Zilojo presentation

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Mobile Marketing Case Study:
Taking inspiration from a successful campaign

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Zilojo presentation

  1. 1. Mobile Marketing Case Study: Taking inspiration from a successful campaign Zilojo© Team
  2. 2. "O, sir, doubt not that Angling is an art; is it not an art to deceive a trout with an artificial fly?" ~ Isaak Walton
  3. 3. Agenda  Setting up the scene: the brand, the product, the target market and the objectives  Developing a campaign concept that will deliver on the objectives while being creative  Implementing the campaign and monitoring results  Lessons learnt and ideas for the future
  4. 4. The BH Gold Ribbed Hare's Ear Nymph Setting up the scene: the brand, the product, the target market and the objectives
  5. 5. The Brand The Co-operative Bank of Kenya is one of the commercial banks licensed by the Central Bank of Kenya, the national banking regulator. The bank has the second highest customer base in Kenya with over 3.2 million accounts as of December 2012. In 2010, the bank was awarded 'Best Bank of Kenya' by the Financial Times of London due to their excellent growth.
  6. 6. The Product The YEA! Account comes as a huge makeover of the previous Jumbo Scholar Account, and now delivers bigger promises and rewards. YEA! will also give a worthy home to Jambo Junior customers as they graduate to the age of majority – 18
  7. 7. Target Market Youth in Kenya living in the different parts of the country. This is mainly: University / College students Age: 18 – 25 Digital Natives Main-streamers & Aspirers
  8. 8. The Royal Coachman Developing a campaign concept that will deliver on the objectives while being creative
  9. 9. Objectives Opening an account Getting the target audience to open a YEA! Account at their respective Universities. Triggering interest Getting the target audience to interact with the YEA! brand and familiarizing themselves with it. Creating awareness The campaign should be able to provide information on when & where the Club Maisha Gigs will be taking place
  10. 10. The Campaign
  11. 11. Mobile Banners
  12. 12. Response
  13. 13. The Parachute Adams Implementing the campaign and monitoring results
  14. 14. Media Selection Pay per Click Campaigns We used Google content network advertising to lead prospective buyers to the landing page. Managed Placements We placed banners on Nation.co.ke youth pages and Ghafla.co.ke Ghafla Largest entertainment website in Kenya by traffic – Opera Mini 840K Monthly Unique Visits, 35K Facebook Likes Nation Top Kenyan website by traffic – Opera Mini 2.4M Monthly Unique Visits, 433K Facebook Likes
  15. 15. Ghafla
  16. 16. Nation
  17. 17. Monitoring Daily Snapshots We take snapshots of our ads each day Ad Server We manage the media we place on publishers through our Ad server. Thus we are able to see total clicks and impressions and other statistics on the fly. Google Analytics We use this to view keyword performance, clicks, visits and other data.
  18. 18. Results on Day 1 Impressions 12,064 Clicks 150 CTR 1.2433687 % - Global average is 0.2 or 0.3 percent Google Analytics 100 visits Registrations 10 completed
  19. 19. Purple Bead Head Wolly Bugger Lessons learnt and ideas for the future
  20. 20. Learnings Time of Day 16:00 – 16:59 Registered the most impression & clicks Devices Nokia 205 Asha 205 is the top device Huawei U8150 Ideos comes second Browser Opera Opera Mini is the top browser Activations The real power of digital is when it is combined with other marketing disciplines such as experiential. Digital is used to drive customers to the Club Maisha gigs where other channels would have been less effective and more expensive
  21. 21. Thank You. Contact us: www.zilojo.com

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