Launching Mozillion's Kill Your Bill Across Meta, Google and Email

Client: Mozillion

Regions: United Kingdom

Services: Paid Social, Paid Search, Email Marketing, Creative Production

Key Achievements:

Meta cost per purchase 61% below the account’s previous best
Email revenue up 155% in our second month running Klaviyo
18 ad concepts signed off across three product launches

Introduction

Mozillion is a UK challenger mobile network. Its SIM-only plans run on EE’s network, and every plan includes Kill Your Bill: customers buy gift cards from more than 220 brands, including Sainsbury’s, Costa and ASOS, through the Mozillion app, and the rewards come off their monthly phone bill.

Alongside its SIM-only plans, Mozillion sells a global travel eSIM that works in more than 200 destinations, and buys and sells new and second-hand phones.

Challenges

Mozillion came to us in May 2026 with a proposition no other UK network offered, but with low brand awareness and an unfamiliar idea to explain across two products and two audiences. No paid social budget had yet gone behind its SIM-only plans or its travel eSIM. Sales were the headline measure, with a cost-per-acquisition target for each product.

Strategic Approach

To address this, we focused on:

Kill Your Bill as the hero idea:
Competitors in SIM-only advertising sell on price per gigabyte, so we built the creative around the feeling of a phone bill that disappears. The routes included creator UGC on cost-of-living cuts and bill reveals, an animated explainer of how the rewards work, and bold yellow headline statics, which became the campaign’s most efficient ad.
One campaign per product on Meta:
We ran consolidated, purchase-optimised campaigns for Kill Your Bill, the Global Travel eSIM and, from late July, the new Pay Monthly SIM. Winning ads moved into a best-performers ad set, and we raised budgets in steps while cost per purchase held, adding new creative as each step settled.
Rebuilding Google Ads:
We took over the existing Google Ads account and added Performance Max for SIM cards, Shopping and destination-led travel eSIM search alongside brand search. We judged every product line on cost per sale and paused those that did not pay their way.
Lifecycle email in Klaviyo:
From July we took on email marketing. We built a Kill Your Bill journey split by whether a contact had already bought a SIM, a cross-sell flow, a welcome journey for TikTok Shop customers, and a monthly programme of rewards and offer emails.

Performance Highlights

Lower Meta Cost per Purchase

0 %

Uplift in Email Revenue

0 %

Ad Concepts Signed Off

Paid media went live at the start of June 2026 and we took over email in July. Meta and Google figures are as reported by each platform. The Meta comparison is with the account’s best campaign before we started, which promoted Mozillion’s phone marketplace rather than its SIM plans.

Lower cost per purchase on Meta: Between June and August 2026, our Meta campaigns drove 2,450 purchases at a cost per purchase 61% below the account’s previous best Meta campaign, and below the target set in our strategy across the period.
One static led the account: Our bold Kill Your Bill headline static was the campaign’s most efficient ad through June and July, delivering 261 purchases in July alone.
A fast product launch: Pay Monthly SIM launched on Meta at the end of July with UGC, statics and animations we produced, and delivered 438 purchases in its first month.
Email revenue more than doubled: Klaviyo-attributed email revenue rose 155% in August against July, our first month on the account. Always-on flows produced 65% of it, led by the new Kill Your Bill journey.
Google scaled at a steady cost: From June to August, Google Ads conversions rose 190% on the previous three months as budget grew, while cost per conversion held level. Brand search accounted for most of that volume.

Conclusion

In its first months with us, Mozillion’s free-bill proposition went from an untested idea to a paid programme selling three products across Meta, Google and email. We continue to brief new creative for the busy autumn switching season and to test landing pages that turn more of the traffic into customers.

This project drew on our paid social, search marketing, email marketing, video and motion design and ecommerce marketing services. See more of our work.

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