unilever shield chichi campaign
DESCRIPTION
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-storeTRANSCRIPT
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UNILEVER SHIELD
Sponsored Call Campaign
Case Study
![Page 2: UNILEVER SHIELD ChiChi Campaign](https://reader033.vdocument.in/reader033/viewer/2022052311/5583be3cd8b42a784f8b46e3/html5/thumbnails/2.jpg)
The first BIG question:
How can we increase awareness about SHIELD product
promotion in-store in a whole new way?
![Page 3: UNILEVER SHIELD ChiChi Campaign](https://reader033.vdocument.in/reader033/viewer/2022052311/5583be3cd8b42a784f8b46e3/html5/thumbnails/3.jpg)
The next BIG question:
How can we boost engagement with
consumers to stimulate product trial for this campaign and grow
revenue?
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PROPOSED SOLUTION
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SHIELD consumer’s
calls & their friends.
Sponsoring
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HOW DOES IT WORK?
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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.
![Page 8: UNILEVER SHIELD ChiChi Campaign](https://reader033.vdocument.in/reader033/viewer/2022052311/5583be3cd8b42a784f8b46e3/html5/thumbnails/8.jpg)
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#”
![Page 9: UNILEVER SHIELD ChiChi Campaign](https://reader033.vdocument.in/reader033/viewer/2022052311/5583be3cd8b42a784f8b46e3/html5/thumbnails/9.jpg)
THE ACTUAL CAMPAIGN
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![Page 13: UNILEVER SHIELD ChiChi Campaign](https://reader033.vdocument.in/reader033/viewer/2022052311/5583be3cd8b42a784f8b46e3/html5/thumbnails/13.jpg)
CAMPAIGN STATS
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WHAT DID WE LEARN?
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• 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
![Page 18: UNILEVER SHIELD ChiChi Campaign](https://reader033.vdocument.in/reader033/viewer/2022052311/5583be3cd8b42a784f8b46e3/html5/thumbnails/18.jpg)
Thank you
Get in touch:
Web & Mobile Marketing
Web: www.justpalm.com
Tel: +27 (0) 10 035 1111
E-mail: [email protected]
SOUNDS GREAT?