Virgin Fibra

The Objective 

Virgin Fibra is one of the main internet services provided by Virgin Media – delivering high-speed internet connectivity to residential and business customers across Italy. Hoping to reach a whole new audience, Virgin Fibra came to TikTok for an engaging campaign focused on lead generation and conversions. 

The Solution 

To drive sales and boost the performance of its campaigns, Virgin Fibra set up a safe and reliable data connection with TikTok. These inputs allow our ad system to more accurately determine which ads to serve to which people – all while maximising the chance of a conversion. 

By implementing our Events API, Virgin Fibra were able to accurately measure and learn from actions on their website, which built on their ability to drive transactions. Across the funnel, these events included view content, add to cart, initiate checkout, and complete payment. The data signals generated through this integration played a crucial role in achieving an outstanding 83% reduction in the cost per action for the "Initiate checkout" event, and an even more remarkable 85% reduction in the cost per action for the "Complete payment" event. These metrics, when compared to the performance of previous campaigns with similar objectives, underscore the effectiveness of Virgin Fibra's data connections strategy.

The Results 

Virgin Fibra saw a phenomenal reduction in cost per action following the integration of our Events API. Thanks to their close attention to our recommended steps, they were able to maximise their ability to drive conversions by accurately measuring and learning from the actions which consumers make on the website. As a result, Virgin Fibra improved its ability to deliver relevant ads that resonated with people that are more likely to convert.

Additionally, thanks to data connections, the brand can now leverage sophisticated solutions such as Video Shopping Ads, Value Based Optimization, and Smart Performance Campaign to supercharge their campaigns even more.