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Cornetto’s Selena Gomez ‘Revival’ campaign attracts over 1.25 million entries.


Selena Gomez is a major star in Indonesia and in advance of her ‘Revival’ tour, sponsors Cornetto looked to capitalize on the hype by offering prizes including concert tickets to purchasers of Cornetto ice creams.

Brandtone's mobile engagement element complimented an integrated multi-channel campaign across digital channels. Rewards for entering included airtime credit, hats, bags with the grand prize being tickets to see Selena Gomez live in concert on her ‘Revival’ tour.

The Brief

Cornetto sought to increase sales by driving frequency of purchases up. In fact, their aim was for each consumer to purchase one more SKU per month. This resulted in a target sales figure of 1,560,000 over 3 months from 31st March – 30th June 2016. Two categories of ice-cream were involved in the campaign, Cornetto Ooh and Cornetto Mini.

A further goal of the campaign was to build a database of permissioned Cornetto buyers who could be re-targeted with brand promotion messages into the future.

The Campaign

Due to the varied mobile landscape in Indonesia, Brandtone used USSD for the entry mechanic. This meant that there would be no barrier to entry for participants depending on their handset and they would receive an instant response when entering their unique code. Entry codes were printed on the inside of the Cornetto labels and participants could enter as many times as they liked.

Participants won free airtime upon first entry and coupons for merchandise were received for every 2nd or 3rd entry thereafter.

Participants were required to enter contact information when claiming prizes online. This helped Cornetto to understand their distribution network better and to build a database that could be communicated with during future campaigns.


120,000 consumers received a direct message during the campaign, prompting them to enter again. We achieved a very strong opt-in rate of 78%, indicating consumers are hungry for more engagement with the brand. Sales as a result of direct messages amounted to over 25,000, which represented a significant return.

The Results

The campaign attracted over 1.25 million consumers, and 81% of these completed a profile. As part of the integrated multi-channel campaign, all sales targets were met. The high opt-in rates indicate that participants are very open to hearing from Cornetto again about future promotions.

  • Campaign sales targets met
  • 1.25 million entries
  • 780,000 permissioned profiles
  • 81% completed profiling
  • 78% permissioned rate

Brandtone’s ‘Little Brush, Big Brush’ campaign for Pepsodent drives behavioural change for kids in Indonesia.


Unilever leads oral care in Indonesia, with two of its brands - Pepsodent and CloseUp - enjoying high market share. In 2016 Brandtone worked with Pepsodent to launch a campaign which encouraged kids to brush their teeth more frequently.  

Dubbed 'Little Brush, Big Brush', the promotion comprised a series of free audio clips which inspired parents and children to brush their teeth together. 

The Brief

Brandtone was tasked with connecting Pepsodent to those using feature phones, the majority of the target market (Pepsodent used a Facebook Messenger chatbot for smartphone users).

The brand understood that repeated tooth brushing across several weeks could help drive a change in behaviour, which in this case was to ensure that children develop daily brushing habits. The campaign played out over 21 episodes, giving Pepsodent the greatest chance of success.

The Campaign

‘Little Brush, Big Brush’ was advertised on TV, online and on social media and there was no purchase requirement for entry. This allowed anyone to take part, free of charge. After sending the code (*200*188#) through USSD, profiling was carried out and parents were asked to answer some basic questions around the ages of their children and their brushing habits. This valuable information would be used to understand Pepsodent buyers better and to re-engage more accurately with them down the line.

Each episode of 'Little Brush, Big Brush' developed a tale with exciting characters across many countries, with the experience tailored around families. Parents and kids received an episode each evening on their phone and completed brushing challenges to unlock the next installment.

After the 5th, 10th, 15th and 21st story, participants were rewarded with an eVoucher by SMS which could be used to obtain a discount on a pack of Pepsodent.

The Results

The campaign was a huge success with over 1 million stories listened to. Having completed the programme of 21 stories, consumers were more likely to describe Pepsodent as their favourite and also more likely to be brushing twice each day. 

