Design impact
30 users tested
Think-aloud usability testing to understand expectations and reactions to the campaign landing page.
86% expected product offers
Most users clicking the advert expected to see Virgin Media deals and broadband offers.
Highest engagement on product section
Behavioural analytics showed the strongest interaction with product packages and the main CTA.
Opportunity to clarify campaign messaging
Testing revealed confusion between the dating theme and the actual Virgin Media services.
PROJECT OVERVIEW
Virgin Media runs multiple marketing campaigns throughout the year to promote its broadband, TV and phone services across channels such as TV, social media, digital advertising and outdoor media. Each campaign requires a digital landing experience that connects marketing storytelling with product discovery.
For the “Stay in Love, Stay Connected”campaign, I designed the campaign landing page structure and user journey, ensuring a seamless transition from advertising channels into the Virgin Media product ecosystem.
The work focused on balancing brand narrative and commercial objectives, guiding users from campaign engagement towards relevant product offers while maintaining a consistent digital experience across channels.
CONTEXT
BUSINESS OBJECTIVES
Virgin Media runs integrated marketing campaigns across TV, social media, digital advertising and outdoor media to promote its broadband, TV and phone services. Each campaign requires a digital landing experience that connects marketing storytelling with product discovery, helping transform campaign engagement into product exploration and potential conversion.
USER OBJECTIVES
Users arriving from advertising channels expect a seamless continuation of the campaign message while being able to quickly access relevant deals, offers or product information. The landing experience therefore needs to balance campaign storytelling with clear entry points to Virgin Media services.
UX CHALLENGE
The main challenge was to translate an emotionally driven campaign theme into a landing page that still supports clear product discovery. The experience needed to maintain the campaign narrative while ensuring users could easily understand the relationship between the campaign message and Virgin Media’s broadband offers.
MY ROLE
I designed the campaign landing page structure and user journey, developing wireframes, prototypes and interaction patterns. I collaborated with marketing teams and creative agencies, while validating the experience through behavioural analytics, user testing and experimentation.
DEFINITION
PROBLEM STATEMENT
Users arriving from advertising campaigns expect a clear continuation of the campaign message, while also looking for relevant offers or product information.
However, if the connection between the campaign theme and the product offering is not immediately clear, users may struggle to understand the purpose of the landing page or how the campaign relates to Virgin Media services.
DESIGN-LED CHALLENGE
The challenge was to design a landing experience that maintains the emotional storytelling of the campaign while guiding users towards relevant product journeys.
The page needed to support both engagement with the campaign narrative and quick access to Virgin Media broadband offers, ensuring clarity without losing the campaign’s creative identity.
HYPOTHESES
We hypothesised that if the landing page continued the campaign narrative while clearly presenting relevant product offers and CTAs, users would better understand the value proposition and engage more with Virgin Media products.
Testing and behavioural analytics would help validate whether the storytelling structure effectively supports product discovery and engagement.
DESIGN
Stay in love, stay connected.
The design phase focused on creating a campaign hub that seamlessly connects Virgin Media’s advertising content with its product offerings. Users could reach the landing page through multiple channels, including social media, digital banners, and TV ads, all converging in a central hub designed to continue the campaign narrative while guiding users toward product discovery.
Communication Approach
The landing page design was guided by a structured messaging framework to move users from brand awareness to product conversion.
The campaign narrative progressed across three levels:
LOVE (Brand): Emotional storytelling highlighting how Virgin Media connectivity enables meaningful relationships.
PERSUADE (Product): Celebrating product capabilities and benefits, presented in an emotional context.
CONVERT (Direct Response): Clear product offers and CTAs highlighting pricing and deals.
This framework was mapped visually in a progression chart, divided into two areas: Connections That Matter and Game-Changing Speed. It ensured that each section of the landing page aligned with campaign messaging and guided users toward relevant product interactions.
