Brylcreem goes Mobile via Blyk…
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 ] --- Related Articles at IntoMobile:
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