Success Story

The Carphone Warehouse

The Carphone Warehouse Case Study

“We were keen on launching FBX with Rocket Fuel. Since we went live, the results have been brilliant. We’ve seen a 41% reduction in CPO compared to average CPO across all other DR placements. We can’t wait to see more!”

Domitille Mereuze
Digital Marketing Executive Carphone Warehouse

Metric Image


Drive orders at a low cost utilizing FBX


Congested online marketplace, no previous FBX use

Product Used

Rocket Fuel for Social


London, England-based Carphone Warehouse was founded in 1989 by Charles Dunstone and Julian Brownlie. They pooled £6,000 of their savings and opened up shop in Dunstone’s rented flat. Carphone Warehouse is now Europe’s largest independent mobile phone retailer. It operates 2,440 stores in nine European countries, principally under “The Carphone Warehouse” and “The Phone House” brands. The company also owns a 50 percent interest in the Best Buy Europe Group and 47% interest in Virgin Mobile France.


  • Drive cost-efficient orders with those in-market for new handsets and contracts
  • Deliver against a targeted CPO (cost per order)
  • Drive results as the first global Rocket Fuel Facebook Exchange partner


  • Congested, competitive marketplace
  • Prospecting-only campaign
  • No previous learnings on FBX


  • Carphone Warehouse’s FBX activity drove a 41% reduction in CPO compared to average CPO across all other DR placements
  • Based on the respective CPMs (conversion per thousand impressions) of display vs. FBX, and the increased level of CVM, the overall effective CPO of the Facebook activity comes out to less than half that of display
  • FBX showed 40% increase in CVR (conversion per click) when compared to display

Product Used

  • Rocket Fuel for Direct Response
    • Channel: Social

Why Rocket Fuel?

  • Technical targeting capabilities provide superior results
  • Outstanding customer service

Big Data Audience Discoveries

When advertisers work with Rocket Fuel, their advertising learns and improves. What did we learn about the ideal audience for Carphone Warehouse? They tend to be:

  • UK residents only
  • Those in-market for telecommunications products