mobile marketing case study booklet

Case studies Ben Jerry’s: Scoop of Happiness iPhone app Axe: Wake up Interactive voice Dove: SMS shortcodes to vote Orange: Orange Wednesdays coupons Toni Guy: Salon finder SMS Hellmann’s: Text for content Spotless: Colour Catcher sampling – SMS Gala Bingo: Club and SMS alerts Novartis: Allereze Pollen Alert SMS Lynx: Mobile media Seda: Shampoo – Integrated mobile campaign Snickers: Interactive Voice PG: Tide Stain Brain iPhone App Trident: Fresh Mint flavours Apps Gillette: Fusion razor – Game apps Johnson Johnson: PhonyPhone App US Kraft: iFood Assistant app Peugeot: Bluetooth competitions Nike: Zoom Bluetooth billboards McDonald’s: Mobile couponing Dunkin’ Donuts: Mobile couponing

Mobile marketing examples from Unilever partner agencies

Ben & Jerry’s: Scoop of Happiness

-iPhone app

Axe: Wake up - Interactive voice

Dove: SMS shortcodes to vote

Orange: Orange Wednesdays coupons

Toni & Guy: Salon finder SMS

Hellmann’s: Text for content

Spotless: Colour Catcher sampling –

SMS

Gala Bingo: Club and SMS alerts

Novartis: Aller-eze Pollen Alert - SMS

Lynx: Mobile media

Seda: Shampoo – Integrated mobile

campaign

Snickers: Interactive Voice P&G: Tide Stain Brain iPhone - App Trident: Fresh Mint flavours - Apps Gillette: Fusion razor – Game apps Johnson & Johnson: PhonyPhone App US

Kraft: iFood Assistant app Peugeot: Bluetooth competitions Nike: Zoom - Bluetooth billboards McDonald’s: Mobile couponing Dunkin’ Donuts: Mobile couponing

How much of the target audience was reached?

Was this cost-effective?

Further information & contacts

“An ever-growing app that's built to fill your life with Peace, Love, and Ice Cream”

180

(vs TV) Cost

Reach (‘000s) Metric:

Downloads

Reach cost (€ per ‘000)

• 180,000 downloads

• Top 50 App #34 (out

of over 150,000)

What was the communication? How does it

influence the target audience? Is it well branded?

How would this compare to TV?

http://www.benjerry.com/fun/feature/iphone/

Ben & Jerry's created a “Scoop of Happiness” iPhone

application Features include:

• Scoop Shop Finder

• Invite friends to meet you at a Scoop Shop

• Flavour Explorer

• Ingredients and nutrition info

• Countdown to Free Cone Day

Ben & Jerry’s Best Practice Digital and social media

• http://inside.unilever.com/marketing/ROMI/Pages/ optimisemedia.aspx

Contacts

• Noelle Pirnie – Senior Integrated Marketing Manager

• Katie O'Brien – Global Digital Marketing Manager

• Paola Cardinali – Ice Cream Category Global Communications Officer

Costs not yet included

How much of the target audience was reached?

Was this cost-effective?

Axe India – “Call Me”

Gold award winner in Asia Amet Media Excellence Awards

Asia Amet Media Excellence Awards – Case study

• http://inside.unilever.com/marketing/ROMI/P ages/optimisemedia.aspx

Axe “Call Me”

Think Big Pack

• http://inside.unilever.com/marketing/ROMI/P ages/optimisemedia.aspx

Further information & contacts

Reach (‘000s) Metric:

Calls

Reach cost (€ per ‘000)

in own right

20.3

What was the communication? How does it

influence the target audience? Is it well branded?

How would this compare to TV?

Indian guys have mobiles, but they don’t all have the

latest technologies (GPRS etc.) Hence the idea to go

with voice A girl called Tanya was created who would

ask flirty questions for the chance to win great prizes

A memorable phone number was chosen, and pushed

hard through all channels (TV, Print, Outdoor, PR, can

stickers & Modern Trade) The number was charged at

a standard rate, and attracted 4.5 million calls.

