3 best case studies on how brands are using mobile messaging to market

mobile messaging solutions from vectramind

How Brands are using mobile  messaging  to market their products :Here are some examples of how brands have used pure-play platforms and in-house chat to engage users. 

 WhatsApp: Toyota Brands like Procter & Gamble, Hellmann’s mayonnaise, Absolut Vodka and Toyota have tried their hand at WhatsApp-based marketing campaigns. Here’s a closer look at two campaigns on the platform. Toyota Spain built a fun “flirting competition” campaign on WhatsApp to drive the launch of its new car, the Toyota Aygo. According to Mobile Marketing Magazine, 99 percent of messenger app users on iOS in Spain have WhatsApp installed. The campaign encouraged users to “woo” the new Toyota Aygo car (for a chance to win one of their own, with the winner announced on Valentine’s Day) by sending private messages to Toyota Spain with their best cheesy one-liners, memes, pictures, audio messages and videos. Toyota still had to rely on the reach they had on social media in order to drive traffic to the WhatsApp campaign in the first place. Potential fans heard about the campaign from Facebook and other promotions that gave them Toyota’s WhatsApp number.

 WhatsApp: Klik The Toyota campaign was one-to-one marketing in the sense that there was a direct line of communication between one user and Toyota, but multiple users could not interact with one another. What happens if chat gets more social? Israeli chocolate company Klik used WhatsApp to reach groups of teen friends. Friends could add Klik to their group chat and play a game of Klik Says together. Klik Says was like Simon Says, where Klik initiated the commands and friends sent back photos. More than 2,000 teens added Klik to their WhatsApp chat, and 91 percent of them completed the Klik Says game. This high engagement rate on mobile messaging spilled over onto Facebook, with the Klik Facebook page engagement rates increasing by 51 percent.

Snapchat: Taco Bell Snapchat has 100 million daily active users and 11 percent of U.S. teens say they use Snapchat more than Facebook. Consumer brands across industries have tapped Snapchat to reach teens. Ephemerality lets them send fleeting rewards and exclusive content, adding a ticking clock to drive up engagement. taco bellTaco Bell uses the app to announce new launches, promos and menu items. Nicholas Tran, former digital marketing lead at the company, says the users are “crazy engaged,” with 80 percent of users opening the brand’s snaps and 90 percent of them watching a sent video in its entirety, even if a clip is 5 minutes. Tressie Lieberman, now Vice President of Digital Innovation at Taco Bell, explains the rationale behind the approach: “It’s all about treating them like personal friends and not consumers.” Ms. Lieberman, we couldn’t agree more. 

 American Eagle’s In-House Chat Teen-apparel brand American Eagle used chat to drive clothing sales directly and to solicit reviews for their products. This took place in their mobile app, which showcased their products and offered discounts. Users could tap into a live chat feature to talk to an American Eagle sales associate. The brand reports that teens asked the sales associates for shopping advice from sales associates and treated the experience as an informal styling session with a friend. The response to chat was overwhelmingly positive, and it had a business impact, as well: 51 percent of the conversations had to do with sales.