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Lipton SMS-campaign
Case Study
Home > Products & Services > M-marketing
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Unilever is company dedicated
to meeting the everyday needs for nutrition, hygiene, and personal care. Lipton
is one of Unilever´s Foods brands and one of the leading tea brands in the world.
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Challenge
Unilever and advertising agency Royal Service wanted to launch a prize
campaign in all three Baltic States (Estonia, Latvia and Lithuania) to
promote the sales of Lipton
products. Unilever wanted to make participating easy, to get
a complete database of participants name and age, and to
keep the cost of the campaign low.
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Solution
We designed the technical side of Lipton prize game keeping the three
goals in mind: the participating had to be as easy as possible, the
consumer database formed as a result of the game had to be complete
and usable, the costs of the campaign had to be as low as possible.
To
make participating easy, we allowed to participate also
by submitting a web form in addition to SMS.
We also developed
automatic processing system for short messages which detected if
all the compulsory bits of
information were present. If not, the sender
was informed and the message did not qualify for a prize.
We used premium-priced SMS - this way
every incoming SMS registration generated revenue for
Unilever, helping to control the campaign costs.
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Results
Easiness of usage generated huge participation - majority of the participants via SMS.
Due to the advanced SMS processing system, Unilever got a database of Lipton
consumers that can be analyzed and used for the future campaigns.
Revenue generated by SMS traffic helped to cover substantial part of campaign costs.
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More information:
Lauri Kinkar
lauri.kinkar(ä)mobisolutions.com
+372 51 86 064
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