Axe: Wake up - Interactive voice

Objectives

• Raise brand awareness among young audience; keep recruiting new

users and expand in small towns

• Leverage TV adverts by using mobile to engage in brand interaction

Overview

• Number is identical to the ones used in the ads

• Each call is an entry to a competition to win iPhones and iPods

• Calls feature:

• Tanya the Axe angel asking questions to check if the caller has the ‘Axe effect’

• Subscribe to wake up calls

• Request a ringtone download

Results

• 2,700,000 calls in a month, exceeding initial expectation of 1,000,000

• 4.4 million calls with over 40% repeat callers – highest voice data

response generated by any brand in India and Asia

50%

US

Dove: SMS shortcodes to vote

Objectives

•Position campaign as dialogue

•Supplement “Campaign for Real Beauty” launch

•Drive users to Website for further engagement

Overview

•Set up large stationary billboard with LED display in

Times Square

•Provide 2 shortcodes to enable participation by voting

•Voter receives acknowledgment, real-time voting Results

and drive to campaign website

Results

• Differentiate Orange from competitors

• Increase retention rate of Orange consumers

• Increase sales with participating cinemas (95% of the UK

market)

Overview

• Promote 2-for-1 cinema tickets on Wednesday, only

available for target audience of Orange Mobile consumers

(7.8m)

• Advertise with bill inserts, London Tube posters, outdoor

media, film magazines, national press, radio, online,

national TV

• Text FILM to 241 to receive unique voucher

Results

• Over 10 million vouchers redeemed – world’s largest

mobile couponing/ticketing implementation

• Significant increase in average cinema ticket sales on

Wednesdays (~50% of entries are Orange Wednesdays on

a Wednesday)

• Strong brand recall in comparison to rivals

• Data capture allows for film recommendation and other

ongoing dialogue

Orange: Orange Wednesdays and Odeon

coupons

Toni & Guy: Salon finder SMS

Objectives

•Deliver increased salon appointments via call to action

•Drive awareness of essensuals Brand

Overview

•6 week campaign from 9th March to 12th April 2009

•SMS call to action added to national outdoor media (6

sheets and kiosks)

•Content received via call to action:

• Embedded marketing message after thanking text for 20%

discount voucher

Results

•Over 1,000 consumers requested vouchers

•Response rates:

• 7% for all adults aged 15-35

• 25% of users clicked link for more info

•Campaign very successful in associating brand with

media popular amongst target audience

•Invite users to text in for a free recipe

•Allocate mobile activity to 2 hour to 2 days in the

metro and online

Results

•104,400 recipes sent via SMS in 28 days

Spotless: Colour Catcher sampling – SMS

Objectives

•Support re-launch of its Colour Catch laundry product

•Raise brand awareness and translate to drive sales

Overview

•Enable consumers who viewed brand’s ads to text in name, address for

a free sample

Results

•Total sales uplift of 3x versus baseline sales

•Stable post-campaign sales 60% over baseline

•54% of consumers went to buy the product

•89% declared that without ad, they would not have bought the product

Gala Bingo: Club and SMS alerts

Objectives

•Increase frequency of visits to their Bingo centres from their key target audience of 45+ year old females

•Particularly increase traffic at pockets of time where there is low attendance, which can be unpredictable

•Build a personal ongoing dialogue with these consumers

Overview

•Gala Bingo Mobile Club was established where subscribers can get alerted of immediate offers in Gala Bingo centres

across the UK

•Consumers would see this club promoted in all media targeted at them (especially inside the centres) and text in their

postcode to get subscribed

•At times of low attendance at any particular centre, Gala would text the members in that area and offer them immediate 2 for 1 bingo games if they attended immediately

•Gala also texted them of other promotions and announcements

Results

•Thousands of members subscribed to this service due to the good incentive and the convenience of the medium used to receive the offer, proving that if the incentive is right, consumers of any age will participate

•As consumers carry their mobiles with them at all times, immediate offers worked well

•13,000 sign ups over 3-month period

•Over 30% improvement over targets

Novartis: Aller-eze Pollen Alert - SMS

• Hayfever pollen alerts

• Daily pollen count

• Customised to individual postcodes

• Tips for sufferers

Objectives

•Directly communicate to consumers that they care

about their health

•Promote launch of Aller-eze

Overview

•Develop alert service across a variety of traditional

media and on-pack promotion

•Subscribers text in their postcode to a short code

•Subscribers receive:

• Pollen counts every morning in their specific area

• Tips on how to better manage hay fever

Results

•61% of subscribers knew that Aller-eze was the

sponsor of the service

•91% said they’d subscribe again

•56% said that such service was worth paying for

• Mobile media is now challenging online

advertising in the engagement and creativity

stakes

• Flash, Animation, Expandable, Video, phone

functionality all now available

Lynx: Mobile media

On average, the cost per engagement from

mobile media is significantly less than online

Seda: Shampoo – Integrated mobile campaign

Objectives

•Raise awareness of Seda Shampoo among teens in Brazil

•Support release of a teen-friendly version of its shampoo

Overview

•Launch mobile campaign and customised Nokia 5200 Pink handset

•Mobile campaign features:

