Beauty products giant L'Oréal Paris ran a mobile marketing campaign to extend brand awareness around their new products, where the similarity between L'Oréal Paris' target groups and the mobile phone owners population recommended image and couponing campaigns.
The first L’Oréal Paris campaign was designed for the new "Combleur Collagène Lèvres," a collagen and hydrollic acid lip treatment. The campaign targeted women ages 35-49 by sending 105,000 French women a message with supermodel Linda Evangelista fronting for the brand.
L'Oréal Paris used mobile to promote a coupon offer for the new men’s hair-care product, "StudioLine MineralFX aux actifs minéraux.” A message was sent to 45,000 men ages 18-35 who had a smartphone. The message displayed Patrick Dempsey, a star from television’s “Grey's Anatomy.” He invited mobile consumers to connect on the L'Oréal Paris Web site to print a coupon for a discount on any product from the L’Oréal MineralFx range.
This is not the first time that a big brand has turned to the mobile channel to reach consumers with a message. For example, Puma used mobile messaging & a rich media mobile site to keep sailing fans updated about the Puma Ocean Racing Team. Of mobile phone subscribers, at least 90 to 95 percent have SMS or MMS capability, and as long as the content is relevant, they don’t mind receiving it and responding to it. From Mobile Marketer at http://bit.ly/mQlZx
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