Digital marketing campaign strategy

Using templates to replicate success

Lead generation via digital marketing funnels is a top priority for most businesses.

Virgin Media Business needed a proven structure to use as a template for digital marketing campaigns. These campaigns use digital marketing channels and content atomization to influence customers’ purchasing decisions. There are two key objectives:

  1. To make content more impactful by educating users about their offering with clear, consistent messaging across one creative
  2. To increase sales by using targeted top-of-funnel activity and boosting engagement further down the funnel

The “work but not as you know it” campaign was a collaborative effort between Volume, Virgin Media Business and an advertising agency.

Leads were generated by creating a full-funnel campaign that raised awareness of Virgin’s broadband, mobile and SIM offerings across digital channels (including SpotifyAudio, YouTube TrueView, Facebook and LinkedIn).

97%

increase in online sessions

95%

rise in search volume for the brand

20%

higher than the lead-generation target

73%

email open rates with a 14% click-through rate

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Digital overlays traditional

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