the task
Help members of the Virgin Red program to love being a part of this Virgin world.
Informed Imagination
Live a life more Virgin
We want members to step out of the box and into the circle. Using its distinctive imagery and an energetic tone of voice, we excited members about opportunities.
Visible data
Members, not customers
Research insight showed that we should treat people as members rather than customers.
Critical cross-sell
Business analysis showed that increasing the average number of Virgin companies that a member interacts with a tiny percentage makes a massive difference to income.
VISIBLE TECH
Rewarding interaction and transaction
Virgin Red members like to have some fun! So, there’s an embedded gamification platform that enables quick and easy games, immersing members in the Virgin Red experience.
Personalization engine for unique experiences
Relevance is paramount, of course. Tailoring the experience to the customer vastly increases impact.
results
How CXM lit the fuse for Virgin Red:
The results saw record open rates and a huge increase in member acquisition.
61%
average Ezine open rates
48%
CTR - a record February partner email delivered an all-time high CTR
19%
increase in Member acquisition
1m
new acquisitions H1 target on track
We are working through the global rollout of the program, which has recently launched in the US.
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