  • Pepsodent being described as favourite increased from 79% to 91%
  • Brushing twice a day increase from 81% of consumers to 87%
  • 212,000 registrations
  • Over 1 million stories listened to

Tusker’s ‘Team Kenya’ Campaign attracted over 2 million players.


The Tusker beer brand is owned by East African Breweries. It is the highest selling beer brand in Kenya and the largest African beer brand in the Diageo Group. The beer’s slogan is ‘Bia Yangu, Nchi Yangu’, which means ‘My Beer, My Country’. 

The strategic objective of the ‘Team Kenya’ campaign was to reinforce and strengthen the brand and to position Tusker as being synonymous with Kenyan pride in the build up to the Olympic Games in Rio de Janeiro in 2016. 

The campaign resulted in the highest sales of Tusker in over 5 years and helped the ‘Team Kenya’ campaign to become the first Kenyan winner of a Mobile Marketing Association Smarties award.

The Brief

As well as targeting a short-term sales increase, Tusker sought to build lasting, trust-based relationships with their loyal consumers. It was imperative that 'Team Kenya' would use a simple entry mechanic accessible to all devices and that the rewards on offer were relevant.

Brandtone designed a campaign that had strong above the line advertising backing. It was crucial that this campaign would enable Tusker to take advantage of the strong media support. ‘Team Kenya’ would also have to tie in to key sporting events in the Kenyan calendar such as the New York Marathon, World Athletics Championships and the World Rugby 7’s.

The Campaign

Because of the low smartphone penetration in Kenya, Brandtone registered participants via USSD, helping Tusker to stay accessible to the vast majority of their target market across the country (USSD had been used by 99% of target consumers in the previous month). The simplicity and availability of USSD was a key factor in the huge response rate achieved.

After sending their unique code, consumers completed profiling questions: e.g. age, location and purchasing habits. Importantly, they were also asked for permission for future communication. This allowed Brandtone to build a database of proven buyers who showed an interest in being contacted by Tusker and engaging further with the brand. Once profiling was completed, participants were rewarded with M-Pesa credit, allowing them to ‘Raise a Tusker to Team Kenya’.

During the re-engagement stage Brandtone sent SMS messages to customers during key events in the Kenyan sporting calendar. SMS is the preferred channel of communication for those using feature phones in Kenya and the co-ordination of messages with these events associated Tusker with Kenyan success. SMS was also used to notify participants of rewards, increasing loyalty and driving further sales.

The Results

The ‘Team Kenya’ campaign has been a resounding success with over 2.3 million entries, resulting in a database of over 1.6 million who can be communicated with into the future. This exceeded the target entry number of 1.5 million and in fact, over 1 million entries were received in the first two weeks. 

  • Highest sales in over 5 years
  • 2.3 million entries
  • 1.6 million permissioned profiles


Inmarko is the leading ice cream company in central and eastern Russia. Having been acquired by Unilever in 2008, it was identified that more needed to be done to generate prospective customers for future engagement and sales across its 19 different brands.

The Brief

Unilever engaged Brandtone to develop a mobile marketing campaign to help them grow sales, 5-10%, in traditional distribution channels – small shops and kiosks – and improve effectiveness of the previous campaigns targeted at independent small retailers. The campaign also focused on improving effectiveness of promotion of new Inmarko products in this segment.

The focus of the campaign was on traders and store owners who were in charge of decision making throughout the summer season.

Inmarko needed innovations which would meet their business goals, including increasing sales in Inmarko’s traditional channels and the promotion of new SKUs. They also needed to create a database of traditional stores for further engagement which would be nationwide.

The Campaign

Each of the stores was able to opt-into engagement with Inmarko’s mobile campaign by texting the store code to the short number provided. In return, each of the traders received a guaranteed airtime reward.

