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Virgin Media O2 Saves Millions and Transforms Digital Operations With Storyblok CMS Overhaul

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Storyblok is the first headless CMS that works for developers & marketers alike.

UK telco giant rebuilds entire content infrastructure, migrates 6,000+ pages, and empowers 10,000+ agents across web and retail

London, UK — September 29, 2025 — Virgin Media O2 (VMO2), the UK’s largest converged telecommunications provider, has achieved multimillion-pound annual savings and rebuilt its digital content ecosystem from the ground up, thanks to a strategic shift to Storyblok’s headless CMS.

The transformation focused on eliminating technical debt, accelerating time to market, and giving content teams full autonomy across a sprawling digital footprint.

“Storyblok enabled us to achieve a multi-million-pound annual saving, streamlining and centralizing multiple platforms and use cases into one,” said Jim Drury, Head of Frontend Technologies at Virgin Media O2.

Over 6,000 pages were migrated from legacy systems including Drupal, LifeRay, Strapi, and eGain. Entire sites, including legal, help, and customer experience hubs, were rebuilt in under 4 days.

Key outcomes include:

  • £2M+ annual savings by eliminating overlapping CMS tools and services
  • 10,000+ agents and editors now empowered with modern tools across 200+ retail locations
  • Massive reductions in content delivery time, with sites launching in under 24 hours
  • Legal page updates and sitemap builds now done in days
  • A single source of truth for 10,000+ device variants, streamlining both online and in-store sales

“Virgin Media O2’s transformation is exactly the kind of impact we built Storyblok for,” said Dominik Angerer, CEO and Co-Founder of Storyblok. “Replacing a tangle of legacy systems with a single, flexible CMS saves millions, and unlocks speed, scale, and creativity across the entire organization. This is what modern content operations should look like.”

The impact of VMO2’s CMS overhaul was fully on display during the Samsung Galaxy S25 launch. Storyblok’s flexible component model and real-time publishing capabilities enabled richer campaign content, faster updates, and tighter alignment across teams contributing to record-breaking pre-orders and making VMO2 the #1 UK operator for the launch.

“Storyblok’s CMS contributed to our highest-ever Samsung S Series pre-order performance over a fortnight,” said Jas Bhandal, eCommerce Manager at Virgin Media O2.

From in-store agents to mobile app editors, Storyblok is now the connective tissue for VMO2’s content operations:

  • 1M+ monthly pageviews in the MyVM app, with content managed via Storyblok and Braze
  • 4,000+ field agents now generating real-time, personalized customer journeys on tablets
  • Real-time QR code-based content editing for promotions and live events
  • Integrated with OpenAI’s ChatGPT via LangChain to QA thousands of pages at scale

“We started with a weekend proof-of-concept. Now it powers the entire organization,” added Drury. “The speed and scale of what we’ve accomplished with Storyblok would’ve been unthinkable before.”

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About Storyblok

Storyblok is a headless CMS that enables marketers and developers to create with joy and succeed in the AI-driven content era. It empowers you to deliver structured and consistent content everywhere: websites, apps, AI search, and beyond.

Legendary brands like Virgin Media O2, Oatly, and TomTom use Storyblok to make a bigger, faster market impact. It’s Joyful Headless™, and it changes everything.


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