Unilever mobile marketing case study booklet

Mobile marketing examples from Unilever partner agencies

Case studies
Ben & Jerrys: Scoop of Happiness iPhone app Axe: Wake up - Interactive voice Dove: SMS shortcodes to vote Orange: Orange Wednesdays coupons Toni & Guy: Salon finder SMS Hellmanns: 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 McDonalds: Mobile couponing Dunkin Donuts: Mobile couponing

Digital Acceleration Programme

Ben & Jerrys: Scoop of Happiness - iPhone app

An ever-growing app that's built to fill your life with Peace, Love, and Ice Cream
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
Reach (000s) Metric: Downloads
1 100

How much of the target audience was reached? Was this cost-effective?

180 10,000 1,000,000

180,000 downloads Top 50 App #34 (out of over 150,000)

Cost

Reach cost ( per 000)

(vs. TV) ts

Cos

not yet included

1 2 3 4

Further information & contacts

Ben & Jerrys Best Practice http://inside.unilever.com/marketing/ROMI/Pages/ optimisemedia.aspx Digital and social media Noelle Pirnie Senior Integrated Marketing Manager Katie O'Brien Global Digital Marketing Manager Paola Cardinali Ice Cream Category Global Communications Officer

Contacts

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

Digital Acceleration Programme

Axe India Call Me

Gold award winner in Asia Amet Media Excellence Awards
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 dont 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.
Reach (000s) Metric: Calls
1 100

How much of the target audience was reached? Was this cost-effective?

4,500 10,000 1,000,000

4.5 million calls

Cost

20.3

0 10 20 30

Reach cost ( per 000)

(vs. TV)

Costs for mobile activation element: 91k (54 Lacs) Assume TV etc. do job for Axe brand in own right

Further information & contacts

Asia Amet Media Excellence Awards Case study Axe Call Me Think Big Pack Contacts

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

http://inside.unilever.com/marketing/ROMI/P ages/optimisemedia.aspx Jon McCarthy Senior BD Manager Axe Asia Chris Saldanha, Regional Media & MO Director Asia AMET

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 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

Overview

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

UK

Orange: Orange Wednesdays and Odeon coupons

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 worlds 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

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

Hellmanns: 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 brands 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

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
Hayfever pollen alerts Daily pollen count Customised to individual postcodes Tips for sufferers

Results 61% of subscribers knew that Aller-eze was the sponsor of the service 91% said theyd subscribe again 56% said that such service was worth paying for

Digital Acceleration Programme

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 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&Gs 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

Central and Latin America

Trident: Fresh Mint flavours - Apps

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 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 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 mealplanning ideas Make consumers 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 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

McDonalds: 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