CASE STUDY: Virgin Media drive conversion during World Cup
Provided by Yahoo!
Yahoo! Direct Response campaign promotes Virgin Mobile's pay-as-you-go service and contract plans generating strong results.
What was the Challenge / Background of the Campaign?
The World Cup was a key event during the summer of 2010, creating a surge in demand for products and services related to the football event such a TV viewing packages and flights. Virgin Mobile faced challenges around the tough competition in the telecoms market and the increase in duplication rate, caused by intense promotional activity across different ad networks. The target of the DR campaign ran by Yahoo! for its client, Virgin Mobile was to drive conversions whilst remaining economically priced and maintaining a low cost per sale.
What was the Campaign Objective?
To drive conversions to Virgin Mobile.
What was the Solution?
In order to improve the effects of duplication, reduce consumer overlap and increase the overall conversion rate for Virgin Mobile, Yahoo! combined pay-as-you-go and pay monthly DR campaigns. This way, the powerful combination of data and technology behind Yahoo! DR could optimise the campaign against consumer preferences without competing against the different product offerings. Yahoo!'s combination of inventory comprised of Yahoo! properties, exclusively available to Yahoo! DR and that of the top 250 UK sites enables a unique depth of understanding of our audience.
What were the Results?
Greater optimisation and a focus towards delivering impressions within the best converting categories and publishers led to a good campaign performance for Virgin Mobile. At the end of the campaign, Yahoo! achieved an improvement of 21% against Virgin Mobile's target CPA, due to the consistently strong campaign results.Through the Yahoo! Network, inventory specifically related to Virgin Mobile's target audience can be selected. This enabled Yahoo! to efficiently distribute impressions across the Network and deliver maximum volume and conversions.
What were the Key Learnings of this Campaign?
Yahoo! was able to gather information on user behavior across the Yahoo! Network, revealing categories most likely to generate conversions for Virgin Mobile. Findings uncovered that whilst the customer segments that generated the most overall conversions for Virgin Mobile were Entertainment, Retail and Travel, the categories with the highest click-to-conversion rates were Property, Services and Telco. This detailed analysis uncovered essential information on the behaviour and preferences of Virgin Mobile's customers.