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MobiAd News has got a great analysis of a recent campaign that Brylcreem (the mens hair product company) ran via the Ad-funded Mobile network, Blyk. I’ve included some highlights here, but the full detail can be found here.
This was Brylcreem’s first campaign on Mobile, and so Blyk were used as both the strategy and creative partner (interesting that Blyk are a full-service offering in this case). Blyk used a “conversational approach” to the Ads – this meant two-way MMSs being sent to garner a response (I like to call it “interactive” – Ed).
For the Brylcreem campaign, Blyk created a two-part MMS dialogue. One asked consumers to segment themselves according to their styling preference, and the other provided product information relevant to their response. Based on the consumer’s preference, a message would be sent back giving information about which product would be best. And all the creative is intended to “create a talking point” for the brand, and have consumers show it to their friends.
I think one thing that does stand out about the campaign is how successful it was – typical Advertising, and even Mobile Ads, would be happy with a rate of 10% – however 50% of customers responded to the Ads! Customers also showed the Ads to their friends, creating a viral nature to the Ads.
Another piece of analysis backing up the power of Mobile Advetising – what I like about this case is the way that Blyk have been able to provide the network, strategy, creative, and customers – nice piece of work!
[Via: MobiAD News]
About The Author
Ben Robinson
Ben is a 10+ year veteran of the Mobile industry – starting his career when SMS was a still a relatively new concept for most people (!), he has now consulted on everything from bleeding-edge Mobile content, to the next-gen accessories you might view it on. As a result he has a broad and deep knowledge in numerous areas of Mobile – from network operators to device vendors, to infrastructure and middleware vendors (not to mention content delivery) – and has worked for companies in all of these areas! He is based in the UK, a hotbed of activity for mobile, and recently became a father for the second time – as oppose to in his younger years when he was happy spend time tweaking all manner of mobile devices to 'nth' degree, he now looks for services and hardware that provide the most efficient, compact, and reliable improvements to his already manic life! It’s his opinion that Mobile solutions should be there to help to make your life better – if a particular solution (be it service or device) isn’t doing this, he believes you need to ask the very important question of why you continue to use it... His focus at IntoMobile is mainly on Mobile content, services, and infrastructure, particularly as regards the UK market – and with the occasional look at devices. Additionally, using his extensive experience in the industry, he will provide commentary on the industry at large, with regular (and hopefully thought-provoking) articles.
