Ponds Mobile Marketing Case Study

COURTING THE CONSUMERPOND’S mobile marketing case study

Background•  Unilever wanted to drive the unique positioning of the PONDS Perfect Colour Complex range.•  POND’S partnered with Thumbtribe to launch an interactive mobile marketing campaign centered around Valentine’s Day that would reinforce POND’S romance positioning, highlight the product’s unique benefits and reward new and existing users.

Objectives•  Increase awareness of PONDS Perfect Colour Complex new formulation and positioning.•  Create emotional differentiation through romance theme.•  Build brand loyalty.•  Gather consumer insights for future mobile marketing campaigns. Image: Flickr | Fallen Rose Media

Solution•  Build brand association with romance and highlight Pond’s Perfect Colour Complex unique benefits through an emotive Win a date campaign.•  Through Thumbtribes mobile development service, PONDS was able to deliver an interactive marketing campaign directly to the target market.

Solution•  The campaign utilized various media channels, with a dedicated mobi site at the core, featuring competition details, supporting editorial, product information and free downloads.•  The competition launched prior to the 2011 Valentines Day period; competition entry was linked to a product purchase.

Campaign tools•  Dedicated mobi site: Ponds-sa.mobi•  Dedicated Mxit portal•  PONDS playlist on Thumbtribes Ad-Funded Music service•  Radio and print advertising•  Advertising across Thumbtribe mobile network•  Mxit broadcast messages

Measurement•  Weekly mobi site tracking•  Weekly Mxit portal tracking•  Weekly reporting of free downloads•  Capture of consumer profiling data through Ad-Funded Music service

Key campaign measures•  Mobi site uptake: page impressions and visitors•  Mxit portal uptake: page impressions and visitors•  Number of free downloads•  User profile insights and feedback gathered

Results•  Over the six-week campaign period, PONDS saw over 800 000 page impressions and 413 867 unique visits to the mobi site and Mxit portal.•  Almost 30000 free downloads were made - 16343 wallpapers and 12998 fulltracks.

Results•  By centering the campaign around the romance theme, PONDS was able to build emotional differentiation, setting the Perfect Colour Complex range apart from other competitors.•  PONDS was able to take advantage of the target markets interest in South African celebrities by offering free music and wallpaper downloads, thereby building brand loyalty and creating a group of users who will be eager to hear from PONDS in the future. Image: Flickr | Defining Moments Photography

Results•  PONDS also gathered valuable consumer insights through user profiling conducted on Thumbtribes Ad-Funded Music service, and received positive feedback from users which will assist in effective planning for future mobile marketing campaigns.

Pond playlist – user profiling Ponds AFM -‐ In which Ponds AFM -‐ What is your home province do you live? language? Tshivenda Northern 1% SiSwaC Ndebele Other Cape 2% 1% 0% 3% Xitsonga 2% Limpopo 6% North Sepedi West 6% 6% Gauteng Sesotho Samsung Freetracks.mobi 7% English 38% Samsung Freetracks.mobi Free State 7% 34% Setswana Mpumalang 8% a 8% Xhosa Eastern 9% Cape 10% KwaZulu-‐ Western Natal Afrikaans Cape 13% 11% Zulu 13% 15%

Pond playlist – user profiling Ponds AFM Age Proﬁles 70% Racial contribuCons to Ponds 65.6% AFM 60% Indian 3% 50% White 15% 40% Samsung Freetracks.mobi Samsung Freetracks.mobi 30% Coloured 16% 20% 14.0% 15.1% Black 66% 10% 4.1% 1.3% 0% under 18 18-‐34 35-‐44 45-‐54 55+

Pond playlist – user profiling Ponds AFM -‐ Proﬁling QuesCons 70 62.5 58.4 60 55.1 50 45.6 44.9 40 37.5 30.7 28.1 30 20.7 18.1 20 15.7 12.2 10.3 10.0 9.3 8.4 Samsung Freetracks.mobi 7.9 6.8 7.2 10 4.9 1.4 1.5 1.2 0.9 0.4 0.3 0 Prepaid Contract Unemployed Employed -‐ part Fme University/Technicon/College ReFred Single Married Widowed Yes No Absa Employed -‐ full Fme Divorced Nedbank School RMB Private Bank BOE Standard Bank African Bank Capitec FirstRand Bank FNB Other Other Other Prepaid or Employment status Marital status Children Bank contract

