Procter & Gamble’s Scope builds Facebook impressions through mobile advertising
January 8, 2013
Scope's Facebook page
Procter & Gamble’s Scope is relying on mobile advertising to help increase Facebook “Likes” as part of a bigger social media-heavy multichannel campaign.
Scope is using mobile to mix up its new brand image. The Scope ads are running inside the AP News iPhone application.
“Scope mouthwash's new brand persona is focused on social courage and helping to give consumers the courage to take on new challenges,” said Rishi Dhingra, marketing director at Procter & Gamble, Cincinnati.
“Part of this campaign is to offer exciting and inspiring content for consumers via social media,” he said.
“Mobile lets us reach our target audience, who are heavy social media users and likely accessing information across multiple platforms.”
The Scope mobile ads feature copy that reads, “Courage encouraged” along with the brand’s logo. Users are encouraged to tap to access Scope’s Facebook page.
The ads bring up a landing page that features a video when clicked on. From there, consumers can watch a 30-second video clip that the brand is also pushing on its YouTube page.
After the video finishes, a call-to-action encourages users to join the party by interacting with Scope’s Facebook page.
Consumers can then learn more about the Scope brand and “Like” the page.
Social media plays a big role in Scope’s rebranding, which was announced last year. Via the brand’s Facebook and YouTube accounts, consumers are invited to show off how they unleash their inner courage.
Social and mobile go together hand-in-hand.
Therefore, running a mobile campaign to bolster Facebook “Likes” is a smart way for Scope to combine the two.
Recently, more brands seem to be relying on mobile to drive engagement.
For example, General Mills-owned Chex Party Mix recently used a mobile ad campaign to build up its social media following (see story).
As consumers continue to expect to interact with social media on their handsets, the key is to incorporate an engagement into campaigns that marry mobile and social.
In this case, Scope is able to introduce consumers to the brand through the mobile video and from there can follow the brand’s Facebook account.
“Scope's new, bold brand identity is inspired by 'live out loud' consumers who are highly social, both online and offline,” Mr. Dhingra said.
“However, according to the Scope Socially Courageous survey conducted by Wakefield Research, 84 percent of social media users sometimes feel awkward in social situations, and 69 percent are hiding behind their screens, naming at least one scenario they’re more comfortable doing online than in person, such as saying 'hello' to a stranger or flirting,” he said.
“Scope wants to propel consumers into taking more chances and putting themselves out there, not just online but in person as well.”
Lauren Johnson is associate reporter on Mobile Marketer, New York
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