Client: ACP Media
Project: ACP mobile marketing platform
Solution: RedDirect
Campaign length: Ongoing
Aim:
Provide a secure, robust platform from which ACP Media can implement and manage text activity targeted readers of key magazine titles Cleo, Woman's Day and Fashion Quarterly
Objectives:
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Enhance reader experiences through the use of text-based mobile marketing
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Develop the mobile channel as an integral part of ACP's marketing strategies
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Improve customer loyalty to ACP titles
Results:
Run The Red's mobile Campaign Management Product, RedDirect, was the perfect solution for ACP Media's mobile marketing requirements. Woman's Day campaigns are set up weekly with typically 4-8 competitions per week. Cleo campaigns are set up monthly and include competitions and polls.
As of 12 October 2004:
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28,400 unique users had sent 53,500 texts as part of text-based initiatives run by Cleo
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27 900 unique users sent 99,500 texts in response to Woman's Day initiatives.
Strategy:
ACP used the RedDirect solution to drive a number of SMS-based initiatives including loyalty club membership and engagement, text entries into competitions, prize draws, push texts and market reporting.
RedDirect included basic shortcode management, and a set-up of additional keywords to an ongoing campaign on an existing shortcode. The second tier of the ACP Media solution was the creation and management of qualified opt-in databases. Specific databases such as 'Cleo Club' allow broadcast push messaging to a qualified database of readers. RedDirect was also utilised in the coordination of prize draws.
Monthly status reports and message logs are an integral part of the RedDirect service. Using a web based console, ACP Media can datamine to pinpoint numbers of users and messages received and generate a log report of all incoming and response messages.
The RedDirect on-line campaign management portal enables sorting by key word - a valuable tool in assessing how popular a particular campaign is. ACP can also sort by data range, which is useful in comparing each months activity and for evaluating the impact of new initiatives. It can also be used to assess whether a new initiative has had any impact. |
