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Econet Buddie Free Call - Unilever Case Study

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Econet Zimbabwe in partnership with JUSTPALM.com launched in February 2015 one of the largest mobile marketing campaigns aimed at helping brands connect with their consumers, engage with them and convert them to shoppers.

Publié dans : Mobile
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Econet Buddie Free Call - Unilever Case Study

  1. 1. UNILEVER ZIMBABWE SPONSORED CALL CASE STUDY Buddie Free Call
  2. 2. Zimbabwe Media is mostly traditional (Print, Radio, Billboards and local TV) Which are unmeasurable, untargeted & old fashion.
  3. 3. Zimbabwe Mobile penetration +104% Massive potential: > targeted ads, > measurable results, > broad innovation.
  4. 4. The first BIG question: How can we leverage the ubiquitous mobile penetration in Zimbabwe to catch consumers’ attention towards Unilever brands?
  5. 5. Second BIG question: How can we leverage mobile to stimulate consumers to engage with Unilever ads and grow brand awareness?
  6. 6. Last BIG question: How can we leverage mobile to smartly push consumers to buy Unilever products and grow sales in an measurable way?
  7. 7. 7 Sponsor Econet prepaid subscribers’ calls to snatch their attention. Proposed Solution
  8. 8. Buddie Free Call, is an open telephone line sponsored by various brands which allows Econet prepaid subscribers to call their loved ones for free provided that they opt-in to listen and engage with short Ads from those sponsoring brands. BUDDIE FREE CALL
  9. 9. HOW DOES THAT WORK? Every time a Buddie Free Call subscriber will want to call their loved ones using this open line service, they will first have to listen to a pre-selected 20 seconds radio Ad (with a Call-To-Action) then after get automatically connected to talk to their loved ones for 30 seconds free.
  10. 10. Pretty Charles Unilever Radio Ad insert. Pretty dials on Econet *154*0774561234# Charles receives a call from Pretty and at the end of the call he automatically gets a SMS: “You too can call a friend for free. Dial *154*Friend Number#” USER JOURNEY
  11. 11. Buddie Free Call Demographic is Young, ready to try new things, very influential within their communities and has a sizeable purchasing power. 55% Male & 45% Female
  12. 12. 8% 45% 27% 11% 7% 2% Their occupations: > University students, newly graduates (18 to 25 yrs.) > Semi-professionals (26 to 34 yrs.) > Experienced professionals (35 to 44 yrs.)
  13. 13. 13 Unilever Zimbabwe CAMPAIGN CASE STUDY
  14. 14. *154* Your Friend’s Number#
  15. 15. *154* Your Friend’s Number#
  16. 16. *154* Your Friend’s Number#
  17. 17. •200,295 REGISTERED USERS (AGE, GENDER) [USER PROFILING] •366,816 TOTAL SPONSORED CALLS [AD IMPRESSION] •45,407 ISSUED SMS COUPONS [CONSUMER ENGAGEMENT] •12.3% COUPON REQUEST RATE [AD ENGAGEMENT] •2,000% USERS GROWTH IN 14 DAYS [ADVOCACY] CAMPAIGN PERFORMANCE
  18. 18. BUDDIE FREE CALL ADVERTISING CHANNEL • Buddie Free Call is a very effective way of delivering advertising to consumers compared to traditional advertising. • Buddie Free Call offers the additional benefit of serving Ads only to target demographics. Hence, ZERO wastage! CAMPAIGN VIRALITY • The campaign amplified itself by 2,000% in just less than 14 days. • This user growth shows a remarkable demand for this service among mobile users. COUPON REQUESTS RATE • 12.3% Coupon Request Rate (or Click-Through-Rate) is one of the highest in the digital marketing industry and certainly the highest in the Zimbabwe market. • Any other media (TV, Radio, Print, etc.) have a maximum of 3% Coupon Request Rate. CAMPAIGN MECHANICS • Consumers understand the mechanic of dialing the USSD string to call their loved ones (i.e.: *154*Your Friend Number#) LEARNINGS FROM UNILEVER CAMPAIGN
  19. 19. For Buddie Free Call Media Booking or general information, contact us: Web: www.justpalm.com E-mail: info@justpalm.com Tel: +27 (0) 10 035 1111 Skype: JUSTPALM.com JUSTPALM.com is the Service Provider and exclusive Media Sales Partner for Econet Buddie Free Call.

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