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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 Unilever 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: 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 Digital Acceleration Programme How much of the target audience was reached? Was this cost-effective? Further information & contacts Ben & Jerry’s: Scoop of Happiness - iPhone app “An ever-growing app that's built to fill your life with Peace, Love, and Ice Cream” 180 1 100 10,000 1,000,000 0 1 2 3 4 (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 C o s t s n o t y e t i n c l u d e d Digital Acceleration Programme 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 Contacts • Jon McCarthy – Senior BD Manager Axe Asia • Chris Saldanha, Regional Media & MO Director – Asia AMET 4,500 1 100 10,000 1,000,000 0 10 20 30 (vs. TV) Cost Further information & contacts Reach (‘000s) Metric: Calls Reach cost (€ per ‘000) • 4.5 million calls • Costs for mobile activation element: €91k (54 Lacs) • Assume TV etc. do job for Axe brand 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. Digital Acceleration Programme More on Axe… 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 • Embed call-to-action number on advertisements • 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 • 500,000 wake-up alarm requests • 30,500 ‘Hey Axe Man’ ringtone downloads • 4.4 million calls with over 40% repeat callers – highest voice data response generated by any brand in India and Asia • Brand registered 60% jump in revenue while category was growing at 50% • ‘Brand appeal’ improved by 5% • Purchase consideration improved by 2% Digital Acceleration Programme 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 • Garnered extensive media coverage Digital Acceleration Programme Objectives • 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 UK Orange: Orange Wednesdays and Odeon coupons Digital Acceleration Programme UK 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 Digital Acceleration Programme Brazil Hellmann’s: Text for content Objectives •Promote its healthier alternative to its original mayonnaise product Overview •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 Digital Acceleration Programme UK Spotless: Colour Catcher sampling – SMS Objectives • Support re-launch of its Colour Catch laundry product • Raise brand awareness and translate to drive sales Overview • Launch 4-week SMS direct response campaign • 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 [...]... Lynx: Mobile media • Mobile media is now challenging online advertising in the engagement and creativity stakes • Flash, Animation, Expandable, Video, phone functionality all now available • Targeting is improving • HHI/Geography/Handset/Content/ Behavioral • Reponses rates are high • Average of 5% - 3% • Rates are low • CPM of £7 - £15 • CPC of £0.05 - £0.30 On average, the cost per engagement from mobile. .. significantly less than online Digital Acceleration Programme Brazil 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... •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 Digital Acceleration Programme 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,... 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/ ... 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 Digital Acceleration Programme UK McDonald’s: Mobile couponing • High redemption rates •... 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 Digital Acceleration Programme 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... 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 Digital Acceleration Programme Gillette: Fusion razor – Game apps Objectives •Raise brand awareness among its modern male consumers Overview •Launch... 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 Digital Acceleration Programme US Kraft: iFood Assistant app Objectives • Offer consumers access... most used function on phone (after SMS and camera) • 40% of users have Bluetooth on at all times (significantly higher in 16 – 24 year olds) • 65% of those with a Bluetooth handset have used it • As a marketing tool, it is free of charge to the consumer to download content (no data charges) • Delivers rich content very fast • Viral Digital Acceleration Programme China Nike: Zoom - Bluetooth billboards... 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 Digital Acceleration Programme Novartis: Aller-eze Pollen Alert - SMS . Mobile marketing examples from Unilever partner agencies Unilever mobile marketing case study booklet Case studies Ben & Jerry’s: Scoop of Happiness. 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 Contacts •. http://inside.unilever.com /marketing/ ROMI/Pages/ optimisemedia.aspx Contacts • Noelle Pirnie – Senior Integrated Marketing Manager • Katie O'Brien – Global Digital Marketing Manager • Paola