The Challenge
In the saturated MENA telecommunications landscape, Virgin Mobile provided by Beyond One faced a familiar yet complex challenge: how do you make consumers care about yet another mobile plan? The brand wasn’t just launching new “Switch Postpaid Plans”; they were introducing a fundamentally different philosophy around mobile freedom. The message was compelling: pay for what you use, enjoy unlimited social media, and take control of your mobile experience. The challenge was making this resonate authentically across diverse audiences who had grown skeptical of telecom promises.
Our Strategic Response
We recognized that in a market flooded with generic mobile advertising, Virgin Mobile KSA needed trusted voices to tell their story. Through our AnyTag platform, Virgin Mobile KSA was able to orchestrate a campaign that prioritized authentic connection over broad reach. Rather than casting a wide net, 13 Saudi influencers were carefully curated across Instagram, Snapchat, and TikTok, each representing distinct lifestyle verticals, from family-focused creators and gaming enthusiasts to couples content creators and lifestyle personalities.
The beauty of this approach lies in its diversity. A gaming creator could authentically speak to the flexibility of Virgin Mobile KSA’s plans during intense gaming sessions, while family influencers could address the peace of mind that comes from predictable, transparent billing. Each voice brought a genuine perspective to the same core message: Virgin Mobile KSA understands how you actually use your phone.
Bringing the Story to Life
The content strategy centered on real-world scenarios rather than polished advertising speak. Influencers showcased genuine use cases, how Virgin Mobile KSA’s “pay for what you use” feature aligned with their actual mobile habits, the relief of unlimited social media without bill anxiety, and the simple pleasure of having control over their mobile experience. Each piece of content included direct links to the Virgin Mobile app, creating seamless pathways from inspiration to action.
What made the content compelling wasn’t just its authenticity, but its timing. As consumers increasingly sought transparency and control in their digital lives, Virgin Mobile KSA’s message of flexibility and honesty struck a particularly resonant chord.
The Results Tell a Story
The campaign generated 1.3 million views and 29,000 engagements across our 13 carefully selected influencers, achieving a 5.59% engagement rate that significantly exceeded industry benchmarks. But these numbers represent something deeper than mere impressions—they reflect genuine interest and meaningful interaction with Virgin Mobile KSA’s value proposition.
The engagement rate, in particular, tells the real story. In an environment where consumers scroll past most brand content without a second thought, a 5.59% engagement rate suggests that Virgin Mobile KSA’s message didn’t just reach people, it stopped them, resonated with them, and compelled them to interact.
Beyond the Numbers
While the quantitative results demonstrated clear success, the campaign’s true impact lay in repositioning Virgin Mobile KSA from another telecommunications option to a brand that genuinely understood consumer frustrations with traditional mobile providers. By partnering with trusted voices across diverse content verticals, Virgin Mobile KSA established credibility across multiple audience segments simultaneously, building consideration among consumers who had previously felt underserved by the market.
The seamless integration between social content and app downloads created a comprehensive digital experience that guided potential customers from initial awareness through to concrete action, demonstrating Virgin Mobile KSA’s commitment to making the entire customer journey as intuitive as their mobile plans.
The Bigger Picture
This campaign reinforced a fundamental truth about modern marketing: in an age of endless choice and growing skepticism, authenticity isn’t just an accessory, it’s essential for cutting through the noise. By working with creators who could genuinely speak to Virgin Mobile KSA’s benefits and allowing them to tell the story in their own voices, we achieved something increasingly rare in telecommunications marketing: we made people actually care about a mobile plan launch.
The Virgin Mobile KSA campaign exemplified how strategic influencer partnerships can successfully introduce complex product offerings to diverse audiences, proving that when you prioritize authentic storytelling and genuine value communication, the results speak for themselves, both in engagement metrics and meaningful brand positioning in competitive markets.
