“The key to a successful mobile media campaign is to ensure the content is relevant,” says Angus Robinson, Brandsh CEO. “Content must be topical, taking into account the wants and needs of your target audience as well as the timing of your communication.”
MYMsta is a mobile social network, which provides South African youth with access to information about HIV, tips on how to improve their lives with workplace skills, bursary information and employment opportunities. Mobile was considered the ideal medium for loveLife to reach its objectives as South Africa has over 10 million mobile internet users and over 11 million registered MXit users.
“The mobile media campaign was highly successful,” says Duncan Harling, loveLife's mobile marketing specialist. “In just four months our subscriber based increased by more than 6500 members.”
The MYMsta MXit Hosted Contact allowed MXit users to add it as a ‘friend', providing basic information and highlighting some of the top features of the site, such as the competitions, personality tests and top new career opportunities. The site also included career tips and success stories.
The target audience was able to relate to the content provided, which was illustrated by the total number of users who visited MYMsta via the web link (18 665) and each subscriber clicked on at least nine different content spaces, ie. there was a ratio of content interactions to subscribers at 9:1.
“The success of this campaign is proof that engagement, interaction and useful content provide a meaningful experience for consumers,” concludes Robinson.