Preference Choice Publication

MMA Case Study: Kraft Foods/YOC Sampling Campaign

David Murphy

MMA Jacobs CS pic
The Brief
Kraft Foods tasked YOC
with the creation of a mobile campaign to promote the launch of its new
instant coffee products, Jacobs 3in1 and Jacobs 2in1. The campaign was
to be integrated with traditional media and was intended to provide
consumers with an uncomplicated way of ordering product samples via
mobile, whilst minimising usual sampling wastage levels and associated
costs through accurate targeting and tester self-selection. The target
group was defined as young coffee lovers.

Objectives

The main objective of the Kraft Jacobs 3in1/2in1 mobile sampling
campaign was to place product samples among the early adopters, who are
considered to be the most innovation savvy, and the opinion leaders,
amongst the target group.

Additional objectives that defined the campaign development were to
maximise the reach of the target group, and to increase the conversion
rate of the sample requests, while at the same time decreasing product
distribution costs. The success of the campaign needed to be
transparent and easy to measure. Kraft also wanted to gather data from
the mobile campaign to develop a customer database for CRM purposes.



Strategy and solution


YOC created a mobile advertising and sampling campaign, integrating a
mobile call to action with online and traditional TV and print media.
Shortcodes and keywords were promoted across traditional print and TV
ads, inviting consumers to send an SMS with the media-specific keyword
to the campaign Shortcode, allowing them to directly respond and
request a product sample, simply by sending a one-word text message.
Participants were then sent a WAP push link to the mobile sampling
portal, where users were invited to enter their personal details, so
that they could receive a sample product.

Alongside promotion across traditional media channels, banner ads for
the sampling campaign were also placed on the Vodafone portal, on
the Nokia, Sat1, Pro7 Mobil MTV, Viva and YOC.mobi sites. 

The campaign placed control directly with the consumer, inviting them
to send an SMS to request a sample once they had seen a print or TV
advert. Promoting the mobile campaign through traditional media
provided users with a direct opportunity to interact with the brand and
request a sample via their mobile, only if they were interested in the
product. 

YOC also provided a community of selected and profiled individuals as
part of the target group. This group of targeted, opted-in mobile users
received push text messages inviting them to text their details to a
Shortcode to receive a product sample in the post. Text messages were
only sent directly to YOC Community members who had already opted to
receive targeted messages and were part of the defined target group.
Following MMA guidelines, the campaign placed choice and control in the
hands of the consumer.

Results

The ‘3in1/2in1’ campaign across TV, print and mobile advertising
channels enabled almost 500,000 samples to be placed directly among the
target group. Over 450,000 customers registered with Jacobs throughout
the duration of the campaign. More than 80,000 users registered their
details to be used for permission-based marketing in the future. 

0.4% of users who saw the TV advert ordered a product sample via the
mobile. The campaign saw high responses from users of mobile portals
that were led directly from mobile banner advertising to the mobile
registration portal. Almost 650 banners were placed on selected portals
relevant to the target group, and these achieved a clickthough rate of
more than 3%. 250,000 text messages were sent to the profiled opted-in
YOC community members who were part of the defined target group. Thanks
to the detailed profiling and selection of community members, 10.6%
responded and YOC distributed more than 26,000 samples to these
respondents.

“The success of the campaign, especially in the mobile sector, exceeded
our expectations,” says Kraft Marketing Manager, Marco Gottschalk. “The
mobile phone has hereby established itself as promotional tool.”

MMA Viewpoint:
Initiatives which leverage cross-media integration effectively, such as
the campaign discussed in this study, often see success in using mobile
to drive consumer adoption and achieving excellent results for their
brands. The use of SMS as a call to action is a great way of
encouraging consumer involvement in mobile marketing, and engaging them
with a particular brand. MMA’s latest Global Attitude and Usage Study
of more than 2,500 mobile phone users in Western Europe found that 68%
of respondents already use their mobile phone to text, indicating
widespread comfort with SMS as an application, making it a broad avenue
to participation in mobile marketing campaigns.

The mobile channel creates an exciting opportunity to build a dialogue
with the consumer, and an opportunity to build an ongoing relationship
with the consumer, which is clearly demonstrated in the YOC case study.
Leveraging the mobile channel allowed Kraft to create a database of
relevant and interested consumers to contact in future campaigns. The
free coffee sample offer in this mobile campaign demonstrates that
marketers increasingly understand the importance of providing value to
the consumer, in exchange for the opportunity to communicate with them
on their mobile device - and adding sampling via mobile definitely
creates this value.