Runa Case Study: Vodafone Uses Digital Incentives for UK Broadband Acquisition

Vodafone's use of digital incentives in UK broadband shifted from acquisition volume toward customer lifetime value, according to a case study dated January 14, 2021 on Runa's site. The account features Cai Mullins, then Vodafone's Head of Affiliates and Partnerships.

The case study identifies Mullins' remit as promoting Vodafone through affiliate and third-party websites, following three years at BT working on digital sales. It discusses how incentives fit customer acquisition in a market where providers often make similar claims about their services.

The account places the campaign approach in the context of Vodafone's expansion beyond its established mobile business into home broadband and other services. It presents customer segmentation and differentiation as important to that work.