SMS is the new black

A review of mass market mobile apps

Posts Tagged ‘Mobile Marketing’

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.

– – –

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.”

– – –

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.

Objectives
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.

Solution
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 YOC.mobi 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.

Results
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.”

Posted in Mobile Marketing | Tagged: , , | Leave a Comment »

SMS or Die … FAIL

Posted by Admin on January 10, 2009

I recently mentioned a whitepaper called ‘SMS or Die’. I’ve had a chance to read it now and I thought I’d pass on my view of it.

I’ll start by summarising what is said in the whitepaper by taking extracts directly from it:

– the effectiveness of email has started to diminish thanks to a torrent of spam and the sheer volume of messages through which the average consumer has to wade.
– Like email a decade ago, SMS… is a powerful new way to attract consumers. Why? Because consumers are
using SMS like never before.
– SMS offers companies personalization, relevancy, and immediacy with their marketing campaigns. In
the near future, this will be expanded to include location-based services, giving mobile marketers the ability
to reach consumers with specific offers tied to their current whereabouts. In addition, SMS allows for a
two-way dialogue, making it possible for companies to gather important demographic and psychographic
information from willing consumers.
– Secure Computing, an Internet security company, estimated in August 2007 that 88 percent of all email was spam.
– According to a release from the firm ABI Research, “Mobile marketing has the same potential to change the
advertising and marketing space in the same way that the emergence of the Internet did a decade ago.”
– SMS is the savvy marketer’s choice for two reasons. First of all, text messages reach a lot more people than do email messages, since many more people have cell phones than they do computers… Secondly, widespread phone use coincides with increasingly wider SMS usage
– Besides drawing new customers and adding them to a marketing database, SMS offers additional revenue
opportunities.
– Companies of all sizes can integrate SMS into their own marketing strategies, if they have the right tools.
– marketers who choose to continue to ignore SMS will do so at their own peril.

So that’s what they say.

My view is that the whitepaper is far too simplistic and it falls down due to that. It really only talks about sending out big blasts of text messages. It heavily criticised email spam, which of course is only untargeted and unwanted messages – if I want to increase my penis size, or help out that poor Nigerian widow who has an extra £26m, then those messages are perfect for me. Then in the next breath seemed to advocate SMS to do the same kind of random blast, which will produce the same poor results and anger in consumers.

Where mobile marketing really comes into its own is in the fact that it can use the native elements of the handset and how people interact with it to create new ways to reach out to people. Whether that is contextual ads in a text message; displaying an ad as the phone rings; or using your mobile camera to intereact with an offline ad. However, if advertisers only consider the mobile phone as another way to receive the messages they want to send, then it will FAIL as an advertising tool.

Posted in Mobile Marketing | Tagged: , , | Leave a Comment »

12 Days of Christmas – Kraft mobile marketing case study

Posted by Admin on December 30, 2008

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.”

– – –

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.

Objectives
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.

Solution
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 YOC.mobi 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.

Results
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.”

Posted in Enterprise, jmac, Mobile Marketing | Tagged: , , | 7 Comments »