Kimberly-Clark’s Pull-Ups highlights product versatility via mobile ads
August 26, 2013
The Pull-Ups mobile ad
The consumer-packaged giant is turning to mobile advertising to target a growing group of moms that are looking for substantial amounts of information while on their smartphones and tablets. The mobile ads are running within the Associated Press’ iPhone application.
“Given moms’ use of mobile technology, it was crucial to engage and educate her about this product using the mobile medium,” said Christoph Zickler, senior brand manager for Pull-Ups at Kimberly-Clark, Neenah, WI.
“With rich media and mobile advertising, we were able to highlight the glow-in-the-dark feature of Night*Time training pants in a breakthrough, interactive way to help mom motivate her toddler and make the process a fun bedtime routine,” he said.
Targeting mobile moms
Pull-Ups is running mobile banner ads that feature a logo, an image of the glow-in-the-dark Night*Time pants and copy that encourages consumers to learn more about the new product by clicking through.
An animated landing page pulls up when consumers click on the ad to show the training pants in a room next to a light switch.
Consumers are then encouraged to tap on the light switch to see the training pants glow in the dark.
A screenshot of the ad
From there, consumers can click-through on a button that directs to the product page on the Pull-Ups mobile site.
By swiping a finger across the screen, the training pants can be viewed in a 360-degree rotation.
There is also a button that lets consumers shop from select retailers such as Target, Walmart and Costco. The links direct consumers to the store locator pages on the retailers’ mobile and Web sites.
Pull-Ups’ idea behind using mobile advertising for this campaign is to empower moms with resources and information that they need.
“Potty training is truly a 24/7 process, and we know moms’ mobile phones are always by her side,” Mr. Zickler said. “So using mobile ads was a critical channel for us to share product information with mom as she develops a consistent potty training routine for her toddler.”
Pull-Ups also launched a mobile app earlier this year that leverages augmented reality to keep moms and kids motivated during the potty-training process (see story).
Pull-Ups' mobile site
Rich media has a tendency to come off as gimmicky with mobile ads if it is not used in a way that gives consumers an upfront value.
In this case, rich media gives consumers a way to physically see the benefits of the product by clicking on the light switch in a way that cannot be done via a static banner ad.
Additionally, a report put out by InMobi that was commissioned in Nov. 2012 points to moms being a particularly lucrative market for mobile advertisers.
Seventy-five percent of mobile ads introduced something new to moms, and 58 percent of ads caused the demographic to reconsider a product.
Moreover, 48 percent of moms surveyed in the InMobi study said that mobile ads influenced their in-store behavior, and 45 percent were influenced to buy something straight from their mobile device.
"At InMobi, we are increasingly seeing CPG brands leverage rich media mobile advertising to drive engagement with their consumers,” said Shrikant Latkar, vice president of global marketing at InMobi, San Francisco.
Mr. Latkar is not affiliated with Kimberly-Clark. He commented based on his expertise on the subject.
“We have seen mobile rich media deliver 75 percent better click-through rates, engagement of up to three minutes and 40 percent increased visits to the product Web site for consumer brands like Lancome and Macy’s,” he said.
Lauren Johnson is associate reporter on Mobile Marketer, New York
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