Female Skateboarder Taking a Call on the Street

VOICE-BASED MARKETING CASE STUDIES

Voice marketing is alive and thriving in lower lsm. Consumer insights reveal that engaging low LSM prepaid users, who grapple with data costs, through voice marketing can unlock significant opportunities for businesses.

CASE STUDY: INTERACTIVE VOICE RECORDING

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DIGITAL +

AFRICA

Senior Black Man, Deodorant and Armpit for Skincare, Grooming or Person Hygiene against a Gray Studio Background. Happy Elderly African American Male Applying Cosmetics for Fresh or Clean Smell

A well-known deodorant brand introduced a new line of products for men and sought to boost engagement, brand loyalty, and product trial through the use of mobile coupons.

Target audience: LSM 1-5 Males

Campaign Duration: 1 Month

SOLUTION

A completely free voice call line customers

could use to call their loved ones without airtime.

Campaign Results

We leverage the power of word-of-mouth recommendations to drive the campaign and enable users to make free calls to their loved ones without using up any of their mobile phone minutes.

Deodorant, Skincare and Black Man for Beauty, Grooming and Body Hygiene on Blue Background. Wellness, Health and Male Smile with Antiperspirant, Fragrance and Scent Product for Underarm in Studio

Mobile Mechanic

A similar concept to "Please Call Me" was utilized, where shoppers were required to dial *120*FriendNumber# to access a free call line and communicate with their loved ones for a limited time of one minute. Before making the call, customers were greeted with a message encouraging them to try out the deodorant brand with a 5% discount coupon SMS code.

Media Support

Mobile Media: Please Call Me + Bulk SMS

Paid Media: Social Media

Engagement Rate

Competition Entries: 30K+ shoppers

Engagement: 60K+ calls initiated in 3 days

Campaign ROI

Sales: 13K+ Mobile Coupons Issued

Referrals: 10K+ Friend Referrals.

CASE STUDY: INTERACTIVE VOICE RECORDING

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DIGITAL +

AFRICA

Woman Cooking Salad

A Traditional food brand wanted digital ways to educate mothers in low LSM segment about recipes and offer instant prizes.

Target audience: LSM 1-3 Moms

Campaign Duration: 3 Months

SOLUTION

A Voice-based competition line with instant micro rewards.

Campaign Results

We integrated USSD and an intelligent call-back voice prompt service that took mothers through an audio-based competition in their local vernacular language.

Mobile Mechanic

Moms had to dial a free USSD code (*120*KNORR) and receive a call back from the brand to challenge their cooking skills and win airtime, data and coupons.

Media Support

Mobile Media: Please Call Me + Bulk Voice Call

Paid Media: Social Media

Engagement Rate

Competition Entries: 150K+ Moms

Engagement: 587K+

Winners: 5,870

Campaign ROI

Sales: R5m+ Uplift (in 3 months)

Referrals: 11K+ Friend Referrals.

CASE STUDY: SOCIAL MEDIA LIVE

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DIGITAL +

AFRICA

Smiling Happy African Woman Using Mobile Phone.

In an effort to boost sales of mobile prepaid plans, a prominent mobile operator sought to regain relevance among the younger audience, who had gradually lost interest in their offerings.

Target audience: Youth Segment

Campaign Duration: 3 Months

SOLUTION

Palm TV+ is a digital broadcaster that streams influencer talk shows and podcasts across multiple digital platforms (including celebrities' social media accounts, brand pages, and websites) and extend their reach to digital out-of-home screens (such as taxis, buses, taxi ranks, and shopping malls.)

Campaign Results

Lasizwe and Carpo, a captivating personality, hosted a weekly livestream broadcast on Palm TV+, actively engaging with young entrepreneurs and creating an exciting interactive experience.

Man with Smartphone

Mobile Mechanic

To participate in the draw and receive a video call during the show, shoppers were required to buy airtime during the season and dial a free USSD code, entering their unique code. The announcement of winners took place during the live broadcast.

