CASE STUDY: Weve's mobile campaign for Lucozade Revive
Provided by Weve
We partnered with Mediacom and Lucozade Revive creating an engaging campaign hugely effective in driving sales.
What was the Challenge / Background of the Campaign?
Working with Mediacom's Planning and Econometrics teams we set up a test and control campaign to measure the impact of each media on sales. Mediacom 'Economiser' analysed the impact of each media and all other factors in driving sales.
What was the Campaign Objective?
To drive awareness and ultimately increase sales of Lucozade's new Revive drink.
What was the Solution?
SMS/ MMS sent to consumers on weekday afternoons informing them of reduced price Lucozade Revive at selected local stores, in conjunction with out of home advertising.
What were the Results?
Mobile messaging generated 20% of the media driven sales. This means mobile messaging was on average 40% more efficient than other media in driving sales. Mobile messaging delivered a 2.6% response rate. Messaging and OOH worked well together as messaging campaigns response rate (sales) increases by 8% when there was OOH running at the same time.
What were the Key Learnings of this Campaign?
Recommendations from Mediacom:
"Mobile messaging effectively drives short term sales so continue to use it. Run OOH and messaging in parallel to maximize campaign performance. Deploy 10% to 15% of the total OOH spend on mobile messaging."