Building Virgin Telco in Spain: From 0 to 15.000 active users
Brand: Virgin Telco
Sector: Telecom
Year: 2021-2022
Brand: Virgin Telco
Sector: Telecom
Year: 2021-2022
Brand: Virgin Telco
Sector: Telecom
Year: 2021-2022
Brand: Virgin Telco
Sector: Telecom
Year: 2021-2022
Brand: Virgin Telco
Sector: Telecom
Year: 2021-2022
Role: Lead Brand & Content Strategy | Digital Growth & Innovation
Role: Lead Content & Digital Experience Strategist
Role: Lead Content & Digital Experience Strategist
Role: Lead Brand & Content Strategy | Digital Growth & Innovation
Role: Lead Brand & Content Strategy | Digital Growth & Innovation
Disciplines: Brand strategy, value proposition design, tone & messaging, concept and campaign design, content & UX writing, growth optimization, user research, digital platform design, creative direction, cross-functional leadership
Disciplines: Brand strategy, value proposition design, tone & messaging, concept and campaign design, content & UX writing, growth optimization, user research, digital platform design, creative direction, cross-functional leadership
Disciplines: Brand strategy, value proposition design, tone & messaging, concept and campaign design, content & UX writing, growth optimization, user research, digital platform design, creative direction, cross-functional leadership
Disciplines: Brand strategy, value proposition design, tone & messaging, concept and campaign design, content & UX writing, growth optimization, user research, digital platform design, creative direction, cross-functional leadership
Challenge
Challenge
Challenge
Spain’s telco market was crowded, price-driven and mistrusted. Users felt locked into bloated bundles with hidden fees and little flexibility. Virgin needed to enter fast and stand out with a clear, human value proposition and a fully integrated digital presence — all in less than 3 months.
Spain’s telco market was crowded, price-driven and mistrusted. Users felt locked into bloated bundles with hidden fees and little flexibility. Virgin needed to enter fast and stand out with a clear, human value proposition and a fully integrated digital presence — all in less than 3 months.
Spain’s telco market was crowded, price-driven and mistrusted. Users felt locked into bloated bundles with hidden fees and little flexibility. Virgin needed to enter fast and stand out with a clear, human value proposition and a fully integrated digital presence — all in less than 3 months.
Objectives
Objectives
Objectives
- Build a differentiated, user-first brand with clear positioning and tone.
- Deliver web & mobile experiences that simplify plan selection and conversion.
- Launch an awareness & acquisition campaign that works across TV, radio, digital and CRM.
- Set up brand, content, and campaign systems to scale future communications efficiently.
- Build a differentiated, user-first brand with clear positioning and tone.
- Deliver web & mobile experiences that simplify plan selection and conversion.
- Launch an awareness & acquisition campaign that works across TV, radio, digital and CRM.
- Set up brand, content, and campaign systems to scale future communications efficiently.
- Build a differentiated, user-first brand with clear positioning and tone.
- Deliver web & mobile experiences that simplify plan selection and conversion.
- Launch an awareness & acquisition campaign that works across TV, radio, digital and CRM.
- Set up brand, content, and campaign systems to scale future communications efficiently.
- Build a differentiated, user-first brand with clear positioning and tone.
- Deliver web & mobile experiences that simplify plan selection and conversion.
- Launch an awareness & acquisition campaign that works across TV, radio, digital and CRM.
- Set up brand, content, and campaign systems to scale future communications efficiently.
Understanding competitors and users
Understanding competitors and users
Understanding competitors and users
- I ran a full market and competitor analysis (8+ players) to identify gaps in pricing, features, and messaging.
- Partnered with the research team to run 50+ user interviews and insight workshops, uncovering telecom pain points and cultural insights that informed the brand and content strategy.
- I ran a full market and competitor analysis (8+ players) to identify gaps in pricing, features, and messaging.
- Partnered with the research team to run 50+ user interviews and insight workshops, uncovering telecom pain points and cultural insights that informed the brand and content strategy.
- I ran a full market and competitor analysis (8+ players) to identify gaps in pricing, features, and messaging.
- Partnered with the research team to run 50+ user interviews and insight workshops, uncovering telecom pain points and cultural insights that informed the brand and content strategy.
Findings
Findings
Findings
- Users were frustrated by hidden fees, forced bundles, and complex jargon.
- There was a clear demand for control, simplicity, and relatable human language, which became the foundation for the brand’s value proposition and product messaging.
- Users were frustrated by hidden fees, forced bundles, and complex jargon.
- There was a clear demand for control, simplicity, and relatable human language, which became the foundation for the brand’s value proposition and product messaging.
