Channels   
Client Virgin Media customer communications
Agency Redwood
Title Virgin Media Magazine
The Brief
  • Showcase the best in Virgin Media's multi channel content
  • Dramatise new ways to access content
  • Excite content about the content Virgin Media offers
  • Increase customer advocacy and satisfaction 
The Challenge

To create editorialised customer communications for opted-in Virgin Media customers, helping them to make the most out of their cable TV, broadband, phoneline and mobile services in order to increase customer advocacy and satisfaction.

Editorial Response

Redwood launched an integrated print, online, mobile, email and social media strategy designed to bring customers closer to more of the things they love, using passion points to prompt exploration and discovery across Virgin Media's services.

The bi-monthly Virgin Media magazine, sent to 500,000 premium Virgin TV customers (male/female, aged 25-55), builds excitement and anticipation around seasonal content through stunning imagery and high quality journalism - including exclusive interviews with Usain Bolt, David Tennant, Sly Stallone, Julie Walters and Jonah Hill.

Virgin Media magazine was the first customer publication to feature augmented reality, bringing pages to life including a welcome from Sir Richard Branson, trailers and even an explosive
augmented reality.

Virgin Media Presents (virginmediapresents.com), meanwhile, is the weekly email and ezine sent to more than a million opted-in Virgin Media customers. It provides customers with editorialized recommendations for the best of the 

coming week, via a dedicated site delivered directly to inboxes. Recommendations are segmented by customer package and include links to related content both on TV and online, as well as galleries, polls
and embedded trailers.

Supporting Virgin Media Presents are daily recommendations for the best of each evening's entertainment, delivered via the title's Twitter account.  

Results

Results prove that this joined-up strategy builds customer satisfaction and advocacy, and encourages customers to make full use of their Virgin Media services...

Readers of Virgin Media magazine are:

  • 26% more likely to agree Virgin is a brand they love against the control
  • 22% more likely to agree Virgin Media offers good value for money against the control
  • An incredible + 39 points between increase between readers and control on advocacy score 
  • Augmented reality was a hit, resulting in a 16% conversion rate of readers with iOs devices


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