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]