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UNILEVER SHIELD 
Sponsored Call Campaign 
Case Study
The first 
BIG 
question: 
How can we increase awareness about SHIELD product promotion in-store in 
a whole new way?
The next 
BIG 
question: 
How can we boost engagement with consumers to stimulate product trial for this campaign and grow revenue?
PROPOSED SOLUTION
SHIELD consumer’s calls & their friends. 
Sponsoring
HOW DOES IT WORK?
Every time a SHIELD customer or their friends will want to make a quick free call using this service, they will first have to listen to a 15 sec. SHIELD Audio Ad (with coupon request call-to-action) and then get automatically be connected to their loved ones to talk for 30 sec. free.
Ayanda 
Sifiso 
SHIELD audio Ad insert before call connect. 
Ayanda dials 
*134*130*0724561234# 
Sifiso receives an SMS at the end of the call: “You too can call a friend for free. Dial *134*130*Friend Number#”
THE ACTUAL CAMPAIGN
UNILEVER SHIELD ChiChi Campaign
UNILEVER SHIELD ChiChi Campaign
UNILEVER SHIELD ChiChi Campaign
CAMPAIGN STATS
UNILEVER SHIELD ChiChi Campaign
UNILEVER SHIELD ChiChi Campaign
WHAT DID WE LEARN?
•CAMPAIGN INCENTIVE: 
•Sponsored Calls is a very appealing offering for consumers to engage with the brand and grab their attention. • CAMPAIGN VIRALITY: 
•40% WOM viral conversion is very high. 
•The high WOM is due to the appealing message sent to calls receivers to also join the campaign and make free calls. • CAMPAIGN MECHANICS: 
•Consumers easily understood the mechanics of dialing the USSD string to call their friends for free. 
•Less calls were originated from the SHIELD mobisite. 
•CAMPAIGN MESSAGING: 
•Effective way of delivering branded messaging to target consumers 
•Should be clear regarding call duration for consumer expectations
Thank you 
Get in touch: 
Web & Mobile Marketing 
Web: www.justpalm.com 
Tel: +27 (0) 10 035 1111 
E-mail: info@justpalm.com 
SOUNDS GREAT?
Ad

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UNILEVER SHIELD ChiChi Campaign

  • 1. UNILEVER SHIELD Sponsored Call Campaign Case Study
  • 2. The first BIG question: How can we increase awareness about SHIELD product promotion in-store in a whole new way?
  • 3. The next BIG question: How can we boost engagement with consumers to stimulate product trial for this campaign and grow revenue?
  • 4. PROPOSED SOLUTION
  • 5. SHIELD consumer’s calls & their friends. Sponsoring
  • 6. HOW DOES IT WORK?
  • 7. Every time a SHIELD customer or their friends will want to make a quick free call using this service, they will first have to listen to a 15 sec. SHIELD Audio Ad (with coupon request call-to-action) and then get automatically be connected to their loved ones to talk for 30 sec. free.
  • 8. Ayanda Sifiso SHIELD audio Ad insert before call connect. Ayanda dials *134*130*0724561234# Sifiso receives an SMS at the end of the call: “You too can call a friend for free. Dial *134*130*Friend Number#”
  • 9. THE ACTUAL CAMPAIGN
  • 13. CAMPAIGN STATS
  • 16. WHAT DID WE LEARN?
  • 17. •CAMPAIGN INCENTIVE: •Sponsored Calls is a very appealing offering for consumers to engage with the brand and grab their attention. • CAMPAIGN VIRALITY: •40% WOM viral conversion is very high. •The high WOM is due to the appealing message sent to calls receivers to also join the campaign and make free calls. • CAMPAIGN MECHANICS: •Consumers easily understood the mechanics of dialing the USSD string to call their friends for free. •Less calls were originated from the SHIELD mobisite. •CAMPAIGN MESSAGING: •Effective way of delivering branded messaging to target consumers •Should be clear regarding call duration for consumer expectations
  • 18. Thank you Get in touch: Web & Mobile Marketing Web: www.justpalm.com Tel: +27 (0) 10 035 1111 E-mail: info@justpalm.com SOUNDS GREAT?