Mobile Analytics Big Hit For Unilever Brand Peperami

This is a guest post by Sarah Keefe - VP Marketing Bango Analytics

FMCG giant Unilever has published some interesting stats on a mobile marketing campaign they ran recently for their Peperami brand. The campaign allowed users to send prank calls to their friends and download ringtones and wallpapers of the Peperami “animal” from the Peperami mobile site.

You may, indeed, be wondering what Peperami is.  It’s a snack food that’s popular in the UK with the tagline “Go balmy for Peperami”. Peperami is in fact a 100% spicy pork salami that delivers a big flavour kick. Speaking from experience I can certainly vouch for this!

The campaign used mobile analytics to measure how much traction they achieved with the target youth market.  The site was launched on September 16th and already it has seen over 24,000 unique visitors with 7,000 ringtones and 3,500 wallpapers downloaded during the period.  Knowing the unique visitor count is very important as it provides an accurate measure of the success of the mobile advertising campaign and is a key mobile metric.

Cheryl Calverley, marketing manager at Unilever, said mobile was vital for engaging with a target audience of 16-24-year-old men.  The good news is that Unilever has committed to increase mobile marketing spend for its youth brands, having seen the high level of click-throughs from mobile advertising.  No doubt, we'll be seeing more of the Peperami animal!

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