The trade marketing managers were able to follow the campaign 2in real time, on the Brandtone Trader platform, allowing them to design, implement and track marketing campaigns. Store and promo coding systems allowed them to build additional bespoke reporting – another tool to control sales information.

Centring this campaign on mobile provided an efficient, direct communication channel to engage, understand and reward one of Inmarko’s key target markets. Brandtone understood that recruiting participants by giving them the option to participate and offering a guaranteed reward was central to its success.

The Brandtone platform provided a completely new way to reward customers, offering them an instant, personal reward and avoiding the costs associated with physical prizes.

The Results

  • Sales increased by 13%
  • 33,000 traders registered
  • 14% RoI
  • 329,000 redemptions
  • permission rate of 95%


Global MMA Smarties - 2015

  • Lead Generation - Gold
  • Best in Show - Shortlisted

Unilever Colombia employs a team of sales reps that reach approximately 140,000 traders on their weekly rounds. Between them they indirectly affect the purchasing decisions of 40 million Colombian consumers, almost the entire population of the country.

Brandtone partnered with Unilever to create the first mobile campaign of its kind to engage traders operating in the independent sales channel, expand their distribution network and build brand loyalty through ongoing mobile communication.

The Brief

The only contact Unilever had with independent store owners was a short visit (5-7 minutes) once a week which was often insufficient to fully articulate their new offers and products. They also knew very little about each store owner’s wants and needs or which of their competitor’s products the stores also stocked.

Unilever sought a suitable solution which would meet their business goals without increasing their go-to-market costs. It was imperative that they achieved this with simple mechanics and clear incentives for both store owners and sales reps.

The objective of this Program was to create a channel between Unilever and these independent store owners to make ongoing interactions more frequent and engaging. They also wanted to create a database of permissioned buyers for further communication.

The Campaign

To maximise the reach and effectiveness of the mobile trade program, Brandtone worked with Unilever’s sales reps to help engage and register their existing independent retail stores.

Once registered, Unilever would be able to communicate directly with the store owners, helping them to gain deep insights into the independent trade channel. The retailer could also stay up to date with exclusive offers available to Program members only, another incentive for taking part.

Once signed up the store owner received targeted SMS messages (no more than two a week) which would inform them about the latest offers and promotions. One of the most successful use of these SMS messages was the ‘bundling’ of various different products (e.g shampoo, conditioner, moisturiser) into one package and offering up to 30% off when these products were bought as part of this bundle. This helped to increase drop sizes and also to introduce the retailer to products they may not have previously considered.

The ongoing incentive for the sales reps was the saving of time spent in each store. Store owners were now aware of the deals on offer before the sales rep arrived, meaning store visiting times were cut down significantly.

The Results

  • Sales increase of 10%
  • Registration of 90% of ‘mom and pop’ stores
  • 66,000 Permissioned Trader Profiles, Permission rate of 99%
  • Increase in assortment from 7 to 9 products across key lines

Brandtone worked with Hindustan Unilever to deliver a mobile marketing campaign that engaged with its target audiences with the aim of increasing sales of its Bru coffee brand.

As India’s number one coffee brand, Bru had become a staple in many households across India and was committed to bringing new and improved variations to consumers each year; using better packaging solutions and innovative product formats. However, with key competitors entering the market in the past few years, the brand felt the time was right to reengage their existing customer base and reward loyal consumers for their purchases.

The Brief

Unilever asked Brandtone to design a campaign that would reward existing customers, while also building relationships and managing brand perceptions across India. An aim of the campaign was to get a better understanding of the customer in order to develop a representative and permissioned database.

The focus was not just on consumers though. Bru also identified the need to engage independent traders. With over 10 million retail outlets across India, connecting with those who were not already being distributed to directly would have a huge impact on Bru’s growth.

The Campaign

Working with Brandtone, Bru was able to offer both consumers and independent traders free airtime via mobile redemption of codes printed within the product packaging – regardless of their handset or mobile network.