Media Support

Paid Media: Social Media

Digital PR: Influencers posts.

Mobile Media: Bulk SMS

Engagement Rate

Competition Entries: 500K+ Shoppers

Engagement: 20M+ views

Campaign ROI

Sales: 279K+ new sim card sold

Social Media Fan Growth: 50K+ Additional Fans

CASE STUDY: SOCIAL MEDIA LIVE

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DIGITAL +

AFRICA

Happy black mother serving her kids Belgian waffles for breakfast.

a renowned global coffee brand aimed to create virtual consumer engagement, encouraging continued coffee purchases for home consumption amidst lockdown.

Target audience: LSM 5-10

Campaign Duration: 3 Months

SOLUTION

Palm TV+ is a digital broadcaster that streams influencer talk shows and podcasts across multiple digital platforms (including celebrities' social media accounts, brand pages, and websites) and extend their reach to digital out-of-home screens (such as taxis, buses, taxi ranks, and shopping malls.)

Campaign Results

Enhle Mbali, a captivating personality, hosted a weekly livestream broadcast on Palm TV+, actively engaging with the weekly winners and creating an exciting interactive experience.

Mobile Mechanic

To participate in the draw and receive a video call during the show, shoppers were required to purchase the popular coffee from stores and dial a free USSD code, entering their unique code. The announcement of winners took place during the live broadcast.

Media Support

Paid Media: Social Media

Digital PR: Influencers posts.

Mobile Media: Bulk SMS

Engagement Rate

Competition Entries: 300K+ Shoppers

Engagement: 5M+ views

Campaign ROI

Sales: R50m (in 3 months)

Social Media Fan Growth: 29K+ Additional Fans

CASE STUDY: WHATSAPP

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DIGITAL +

AFRICA

Woman Drinking Orange Juice

With the festive seasons in mind,

a renowned juice brand explored creative avenues to captivate Shoprite shoppers and drive sales within their stores.

Target audience: Shoprite shoppers

Campaign Duration: 2 Months

SOLUTION

A WhatsApp competition line with instant micro rewards.

Campaign Results

We integrated an AI that read every till slips to detect if the shopper had purchased the Juice brand, duplicate or fake till slips.

Receipt. paper financial check
WhatsApp

Mobile Mechanic

Shoppers had to upload a picture of their till slip on the WhatsApp chatbot line proving purchase to automatically enter the competition to win their share of R500K in prizes.

Media Support

In-Store Media: Shoprite Till Slip Ad

Paid Media: Social Media

Mobile Media: Bulk SMS

Engagement Rate

Competition Entries: 211K+ Shoppers

Engagement: 977K+ Till Slip Upload

Campaign ROI

Sales: R10m (in 2 months)

Social Media Fan Growth: 11K+ Additional Fans

CASE STUDY: BULK SMS WITH VIDEO

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DIGITAL +

AFRICA

Woman in Black T-shirt Driving Car

A prominent car brand introduced a new series and looked to generate leads for test drives and eventual car purchases.

Target audience: LSM 5-8

Campaign Duration: 2 Months

SOLUTION

Bulk SMS video ads to mobile users within a 10-kilometer radius of car dealerships, targeting individuals with an average monthly income of > R10,000

Campaign Results

Leveraging Vodacom's opt-in database of 10 million+ users, we were able to segment and target individuals with smartphones and mobile data connections who have a monthly income of over R10,000 for our campaign

Deodorant, Skincare and Black Man for Beauty, Grooming and Body Hygiene on Blue Background. Wellness, Health and Male Smile with Antiperspirant, Fragrance and Scent Product for Underarm in Studio

Mobile Mechanic

Direct bulk SMS to segmented audience on Vodacom network.

Media Support

Mobile Media: Bulk SMS

Engagement Rate

Competition Entries: 143K+ shoppers

Engagement: 9K+ video views

Campaign ROI

Conversion: 1K drive test leads

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