Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
UNILEVER SHIELD Sponsored Call Campaign Case Study
The first BIG question: How can we increase awareness about SHIELD product promotion in-store in a whole new way?
The next BIG question: How can we boost engagement with consumers to stimulate product trial for this campaign and grow...
PROPOSED SOLUTION
SHIELD consumer’s calls & their friends. Sponsoring
HOW DOES IT WORK?
Every time a SHIELD customer or their friends will want to make a quick free call using this service, they will first have...
Ayanda Sifiso SHIELD audio Ad insert before call connect. Ayanda dials *134*130*0724561234# Sifiso receives an SMS at...
THE ACTUAL CAMPAIGN
CAMPAIGN STATS
WHAT DID WE LEARN?
•CAMPAIGN INCENTIVE: •Sponsored Calls is a very appealing offering for consumers to engage with the brand and grab their ...
Thank you Get in touch: Web & Mobile Marketing Web: www.justpalm.com Tel: +27 (0) 10 035 1111 E-mail: info@justpalm.c...
UNILEVER SHIELD ChiChi Campaign
UNILEVER SHIELD ChiChi Campaign
UNILEVER SHIELD ChiChi Campaign
UNILEVER SHIELD ChiChi Campaign
UNILEVER SHIELD ChiChi Campaign
You’ve finished this document.
Download and read it offline.
Upcoming SlideShare
ChiChi - Sponsored Call Service
Next
Upcoming SlideShare
ChiChi - Sponsored Call Service
Next
Download to read offline and view in fullscreen.
Mobile
Oct. 16, 2014
1,624 views

Share

UNILEVER SHIELD ChiChi Campaign

Download to read offline

Mobile
Oct. 16, 2014
1,624 views

The South African market saw a groundbreaking innovation from the popular SHIELD deodorant brand giving away free talk time to everyone to call their loved ones anytime for free. But before connecting calls, SHIELD played a small but catchy and interactive 15 seconds Audio Ad to incite these users to redeem a 15% discount coupon try the new SHIELD on promotion in-store

Recommended

Related Books

Free with a 30 day trial from Scribd

See all
The Impulse Economy: Understanding Mobile Shoppers and What Makes Them Buy Gary Schwartz
(4.5/5)
Free
Emergence: The Connected Lives of Ants, Brains, Cities, and Software Steven Johnson
(4.5/5)
Free
Tubes: A Journey to the Center of the Internet Andrew Blum
(4/5)
Free
World Wide Mind: The Coming Integration of Humanity, Machines, and the Internet Michael Chorost
(4/5)
Free
An Army of Davids: How Markets and Technology Empower Ordinary People to Beat Big Media, Big Government, and Other Goliaths Glenn Reynolds
(4/5)
Free
In the Plex: How Google Thinks, Works, and Shapes Our Lives Steven Levy
(4.5/5)
Free
Hamlet's BlackBerry: A Practical Philosophy for Building a Good Life in the Digital Age William Powers
(4/5)
Free
The Thank You Economy Gary Vaynerchuk
(4/5)
Free
Talking Back to Facebook: The Common Sense Guide to Raising Kids in the Digital Age James P. Steyer
(4.5/5)
Free
The Nature of the Future: Dispatches from the Socialstructed World Marina Gorbis
(4/5)
Free
Public Parts: How Sharing in the Digital Age Improves the Way We Work and Live Jeff Jarvis
(3.5/5)
Free
Socialnomics: How Social Media Transforms the Way We Live and Do Business Erik Qualman
(3/5)
Free
The End of Business As Usual: Rewire the Way You Work to Succeed in the Consumer Revolution Brian Solis
(5/5)
Free
Blog Schmog: The Truth About What Blogs Can (and Can't) Do for Your Business Robert W. Bly
(4/5)
Free
From Counterculture to Cyberculture: Stewart Brand, the Whole Earth Network, and the Rise of Digital Utopianism Fred Turner
(2.5/5)
Free
How to Be Invisible: Protect Your Home, Your Children, Your Assets, and Your Life J. J. Luna
(4/5)
Free

