Case Study: Vodafone Ireland achieves 422,000 app downloads and 200,000 monthly users with Adobe Target

Mobile service provider creates personalized app experiences to build engagement and loyalty among diverse customer segments

Vodafone Ireland engaged Adobe Target (as part of Adobe Marketing Cloud, alongside Adobe Analytics) to solve a clear challenge: deliver more personalized customer experiences via its mobile app, boost regular engagement across diverse segments (business, contract, pay‑as‑you‑go), and enable anytime, anywhere self‑service while avoiding negative customer interactions.

Using Adobe Target and Adobe Analytics, Vodafone Ireland implemented audience segmentation, in‑app and push messaging, A/B and multivariate testing, rules‑based targeting and automated personalization. The results: the app reached 422,000 downloads with roughly 200,000 monthly and 50,000 daily active users, drove more relevant offers and top‑up campaigns, increased customer engagement and satisfaction, and strengthened brand loyalty compared with other Vodafone apps in Europe.

Vodafone Ireland

Brian Corish

Head of Digital