UNILEVER SHIELD

Sponsored Call Campaign

Case Study

The first BIG question:

How can we increase awareness about SHIELD product

promotion in-store in a whole new way?

The next BIG question:

How can we boost engagement with

consumers to stimulate product trial for this campaign and grow

revenue?

PROPOSED SOLUTION

SHIELD consumer’s

calls & their friends.

Sponsoring

HOW DOES IT WORK?

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.

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#”

THE ACTUAL CAMPAIGN

CAMPAIGN STATS

WHAT DID WE LEARN?

• 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

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?