AXE Deodorant promotes new spray with Ping Mobile

Axe deodorant spray, a Unilever product – has a new mobile campaign. Following collaboration with Walton Isacson, Brightline iTV and Ping Mobile a new product Axe Dark Temptation was born.

Mobile was a strong part of the campaign which had the following objectives:

Goal: increase product awareness and engage consumers

Strategy: Text to win campaigns

Implementation:  Using 6 keywords it pushed them via ad channels that users could use to enter into a Sweepstake. One entry was free but if you bought the product you would immediately win 50 more entries into the Sweepstakes.

Results:Lots of text traffic with 20% conversion or double uptake of the sweepstake pool after buying the product.

Actual Campaign:
Congrats! URentered2Win The Sweet Life! Want 50more chances 2Win? Buy AXE Dark Temptation @stores near U & visit www.AXEdarkTemptation.com No Purchase Necessary.
 
Double Opt-In Offer:
Thx4UR entry! Visit www.AXEdarkTemptation.com4prize info! Reply YES 2get more Xclusive AXE offers!Std txt rts apply.Max4msgs/mo.2Unsub txt STOP. Reply Yes Now!
 
Double Opt-In Confirmation:
U R subscribed 2 Axe Xclusive offers! Want to earn 50 more chances to win The Sweet Life? Buy AXE Dark Temptation @ a store near U! 2 Unsub txt STOP.

What we think?
Well, in all fairness text to win campaigns are effective despite being not the sexiest. Ping Mobile has spruced this one up a bit with a focus on Sweepstakes and the results are interesting. I like the way in which keywords are used to know where the user comes from and that can improve future campaigns.

The idea of real time reporting and stats for targeting is novel but I am not sure how effective they are as everyone is in a different situation and its difficult to predict the right or wrong time to send SMS campaigns.

On a negative, I do think that the three SMS messages are a too much. One is great if it could say everything or maximum two. I don’t like the inclusion of the unsubscribe as it indicates that you have subscribed to something and will get spammed. If I do a text campaign I don’t expect to sign up to anything else.