Nestle knew they wanted to attract a younger demographic to try Perrier. Clearly identifying their target audience determined the type of campaign, channels and tactics they would use to reach them.
Nearly 100% of consumers carry mobile phones. You don’t need to rely on consumers being where your advertising is. Instead you can put your advertising
where your consumers are.
3) Offer consumers a choice for how to engage
The campaign offered multiple ways for mobile consumers to “get to the party”: SMS short codes, QR Codes and phone numbers. QR Codes are becoming more popular these days, but Perrier’s campaign didn’t assume that consumers would know what to do with it. Using any of these three vehicles, would-be party goers could get directions.
4) Get permission
While the QR code in the campaign was convenient, the one thing it didn’t do that the SMS short code and phone number did was engage the consumer in a way that gets their permission to do follow up marketing. Getting consumers to text or call gives Perrier two things that all marketers want: 1) Permission to contact them and 2) A way to reach them. In this case it is the caller id, but in other campaigns, that might be an email, or mailing address.
5) Encourage social sharing
The video in this campaign would change and evolve as more people watched. So making the campaign easy to share was key. The campaign offered easy Twitter and Facebook sharing, but follow up SMS messages to the phone could have also encouraged consumers to share the phone number with their friends via text, further building Perrier’s opt-in list for future marketing.
6) Get creative with calls and IVRs
Perrier’s campaign is a great example of how using phone numbers in a campaign doesn’t necessarily mean having someone to answer the call. This campaign creatively used the pre-recorded IVR to get opt-in permission to send an SMS message to the consumer. No operator required.
7) Track and measure
The article in mobile marketer doesn’t go into details on
how Perrier measured the success of the campaign, but odds are they had a number of metrics they were keeping their eye on. Video views is the obvious one, but I’ll bet they also had tracking buried in the QR code scan and SMS links to know where their website visits were coming from. Campaign specific phone numbers on the cocktail napkins would also give them detailed call tracking to know how many consumers engaged by calling the number. If they wanted to get even more granular with the success of their campaign, they could used different phone number for various regions where the campaign was rolled out to see if it performed differently based on geography of the consumer. Tre cool.
8) Follow up with a thank you
The article doesn’t say if or how Perrier “followed-up”, but my mom always taught me to thank my guests for coming to my parties, so here goes.
Perrier just spent all that money to “get them to the party”. It would be a shame to let them go home without thanking them and giving them a party favors. Follow up SMS messages can offer a coupon or special deal. Phone numbers can also be used in “out-dial” phone blasts featuring the “lady at the party”. Thanking them for coming to the party and offering them something more.
For consumers who sent an SMS or called, Perrier now has permission to reach-back with additional messaging and offers. The caller id is a valuable piece of information for a marketer so long as they have permission.
I'm curious what do you think of the Perrier campaign? Did you think it was effective? Ineffective? A lot of hype?