Three times as many people searching for your brand and an ROI of 21:1 is impressive at any time of the year, let alone at Christmas when Virgin Experience Days had to cut through the noise of every other gift retailer in the market.
Planning and looking forward to doing something different is a key motivator in the popularity of experience day gifts. Virgin Experience Days’ in-house creative team created a short film, ‘Ruby & Ralph’, based on the feeling of anticipation that makes experience day gifts unique. It was the job of iCrossing to then amplify the brand message highlighted in this video, driving brand awareness and increasing new customers searching for the brand online with the following objectives:
  • To increase online brand awareness of Virgin Experience Days during the 2015 Christmas period
  • To direct traffic to at an ROI of 1:1


Virgin Experience Days understood the importance of a well planned and executed amplification strategy to drive the maximum return from their creative investment into ‘Ruby and Ralph’. iCrossing took this content and propelled it online across 11 forms of paid and earned media, including search and social channels, email, YouTube TrueView, a week long London Underground Wi-Fi takeover, affiliate channels and more.
The selection of channels, tactics, creative and messaging were all built around the online (and offline) behaviours of the target audience. Working in unison with the brand and their marketing activities, iCrossing was therefore able to create a complementary multi-channel campaign to deliver superior results throughout the peak retail season.


  • SEO, paid and direct brand related traffic to the homepage generated in incremental revenue at an ROI of 21:1
  • Three times as many people searching for Virgin Experience Days YoY during the peak period of the 1st November to 24th December 2015
  • TrueView activity generated an ROI of 4.3:1, driving 46% more views against our 136k target
“iCrossing really live the Virgin Experience Days brand and we see them as an integrated part of our own digital team rather than an external agency.  Triple digit growth has been the norm for us whilst working with iCrossing for the past eight years, however the success of the ‘Something Wonderful is About to Happen’ campaign in 2015 has been phenomenal. This is all down to the close working relationship we have forged together, resulting in a creative concept and amplification strategy that resonated amazingly well with our target audience. “
Chris Smith, Marketing Director, Virgin Experience Days