- Users were frustrated by hidden fees, forced bundles, and complex jargon.
- There was a clear demand for control, simplicity, and relatable human language, which became the foundation for the brand’s value proposition and product messaging.
Value proposal design
Value proposal design
Value proposal design
Facing a telco market stuck in sameness — where users felt trapped in rigid, overpriced bundles with hidden fees — I helped position Virgin Telco to break the rules with a clear, user-first promise:
“Be the first Spanish market brand that lets
people choose what they want — and drop what they don’t.”
Facing a telco market stuck in sameness — where users felt trapped in rigid, overpriced bundles with hidden fees — I helped position Virgin Telco to break the rules with a clear, user-first promise:
“Be the first Spanish market brand that lets people choose what they want — and drop what they don’t.”
Facing a telco market stuck in sameness — where users felt trapped in rigid, overpriced bundles with hidden fees — I helped position Virgin Telco to break the rules with a clear, user-first promise:
“Be the first Spanish market brand that lets people choose what they want — and drop what they don’t.”
Facing a telco market stuck in sameness — where users felt trapped in rigid, overpriced bundles with hidden fees — I helped position Virgin Telco to break the rules with a clear, user-first promise:
“Be the first Spanish market brand that lets people choose what they want — and drop what they don’t.”
Facing a telco market stuck in sameness — where users felt trapped in rigid, overpriced bundles with hidden fees — I helped position Virgin Telco to break the rules with a clear, user-first promise:
“Be the first Spanish market brand that lets
people choose what they want — and drop what they don’t.”
Building the tone of voice & brand guidelines
Building the tone of voice & brand guidelines
Building the tone of voice & brand guidelines
I defined the brand narrative and personality, positioning Virgin Telco as modern, straightforward, and playfully human in a mistrusted, price-driven market, using a friendly tone with local Spanish humour to stay authentic.
I defined the brand narrative and personality, positioning Virgin Telco as modern, straightforward, and playfully human in a mistrusted, price-driven market, using a friendly tone with local Spanish humour to stay authentic.
I defined the brand narrative and personality, positioning Virgin Telco as modern, straightforward, and playfully human in a mistrusted, price-driven market, using a friendly tone with local Spanish humour to stay authentic.
Then, I created a tone of voice system with grammar rules, messaging principles, and scalable copy guidelines to ensure a cohesive voice across campaigns, UX microcopy, marketing, CRM, and social channels.
Then, I created a tone of voice system with grammar rules, messaging principles, and scalable copy guidelines to ensure a cohesive voice across campaigns, UX microcopy, marketing, CRM, and social channels.
Then, I created a tone of voice system with grammar rules, messaging principles, and scalable copy guidelines to ensure a cohesive voice across campaigns, UX microcopy, marketing, CRM, and social channels.
Designing the digital experience
Designing the digital experience
Designing the digital experience
After defining the brand guidelines, I collaborated with business and UX teams to design the information architecture and UX writing for web and mobile — focusing on a benefit-driven approach and clear, simplified structures that help users easily choose what they want and drop what they don’t, aligning with our brand positioning. From plan comparison to checkout and onboarding, this work improved clarity and conversion across the experience.
After defining the brand guidelines, I collaborated with business and UX teams to design the information architecture and UX writing for web and mobile — focusing on a benefit-driven approach and clear, simplified structures that help users easily choose what they want and drop what they don’t, aligning with our brand positioning. From plan comparison to checkout and onboarding, this work improved clarity and conversion across the experience.
After defining the brand guidelines, I collaborated with business and UX teams to design the information architecture and UX writing for web and mobile — focusing on a benefit-driven approach and clear, simplified structures that help users easily choose what they want and drop what they don’t, aligning with our brand positioning. From plan comparison to checkout and onboarding, this work improved clarity and conversion across the experience.
Brand concept creation
Brand concept creation
Brand concept creation
We wanted Virgin Telco to be the first brand giving people the freedom to choose — a true “apparition” in the Spanish market. To express this, I helped pivot the concept with the team and launched a campaign built on an insight that captured the surprise and delight Virgin brings. Inspired by one of Spain’s most popular expressions — “Se te apareció la Virgen” (“The Virgin appeared to you”) — the idea came to life with a bold, disruptive tone.
We wanted Virgin Telco to be the first brand giving people the freedom to choose — a true “apparition” in the Spanish market. To express this, I helped pivot the concept with the team and launched a campaign built on an insight that captured the surprise and delight Virgin brings. Inspired by one of Spain’s most popular expressions — “Se te apareció la Virgen” (“The Virgin appeared to you”) — the idea came to life with a bold, disruptive tone.