Using this approach, Brandtone was able to develop an extensive database of Unilever’s target audience; offering a deep insight and understanding of these key markets for the first time.

The campaign approach and execution had to be targeted to each audience in order to best meet their needs. While both involved a mutually beneficial engagement via their mobile device, the mechanism was slightly different for each.


The campaign entailed traders buying Bru instant bundles, which contained post-card size coded coupons with scratch cards, with a ‘call to action’ for the trader to dial a missed called number which appears on the pack.


Consumers were targeted by communication through on-pack messages at retail outlets, and with a similar incentive to traders, were offered free airtime, but for each packet of Bru purchased.

The brand also used social media to engage with its younger audience more directly. This 360 approach was vital to the success of the campaign and ensured that all relevant people were targeted.

The Results

As a result of the campaign, Bru has regained the market lead in India in both value and volume and has seen a double digit increase in sales. They have now moved to an always-on format to sustain this growth into the future:

  • Over 10 million completed entries
  • Regained market lead
  • 3 new SKUs promoted nationwide
  • Permission rate of over 50%


MMA Smarties - 2015

  • Lead Generation – Silver Winner APAC
  • Relationship Building – Shortlisted Global
Regained Market Lead.
10 Million Entries
2.5 Million Permissioned Profiles

'More airtime, more love' campaign created, giving customers the chance to win free mobile airtime.

Brandtone worked with Mondelēz to deliver a mobile marketing campaign for its much loved praline chocolate brand, Sonho de Valsa, in Brazil. Sonho de Valsa bonbons are iconic in Brazil, having been on the market for over 75 years. To this day, it remains the most purchased chocolate and is the leader in the praline category with 62% market share.

The Brief

Brandtone was tasked with developing a mobile marketing campaign that would drive this sales volume by increasing purchasing habits. To do this, the ‘more airtime, more love’ campaign was created, giving customers the chance to win free mobile airtime – that they could use to talk to the ones they loved – each time they bought the product.

In a country where there are more mobile phones than people, mobile proved the most effective channel. Participants could opt into continuing to engage with the brand, and the rewards were highly relevant and popular. As a result, Mondelēz was able to gather insights about the consumers which helped them tailor their marketing approach to ensure maximum ROI.

The Campaign

Once consumers had purchased the chocolate, they were directed to text in a unique code found on the product packaging to be in with a 1 in 7 chance of winning airtime so they could share more love. In a country where there are more mobile phones than people, this was an extremely popular and relevant reward.

Once they had participated in a promotion, consumers were given the option to continue to engage with the brand, with 80% opting into further communications.

Through the opt-in mechanism, Brandtone built a database of profiled consumers that Mondelēz could engage with time and time again. Engaging with consumers after the initial redemption meant Mondelēz could ask targeted questions regarding frequency of consumption other chocolate brand preferences and how they found out about the promotion that would help inform the Sonho de Valsa campaign as well as other Mondelēz brands.

By tracking the frequency of interactions through the database, Mondelēz recognized that buying behaviors differed dramatically across Brazil. Throughout the campaign, the strategy was tweaked in real time according to redemptions and different consumer groups, making the campaign more effective and allowing the brand to reach maximum return on investment.

Alongside mobile, the ‘more airtime, more love’ campaign was promoted via a range of channels including TV adverts, social media and radio. These channels allowed Mondelēz to be more visual and romantic with the campaign theme.

The brand also used social media to engage with its younger audience more directly. This 360 approach was vital to the success of the campaign and ensured that all relevant people were targeted.

