The Peperami animal
FMCG giant Unilever has published some interesting stats on a mobile marketing campaign they ran recently for their Peperami brand that point to the value of mobile analytics and in particular unique visitor count. But before we go any further, many of you may be wondering what Peperami is.
It’s snack food that’s popular in the UK with the tagline “Go balmy for Peperami”. Peperami is in fact a 100% spicy pork salami that delivers a big flavour kick.
Unilever enlisted the help of creative agency AKQA Mobile to build a mobile-based site that allows its users to send prank calls to their friends and download ringtones and wallpapers of the Peperami “animal”. The site was launched on September 16th and already it has seen over 24,000 unique visitors. Knowing the unique visitor count is very important as it provides an accurate measure of the success of the mobile advertising campaign and should be central to all mobile analytics products.
Cheryl Calverley, marketing manager at Unilever, said mobile was vital for engaging with a target audience of 16-24-year-old men. The good news is that Unilever has committed to increase mobile marketing spend for its youth brands, one of which is of course Peperami.
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