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Consumer packaged goods

  • Flonase paves way for one-to-one social communication via Instagram

    May 28, 2015

    GlaxoSmithKline takes an unusually strong stance on social media for a pharmaceutical marketer with a cohesive, mobile-friendly campaign built around an Instagram photo contest designed to showcase life without pollen, helping boost brand advocacy and customer relationships for Flonase Nasal Spray.

  • Mondelez’ Oreo brand one tough cookie, mobile analysis reveals

    May 26, 2015

    While Oreo's always-on mobile presence has made the likeable Mondelez International cookie one of the few fast-moving consumer goods brands to successfully leverage the smartphone boom, its challenge – and opportunity – lies in converting more of that brand love into direct sales, a Mobile Marketer analysis suggests.

  • Kellogg campaign pinpoints mobile as most-effective advertising channel for driving sales

    May 22, 2015

    In answer to the question of whether mobile advertising is effective at driving sales, Kellogg Co. gives a resounding “Yes,” with the analysis of a recent campaign showing that mobile delivered more than three dollars in incremental sales for every dollar invested.

  • Duracell recharges successful mobile sticker strategy for the summer

    May 21, 2015

    Duracell’s Bunny, a symbol of endurance for the battery maker, will receive a workout this summer as part of a social media branded sticker campaign that comes on the heels of a similar successful outreach last year.

  • Ulta reaps the benefits of brows and selfies

    May 21, 2015

    Makeup brand Benefit Cosmetics is partnering with beauty retailer Ulta in a social media contest on Instagram where users share photos of their brows for a chance to win products, leveraging consumers’ love of selfies and the current interest in eyebrow shaping.

  • Banana Boat showboats power of mobile video via digital postcard

    May 21, 2015

    Energizer Personal Care’s Banana Boat sunscreen brand is gearing up for summer, its biggest sales season, with the Great Big Family Reunion sweepstakes and a companion mobile-optimized site that offers opportunities for entry as well as a customizable digital video that consumers can send to their family members via mobile, proving video’s growing popularity in marketing campaigns.

  • Abercrombie & Fitch, Axe ditch 'sexy' for mobile to reach young consumers

    May 5, 2015

    As Abercrombie & Fitch and Unilever’s men’s grooming brand Axe each moves away from titillation as a marketing strategy, their efforts to embrace mobile to win over a new generation of young consumers will need a clear identity to be successful.

  • Minute Maid borrows from social news feeds to engage young parents

    April 28, 2015

    The Coca-Cola Co.’s Minute Maid brand is reminding parents of the things they do to make a positive difference in their lives with a mobile-centric campaign that leverages video, social media and a revamped Web site to connect with these mobile-savvy consumers.

  • Unilever's Degree races into Apple Watch marketing with fitness campaign

    April 27, 2015

    Unilever's Degree deodorant brand is supporting its sponsorship of a new fitness application, Sweat This Not That, with a 30-day challenge on the Apple Watch, suggesting that brands are looking to wearables marketing to connect with consumers on an-going basis through everyday activities such as working out.

  • Schick sharpens mobile-optimized interactive video to promote razors

    April 16, 2015

    Schick USA is tapping a mobile-optimized video that asks male consumers to interact with an eccentric character and vote for their top three indisposable comforts to promote its Xtreme3 razors, suggesting that consumer packaged goods marketers would be well-served to offer interactive elements in their mobile video campaigns.

  • Share a Coke program bubbles over with customization via mcommerce

    April 15, 2015

    Coca-Cola is leveraging mcommerce to make it easy to order a customized bottle of Coke bearing a name in place of the brand’s logo and have it delivered, marking the return of last year’s successful Share a Coke program.

  • Lancome, Sephora get search treatment in FaceCake’s augmented reality app

    April 14, 2015

    Lancome, Sephora Collection and Make Up For Ever are among the cosmetics brands featured in FaceCake Marketing Technologies’ new cosmetic color search mobile application, ShadeScout, suggesting that top makeup marketers can integrate with search-related apps to reach more consumers.

  • Sephora and Coachella camp out on social media

    April 10, 2015

    Beauty retailer Sephora is sponsoring the upcoming Coachella music festival in California, leveraging social media as a driving force to engage music and beauty fans at the event as well as those unable to attend.

  • Skintimate’s music video hits right notes for Pitch Perfect 2 tie-in

    April 8, 2015

    Energizer Personal Care brands Schick and Skintimate get a leg up on mobile in a new integrated tie-in with Universal Pictures’ Pitch Perfect 2 that is focused on leg care routines and includes a music video, a mobile-optimized Web site and native ads on the Huffington Post mobile news feed.

  • Coke Zero flows from TV to mobile in innovative trial campaign

    April 3, 2015

    Coca-Cola’s latest campaign enables mobile users to interact with television ads for Coke Zero as a bottle pours the beverage first on the bigger screen before migrating to the screen in consumers’ hands and then transforming into a coupon.

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