Turning Affiliate into a Core Growth Engine for Virgin Mobile UAE

The Challenge

Nearly double affiliate customer acquisitions for Virgin Mobile UAE without increasing Cost Per Acquisition (CPA).

The Strategy

Expand affiliate operations out of traditional display web environments and into mobile-first user environments using granular source optimisation.

Execution and Innovation

Diversified partner networks, optimised traffic sources by channel timing, and customised conversion entry points for mobile acquisition.

Results

Drove 11,016 SIM activations (+98% YoY) while reducing CPA from AED 96.01 to AED 89.97, expanding affiliate's share of total digital activations from 8.14% to 11.43%.

Judges' Verdict

"Really solid growth story and I liked that they moved affiliate beyond the traditional model into new environments while still protecting CPA and traffic quality"