Case Study: Vodafone Ireland achieves increased engagement and loyalty with Adobe Marketing Cloud (Adobe)

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

Vodafone Ireland, a leading mobile service provider, needed to make its app relevant to diverse customer segments (business, contract, pay‑as‑you‑go) and drive regular engagement and self‑service while avoiding negative experiences like overage fees or dropped calls. The challenge was turning customer data into tailored, timely interactions that increase usage and build loyalty across those audiences.

By deploying Adobe Marketing Cloud—chiefly Adobe Analytics and Adobe Target—Vodafone used segmentation, A/B and multivariate testing, targeting and automated personalization to deliver in‑app banners, push alerts and customized offers (for example, top‑up incentives and low‑minute reminders). The approach drove strong adoption and engagement: 422,000 downloads with roughly 200,000 monthly and 50,000 daily active users, improved customer value and brand loyalty, and fewer negative service interactions.

Vodafone Ireland

Brian Corish

Head of Digital