Virgin Media Edit
Client
Virgin Media
Industry
Telco
Category
CRM programme, email, social
Summary
Virgin Media Edit (previous Virgin TV Edit) has been a hugely successful email CRM programme for years, historically driving NPS for millions of customers and fighting fierce competition from other brands in the telco sector for new and existing subscribers. Its success is built around personalisation at scale while reflecting customer passions and pain points.
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But historic success is no guarantee of future success. When I joined the account in 2018, the challenge to retain customers was even greater. As the content lead, first as Content Editor then as Content Director, I have been responsible for the entire publishing output, from content planning, writing, commissioning and editing to project management, pitching, script writing, video production and social strategy.
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My role is to lead on account innovation and content strategy to deliver tangible results, presented to the client on a weekly and monthly basis. I manage an editorial team to concept and deliver world-class content against challenging briefs, while maximising budget to drive revenue. I also maintain relationships with internal and external stakeholders while juggling multiple projects and workloads as the collaborative link between creatives and clients.
Despite the years the programme has run, Virgin Media Edit is a growth programme that drives NPS. That's because key to its success it how we use data - viewing habits, package tiers, demographic information - to develop a highly analytic approach to storytelling. Every output is informed by real-time data, whether that's improving email engagement or our SEO footprint.
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But all that data is underlined by real expertise. This isn't copywriting, it's editorial. It's that passion and expertise that elevates the content above SEO fodder. By operating like a real entertainment newsroom, we build brand credibility that drives clicks and fuels social conversation – whether it's in partnership with Marvel to showcase a new video game, interviewing stars backstage at the BAFTAs or bringing TV and film previews to life with exclusive interviews and previews.
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It's also central to the business, sitting right at the heart of the brand's customer engagement - it's the home of sponsorships, customer education and generosity, channel partner relationships and more. Alongside the email and website programme and its series of editorial franchise articles we create every week, we also create social assets, featured graphics, solus emails and website banners.
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By using data fuelled by expertise, it's a programme that's always learning, always experimenting and always finding the sweet spot for customer engagement.
