Using social to build brand affinity with Gen Z

VOXI. Drop

In the face of an increasingly competitive mobile landscape, VOXI needed a fresh way to build brand affinity with its Gen Z audience.

Inspired by streetwear brands, we created VOXI Drop – a rewards programme born out of ‘drop culture’, designed around limited releases and building buzz on social media, before dropping exclusive offers and content each month.

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Results:

The initiative redefined loyalty in the telco sector: generating 25 million organic media impressions at launch and 36,000 redemptions

  • Brand affinity increased by 20%
  • Social followers increased by 60%
  • 33% open rate (5% above industry average) and an impressive 19% CTR
  • (16.8% above industry average, source: mail chimp)

DMA Awards 2019 Silver, Utilities and Telecommunications
The Loyalty Magazine Awards 2020 Winner, Loyalty Re-Defined

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