• Banner advertising on the Nokia Media Network

• Wallpaper

• Java Games

• Branded social networking site: browse beauty and health tips, horoscopes,

an “Experts” area

•Handset came preloaded with advertisements, 4 campaign themes,

MP3s from a popular Brazilian band

Results

•5% average CTR

•Over 360,000 visits to the mobile Internet site in 2 months, twice the

no to the Seda teens website

•Over 11,000 game downloads

Snickers: Interactive Voice

• Interactive voice creates

engagements similar to the web, but

through the voice channel

• Near 100% penetration of mobile

devices globally

• Can tie-in most other phones

functionalities: SMS, mobile web,

images, video, audio, maps, etc.

Interactive Voice takes advantage of the most familiar

mobile functionality – voice

P&G: Tide Stain Brain iPhone - App

Objectives

•Reinforce P&G’s Tide as authority in stain removal and make

the brand more accessible

•Take expertise available on the web and extend out of home to

reach consumers

Overview

•Launched free Stain Brain iPhone app

•User can find & share ways to remove stains at home & on the

go, browse the top 20 stains and search using filters

• Stain solution

• On-the-go tips

• Fabric care notes

• Recommended Tide products (nearest store etc.)

• Contribute stain solutions, give feedback and ask questions to other

users

Results: (TBA)

•Promote the launch of the new Trident Fresh Mint flavours

- Intense and Ice

•Help bring to life for consumers the experience of chewing

Trident Fresh

Overview

•Launched Trident Fresh iPhone app

•Consumers can freeze the screen of their iPhone by

blowing the microphone - the display will get a "cold effect“

•Consumers are then free to use their imaginations to

create the design they want

•To delete, simply shake the phone until it returns to normal

•In addition to the default background application, you can

freeze the photos stored on the device and then play with

them

•http://www.youtube.com/watch?v=REKvXpJEdao

Results

•2009 MMA award winners of Best Mobile Display

Campaign for Central and Latin America

Central and Latin America

Trident: Fresh Mint flavours - Apps

Gillette: Fusion razor – Game apps

• Choose facial hair texture, length

• Use Gillette Fusion razor to shave and create any facial hairstyle

they like

•Help moms on-the-go of which

• 55% let their children play with phone

• 91% never leave the house without their phone

• Generation X mums

Overview

•Created new iPhone application called “PhonyPhone”

• Educational digital toy for child

• Safeguard against accidental calls for mums

•Download app via mobile Internet sites

Results

•Test market launch was successful

•Roll-out to 8 languages, 19 countries

• Over 1 million downloads

• Listed in top 100 apps

• 90% of the users for version 2.0 of its popular

ifood assistant app are new to the brand

• 20% of the recipe app's users are men, a far

higher proportion than the company's typical

consumer demographic offline

Peugeot: Bluetooth competitions

SMS and camera)

times (significantly higher in 16 – 24 year

olds)

have used it

the consumer to download content (no

data charges)

Nike: Zoom - Bluetooth billboards

Objectives

• Create buzz amongst public

• Create interaction with target audience to increase brand awareness

and drive sales

Overview

• Bluetooth enabled billboard ads appeared in Shanghai, Beijing and

Guangzhou, as passersby approached they received a mobile

message telling them to run to the nearest Nike store as fast as

possible

• A virtual stopwatch is activated the moment the person receives the

message, once they get to the store with their mobile the time is

stopped

• Everyday the store gave away a pair of running shoes to the fastest

person, their name also appeared on the billboard the next day

• http://mobileinc.co.uk/2009/06/i-love-nikes-mobile-marketing/

Results

• Across three cities in three weeks: 250 000 Bluetooth messages

delivered, 15 000 participants and 63 pairs of Nike Zoom shoes

awarded

• 1.7 billion online impressions, 19 million print impressions and 17

million OOH target audience impressions

McDonald’s: Mobile couponing

Dunkin’ Donuts: Mobile couponing

•Users receive a downloadable coupon for free cup of coffee

with the purchase of 1 donut

•In-store participants can enter draw for a free Piaggio

motorbike

Results

•20% increase in overall sales

•9% of which directly traceable to SMS component of

campaign

•82% of SMS senders came in store within one day

•30% downloaded from radio commercials