Unilever - mobile case study

Thanks MMA for this case study:

Unilever Increases Teen Awareness with Multi-Faceted Mobile Campaign (Nokia)

Client: Unilever – Seda Shampoo, Brazil

Sector: Consumer goods, Beauty & personal care

Challenge: Raise awareness of Seda Shampoo among teens in Brazil

Solution: Mobile campaign and customized Nokia 5200 Pink handset

Results: 5% CTR, more than 360,000 visits to mobile site

The client – Unilever, Seda Shampoo

Unilever is the multi-national parent company of many of the world’s leading consumer brands in foods, beverages, cleaning agents and personal care products. Unilever employs nearly 180,000 people globally.

The challenge – Raise awareness of Seda Shampoo among teens in Brazil The Seda brand is part of the Beauty and Hygiene Division of Unilever Brazil. Seda is the leader in the Brazilian shampoo market, with 25% market share. Sold in 80 countries, it even holds the Guinness World Record for the most heads of hair washed and styled in one day. When Seda prepared to release a teen-friendly version of its shampoo, executives discovered that most teens preferred to be communicated with via their mobile handsets. Nokia and interactive agency F.biz created a mobile advertising campaign along with customized handsets for the brand.

The solution – Mobile campaign and customized Nokia 5200 Pink handset As part of the Seda Teens product launch, Nokia and F.biz developed a mobile campaign featuring banner advertising on the Nokia Media Network, and wallpaper and game downloads on a customized Nokia 5200 Pink handset. Banner ads led customers to the download page of the Seda Teens Java game and a Seda Teens branded social networking site. The site allowed users to browse beauty and health tips, horoscopes and an “Experts” area where they could submit questions.

The 5200 Pink came preloaded with Seda Teens advertisements in the opening and closing screens, four Seda Teens campaign themes and MP3s from a popular Brazilian band. The 5200 Pink was shipped with its bookmarks pointing to the Seda mobile community and a mobile game, Dancing Star, was placed as a free download.

The results – 5% CTR, more than 360,000 visits to mobile site

• 5% average click-through rate
• More than 360,000 visits to the mobile Internet site in two months, twice the number of visits to the Seda Teens website
• More than 11,000 game downloads

Paula Lopes, Marketing Manager, Unilever

“We are excited to be taking part in this new marketing initiative, allowing us to reach the consumers we want on the device they want. This campaign shows how innovative both Nokia and Unilever are when it comes to reaching consumers.”

About Nokia Interactive Advertising

Nokia Interactive Advertising provides brands with all that they need to connect with and engage the mobile consumer. It includes:

• The Nokia Media Network, which gives reach to millions of mobile consumers through advertising on more than 100 blue-chip mobile publishers, operator partners and Nokia services.
• Nokia Interactive Solutions that create end-to-end, high performance mobile campaigns for brands using banner ads, mobile Internet sites and location finders, mobile coupons, click-to-call and other advanced mobile mechanics.

To see mobile advertising in action, please visit nokia.mobi/advertising on any mobile device.

AdAge's Digital A list for 2008

Digital A-List 2008: No.1, Unilever

Digital Marketer of the Year Scores by Making Web Tactics Part of Its Mainstream Marketing Plans

Here's the funny thing about Unilever being Digital Marketer of the Year: It doesn't really do digital campaigns.

Digital A-List 2008: No. 2, AKQA

Ad Age's Digital Agency of the Year Is Actually in the Business of Product Innovation

Fourteen years after it started as a boutique in London, AKQA has become a global powerhouse. In 2007, the San Francisco-based agency reached nearly 700 employees; revenue was up about 40% to $99 million; and new-client wins included Kraft Foods, Unilever, Cadbury Schweppes and Motorola, adding to a roster that already included Nike, Visa, McDonald's Corp., Microsoft Corp. and Coca-Cola Co.

Digital A-List 2008: No. 3, Google

Search Giant Strikes Deal With Publicis, and Doesn't Lose Share Upgrading Rivals

Convincing ad agencies that it was friend, not foe, was imperative for Google if it wanted to start snagging the big-brand budgets major agencies control, and the barely 10-year-old company was effective enough in that campaign that it struck a deal with Publicis Groupe to share ideas, co-develop products and exchange employees.

