brandtone and unileverbrandtone.com/assets/files/case-studies/brandtone_case_dove.pdf · brandtone...
TRANSCRIPT
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Brandtone and Unilever team up in Russia.
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Brandtone helped Unilever to drive the rate of sales across the Dove portfolio throughout Russia, with the highest level of activity taking place in central Russia.
The Brief
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The Brief
Brandtone’s key objectives for the campaign were as follows:
• Increase share of Dove by targeting consumer through an on pack campaign.
• Sustain this uplift in sales by targeting consumers via their mobile device, with a strategic direct marketing campaign.
• This allowed Brandtone to build up a profile of Dove consumers across it’s product range, giving the opportunity upsell and cross sell within the 5 key SKU’s
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The Brief
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• Create a permissioned database for Womans Day 2013, that could be utilised by Dove.
• Increase consumer confidence in the Dove brand in order to drive category trial.
• By profiling exisiting Dove consumers, gain rich demographic and shopper characteristic insights.
The Campaign
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Brandtone created an innovative on-pack campaign for Dove which targeted consumers via mobile. The volume uplift was sustained by incentivising existing buyers to repurchase.
The Campaign
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Consumers were instructed to follow promotional on-pack instructions and enter a short code via SMS. Each redemption entered the consumer into an opt-in profiling session where they were profiled using a pre-recorded voice based questionnaire system known as Interactive Voice Response (IVR). On completion of the IVR, consumers were rewarded with guaranteed free airtime of RUB 15-25...
The Campaign
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…This resulted in large segments of consumers who were served even greater offers and rewards via SMS to encourage them to cross purchase or switch from competitor brands. Voucher codes were also differentiated according to product category, which meant that each interaction was tailored to the individual purchase.
Mobile marketing has proven to be an effective way to engage existing and new Dove consumers. The results highlight how mobile can create cross selling opportunities for brands across product ranges.
The Campaign
The Results
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• 15% of Dove shampoo buyers bought Dove conditioner after receiving a targeted cross category Direct Message;
• 21% of Dove consumers repurchased (any category) after receiving a targeted repurchase Direct Message;
• Rich database of unique permissioned consumers to target for sales and brand building activity.
The Results
THANK YOU
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