We’ve worked with Lebara since 2022, when its five markets (UK, Netherlands, France, Germany and Denmark) were operating largely in isolation with disconnected strategies and limited shared measurement. We introduced a unified measurement framework, built more collaborative ways of working, and developed a single “Smarter” brand strategy to connect all markets.
The results have been significant. Econometrics show the “Smarter” campaign delivers an average ROI of 10.4, driving higher customer lifetime value and increased profit from media investment. In the UK, Lebara is now the fastest-growing network and holds the #1 position for category growth.
Building on this success, we’ve also helped design the Brand Licence Programme and launched Lebara’s first partner brand in Nigeria. The work has been recognised industry-wide, winning Campaign of the Year at both the Marketing Week Awards 2024 and the Mobile Industry Awards 2024.
Building on this success, we’ve also helped design the Brand Licence Programme and launched Lebara’s first partner brand in Nigeria. The work has been recognised industry-wide, winning Campaign of the Year at both the Marketing Week Awards 2024 and the Mobile Industry Awards 2024.
Results
The Effective Collective are one of our most valued marketing partners. In the three years we have worked together, their smart thinking & relentless energy has helped us design & execute a brand strategy across our UK & European markets that has delivered market-leading growth. As we enter the next phase of our journey, we continue to highly value their experience & guidance.
Ben Dowd, Group Chief Commercial Officer