Digital A-List 2008: No. 4, NYTimes.com

Ending an Unpopular Experiment to Capture Circ Revenue Has Paid Off

When The New York Times' website demolished the pay walls that had separated its columns and other premium content from the freeloading hoi polloi, it sealed a spot on the Digital A-List.

Digital A-List 2008: No. 5, Apple's iPhone

Changed Consumers' Perception of the Mobile Phone

No doubt Apple's sleek touch-screen iPhone is changing the look and feel of mobile phones. But more important, Apple CEO Steve Jobs has given mobile marketing a major boost with his iPhone.

Digital A-List 2008: No. 6, Digitas

Agency's Acquisition by Publicis Has Helped Shop Think Big Picture

Digitas continues to move beyond its roots as a direct-marketing agency to becoming a strong full-service digital partner that engages marketers building brands and businesses.

Digital A-List 2008: No. 7, J&J's BabyCenter

E-commerce Site Is Dominating Digital Mommyhood

Johnson & Johnson's BabyCenter is aiming for global domination and to follow moms beyond the confines of its website.

Digital A-List 2008: No. 8, Baidu

The 'Google of China' Is Moving Past Text-Based Search to Video, IM

Baidu.com is known as the "Google of China," the world's second-largest online market. Baidu has a dominant 62% share of China's search-engine market, according to China IntelliConsulting Corp. Google is the No. 2 player, with a 22.7% share, followed by Yahoo at 10.8%.

Digital A-List 2008: No. 9, ESPN

Its First-Round Knockdown at the Hands of Mobile Led to a Surprising Comeback

Keeping ahead of the game has been ESPN's signature play through the evolution of media, from its traditional TV base to print to its newer digital efforts.

Digital A-List 2008: No. 10, 'Cloverfield'

A Chancy Experiment Created an Immersive Online Marketing Experience

The J.J. Abrams-produced horror movie "Cloverfield" played hard to get through the late summer and fall of 2007. A mysterious online movement was a key ingredient in the run-up to the movie.

Digital A-List 2008: Next in Line

From Rising Star Tribal DDb to ... 'Whopper Freakout'?

In the end, we chose 10. But there was plenty of debate over who should make this year's A-List. Maybe it's no surprise that a burgeoning global power like Tribal DDB would come close, but a purveyor of flame-broiled burgers? These players' remarkable forays in the digital realm show new media's not just for tech companies.

Digital A-List 2008 Executive of the Year: Brian McAndrews

As Microsoft's Ad-Solutions VP, He Is Helping Map the Giant's Online Future

While many industry watchers have proclaimed the wisdom of Microsoft's Brian McAndrews, it's less his willingness to tackle the unproven path ahead and more the foresight in his past at aQuantive -- and that whopping exit strategy -- that makes him Ad Age's Digital Executive of the Year.

Example of a dedicated MOBILE website

UNILEVER LAUNCHES BRAND-SPECIFIC MOBILE SITE FOR POT NOODLE.

A UK-based Unilever brand is getting what's billed as the personal care giant's first dedicated mobile web site.

According to Brand Republic, Pot Noodle - which I take to be a packaged noodle meal - will be the subject of potnoodle.mobi, a new site that offers branded entertainment, including ringtones (think "Moussaka Rap"), wallpapers, and more.

One offering: a short film called "Tipping Pot," which describes its plot thusly:

"Who needs Argentineans and a massive budget when you've got a flatulent drunk and some old shopping trolleys?"

It's unclear if that's a dig at Argentineans, whom the Brits went to war with in the 1980s. But either way, it's clearly meant to bring something different to a noodle brand.

Apparently the launch is getting support from The Sun, which is sending videos via Bluetooth at Cineworld and other movie theaters.

Unilever has always been a leader in mobile marketing - and in fact, since I posted this, at least one reader has pointed to Unilever's sedateens.mobi as an earlier brand-specific mobile site, in that case a social network site for a hair care product).

As for the Pot Noodles site, it's kind of funny to think of packaged noodles having enough of my attention for me to bother going to any website - mobile or otherwise - to download a branded ringtone or wallpaper. But in many nations, this is a primary way of interacting with the brand.

In fact, as I talk about in BRANDING UNBOUND the book, Unilever and others have long placed short codes on packaging so that shoppers can use their mobile phones to instantly get recipes or menu ideas.

I think adding that kind of capability here could make this particular mobile offering more useful to its target audience.

http://maverix.typepad.com/brandingunbound/2008/06/unilever-launch.html