The Results

Among the most significant results of the campaign:

  • Overall the campaign had over 3 million redemptions and 900,000 unique entries, with 80% of consumers opting in to further communication with the brand. It also saw an increase in Facebook fans of 112,000, demonstrating the increased engagement between consumers and the brand.
  • Over 53% of consumers participated more than once.
  • A special Valentine’s Day promotion saw a ten-fold increase in engaged consumers and for each direct message sent 70% chocolates were sold, demonstrating the power of mobile as a medium for driving engagement and sales around key events.
  • The promotion saw a significant increase in market share for Sonho de Valsa of 3.5% from January to July. Furthermore Sonho de Valsa had its best Easter performance for three years.
  • Brandtone’s database means that Mondelēz now has direct access to 900,000 targeted consumers.
53% of Customers participated more than once.
112,00 new Facebook fans
900,000 Targed customers

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You choose: Capturing the Views of over 190,000 African People via Mobile.

The views of over 190,000 Africans helped to shape the UN's recommendations on the next set of Millennium Development Goals (MDG's) thanks to a unique mobile campaign conducted by Brandtone to support ONE's pilot program "You Choose".

The MDG's were created in 2000 to help lift the world's poorest people from extreme poverty. These are set to expire in 2015 when the UN introduces a new set of goals.

The goal of "You Choose" was to ensure that the priorities of citizens were captured in advance of considering the post-2015 development goals in march 2013.

The Brief

Brandtone's unrivalled permissioned consumer database in South Africa was leveraged to communicate directly with thousands of permissioned mobile phones owners to promote "You Choose" via SMS. Mobile access is large and growing in Africa, competing with the reach of traditional media such as TV and radio as an effective platform to reach the population.

ONE also engaged with additional mobile partners in South Africa, Malawi and Zambia in order to reach the maximum amount of African citizens.

The findings of the mobile campaign were submitted to the UN's High Level Panel in Bali, Indonesia. They Contributed to "My World"; a UN effort aimed at capturing people's voices, priorities and views.

The Campaign

Thanks to "You Choose", the views of ordinary citizens were heard at the highest levels of the UN.

Brandtone achieved a 28% response rate from push communications sent to a segmented subset of the permissioned database of nearly eight million South African consumers generated through marketing campaigns for major consumer brands such as Unilever.

Citizens were encouraged to participate by texting their ideas for free to an SMS short code. Through a series of simple questions, citizens were asked for their opinions on what the Government could do to ensure a better future for them and for their families. Focus areas included healthcare and education.

ONE enlisted the help of high profile celebrities such as musicians Hugh Masekela and D’banj; and football starts Benni McCarthy and Chris Katongo to help promote and build awareness of ‘You Choose’ online and via radio ads.

Brandtone elicited 74,386 ideas for ONE from South African citizens via SMS. This result was double the target of 30-35,000 and accounted for 61% of all South African responses.


“The government should provide good and affordable education so we can be employable.”

“Start an agriculture campaign to create jobs and to also provide food for the needy.”

“The most important thing is to create job opportunities so that I can work and change my life.”

“End corruption from local government that is the start.”

“Government must always lead by example in any other things.”

Brandtone followed up directly with citizens after the campaign by texting them and thanking them for sharing their views. This demonstrated how this approach can create real dialogue with consumers.

The You Choose results were shared with members of the UN High Level Panel, as well as UN agencies and partners in South Africa, Malawi and Zambia. The findings were also included in two reports covering the post-2015 Development Framework.

ONE’s Deputy Director, South Africa, Nachilala Nkombo said: “Citizens across Africa are participating in efforts like You Choose to help define a future that works for them. Their voices are backed by hundreds of thousands more around the world and aided by technologies such as SMS to define the new development agenda.”

The Results

  • ONE elicited 74,386 ideas from South African citizens
  • Doubling the target of 30-35,000
  • Brandtone collected 61% of all South African responses
20million Votes for the Team Selection
1million of Unique User Profiles Created
80% Opt-In for Further Communication

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Driving Cross Selling Opportunities for Dove in Russia.

Brandtone partnered with Unilever in 2013 to drive the rate of sales across the Dove portfolio in Russia.

The Brief

  1. Increase rate of sales and market share of Dove via on-pack consumer campaign across 5 product categories, including shampoo, conditioner and deodorant;
  2. Create an actionable permissioned database for Women’s Day 2013;
  3. Profile new and existing Dove consumers and gain rich insight across product categories;
  4. Identify and execute cross selling opportunities through a Direct Marketing Campaign.

