SMS is the new black

A review of mass market mobile apps

Kraft mobile marketing case study

Posted by Admin on January 27, 2009

Over Christmas while there was lots of festive merriment going on, SMS is the new Black was still bringing you interesting articles and case studies. In case you missed them, we’re repeating a few of them over the last few days in January. Today’s is a mobile marketing case study from Germany.

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I got this case study in recently from a German company called YOC that ran a mobile marketing campaign for Kraft to get people to register for samples using their mobile – after having seen a print ad.

It seemed to work. I’m sure people like Andrew Grill and Jonathan MacDonald would be able to explain in detail why that was – ie using permission, privacy and preference. What I like though is the quote from Kraft Marketing Manager Marco Gottschalk who said, “… The mobile phone has hereby established itself as promotional tool.”

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The Brief
Kraft Foods tasked YOC with the creation of a mobile campaign to promote the launch of their new instant coffee products, Jacobs 3in1/2in1. The campaign was to be integrated with traditional media and needed to provide consumers with an uncomplicated way of ordering product samples via mobile, whilst minimising usual sampling wastage levels and associated costs through accurate targeting and tester self-selection. The target group was defined as young coffee lovers.

The main objective of the Kraft Jacobs 3in1/2in1 mobile sampling campaign was to place product samples amongst the early adopters, who are considered to be the most innovation savvy and opinion leaders, amongst the target group.

Additional objectives that defined the campaign development were to maximise the reach of the target group and increase the conversion rate of the sample requests, while at the same time decreasing the product distribution costs. The success of the campaign needed to be transparent and easy to measure.

Kraft also wanted to gather data from the mobile campaign to develop a customer database for CRM purposes.

yoc-magazine-screenshot1Shortcodes and key words were promoted across traditional print and TV ads, inviting consumers to send an SMS with the media specific keyword to the campaign shortcode, allowing them to directly respond and request a product sample, simply by sending a one word text message. Participants were then sent a WAP push link to the mobile sampling portal where users were invited to enter personal details so they could receive a sample product.

Alongside promotion across traditional media channels, banner ads for the sampling campaign were also placed on the Vodafone portal on the Nokia, Sat1, Pro7 Mobil MTV, Viva and sites.

The campaign placed control directly with the consumer inviting them to send an SMS to request a sample once they had seen a print or television advert. Promoting the mobile campaign through traditional media provided users with a direct opportunity to interact with the brand and request a sample via their mobile, only if they were interested in the product.

YOC also provided a community of selected and profiled individuals as part of the target group. This group of targeted opted-in mobile users received push text messages inviting them to text their details to a shortcode to receive a product sample in the post. Text messages were only sent directly to YOC Community members who had already opted to receive targeted messages and were part of the defined target group. Following MMA guidelines, the campaign placed choice and control in the hands of the consumer.

kraft-screen-shotThe ‘3in1/2in1’ campaign across TV, print and mobile advertising channels enabled almost 500,000 samples to be placed directly amongst the target group. Over 450,000 customers registered with Jacobs throughout the duration of the campaign making the mobile sampling campaign one of the largest and most successful campaigns to have been launched. More than 80,000 users registered their details to be used for permission based marketing in the future.

0.4% of users who saw the television advert ordered a product sample via the mobile. The campaign saw high responses from users of mobile portals that were led directly from mobile banner advertising to the mobile registration portal. Almost 650 banners were placed on selected portals relevant to the target group and these achieved a click-though rate of more than 3%. 250,000 text messages were sent to the profiled opted-in yoc_community members who were part of the defined target group. Thanks to the detailed profiling and selection of community members, 10.6% responded and YOC distributed more than 26,000 samples to these respondents.

Kraft Marketing Manager Marco Gottschalk said: “The success of the campaign, especially in the mobile sector, exceeded our expectations. The mobile phone has hereby established itself as promotional tool.”


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