With 519 mobile marketing campaign case studies to review, the Mobile Marketing Association (MMA) is one of the best resources for senior marketers who want to be visible and persuasive in the moments that really matter. For example, two award-winning case studies from Hindustan Unilever and Sony Electronics masterfully demonstrate the importance of a strong customer-centric focus, an innovative mobile strategy, as well as flawless campaign execution to generate measurable results.
Hindustan Unilever’s Kan Khajura Tesan Campaign
- Objectives: With consumers in key regions of rural India lacking access to television and uninterrupted electricity, Hindustan Unilever needed to get creative to earn more share of voice.
- Strategy: Unilever launched a mobile entertainment channel accessible through a toll-free number that offered music, movie news, and ads for select products.
- Results: In just six months, the radio channel gained more than 8 million subscribers and increased key brands’ awareness metrics in market.
Case Study Details
Hindustan Unilever wanted to reach the rural audience in the regions of Bihar and Jharkhand. With a combined population of more than 137 million, these areas were key targets to increase share of voice for select Unilever brands. The challenge would be infrastructure; Unilever wanted to reach an audience that is plagued by daily power disruptions in a landscape where traditional media only reaches 20 percent of the population.
Unilever realized that 86 percent of its target community population owned a mobile phone – nearly 300 percent the number who owned a television. Mobile phones in Hindustan Unilever’s target regions served as the population’s main source of music and entertainment. The practice of preserving talk time on mobile was also important to this market.
Unilever decided to create its own media channel for mobile. Translated as “the Earworm Channel,” Kan Khajura Tesan (KKT) was launched as a dial-in mobile radio channel offering free on-demand entertainment. The channel offered jokes, music, and the latest Bollywood content all interspersed with radio advertisements for Unilever’s mass consumer brands.
Mobile reach was stronger than television’s in the target market, so the campaign focused on mobile.
Unilever’s new mobile entertainment channel was designed to integrate some of the company’s biggest brands into consumers’ lives. To launch the media-first entertainment portal in India, Unilever brought mobile operators and content providers together. The KKT channel was piloted in Bihar, the heart of the rural belt, with the intent to grow and spread to more rural areas.
To introduce the KKT station, Unilever invited local audiences to give its hotline number a missed call based on the common local practice of dialing and hanging up to preserve talk time. When a user made the missed call to the toll-free
Unilever created the largest media channel in its target regions, all for just $0.04 (U.S.) per contact. Within six months of the KKT launch, Unilever amassed more than 8 million subscribers. As of March 2014, the channel had 12 million subscribers and had served more than 103 million ad impressions. The consumer base is growing at an average of 35,000 per day, and the project eventually aims to reach 20 million households (equivalent to 50 million mobile numbers).
KKT’s content has been a hit, with a total usage of 125 million minutes as of March 2014. Advertisements for Unilever’s three targeted brands have been heard more than 20 million times, leading to the following gains in spontaneous awareness:
- Pond’s White Beauty gained 56 percent.
- Close Up gained 39 percent.
- Wheel gained 20 percent.
Case Study: Sony Electronics’ 4K Ultra HD TV Launch
- Objectives: Build awareness, then educate and energize consumers.
- Strategy: Knowing that an overwhelming number of consumers first search Amazon before purchasing an electronics product, Sony tapped user reviews and integrated them into its digital advertising. A cross-screen execution explained the new Sony 4K Ultra TV product to consumers to spark desire and purchase intent.
- Results: More than 40 million unique shoppers reached.
Case Study Details
To launch its new 4K Ultra High Definition TV, Sony’s strategic objectives were to:
- Build awareness and desire for the new, premium product line
- Educate consumers about 4K and Sony’s 4K technology
- Energize consumers to talk about Sony 4K TVs
On average, electronics shoppers read 11 reviews before making purchases. Not all reviews are equal – 84 percent of electronics shoppers trust consumer reviews on Amazon.com the most (more than professional reviews). Thirty percent of online buyers started researching their last online purchase on Amazon versus 13 percent that started via search engines.
Marketers conventionally have only used ecommerce as a sales channel. Based on what the above insights revealed, the brand’s ecommerce approach was redefined. It was used to launch 4K TVs where electronic shoppers’ journeys start by creating an experience to spark desire and inspire product advocates.
The target audience was affluent consumer electronics shoppers nationwide.
Sony’s visually stunning creative was adapted to provide Amazon customers an immersive showroom-like experience with the Sony 4K TV’s cinematic clarity and sound. Amazon activated the experience through Kindle Fire, mobile expandable rich media, first-ever custom video spotlight takeovers of Amazon.com’s homepage, and an Amazon.com 4K educational section featuring Sony placements only.
The cross-screen execution explained the never-before-seen product, sparking desire and purchase intent. The brand believed that if customers purchased a Sony 4K TV, they might voluntarily write reviews that also explained it, perpetuating desire in other electronics shoppers, who trust Amazon customer reviews the most. When the prediction proved true, the brand used customer review ads, which integrated customer reviews directly into its ad units across Amazon’s mobile, tablet, and desktop channels.
Sony was the first to launch 4K Ultra High Definition TV, which provides four times the resolution of regular HD.
The Sony 4K TV campaign achieved its awareness goal, reaching more than 40 million unique shoppers. Also, it effectively educated shoppers, created advocates, and drove desire. Customers were:
- 310 percent more likely to research Sony 4K TVs on Amazon.com.
- 260 percent more likely to add Sony 4K TVs to their Amazon wish lists.
- 240 percent more likely to add Sony 4K TVs to their Amazon shopping carts.
What are some of your favorite inspiring examples of consumer-centric mobile marketing done right?