1. COURTING THE
CONSUMER
POND’S mobile marketing case study

2. Background
• Unilever wanted to drive the unique positioning of the POND'S
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 POND'S
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 Thumbtribe's mobile
development service, POND'S
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
Valentine's Day period;
competition entry was
linked to a product
purchase.

6. Campaign tools
• Dedicated mobi site: Ponds-sa.mobi
• Dedicated Mxit portal
• POND'S playlist on Thumbtribe's 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, POND'S 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, POND'S was able to
build emotional differentiation, setting the
Perfect Colour Complex range apart from
other competitors.
• POND'S was able to take advantage of
the target market's 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 POND'S in the future.
Image: Flickr | Defining Moments Photography

11. Results
• POND'S also gathered valuable consumer insights through
user profiling conducted on Thumbtribe's 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 feedback
Thank u Ponds for giving us this service for free. Really thank you
guys so much.
phone: 0762649444
“Thanks Ponds for cool tracks and 4 making us beautiful. love you.”
phone: 0738389542
I love it!
phone: 0738389542
It’s wonderful, exciting and easy to access.
phone: 0781546564
This page is awesome. I’m glad to be a member of such an
incredible page, makes getting music easier and faster plus get
music that u cant find on any other pages.. am thrilled!
phone: 0813656821
m 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