FrieslandCampina: Friso's SMS Campaign

 

 

Client: FrieslandCampina
Brand: Friso infant and toddler milk
Category: Consumer Packaged Goods
Country: Vietnam
Year: 2016

 

Campaign Summary

The strategic objective of the campaign was to engage moms and moms-to-be in Vietnam, because in recent years, the infant and toddler milk category has been under pressure due to an economic downturn. The total category was declining, mainly driven by the premium segment, which has had negative growth. Key brands within the segment had been increasing their investment to retain market share adding to the list of challenges faced by Friso in achieving the marketing objective of growing market share through strengthening the bond with current consumers and winning the trust of new consumers.

 

Objective and Context

FrieslandCampina is the most trusted brand across the world for moms. This trust originated from years of nourishment and love to ensure the products were of utmost quality. Hence it was very important for Friso to get the right information about moms and their infants -- so as to allow the brand to create a qualified CRM base for engagement and re-engagement. To do so, they needed to touch the hearts of Vietnamese moms. And, from a brand perspective, the target was to create a cost-effective, repeatable and scalable platform that could capture pertinent data in the most efficient and seamless way possible, while adding value to the lives of Vietnamese moms.

Friso targeted modern pregnant moms and moms with kids from 0-6 years old, who are independent, well-educated, and pursue progressive attitudes towards raising their children. They are hyper-connected and proactively search for relevant information for their babies’ health and development at different stages of parenthood.

 

Creative Strategy

They are highly active, and mobile phone penetration is extremely high within this target group: 97 percent of moms own a mobile phone, and 80 percent own a smartphone. Mobile is considered an essential part of their lives, helping them stay connected not only for browsing, but also for socializing and sharing.

Since the mobile penetration amongst the intended target group is extremely high, the brand created an exciting mobile "survey and rewards program" pushed out via SMS to encourage Vietnamese moms and moms-to-be to provide important information. Survey questions changed as the child’s age or mom’s pregnancy due date were captured, and in exchange she received valuable top-up credits directly onto her mobile phone, which she could use to stay in touch with loved ones. The brand then added a viral component to spread awareness so moms could invite their friends to participate in the survey. Via the clever use of consumer and deterministic, first-party telco data, Friso reached out to the target group via messaging, inviting them to click a link to enter the survey and rewards program's landing page.

This was the first time Friso leveraged SMS to acquire new consumers by engaging with them with the exciting mobile survey and rewards program, and the brand also leveraged a CRM system for re-engagement.

With telco data-driven mobile advertising -- in combination with data-driven-creative execution -- Friso could capture the mobile numbers of Vietnamese moms, reaching out to them with a targeted messaging campaign with a link leading to the "survey and rewards" landing page. The overall execution was simplified, capturing the most pertinent details in a playful and rewarding manner. Moms were invited to participate via the most direct and impactful channel: targeted messaging. It was very easy and intuitive for moms, rural or urban, to interact with the message, fill in their details and even place an order for the product. One hundred percent of the budget was allocated to mobile as it was the only medium the brand could also reach in more rural parts of Vietnam. The data collected from this campaign was used to continuously engage with consumers through CRM management.

With 97 percent mobile penetration in the target group of moms in Vietnam, mobile fit perfectly well in the overall campaign execution. The statistics in Vietnam clearly proved that mobile is the only medium which has the maximum reach combined with maximum impact in both urban as well as rural areas. Through its use of first-party data, Friso ensured it would reach the right audience, with the right message, at the right time, through mobile. Additionally, the reward mechanism rewarded moms in real-time by putting top-up credit in cash directly onto the moms' mobile phones, making mobile the most obvious and effective choice.

 

Results

Within only a few days, the campaign went viral and exceeded KPIs on all levels:

  • Consistent clickthrough rate of 11 percent.
  • More than 500,000 moms reached. 
  • Almost 14,000 moms completed the survey, with 60 percent of them converted to consumers through the CRM system.
  • An additional 4,840 were reached through referrals, that is, the viral effect.
  • The conversion KPI exceeded the industry average and initial KPI set by the brand by 18 times.

 


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