15 25 5 0 10 20 Soccer 21.7 Rugby 12.9 Tennis 7.1 Swimming 6.5 AthleFcs 6.2 Other 5.7 Running 5.4 Formula1 4.6 Cycling 4.4 Fishing Sports Motorcycling Golf Hockey 3.4 3.1 Surﬁng 3.6 3.3 3.1 HunFng 2.8 New Answer Squash 2.0 Sailing 2.3 1.7 phone calls 18.4 music 14.6 internet 14.1 sms 13.1 social networking 9.8 camera 9.4 Use phone for mms 8.3 instant messaging 6.4 gaming 5.9 R&B 11.2 Hip-‐hop/Rap 7.3 Gospel 6.6 South African Kwaito 6.2 Pop World Music Pond playlist – user profiling South African Gospel Ponds AFM -‐ Proﬁling QuesCons Soul Samsung Freetracks.mobi Reggae 4.8 4.7 4.5 Electronic/Dance 4.7 4.6 4.3 Jazz South African Pop South African TradiFonal Blues 4.1 3.7 Rock 4.2 3.8 3.6 Favourite music genres AlternaFve South African Afrikaans Classical 3.5 3.3 South African Rock 3.4 3.2 Country 2.8 Seasonal 1.7 Punk Folk 1.1 Metal 1.6 1.0

0 10 20 30 40 50 60 70 Comedy 11.0 AcFon Romance 7.8 Thriller Horror 5.4 Drama Adventure Family Music AnimaFon Crime 5.1 4.5 4.0 Musical War Sport Documentary Favourite movie genres Sci-‐Fi Fantasy Mystery History 3.6 3.1 2.5 2.5 Western Biography Bollywood Other 2.2 1.8 2.1 1.3 Public 35.6 Private 35.4 Both Transport 29.0 Pick n Pay 33.7 Shoprite 18.8 Woolworths 18.7 Checkers 15.6 Spar 8.0 Grocery store Other 3.3 Pond playlist – user profiling Spaza shops 1.8 Ponds AFM -‐ Proﬁling QuesCons Cash 65.4 Samsung Freetracks.mobi Debit Card card 25.8 Cash or Credit Card 8.7 Edgars 19.3 Woolworths Mr Price 16.9 Guess 11.4 Pep 8.5 Other Ackermans Jet Clothing store Levi 4.2 3.7 Aca Joe Stu_afords 2.7 Foshini Miladys 0.7

User feedbackThank u Ponds for giving us this service for free. Really thank youguys so much.phone: 0762649444“Thanks Ponds for cool tracks and 4 making us beautiful. love you.”phone: 0738389542I love it!phone: 0738389542It’s wonderful, exciting and easy to access.phone: 0781546564This page is awesome. I’m glad to be a member of such anincredible page, makes getting music easier and faster plus getmusic that u cant find on any other pages.. am thrilled!phone: 0813656821m vry hpy 2 hv ths wonderful opportunity 2 gt free music thnx....phone: 0734764489

Campaign learnings•  Mobi is more successful in driving traffic to mobi than traditional ATL (print and radio) advertising.•  Content is KING! Relevant, value add content.•  Prize is key – campaigns are far more effective if instant prizes are offered. For example, every fourth entrant will win instant airtime.•  Competition entry point: SMS more successful than mobi for this campaign.

Thumbtribe is a dedicated mobile solutions provider to brands and publishers looking to increase their reach and revenue by establishing an optimized presence on the Mobile Web. www.thumbtribe.co.za | twitter.com/thumbtribebiz

Ponds Mobile Marketing Case Study

by Thumbtribe on Jul 21, 2011

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Ponds Mobile Marketing Case Study — Presentation Transcript