Gillette

Eight case studies where mobile marketing actually worked

Mobile marketing is still a developing industry and one that does suffer something of an image problem.

Taken purely in terms of clickthroughs and conversions mobile ads don’t always deliver the best returns, so it’s up to the mobile networks to continue improving ad units while also convincing marketers that it’s not all about clicks.

To assist in this endeavour, I’ve rounded up eight case studies of mobile marketing campaigns that proved to be a success.

For more in-depth case studies, head over to our Case Study Database which is available to Econsultancy subscribers.

And for more on this topic download the Econsultancy Mobile Marketing and Commerce Report or read my post looking at eight great examples of mobile marketing from Southeast Asia.

Advertisers pull out the big guns in battle against ad blindness

What’s the best way for advertisers to reach consumers on the web? For
advertisers grappling with ad blindness, there are two possible
options. The first: develop more efficient ways to interact with
consumers online. The second: make it harder for consumers not to tune
out your ads.

Not surprisingly, while advertisers experiment with the first option, they’re also pinning their hopes on the second.

Tiger Woods: the end of athlete endorsements as we know them?

By now, you’re probably familiar with Tigergate. Who isn’t? The news
and gossip is plastered everywhere online. The paparazzi and celeb gossip press
couldn’t have asked for a better Christmas present than the one they’ve
received with the scandal that has erupted around the world’s first
billionaire athlete.

For those in the marketing world, everyone is waiting to see what will
happen to Tiger, his brand and the brands of the companies that sponsor
him. Will the public forgive him? Will his sponsors?

How do you sell razors to men who don’t shave? Ask P&G

How do you increase sales for a product that is already the leader in the market?
Increase interest in the market. That’s what Procter & Gamble did
when they wanted to grow sales of their razors in India.

P&G’s Gillette razors are the most popular razors in India. But sales had been stagnant for years, mostly due to a natural bias against shaving. Indian men often prefer to avoid razors altogther, choosing instead to grow facial hair.

In addition, the Mach III costs about 10 times more than the competition, a straight razor. So how did P&G jump these hurdles? By growing the market through social media.