios on cost per conversion, digital ROI.

1. Launching a Digital Brand
Virgin Mobile KSA: Case Study

2. Digital Brand Campaign

3. It’s never too early to launch

4. 58,000 CVs Received

5. Create your own media

6. 500 Videos Submitted

7. Apologize when necessary

8. Great crisis management technique with positive sentiment

9. Give brand ownership

10. 93 designs submitted

11. Link online to offline
1,000 photos submitted

12. 2,500 selfies taken in our cabs

13. Tactical sales campaign

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

15. 0.006%Google Display conversion rate
= purchases ÷ impressions

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

17. 50.03% "
of VM customers are in custom
audiences on Facebook

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

19. 0.04%Lookalikes conversion rate
= purchases ÷ impressions

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

21. 0.02%Remarketing conversion rate
= purchases ÷ impressions

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

23. 1.05%Search conversion rate
= purchases ÷ impressions

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

25. 1,589% "
ROI of digital advertising
= customer lifetime value ÷ cost of acquisition

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

27. Conversion cost variance per platform
Google Search
$
Facebook
$$$$$
Google Display
$$$$$$$
Twitter
$$$$$$$$$$
1:5:7:10

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

29. 20% "
higher conversion on mobile
= mobile conversion ÷ desktop conversion – 100%

30. Virgin Mobile Challenges with Digital
§ Stakeholders
§ Suppliers
§ Customers