Kraft’s successful mobile sampling campaign: A Case Study
The Brief:
Kraft Foods teamed up with YOC to create a mobile campaign to promote the launch of their new instant coffee products, Jacobs 3in1/2in1. The campaign was an integration with traditional media and offers consumers a simple way of placing an order for sample product using their mobile. With the defining of the target group and testers, the campaign minimized the wastage of resources and the associated costs required to reach the consumers.
Objectives:
Primarily, the objective of Kraft’s mobile sampling campaign was to bring its Jacobs 3in1/2in1 coffee products to a target group which has an acceptance towards new products and are considered to be appropriate opinion leaders for innovation.
Moreover, the additional aims of this campaign were to have a maximized access to the target group and reduce the cost involved in product distribution. The success story of the campaign laid in its transparency and easy measurement.
Solution:
The campaign placed control directly with the consumer i them to send an SMS to request a sample once they had seen a print or television advert. Promoting the mobile campaign through traditional media provided users with a direct opportunity to interact with the brand and request a sample via their mobile, only if they were interested in the product.
YOC also provided a community of selected and profiled individuals as part of the target group. This group of targeted opted-in mobile users received push text messages inviting them to text their details to a short code to receive a product sample in the post. Text messages were only sent directly to YOC Community members who had already opted to receive targeted messages and were part of the defined target group. Following MMA guidelines, the campaign placed choice and control in the hands of the consumer.
The campaign’s success story started with the promotion across print and TV media, giving short codes and key words for the consumers to send SMS with the specific keyword to the campaign short code, enabling them to respond and request for required sample. The senders are then given a WAP push link to the sampling portal which can be accessed through their mobile and then the user can key in their personal details in order to receive the sample.
Along with the traditional media campaigns, banners ads were placed on the Vodafone portal on the Nokia, Sat1, Pro7 Mobil MTV, Viva and Viva and YOC.mobi sites.
The direct control of the campaign was left in the hands of the consumer, enabling them to send an SMS to request for the sample after viewing the print or TV commercial. Using the traditional media for promotion helped the consumers to interact directly with brand and if interested could request for sample using their mobile devices. A perfect blend of all media.
Results:
The Kraft Jacob 3in1/2in1 campaign which ran across television, print and the mobile advertising channels received nearly half a million samples placed directly into the target group. Nearly 0.45 million users registered with Jacobs throughout the campaign making the mobile sampling a success story. More than 80,000 users registered their details to be used for permission based marketing in the future.
0.4% of users who saw the television advert ordered a product sample via the mobile. The campaign saw high responses from mobile portal users that were led directly from mobile banner advertising to the mobile registration portal. Almost 650 banners were placed on selected portals relevant to the target group and these achieved a click-though rate of more than 3%. 250,000 text messages were sent to the profiled opted-in yoc_community members who were part of the defined target group. Thanks to the detailed profiling and selection of community members, 10.6% responded and YOC distributed more than 26,000 samples to these respondents.
Kraft Marketing Manager Marco Gottschalk said: The success of the campaign, especially in the mobile sector, exceeded our expectations. The mobile phone has hereby established itself as promotional tool.â€