Related Audiobooks

Free with a 30 day trial from Scribd

See all
Everybody Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are Seth Stephens-Davidowitz
(4.5/5)
Free
The New New Thing: A Silicon Valley Story Bruce Reizen
(4.5/5)
Free
So You Want to Start a Podcast: Finding Your Voice, Telling Your Story, and Building a Community that Will Listen Kristen Meinzer
(4.5/5)
Free
Cognitive Surplus: Creativity and Generosity in a Connected Age Clay Shirky
(3.5/5)
Free
The Dark Net: Inside the Digital Underworld Jamie Bartlett
(3.5/5)
Free
The Art of Social Media: Power Tips for Power Users Guy Kawasaki
(4/5)
Free
Kill All Normies: Online Culture Wars From 4Chan And Tumblr To Trump And The Alt-Right Angela Nagle
(4/5)
Free
An Introduction to Information Theory: Symbols, Signals and Noise John R. Pierce
(4.5/5)
Free
Who Owns the Future? Jaron Lanier
(4/5)
Free
Algorithms to Live By: The Computer Science of Human Decisions Tom Griffiths
(4.5/5)
Free
The Death of Expertise: The Campaign Against Established Knowledge and Why it Matters Tom Nichols
(4.5/5)
Free
Alone Together: Why We Expect More from Technology and Less from Each Other Sherry Turkle
(4/5)
Free
Blockchain Revolution: How the Technology Behind Bitcoin Is Changing Money, Business, and the World Don Tapscott
(4/5)
Free
The Emperor's New Mind: Concerning Computers, Minds, and the Laws of Physics Roger Penrose
(3.5/5)
Free
New Dark Age: Technology and the End of the Future James Bridle
(4.5/5)
Free
Ten Arguments for Deleting Your Social Media Accounts Right Now Jaron Lanier
(4.5/5)
Free

UNILEVER SHIELD ChiChi Campaign

  1. 1. UNILEVER SHIELD Sponsored Call Campaign Case Study
  2. 2. The first BIG question: How can we increase awareness about SHIELD product promotion in-store in a whole new way?
  3. 3. The next BIG question: How can we boost engagement with consumers to stimulate product trial for this campaign and grow revenue?
  4. 4. PROPOSED SOLUTION
  5. 5. SHIELD consumer’s calls & their friends. Sponsoring
  6. 6. HOW DOES IT WORK?
  7. 7. Every time a SHIELD customer or their friends will want to make a quick free call using this service, they will first have to listen to a 15 sec. SHIELD Audio Ad (with coupon request call-to-action) and then get automatically be connected to their loved ones to talk for 30 sec. free.
  8. 8. Ayanda Sifiso SHIELD audio Ad insert before call connect. Ayanda dials *134*130*0724561234# Sifiso receives an SMS at the end of the call: “You too can call a friend for free. Dial *134*130*Friend Number#”
  9. 9. THE ACTUAL CAMPAIGN
  10. 10. CAMPAIGN STATS
  11. 11. WHAT DID WE LEARN?
  12. 12. •CAMPAIGN INCENTIVE: •Sponsored Calls is a very appealing offering for consumers to engage with the brand and grab their attention. • CAMPAIGN VIRALITY: •40% WOM viral conversion is very high. •The high WOM is due to the appealing message sent to calls receivers to also join the campaign and make free calls. • CAMPAIGN MECHANICS: •Consumers easily understood the mechanics of dialing the USSD string to call their friends for free. •Less calls were originated from the SHIELD mobisite. •CAMPAIGN MESSAGING: •Effective way of delivering branded messaging to target consumers •Should be clear regarding call duration for consumer expectations
  13. 13. Thank you Get in touch: Web & Mobile Marketing Web: www.justpalm.com Tel: +27 (0) 10 035 1111 E-mail: info@justpalm.com SOUNDS GREAT?

  • mupasot

    May. 22, 2015

The South African market saw a groundbreaking innovation from the popular SHIELD deodorant brand giving away free talk time to everyone to call their loved ones anytime for free. But before connecting calls, SHIELD played a small but catchy and interactive 15 seconds Audio Ad to incite these users to redeem a 15% discount coupon try the new SHIELD on promotion in-store

Views

Total views

1,624

On Slideshare

0

From embeds

0

Number of embeds

3

Actions

Downloads

46

Shares

0

Comments

0

Likes

1

×