Virgin Mobile (now Virgin Media O2): Increased engagement and customer lifetime value with a conversational marketing campaign on RCS
93%
delivery rate
60%
seen rate
Challenge
Increase customer lifetime value with an engaging upsell marketing campaign
Virgin Mobile (now Virgin Media O2) is a customer-centric telco offering a wide range of connectivity services to help enhance their customerās experiences.
To provide a good customer experience, it was important for Virgin Mobile to give their customers exclusive offers on upgrades at the right time, in the most engaging manner. Thereby, successfully increasing their customer lifetime value.
To do this they needed to execute a campaign to inform their existing customer base who could get a handset upgrade, about the latest offer on Samsung phones. Traditionally, the operator used Email and SMS, but they were looking for a richer, more engaging campaign that would initiate conversations and successfully upsell to their existing customers.
They needed a channel that had the reliability of SMS but the impact and interactivity of a chat app to capture their customersā attention and encourage conversions. This was especially important as the activity launched around Valentineās Day, a time when consumers are typically flooded with offers across mobile and email channels.
Solution
A conversational marketing campaign over RCS Business Messaging powered by Infobip
Enter RCS Business Messaging powered by Infobipās conversational experience platform. Together, with Virgin Mobileās marketing team, Infobipās Professional Services brought the offer to life in a conversational manner over RCS.
Customers who were identified for a handset upgrade were sent rich marketing messages over RCS with images of the new device. The approach for the campaign, which customers weād target, and their journey was done via our customer engagement solution Moments.
RCS signifies the next generation of SMS, offering rich media, branded, and verified messages within the native messaging inbox on Android devices (RCS will also be available on iOS devices later in 2024). RCS, powered by Infobip, enabled Virgin Media to deliver a special-pre-order offer for the Samsung Galaxy Z Flip3 phoneĀ followed by a second Valentineās Day campaign to promote the Samsung S22 handset.
Alongside videos and graphics showcasing the new handsets, the launches gave customers the option to click through to āshop nowā or āvisit our websiteā, diverting them to the Virgin Media website, or to ācall usā, where they could contact the operator for further information.
Result
93% delivery rate achieved across two campaigns
The campaign was commercially tied into extending their existing customers lifetime value with richer message content. Thereby driving better upgrade rates.
The first campaign resulted in a 92% delivery rate and a 57% āseenā rate. The subsequent Valentineās Day campaign performed even better, achieving a delivery rate of 94% and a āseenā rate of 64%.