Jenna Clifford's Valentines Day MMS Campaign Goes Straight for the Heart | MMA Global

Jenna Clifford's Valentines Day MMS Campaign Goes Straight for the Heart

April 6, 2010
Submitted by Yonder Media

Companies embarking on mobile marketing campaigns need to be mindful of the fact that often the key differentiator that will increase the impact of their campaign is the added value of the intellect and understanding of the medium by their mobile media partner. This value was borne out in the recent Jenna Clifford Valentine’s Day campaign.

Yonder Media, who power Jenna Clifford’s mobile media marketing campaigns, created an innovative and compelling MMS message which was sent to the opted-in Jenna Clifford database. “We wanted to do something that would capture the attention of the clients,” says Fiona Smit, Managing Director of Yonder Media. “We looked at the brand properties that stand out in Jenna’s marketing campaigns and decided the leverage the strong alliance between the Jenna Clifford brand and Olympic gold-medallist, Ryk Neethling.”

Neethling features prominently in Jenna Clifford’s advertising campaigns and there is a strong visual association between him and the brand. Capitalising on this, Yonder recorded a voice over of Neethling inviting Jenna Clifford VIP’s to meet him at a Jenna Clifford store to celebrate the Journey of Love, which was the Jenna Clifford theme for Valentine’s day. The MMS also contained a simple, yet effective image with the tagline, “Fall in Love with Jenna Clifford”.

“Using Ryk’s voice on the MMS elevated the promotion,” says Smit. “Getting a message from Ryk Neethling in the palm of the customer’s hand gave the campaign higher impetus, made it more noteworthy, and resulted in a better click-through rate. I also think that there was a novelty factor that resulted in people forwarding the MMS to their friends, thus increasing the impact of the campaign whilst further reinforcing the association of Jenna Clifford and Ryk Neethling.

“It was a lot of fun to do this campaign,” says Ryk Neethling. “The opportunity to use mobile media in a multi-dimensional manner was interesting and I was amazed at how many people responded positively to the message.”

“When Yonder presented us with the concept, I was extremely excited as it consolidated several of our marketing assets within one execution,” says Suzanne Rogers, the Graphic Design Officer at Jenna Clifford. The phones rang off the hook. “Fiona and her team really delivered, both in terms of results and in terms of the quality of the campaign. Mobile marketing is most certainly the way to go for us, and we were delighted with this execution as it portrayed our classy, high quality image to our sophisticated customer base.”

For Yonder Media the campaign yielded some additional returns. The company has received various requests for new MMS campaigns, motivated by recipients of the Jenna Clifford MMS. The quality and creativity of the multi-slide presentation made a significant impact and several marketers have enquired after this application for their brand as they see this as preferable to their current SMS campaigns.