Vodafone reduced the time needed to launch acquisition campaigns from three business days to under an hour after adopting Runa, according to a case study published on March 21, 2023. The supplier also reported a 17% increase in new sign-ups compared with the previous provider. [S01] [S02]

Campaign control and reward delivery

The account describes a first campaign running within a week, followed by self-service controls for changing reward offers and campaign parameters. Automated fulfilment accommodated a three-month cooling-off period before rewards were delivered. Adam Clisby, identified in the study as Vodafone’s affiliate marketing specialist, described the need to manage creation, validation and fulfilment independently. [S02]

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Campaign control and reward delivery

Supplier-reported measure

Result

Initial setup

One week

Subsequent campaign turnaround

Under one hour, previously three business days

New sign-ups

17% increase against previous supplier

What the comparison establishes

The case study does not disclose the sign-up sample, campaign mix or a controlled comparison. Its 95% turnaround improvement is the supplier’s calculation. The reported changes should therefore be read as implementation results, rather than a forecast for another telecoms programme. [S02]

The operational distinction is between qualifying for a reward and receiving it. A promotional offer may be visible immediately, while the underlying service contract still has conditions to satisfy. Automating delivery does not require abandoning those conditions. It requires the reward system to recognise when they have been met.

For an acquisition team, control over the offer and control over fulfilment are related but different capabilities. The first helps the team change a campaign. The second helps it honour the promise made to the customer. A faster campaign editor is useful only if the final handover remains accurate.

The historical case illustrates that division of work. It provides concrete operating measures, while leaving the financial return and the independent contribution of each change outside the published evidence.