Ponds Mobile Marketing Case Study

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  • Bluwinmobi PTY LTD & Joe's Spaza Mobile PTY LTD: are now making use of the Thumbtribe mobile and mobisite platforms.
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  • 1. COURTING THE CONSUMERPOND’S mobile marketing case study
  • 2. 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.
  • 3. 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
  • 4. 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.
  • 5. 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.
  • 6. 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
  • 7. Measurement•  Weekly mobi site tracking•  Weekly Mxit portal tracking•  Weekly reporting of free downloads•  Capture of consumer profiling data through Ad-Funded Music service
  • 8. 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
  • 9. 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.
  • 10. 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
  • 11. 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.
  • 12. 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%  
  • 13. 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+  
  • 14. 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   Employed  -­‐  full  Fme   Divorced   Widowed   Yes   No   Absa   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. 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  
  • 16. 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  
  • 17. 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
  • 18. 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.
  • 19. 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