Lebara's Digital Strategy on TikTok, Meta, and Google

Overview
Lebara, a leading mobile virtual network operator, partnered with Double W Worldwide to amplify its brand presence and drive customer engagement through a comprehensive digital strategy. By leveraging TikTok, Meta (Facebook and Instagram), and Google, Double W Worldwide crafted cohesive and standout content that seamlessly extended the messaging from Lebara’s Out-of-Home (OOH) and TVC campaigns. This integrated approach significantly boosted brand awareness, consideration, and purchase intent, contributing to Lebara’s growth in a highly competitive market.

Challenge
Operating in a saturated market, Lebara needed to differentiate itself and engage customers across digital channels where its target audience spends most of their time. Although Lebara had established a strong presence through traditional media, it was essential to extend this impact digitally. The challenge was to create a strategy that not only mirrored the success of the OOH and TVC campaigns but also resonated with digital audiences, driving them from awareness to conversion.

Strategy
Double W Worldwide developed a digital strategy that leveraged the unique strengths of each platform—TikTok, Meta, and Google. The strategy focused on creating engaging, platform-specific content that continued the messaging from Lebara’s OOH and TVC campaigns, ensuring a consistent and cohesive narrative across all channels. By targeting key audience segments and using data-driven insights, the campaign aimed to enhance brand visibility, foster consideration, and ultimately drive conversions.

Execution

1. TikTok
   On TikTok, Double W Worldwide capitalized on the platform’s dynamic and creative environment to produce short, engaging videos that appealed to a younger, tech-savvy audience. These videos highlighted Lebara’s core value proposition—affordable international calling—through relatable scenarios and user-generated content. By tapping into popular trends and challenges, the campaign ensured Lebara’s messaging was both relevant and shareable, encouraging users to engage with the brand.

2. Meta (Facebook and Instagram)
   On Meta, the focus was on visually impactful ads that mirrored the creative elements of Lebara’s OOH and TV campaigns. Double W Worldwide deployed carousel ads, video stories, and targeted display ads to showcase Lebara’s offerings, emphasizing the ease and affordability of staying connected with loved ones abroad. Meta’s advanced targeting capabilities allowed the campaign to reach specific demographics, including diaspora communities and frequent international callers, effectively driving both awareness and consideration.

3. Google
   Google’s search and display networks were utilized to capture intent-driven traffic. Search ads targeted users actively searching for international calling solutions, while display ads provided retargeting opportunities to those who had interacted with Lebara’s content on other platforms. YouTube ads extended the reach of the TVC campaign, ensuring consistent messaging across video content and driving further engagement and conversions.

Marketing Funnel Integration

Double W Worldwide's digital strategy was meticulously designed to guide customers through every stage of the marketing funnel, from awareness to conversion.

1. Awareness (Top of Funnel)
   The campaign started with high-visibility content on TikTok, Meta, and Google’s display network to generate brand awareness. TikTok videos and Meta’s visually engaging ads captured attention, while YouTube pre-roll ads and Google display banners ensured that Lebara’s messaging was seen by a broad audience. Consistent messaging across these platforms reinforced brand recall, making Lebara a top consideration for potential customers.

2. Interest & Consideration (Middle of Funnel)
   As awareness grew, the strategy focused on nurturing interest and consideration. Meta’s carousel ads and Instagram stories offered more detailed insights into Lebara’s services, allowing users to explore the brand’s benefits. Google search ads targeted users actively looking for international calling solutions, positioning Lebara as the optimal choice. Retargeting on Meta and Google kept Lebara top-of-mind, moving users closer to a purchasing decision.

3. Conversion (Bottom of Funnel)
   In the conversion stage, the strategy focused on turning interested users into customers. Google search ads directed users to landing pages with clear calls to action, making it easy to sign up for Lebara’s services. On Meta, Double W Worldwide highlighted special offers and limited-time promotions to incentivize conversions, while TikTok content continued to engage users with actionable messages. This multi-channel approach ensured users were consistently encouraged to take the next step, leading to increased sign-ups and purchases.

4. Loyalty & Advocacy (Beyond the Funnel)
   Post-conversion, the strategy continued to engage customers through personalized content and offers on Meta and Google, fostering repeat purchases and long-term loyalty. TikTok and Meta were used to showcase user-generated content and customer testimonials, reinforcing Lebara’s image as a trusted brand and driving organic advocacy.

Results
Double W Worldwide’s digital strategy delivered impressive results for Lebara:

• Brand Awareness: The cohesive messaging across platforms led to a significant increase in brand visibility and recall, particularly on TikTok and Meta.

• Consideration: Targeted ads and retargeting on Meta and Google effectively nurtured interest, resulting in a higher rate of consideration among potential customers.

• Conversions: The integrated approach across digital platforms drove a substantial increase in conversions, with more users signing up for Lebara’s services and purchasing international calling plans.

Conclusion
Lebara’s digital strategy on TikTok, Meta, and Google, expertly crafted by Double W Worldwide, was a resounding success. By extending the messaging from OOH and TV campaigns into the digital space, the campaign captured the attention of Lebara’s target audience, nurtured interest, and drove conversions. This case study highlights how a well-executed digital strategy, delivered by a skilled agency like Double W Worldwide, can significantly enhance brand awareness, consideration, and purchase intent, leading to substantial business growth becoming the fastest growing mobile network in the UK.