Unilever launched a sponsored call campaign for its SHIELD product in which customers and their friends could make a brief free call after listening to a 15-second SHIELD audio ad. The campaign resulted in 40% of calls being passed on through word-of-mouth referrals, showing the appealing message was effective at stimulating trial of SHIELD product and growing revenue through this viral marketing approach. Analysis of the campaign found that consumers understood the process of dialing a USSD string to access the free calls and messaging around call duration needed to be clear to manage expectations.

1. UNILEVER SHIELD
Sponsored Call Campaign
Case Study

2. The first
BIG
question:
How can we increase awareness about SHIELD product promotion in-store in
a whole new way?

3. The next
BIG
question:
How can we boost engagement with consumers to stimulate product trial for this campaign and grow revenue?

4. PROPOSED SOLUTION

5. SHIELD consumer’s calls & their friends.
Sponsoring

6. HOW DOES IT WORK?

7. Every time a SHIELD customer or their friends will want to make a quick free call using this service, they will first have to listen to a 15 sec. SHIELD Audio Ad (with coupon request call-to-action) and then get automatically be connected to their loved ones to talk for 30 sec. free.

8. Ayanda
Sifiso
SHIELD audio Ad insert before call connect.
Ayanda dials
*134*130*0724561234#
Sifiso receives an SMS at the end of the call: “You too can call a friend for free. Dial *134*130*Friend Number#”

9. THE ACTUAL CAMPAIGN

13. CAMPAIGN STATS

16. WHAT DID WE LEARN?

17. •CAMPAIGN INCENTIVE:
•Sponsored Calls is a very appealing offering for consumers to engage with the brand and grab their attention. • CAMPAIGN VIRALITY:
•40% WOM viral conversion is very high.
•The high WOM is due to the appealing message sent to calls receivers to also join the campaign and make free calls. • CAMPAIGN MECHANICS:
•Consumers easily understood the mechanics of dialing the USSD string to call their friends for free.
•Less calls were originated from the SHIELD mobisite.
•CAMPAIGN MESSAGING:
•Effective way of delivering branded messaging to target consumers
•Should be clear regarding call duration for consumer expectations

18. Thank you
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