We wanted Virgin Telco to be the first brand giving people the freedom to choose — a true “apparition” in the Spanish market. To express this, I helped pivot the concept with the team and launched a campaign built on an insight that captured the surprise and delight Virgin brings. Inspired by one of Spain’s most popular expressions — “Se te apareció la Virgen” (“The Virgin appeared to you”) — the idea came to life with a bold, disruptive tone.
Campaign rollout
Campaign rollout
Campaign rollout
We kicked off with three spots showing people experiencing a Virgin Telco “apparition” in their homes — launching the concept, setting a disruptive brand tone, and clarifying our value proposition.
We kicked off with three spots showing people experiencing a Virgin Telco “apparition” in their homes — launching the concept, setting a disruptive brand tone, and clarifying our value proposition.
We kicked off with three spots showing people experiencing a Virgin Telco “apparition” in their homes — launching the concept, setting a disruptive brand tone, and clarifying our value proposition.
To boost awareness and user acquisition, I integrated the brand narrative across product and marketing under a single user-first story. Partnered with the CMO, CPO, and PR leads to keep the brand consistent and built a scalable content workflow that cut production time by 30%, enabling launch in under 3 months.
To boost awareness and user acquisition, I integrated the brand narrative across product and marketing under a single user-first story. Partnered with the CMO, CPO, and PR leads to keep the brand consistent and built a scalable content workflow that cut production time by 30%, enabling launch in under 3 months.
To boost awareness and user acquisition, I integrated the brand narrative across product and marketing under a single user-first story. Partnered with the CMO, CPO, and PR leads to keep the brand consistent and built a scalable content workflow that cut production time by 30%, enabling launch in under 3 months.
To boost awareness and user acquisition, I integrated the brand narrative across product and marketing under a single user-first story. Partnered with the CMO, CPO, and PR leads to keep the brand consistent and built a scalable content workflow that cut production time by 30%, enabling launch in under 3 months.
1. To do that, I led a small team together with the social media department to create more than 100 content pieces featuring people sharing how Virgin Telco “appeared” to them and what they chose.
1. To do that, I led a small team together with the social media department to create more than 100 content pieces featuring people sharing how Virgin Telco “appeared” to them and what they chose.
1. To do that, I led a small team together with the social media department to create more than 100 content pieces featuring people sharing how Virgin Telco “appeared” to them and what they chose.
1. To do that, I led a small team together with the social media department to create more than 100 content pieces featuring people sharing how Virgin Telco “appeared” to them and what they chose.
2. Moreover I coordinate the team to launch a campaign in Paid social and Paid search creating more than 500 different pieces of communication to accompany our future clients throughout the whole funnel.
2. Moreover I coordinate the team to launch a campaign in Paid social and Paid search creating more than 500 different pieces of communication to accompany our future clients throughout the whole funnel.
2. Moreover I coordinate the team to launch a campaign in Paid social and Paid search creating more than 500 different pieces of communication to accompany our future clients throughout the whole funnel.
2. Moreover I coordinate the team to launch a campaign in Paid social and Paid search creating more than 500 different pieces of communication to accompany our future clients throughout the whole funnel.
Results:
Results:
Results:
Results:
Results:
15k new customers acquired in the first 3 months
15k new customers acquired in the first 3 months
15k new customers acquired in the first 3 months
Sales: +57 % vs. target
Sales:+57 % vs. target
Sales: +57 % vs. target
Leads: +30 % vs. forecast
Leads: +30 % vs. forecast
Leads: +30 % vs. forecast
Leads: +30 % vs. forecast
Impressions: +40 % vs. plan
Impressions: +40 % vs. plan
Impressions: +40 % vs. plan
CAC: -57%
CAC: -57%
CAC: -57%
CPL: -4%
CPL: -4%
CPL: -4%
Other achievements:
Other achievements:
Other achievements:
Other achievements:
Other achievements:
- Positioned Virgin Telco as the first truly user-first challenger and the sixth major player in the Spanish market.
- Positioned Virgin Telco as the first truly user-first challenger and the sixth major player in the Spanish market.
- Positioned Virgin Telco as the first truly user-first challenger and the sixth major player in the Spanish market.
- Contributed to the brand’s growth that led to its acquisition by MásMóvil Group in 2021-2022 (later dissolved in 2025).
- Contributed to the brand’s growth that led to its acquisition by MásMóvil Group in 2021-2022 (later dissolved in 2025).
- Contributed to the brand’s growth that led to its acquisition by MásMóvil Group in 2021-2022 (later dissolved in 2025).