The Campaign

Brandtone created an innovative on-pack campaign for Dove which targeted consumers via mobile. The volume uplift was sustained by incentivising existing buyers to repurchase.

Consumers were instructed to follow promotional on-pack instructions and enter a short code via SMS. Each redemption entered the consumer into an opt-in profiling session where they were profiled using a pre-recorded voice based questionnaire system known as Interactive Voice Response (IVR). On completion of the IVR, consumers were rewarded with guaranteed free airtime of RUB 15-25.

This resulted in large segments of consumers who were served even greater offers and rewards via SMS to encourage them to cross purchase or switch from competitor brands. Voucher codes were also differentiated according to product category, which meant that each interaction was tailored to the individual purchase.

Mobile marketing has proven to be an effective way to engage existing and new Dove consumers. The results highlight how mobile can create cross selling opportunities for brands across product ranges.

The Results

  • 15% of Dove shampoo buyers bought Dove conditioner after receiving a targeted cross category Direct Message;

  • 21% of Dove consumers repurchased (any category) after receiving a targeted repurchase Direct Message;

  • Rich database of unique permissioned consumers to target for sales and brand building activity.
15% of shampoo consumers also purchased conditioner
High opt-in rate for future communications
21% uptake rate in direct marketing

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OMO: integrating mobile into the marketing mix to build long term consumer loyalty.

Brandtone has been partnering with Omo in South Africa since 2010, when we incorporated mobile for the first time into the national Door to Door Challenge campaign.

The objective of the campaign was to increase share for Omo in a highly competitive, price sensitive marketplace.

The results highlighted how mobile can create 1:1 relationships between a brand and its consumers at massive scale: over 1 million consumers redeemed the airtime reward from promotional packs of Omo, with 85% opting in for further brand communications. Over 30% of these permissioned consumers were then converted to repurchase from promotional SMS messages sent after the campaign. Importantly, brand health metrics also rose. Then the Omo Team challenged us to partner with them again to create something even bigger.

The Brief

  • Integrate mobile into the new ‘Dirt is Good’ platform, developed from the insight that getting dirty is how kids learn, experience and grow.
  • Create a reward programme linked to the intrinsic brand values to encourage consumers to buy more than just once.
  • Build upon the success of the ‘Door to Door Challenge’ to increase the number of consumers in the permissioned Omo database.

The Campaign

Brandtone responded to the brief by creating an innovative mobile campaign with a tiered rewards program, designed to incentivise repeat purchase over many months while tapping into the Omo brand values.

Inspired by the ‘Dirt is Good’ platform, we worked with the theme of kids education, providing educational bursaries and vouchers for school socks and shirts which could be redeemed in a leading national retailer. We also offered some guaranteed airtime for Mum.

Every consumer who entered the campaign was sent a monthly SMS, reminding them to purchase Omo again to receive the next level of reward. This increased repurchase rates by over 60%.

As consumers made additional purchases of Omo over the duration of the campaign, the perceived value of the rewards increased as follows:

  • 1st purchase: enter a draw for R1 million worth of educational bursaries
  • 2nd purchase: guaranteed R5 airtime
  • 3rd purchase: guaranteed R8 airtime
  • 4th purchase: a voucher for a new pair of school socks
  • 5th purchase: a voucher for a new school shirt

The Results

  • 2.7 million entries
  • 20% increase in sales
  • Purchase frequency of over 3 bags of Omo per consumer
  • Permissioned profiles from more than 1 in 5 households
  • Delivering a 350% return on investment
20% Increase in Sales
350% of Return on Investment
2.7million Entries

A clear win: over one million redemptions, 85% of them opting to receive further communications, and an unprecedented 31% response rate to OMO’s direct SMS.

… another award winning partnership.

