Case Study: Virgin Mobile Saudi Arabia achieves 16X return on ad investment with Facebook

Virgin Mobile - Customer Case Study

Virgin Mobile launched in Saudi Arabia’s highly consolidated telecom market as a digital-first challenger, aiming to drive sales and quickly grow market share by reaching the country’s roughly 9 million Facebook users. The brand needed an efficient way to raise awareness, retarget interested customers, and convert them into buyers during its out‑of‑the‑box number‑booking launch.

Working with digital agency Netizency, Virgin Mobile put Facebook at the center of an integrated campaign—using Custom and Lookalike Audiences, retargeting, video and feed ads, conversion tracking, and continuous creative and bidding optimization. Over an eight‑week January 2015 campaign it reached about 4.5 million people, delivered over 16X return on ad investment, achieved a 0.04% conversion rate with Lookalike Audiences, and cut cost per conversion by 30–50% versus other display and social networks, becoming the brand’s primary acquisition channel.

Virgin Mobile

Rob Beswick

Vice President