Something you may know is that when it comes to marketing, mobile is very personal. Mobile marketing is so effective for brands as they literally take residence in the consumer’s pocket. If said consumer is anything like me, they’re probably on that device for let’s say, an hour a day? (leaving for work on 100% battery, and coming home on 11% is sadly not a result of being on the end of important business calls). Luckily for me I’m not a minority, with adults spending 2.8 hours per day on their mobiles in 2015, and 89% of their time spent on media being through mobile apps.
When considering that 2.8 hours is more than double the amount of time we spend eating per day, I was alarmed as I also spend a large amount of my time doing just that, eating. But it’s those who are combing these two elements, eating and mobile, that are at the absolute forefront of personalised mobile marketing. American mayonnaise producer Hellmanns developed a campaign where an app enabled users to interact with chefs while they create dishes using the product (see video below).
Hellmanns were trying to inspire consumers to use mayonnaise in a range of dishes, not just sandwiches, and the mobile-messaging app ‘whatsapp’ allows one-on-one engagement to achieve this. The results for Hellmanns were phenomenal – with less than a $900 media investment, the 10-day campaign had:
- Over 8,000 users registered
- Four million+ people impacted
- $150K+ in earned media
- 65 minutes per user interacting with the brand
- 1 in every 2 website visitors signed up for the service
- More than 500 dishes cooked and shared
Hellmanns weren’t the first to explore one-on-one mobile engagement, with Smirnoff launching its #PurePotential campaign. The campaign invited users to post a picture of inside their fridge (however manky and underwhelming), which Smirnoff ‘mixologists’ used as inspiration to create appealing cocktails (see below).
As a result, fridges were uploaded, drinks were created, viewed and shared over 200,000 times. The #PurePotential campaign created a highly engaged audience aged 18-30, and grew Smirnoff’s Instagram by 676% while increasing overall sales by 20%.
Both the Hellmanns and Smirnoff campaigns brilliantly integrate their products into the lives of their consumers through user-generated content, resulting in engagement and ultimately mass circulation. It leads me to consider the future of mobile marketing …Will brands position campaigns towards short-term ‘viral’ attention seeking promotions, or seek to establish apps that create user engagement over an extended period?