How Double W Doubled Lebara’s Market Share and increased customer base by 67%.
+67% increase in active customers
+50% UK market share growth
+8.4% brand awareness
+30% value-for-money perception uplift
Campaign of the Year – Marketing Week Awards 2024
Judged by over 50 senior marketers from the UK’s top brands
Lebara Mobile had the product: strong coverage, unbeatable pricing, and a rapidly growing audience of value-conscious consumers. What it lacked was clear, compelling brand visibility. That’s where DoubleW stepped in. Through a strategic mix of creative repositioning, cross-channel media execution, and performance-led marketing, we helped Lebara transform from challenger to category disruptor.
The Challenge
The Strategy
With no physical network and a lean operating model, Lebara needed to scale smartly. Its value-led proposition was often confused with low quality. Meanwhile, legacy networks were raising prices and pushing customers to look elsewhere. We needed to:
Build brand trust
Drive subscriber growth
Improve customer retention
Generate real business impact
