VMO2B Leading B2B brand case study

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Expect more

CREATIVE

Communications

strategy

Giving a new business brand authority, rooted in a customer promise

Results

77:1

marketing ROI 30.9%

year-on-year growth

58%

year-on-year growth
in sales qualified leads

5,360%

uplift YOY across awareness
metrics (impressions and
social/ad interactions combined)

77:1

marketing ROI
30.9% year-on-year growth

58%

year-on-year growth
in sales qualified leads

5,360%

uplift YOY across awareness
metrics (impressions and
social/ad interactions combined)

Brief

Following the news of the joint venture, Virgin Media and O2 needed an authoritative B2B brand voice that would appeal to UK enterprise and public sector customers.

Solution

We grounded our work in Virgin Media O2 Business’ commitment to challenging the status quo of what customers should expect from a connectivity partner – the ‘Expect more’ brand promise to customers runs through all of our brand comms activity.

To give the brand added market authority, we commissioned the Centre for Economics and Business Research (Cebr) to explore the acceleration of digital progress during the pandemic, and themes around the impact of digital transformation on the UK economic and business landscape. We then extended this into ongoing employer and employee insights development, working with Censuswide.

Our fully integrated year-long campaigns ran across print, video, digital and social, virtual roundtables with customers, national and sector media partnerships, and earned media thought leadership.

Grounded our work in Virgin Media O2 Business’ commitment to challenging the status quo of what customers should expect from a connectivity partner – the ‘Expect more’ brand promise to customers runs through all of our brand comms activity.

Gave the brand added market authority we commissioned the Centre for Economics and Business Research (Cebr) to explore the acceleration of digital progress during the pandemic, and themes around the impact of digital transformation on the UK economic and business landscape. We then extended this into ongoing employer and employee insights development, working with Censuswide.

Fully integrated year-long campaigns ran across print, video, digital and social, virtual roundtables with customers, national and sector media partnerships, and earned media thought leadership.

In 2023, we evolved our brand communications to show up as a true partner for business, during the cost-of-living crisis.

‘The Balancing Act’ year-long campaign looked at how to help businesses navigate the challenge of balancing priorities around the role of technology and ESG investments in a tough economy and with high customer expectations.

Through customer-centric insights and thought leadership, we kept the business brand relevant, activated across media partnerships, advertising, and earned media – achieving national, regional and vertical sector scale.

Branded digital content gave customers advice and insight into how to make more with less and drive efficiencies to benefit employees, consumers and citizens.

We also showed how Virgin Media O2 Business has been committed to sharing more with society and tackling the digital divide through its Connect More volunteering programme.