Shaping a fresh retail vision

Сhoose

Amid the merger of two tech giants, Virgin Media O2 Business sought to shake things up in the retail sector. Targeting 56 key prospect and customer accounts, they asked us to help demonstrate that they truly 'get' retail and to drive net new pipeline opportunities – fast.

90%

Open Rate

54%

Click-through Rates

96

Qualified leads (ongoing)

Client: Virgin Media O2 Business 1 to few ABM | Insight | Strategy | Campaign

Shaping a fresh retail vision

With cultures and systems still merging, Seeblue adopted a agile, original approach, hosting ad hoc workshops and shaping an evolving plan. Our strategy and planning led to ‘Retail Retold’, a fresh concept addressing the challenges that retailers face. Our goal was to inspire the audience to rethink technology investments and seek the innovative solutions that Virgin Media O2 Business offers to drive their business forward.

56 key customer accounts, one bold strategy

The campaign kicked off with sector-level segmentation, allowing us to go to market swiftly and ease sales pressure. It was all about building awareness. But when it came time to drive action, we switched it up. We re-segmented into two clusters, crafting two distinct messaging angles. Operational efficiency: ‘save to invest’ and convenience: ‘better experiences made easy,’ sharpening it with key initiatives for each account ensuring the message truly resonated. Open rates skyrocketed to the 50th percentile, resulting in hundreds of leads.

It’s a perfect example of how quickly go-to-market sector campaigns build awareness, but smart message and rapid content personalisation – made possible by AI – can truly be a game changer at scale. It’s no surprise that this one took home a GOLD UK Agency Award for Best use of ABM.

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