MWC: Unilever Activates Emerging Market Mass Messaging Tool

unilever-logoUnilever has switched on the Konnect marketing platform, enabling it to create mass mobile campaigns targeting opted in users in emerging markets.

The platform has been built by Brandtone, in which Unilever is a significant shareholder, and offers SMS for targeting feature phone users and rich media campaigns for people who own smartphones. It uses a value-exchange model, offering the audience access to incentives like rich digital content or mobile airtime.

Unilever’s first campaign for the Sunlight soap brand targets users in India. Rahul Welde, VP media at Unilever, said: “We are delighted to be the first users of Konnect and to be launching in India. We are also eagerly expanding the Brandtone partnership into China and Indonesia which will further fuel our engagement with consumers.”

Brandtone specialises in marketing in emerging markets and currently covers 10: India, Indonesia, China, Hispanics in the US, South Africa, Brazil, Kenya, Nigeria, Russia and Turkey. Marketers can easily create these types of campaigns from a laptop and even a mobile device.