  •  MMA Smarties 2012
  •  MMA Smarties 2012
  •  MMA Smarties 2012
  •  MMA Smarties 2011

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Be The Coach with Carling Black Label: over 1 million soccer fans cast 20 million votes to pick their teams.

In 2011 Brandtone partnered with South African Breweries to plan and execute the ground breaking “Be the Coach” promotion around the showpiece Carling Cup soccer event between the Kaizer Chiefs and the Orlando Pirates.

The award winning campaign attracted over 20 million votes and surpassed all expectations. In 2012 SAB asked us to make it even bigger and better…

The Brief

The Carling Team challenged Brandtone to execute a mobile campaign that would:

  1. Tap into the passion young South African men have for football, providing a fun and rewarding way for them to experience every soccer fan’s dream of coaching a top team.
  2. Create a direct link to purchase in order to drive share of consumption and deliver volume growth for the brand.
  3. Build upon the strong association between Carling and soccer to increase relevance and consideration for the Carling brand among the target audience.
  4. Create a large scale community of engaged beer consumers who would opt in to future mobile marketing activities from the Carling brand.

The Campaign

Brandtone harnessed the full power of mobile for the 2012 Carling Cup campaign, allowing every fan to “Be the Coach”.

The entry mechanic was simple: buy a bottle of Carling Black Label, send the unique code under the lid from your mobile for free via USSD, and make your player selection. With millions of promotional bottles produced, it was crucial that the campaign was open to all consumers, regardless of their handset or mobile network.

Fans could participate as many times as they liked. In addition, many participating fans received surprise pre-recorded calls from the star players, further enhancing the consumer experience. Then on match day itself, player substitutions were also decided by the fans, voting for their changes via SMS at half time: real fan power.

All participating consumers were registered during the voting process, and also answered specific demographic and behavioural questions. A staggering 80% of them opted in for further communication with the brand, creating a permissioned community of engaged consumers for Carling.

The Results

  • Over 20 million votes for team selection
  • Over 1 million unique consumer profiles created
  • 80% consumer opt-in for further communication from the brand
  • Volume and share increase
  • Earned media of almost 3 times total campaign investment
20million Votes for the Team Selection
1million of Unique User Profiles Created
80% Opt-In for Further Communication

20 million entries for Carling: make us work hard for your brand too.

… another award winning partnership.

  •  GSMA 2012
  •  Cannes Lion 2012

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Knorr, a Soup in Every Stew: over 13 million entries reaching one in four households in South Africa.

Brandtone partnered with Unilever Foods in 2012 to create the first mobile marketing campaign for Knorr Soup. The intention was that this campaign would change the landscape of marketing for Knorr packet soups in South Africa and take Knorr’s conversation with their consumers to the next level by engaging in a two way conversation with the target market.

Brandtone’s platform ensured that valuable consumer insights were gathered as part of every interaction, generating a database of loyal and engaged consumers. The size of the campaign database exceeded its target by over 400%, engaging 4 million unique consumers (from a target of just over 750,000) and Unilever is now able to communicate directly with these audiences.

The Brief

Brandtone’s objective for Knorr was to:

  1. Inspire mums in the kitchen and reward them for using Knorr packet soups, through offering them recipe tips and cooking ideas.
  2. Develop the brand’s longstanding reputation as a source of inspirational meal ideas, allowing Knorr to ‘talk with’ this target audience, the incentive – Free airtime.
  3. Create an extensive consumer database (a target of over 750,000) to aid long term relationship building with consumers – not only in relation to Knorr but for other brands within the Unilever portfolio.
  4. Build engagement with Knorr Packet Soup by creating an integrated experience that would allow the brand to reach consumers in a fun, simple and accessible way. The target, over 5,250,000 entries.

The Campaign

Consumers were directed to find their unique code inside the pack and enter the number by USSD (a low-tech form of data messaging) in order to be eligible for a reward.

