mobile marketing case study booklet

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?
/>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
• />optimisemedia.aspx
Contacts
• Noelle Pirnie – Senior Integrated Marketing
Manager
• Katie O'Brien – Global Digital Marketing Manager
• Paola Cardinali – Ice Cream Category Global
Communications Officer
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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
• />ages/optimisemedia.aspx
Axe “Call Me”
Think Big Pack
• />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
Digital Acceleration Programme
UK
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
Digital Acceleration Programme
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

Digital Acceleration Programme
•
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
Lynx: Mobile media
On average, the cost per engagement from
mobile media is 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 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
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, 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 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)
Digital Acceleration Programme
Objectives
•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
• />Results
•2009 MMA award winners of Best Mobile Display
Campaign for Central and Latin America
Central and Latin America
Trident: Fresh Mint flavours - Apps
Digital Acceleration Programme
Gillette: Fusion razor – Game apps
Objectives
•Raise brand awareness among its modern male consumers
Overview
•Launch uArt iPhone application
•Application features:
• Upload picture
• Choose facial hair texture, length
• Use Gillette Fusion razor to shave and create any facial hairstyle
they like
Digital Acceleration Programme
Global
Johnson & Johnson: PhonyPhone App
Objectives
•Increase awareness of online resource for parenting
information ‘Babycenter’
•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
Digital Acceleration Programme
US
Kraft: iFood Assistant app
Objectives
• Offer consumers access to food and meal-
planning ideas
• Make consumer’s places simpler
Overview
• Launch new iPhone and iPod Touch
application
• App can be downloaded via Apple App Store
• App costs $0.99
Results:
• 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
Digital Acceleration Programme
UK
Peugeot: Bluetooth competitions
•

3rd 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
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
• />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
•
Great method for driving
consumers in store
•
Location based
opportunities make it an
exciting space
•
Redemption is a
challenge
Digital Acceleration Programme
Dunkin’ Donuts: Mobile couponing
Objectives
•Promote interactivity designed to increase sale in 7 retails
locations

Overview
•Set up shortcodes on outdoor, print and broadcast
advertisement
•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