The Challenge

As competition in the student telecoms market intensified, VOXI needed to move beyond awareness-led brand content and prove that culturally relevant storytelling could drive measurable sales, all while cutting through growing negative narratives around screen time that ran counter to VOXI's unlimited data proposition.

The Strategy

VOXI reframed digital behaviour as empowering rather than excessive, using platform-native short-form content, influencers and student UGC across TikTok and Snapchat.

Execution and Innovation

A pioneering closed-loop attribution model connected UNiDAYS' verified student data directly to affiliate sales tracking, enabling paid social to optimise toward confirmed purchases rather than clicks for the first time.

Results

The campaign exceeded targets across awareness, engagement, sales and efficiency, and delivered exceptional commercial results.

Judges' Verdict

"An exceptional, top-tier campaign that sets a new industry standard for content commerce — linking verified student identities directly to transaction data, optimising for actual sales rather than unreliable proxy metrics."

"The seamless integration between VOXI, UNiDAYS and Raptor transformed verified student insights into a high-performance content engine."