Unilever partnered with Thumbtribe to launch an interactive mobile marketing campaign centered around Valentine’s Day that would reinforce the unique positioning of the POND’S Perfect Colour Complex range, highlight the product’s unique benefits and reward new and existing users.
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Sara Lee wanted a marketing campaign that would drive sales, build brand loyalty, and promote brand equity within the highly competitive personal hygiene/ personal care market. Radox partnered with Checkers, Checkers Hyper and Thumbtribe to launch an interactive incentive programme that linked consumer rewards with research into consumer behaviour.
Objectives
- Innovative marketing campaign
- Drive sales
- Build brand equity and loyalty
- Gather intelligent consumer information
Solution
Reward product purchases through an innovative mobile campaign, while gathering intelligent consumer information.
Through Thumbtribe’s Thumbux.mobi site, Radox was able to offer an interactive rewards campaign linked to selected product purchases at Checkers and Checkers Hyper stores over the 2010/2011 festive season.
Campaign tools
- Point of sale marketing – campaign stickers
- Till slips – unique reward redemption code
- Thumbux.mobi reward redemption mobi site
- Bulk SMS to Checkers and Checkers Hyper data base
Measurement
- Weekly measurement of products sold vs. rewards redeemed
- Weekly reporting of reward redemption
- Mobi site tracking - visits and uptake
- Capture of all consumer-related data
Key campaign measures
- Number of products sold
- Number of rewards redeemed (by type)
- Conversion from sale to redemption
- User profile insights and data gathered
How it worked
Campaign stickers identified participating Radox products at stores. Upon purchase of a participating product, the consumer was issued with an additional till slip containing reward redemption instructions and a unique code.
The consumer would go to thumbux.mobi from his/her handset and enter the unique code. Once verified, he/she would receive a confirmation SMS and a link to Radox-branded thumbux.mobi site.
The consumer was rewarded with virtual currency – 500 thumbux for every participating Radox product purchased. Thumbux could be redeemed through the thumbux.mobi site for airtime (R5), games, music or Vida Café coffee.
User profiling
Basic consumer information gathered through purchase:
- Province
- City
- Local supermarket name
- Cellphone number
- Handset type
- Choice of reward
Results
Over the busy 2010/2011 festive period, Radox saw a significant increase in sales at Checkers and Checkers Hyper stores. Rewards were redeemed at a rate of 4,04% and the average consumer purchased more than one product.
By using an innovative mobile rewards scheme at the core of its campaign, Radox was able to incentivise product purchases with sought-after rewards, like airtime, thereby building brand equity and loyalty.
Radox also gained access to valuable consumer insights and information (product average per customer, top stores, top products, personal details, etc), which will be of benefit to future marketing strategies.
Samsung Mobile operates in a super-competitive market and is constantly on the lookout for innovative ways to reward existing customers and attract new customers. Samsung Mobile partnered with Thumbtribe as headline sponsor of the Ad-funded Music Service, an exciting concept combining attractive incentives for consumers with valuable research into user preferences and behaviour.
Objectives – Build loyalty, grow sales
Samsung saw the Ad-funded Music service as a great way to attract consumers to the brand and build loyalty, as well as to increase adoption of multimedia-oriented Samsung phones, which are very popular in the youth market.
Solution – Free quality music that is Ad-funded
The majority of legitimate (non-pirated) mobile music downloads are tied to a purchase by the consumer – either via a pay per download model, as part of a recurring subscription, or linked to purchase of a particular handset or cellphone contract. This can be expensive.
Through Thumbtribe’s Ad-funded Music Service, Samsung was able to deliver a weekly ‘free music download playlist’ via its South African Mobile Web portal, m.za.samsungapps.com
Results
Since its launch late in 2009, close on 1.5 million track downloads have been delivered via the Ad-funded Music service, and over 4.5 million page views received. More importantly, Samsung received excellent conversion from the playlist pages, and saw an increase in traffic to the Samsung Mobile portal by 500,000 unique users per month.
As primary sponsor of the Ad-funded Music Service, Samsung was able to take advantage of consumers’ desire for hot new music across a variety of the top mobile channels, targeting users across all handset brands, and pulling them to Samsung’s mobi site for greater interaction. In addition, the profiling power of the Thumbtribe platform provided valuable statistics on downloads and users, providing insights for building future marketing strategies using music as a platform.
To test drive the service visit m.za.samsungapps.com from your phone’s browser, or SMS ‘mobi free’ to 33978 to receive the link to your phone (once off cost of R1.50)
