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UNILEVER SHIELD ChiChi Campaign

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The South African market saw a groundbreaking innovation from the popular SHIELD deodorant brand giving away free talk time to everyone to call their loved ones anytime for free. But before connecting calls, SHIELD played a small but catchy and interactive 15 seconds Audio Ad to incite these users to redeem a 15% discount coupon try the new SHIELD on promotion in-store

Published in: Mobile
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UNILEVER SHIELD ChiChi Campaign

  1. 1. UNILEVER SHIELD Sponsored Call Campaign Case Study
  2. 2. The first BIG question: How can we increase awareness about SHIELD product promotion in-store in a whole new way?
  3. 3. The next BIG question: How can we boost engagement with consumers to stimulate product trial for this campaign and grow revenue?
  4. 4. PROPOSED SOLUTION
  5. 5. SHIELD consumer’s calls & their friends. Sponsoring
  6. 6. HOW DOES IT WORK?
  7. 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. 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. 9. THE ACTUAL CAMPAIGN
  10. 10. CAMPAIGN STATS
  11. 11. WHAT DID WE LEARN?
  12. 12. •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
  13. 13. Thank you Get in touch: Web & Mobile Marketing Web: www.justpalm.com Tel: +27 (0) 10 035 1111 E-mail: info@justpalm.com SOUNDS GREAT?

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