UX Strategy
The landing page structure was guided by the principle of balancing brand storytelling and commercial clarity. The goal was to maintain the emotional impact of the campaign while providing clear entry points to Virgin Media broadband packages and related products. The hub was structured to highlight the hero campaign spot, product offers, editorial content, and extended materials, ensuring a smooth user journey from engagement to exploration.
Hub Space Structure
The hub was designed to visually reflect the campaign while prioritising key interactions:
Wireframes & Mockups
Wireframes and interactive prototypes were created to test hierarchy, CTA placement, and content prioritisation. Mockups showed the campaign’s creative assets integrated with product information, while prototypes enabled early testing of interaction flows and user engagement.
VALIDATE
To evaluate the effectiveness of the campaign landing page, I analysed behavioural analytics and conducted user testing to understand how users interpret the campaign message and engage with the page content.
Behavioural Analytics
Behavioural analytics data from Contentsquare showed that the landing page performed consistently across desktop and mobile devices. Interaction patterns revealed that users primarily focused on areas related to product exploration rather than campaign storytelling.
The product packages section generated the highest click rate, followed by the main CTA linking directly to product offers. Secondary engagement was observed on the editorial content and campaign video.
These insights suggested that while users engage with the campaign narrative, their primary intent remains discovering relevant deals and broadband offers.
User Testing
To better understand user expectations, we conducted an unmoderated think-aloud usability test with 30 participants. The goal was to capture qualitative feedback on how users interpret the landing page once they arrive from campaign adverts.
Participants were asked to explore the page while sharing their thoughts on:
expectations when clicking the advert
first impressions of the landing page
perceived connection between the campaign theme and Virgin Media products
clarity of the product offering
When asked what they expected after clicking the advert:
86% expected to land on a page featuring Virgin Media deals or offers
7% expected bundles involving dating apps
7% expected bundles related to messaging or communication apps
This indicated that most users associate campaign adverts primarily with product offers, even when the narrative is lifestyle-driven.
Initial reactions to the landing page showed mixed responses to the campaign theme.
69% of participants reported confusion seeing dating-related content on a Virgin Media page
31% were neutral and focused mainly on product information
Many participants questioned how the campaign narrative translated into a tangible benefit related to broadband services.
A/B Testing
Two landing page variations were tested to evaluate how visual presentation affects engagement:
Version A
Static hero banner with CTA
Editorial articles
Product benefits
Campaign video
Latest deals
Version B
Video background hero banner with CTA
Editorial articles
Campaign video
Product benefits
Latest deals
The goal of this experiment was to understand whether motion-driven storytelling or static messaging better supports user engagement and navigation toward product sections.
IMPACT
Key Learnings
The campaign landing page successfully connected brand storytelling with product discovery, attracting users from multiple campaign channels including social media, digital advertising, and video content.
Behavioural analytics and usability testing revealed an important insight: while the campaign narrative generated interest, most users arrived on the page with a clear commercial intent, primarily looking for Virgin Media deals and broadband offers.
The analysis highlighted the need to balance emotional brand storytelling with immediate product clarity. As a result, the landing page structure was refined to prioritise visible product packages and clear CTAs, while still maintaining the campaign narrative through visual storytelling and editorial content.
This project reinforced the importance of aligning marketing creativity with user expectations, ensuring that campaign-driven experiences remain engaging while still supporting clear paths to conversion.
Conclusion
This project demonstrated how campaign-led experiences can be translated into effective digital journeys that support both brand storytelling and product discovery. By analysing user behaviour and validating assumptions through testing, the landing page evolved to better align creative marketing narratives with real user expectations.
The work highlighted the importance of designing campaign hubs that not only showcase brand creativity but also provide clear paths to relevant products and offers. Balancing emotional engagement with commercial clarity ensured that the experience remained both engaging and conversion-oriented, supporting Virgin Media’s broader digital acquisition strategy.
These are just a selection. Explore the full portfolio to see additional work across optimisation, migration, and end-to-end product journeys.