Unilever Deploys Mobile Marketing Platform
Unilever has become the first company to activate Brandtone’s automated mobile marketing platform and engage directly with mobile phone users in the world’s fastest growing markets.
The Konnect platform can send targeted messages to millions of consumers at a time which is most useful and valuable to them.
Through the platform, marketers have access to a vast database containing information that consumers have agreed to share. This allows them to identify a target audience, create a relevant brand promotion offer and issue a call to action using everything from SMS on basic phones to rich media on smartphones. At present over 90 percent of handsets in emerging markets are basic feature phones.
Luis Di-Como, senior vice president Media, Unilever, says: “Mobility is transforming the way in which we build brands. And to ensure Unilever is prepared to meet this transformation, we have developed a marketing strategy called 'Crafting Brands for Life in a Connected World'.
“This means Putting People First; Building Brand Love; and Unlocking the Magic. We believe that mobile is the connective tissue that holds this strategy together. In this way, mobile marketing is a great platform for building sustainable relationships, allowing us to create the proper context in which to interact with people in a personalized and addressable way.”
Unilever first deployed Konnect at the Mobile World Congress in February using a message targeting consumers taking part in a campaign for its Sunlight soap brand in India. It is now expanding the Brandtone partnership into China and Indonesia.
Rahul Welde, vice president Media, Unilever, says: “We see Konnect as the marketing equivalent of the Bloomberg terminal — providing real-time insights and a way of managing campaigns as they happen. We can now identify, engage and reward individuals who use our products exactly at a time when it represents the most value for them.”
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The Konnect platform can send targeted messages to millions of consumers at a time which is most useful and valuable to them.
Through the platform, marketers have access to a vast database containing information that consumers have agreed to share. This allows them to identify a target audience, create a relevant brand promotion offer and issue a call to action using everything from SMS on basic phones to rich media on smartphones. At present over 90 percent of handsets in emerging markets are basic feature phones.
Luis Di-Como, senior vice president Media, Unilever, says: “Mobility is transforming the way in which we build brands. And to ensure Unilever is prepared to meet this transformation, we have developed a marketing strategy called 'Crafting Brands for Life in a Connected World'.
“This means Putting People First; Building Brand Love; and Unlocking the Magic. We believe that mobile is the connective tissue that holds this strategy together. In this way, mobile marketing is a great platform for building sustainable relationships, allowing us to create the proper context in which to interact with people in a personalized and addressable way.”
Unilever first deployed Konnect at the Mobile World Congress in February using a message targeting consumers taking part in a campaign for its Sunlight soap brand in India. It is now expanding the Brandtone partnership into China and Indonesia.
Rahul Welde, vice president Media, Unilever, says: “We see Konnect as the marketing equivalent of the Bloomberg terminal — providing real-time insights and a way of managing campaigns as they happen. We can now identify, engage and reward individuals who use our products exactly at a time when it represents the most value for them.”
Related Articles:
Unilever Helps Digital Marketing Firms to Go Global
Unilever Drives Mobile Presence in Key Markets