Case Study: Vodafone (VOXI) drives launch buzz and broad reach with Twitter

VOXI goes live with Twitter, generating excitement around its brand launch

VOXI, a new mobile network aimed at under-25s, launched its brand on Twitter to build awareness and generate excitement around its debut. Facing the challenge of standing out to a young, social-first audience, VOXI needed to broaden reach beyond existing followers and create authentic, buzzworthy moments for the launch.

The campaign combined Promoted Tweets and teaser creative, influencer partnerships with artists, community-driven content, and two Periscope live streams of performances by Dua Lipa and Liam Payne to maximize reach and engagement. The approach outperformed expectations, with the brand reporting strong reach and engagement—key results included a 44% uplift, 999.4K reach and 6.3K engagements.

Vodafone

Christina Marshall

Senior Digital Media Lead