A key driver of this campaign’s success was that rewards were relevant, instant and designed specifically for the target market.

Airtime provided the ideal incentive as 89% of targeted consumers use “prepaid” phones. If consumers did not win airtime, they received a Knorr Recipe Tip via SMS. Tips were linked to the variant the consumer had bought, thus making the recipe content highly relevant. Airtime rewards were topped up automatically within 24 hours on winner’s phones, creating instant gratification and providing a highly efficient way for Knorr to reward customers.

We created a simple profiling process, asking straightforward questions that consumers would be comfortable answering, making the engagement fast yet rich in terms of information gathered.

Knorr now has access to a database that allows them to segment their market by region, light, medium and heavy users, what competitor products are used and so on. This will be used to communicate with consumers in an even more targeted way next year.

The Results

  • 4 million unique consumers engaged
  • 13 million entries
  • 6% Growth in sales volume
  • 95% of participants opted in to further communications
  • 400% over target
20% Increase in Sales
350% of Return on Investment
2.7million Entries

13 million entries for Knorr: real results from Brandtone.

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The resulting database offered PepsiCo its first in-depth, individualised understanding of small traders across Brazil.

Brandtone ran a mobile marketing campaign from July-December 2012, for PepsiCo Brazil to engage with small retailers and street vendors to increase sales of Torcida Snacks – the first time the company had run a trade campaign in Brazil solely using digital channels.

The Brief

Street traders represent nearly 90% of PepsiCo’s sales of Torcida snacks in Brazil but, before the campaign, engaging with a vast amount of informal traders and street vendors in a meaningful way was almost impossible. The objective of this campaign was to increase PepsiCo’s ‘share of pocket’ across this target market, where vendors traditionally purchase and retail lower end products, by offering direct and personal incentives to encourage increased purchases.

Working with Brandtone, PepsiCo was able to offer Torcida vendors free airtime via mobile redemption of codes printed on product shipper packaging – regardless of their handset or mobile network – in return for answering questions about their business needs and priorities.

In a country where there are as many mobile phones as there are people, this incentive proved highly effective, reaching a third of the target market and generating a significant sales uplift.

Through this approach, PepsiCo was able to gain an in-depth understanding of this key market for the first time, building a vast database of engaged customers with whom it can build on-going relationships.

The Campaign

The campaign entailed printing unique codes inside wholesale shipper boxes of Torcida Snacks, with a ‘call to action’ on the outside prompting buyers to text the code to Brandtone/PepsiCo to claim an instant personal reward.

The entire trade promotion, targeted at traders, was done completely via mobile and the cloud; the first time PepsiCo had done this in Brazil. Centring this campaign on mobile provided an efficient, direct communication channel to engage, understand and reward one of PepsiCo’s key target markets.

Through Brandtone’s arrangements with the telecoms networks, vendors could send the SMS on any network, free of charge and the reward of free airtime was instantly credited to their phone. Yet thanks to Brandtone’s deals with the networks, PepsiCo was charged a fraction of the retail price for each real airtime reward that was granted.

The value the rewards offered were significant: equivalent to a 10% discount on the shipper box. Unlike a discount, however, the incentive could not be absorbed by wholesalers further up the chain.

Furthermore, the approach was particularly effective because the rewards were targeted directly at the vendors themselves, offering a personal benefit in return for loyalty and increased purchases. This form of incentive gave PepsiCo a valuable advantage over the low-priced B-brands with aggressive price positioning that normally target informal traders.

The Results

Among the most significant results of the campaign:

  • 7.4% sales increase compared with the same period in 2011
  • Over 53,000 opted in profiled retailers
  • 15% increase in consumption frequency compared with 2011
  • Encouraged an even sell out phasing of 25%/week of the monthly volume
  • Almost one third of the estimated informal traders in Brazil were reached
20million Votes for the Team Selection
1million of Unique User Profiles Created
80% Opt-In for Further Communication

15% increase in consumption frequency compared with 2011

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