Zilojo presentation

Mobile Marketing Case Study: Taking inspiration from a successful

campaign

Zilojo© Team

"O, sir, doubt not that Angling is an art; is it not an art to deceive a trout with an artificial fly?"~ Isaak Walton

Agenda

Setting up the scene: the brand, the product, the target market and the objectives

Developing a campaign concept that will deliver on the objectives while being creative

Implementing the campaign and monitoring results

Lessons learnt and ideas for the future

The BH Gold Ribbed Hare's Ear Nymph

Setting up the scene: the brand, the product, the target market

and the objectives

The Brand

The Co-operative Bank of Kenya is one of the commercial banks licensed by the Central Bank of Kenya, the national banking regulator.

The bank has the second highest customer base in Kenya with over 3.2 million accounts as of December 2012.

In 2010, the bank was awarded 'Best Bank of Kenya' by the Financial Times of London due to their excellent growth.

The Product

The YEA! Account comes as a huge makeover of the previous Jumbo Scholar Account, and now delivers bigger promises and rewards.

YEA! will also give a worthy home to Jambo Junior customers as they graduate to the age of majority – 18

Target MarketYouth in Kenya living in thedifferent parts of the country.

This is mainly:University / College students

Age: 18 – 25

Digital Natives

Main-streamers & Aspirers

The Royal Coachman

Developing a campaign concept that will deliver on the objectives

while being creative

Objectives

Opening an account Getting the target audience to open a YEA! Account at their respective Universities.

Triggering interest Getting the target audience to interact with the YEA! brand and familiarizing themselves with it.

Creating awarenessThe campaign should be able to provide information on when & where the Club Maisha Gigs will be taking place

The Campaign

Mobile Banners

Response

The Parachute Adams

Implementing the campaign and monitoring results

Media SelectionPay per Click CampaignsWe used Google content network advertising to leadprospective buyers to the landing page.

Managed Placements We placed banners on Nation.co.ke youth pages and Ghafla.co.ke

GhaflaLargest entertainment website in Kenya by traffic – Opera Mini840K Monthly Unique Visits, 35K Facebook Likes

NationTop Kenyan website by traffic – Opera Mini2.4M Monthly Unique Visits, 433K Facebook Likes

Ghafla

Nation

Monitoring

Daily SnapshotsWe take snapshots of our ads each day

Ad ServerWe manage the media we place on publishers through our Ad server. Thus we are able to see total clicks and impressions and other statistics on the fly.

Google AnalyticsWe use this to view keyword performance, clicks, visits and other data.

Results on Day 1

Impressions12,064

Clicks150

CTR1.2433687 % - Global average is 0.2 or 0.3 percent

Google Analytics100 visits

Registrations10 completed

Purple Bead Head Wolly Bugger

Lessons learnt and ideas for the future

LearningsTime of Day16:00 – 16:59 Registered the most impression & clicks

DevicesNokia 205 Asha 205 is the top deviceHuawei U8150 Ideos comes second

BrowserOpera Opera Mini is the top browser

ActivationsThe real power of digital is when it is combined with other marketing disciplines such as experiential. Digital is used todrive customers to the Club Maisha gigs where other channelswould have been less effective and more expensive

Thank You.

Contact us: www.zilojo.com