CASE STUDY: Using mobile targeting to drive competition entries

Provided by Weve
Weve helped in driving awareness and entry into a Kleenex competition using mobile advertising.

What was the Challenge / Background of the Campaign?

Kleenex were launching a brand new integrated campaign which saw people get the chance to enter into a competition to win £5,000 towards their dream holiday. Working with Weve enabled Kleenex reach the specific target audience and drive response in the most effective way.

What was the Campaign Objective?

Drive awareness and numbers of entry into the Kleenex £5,000 holiday competition.

What was the Solution?

MMS was delivered to locations within a specified mile radius of flu outbreaks giving the recipients the chance to answer directly and enter the competition from their phones. The strategy was backed by Weve's researching proving that 15% of consumers have purchased a product or service as a result of receiving a promotional message. 62% agreed that mobile messages are a good way to find out about brands and offers while 58% agreed that they are an easy way to redeem coupons and offers as mobiles are always on hand.

What were the Results?

Increasing Sales: 27% of consumers purchased Kleenex tissues after receiving the message. Driving compitition entries: 7% of consumers entered the competition 2.4%CTR. *Base, those that recall the message

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details7% of consumers entered the competition
25 - 34
35 - 44
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, All Regions01 Jan 13 - 31 Jan 13DIRECT RESPONSE
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