ZALORA TAPS INTO NEW MARKETS WITH OUT THERE MEDIA

Insights from mobile platform allows brand to reach out to new customers through mobile advertising campaign

PHILIPPINES, November 23, 2012 – Working with Out There Media, a global leader in mobile advertising, enabled popular online apparel store Zalora to tap into new markets, with an increase of over 150% in the response rate, thanks to insights gained from Out There Media’s Mobucks mobile platform. The campaign, which ran from June to August this year, saw Out There Media supporting Zalora’s outreach to existing and new customers through mobile advertising.

Out There Media’s presence in the Philippines market has already produced successful results across multiple industries including FMCG, Food & Beverage, Airlines, Banking, Luxury, Fuels, BPO’s, pharmaceuticals, and lately with Zalora’s mobile campaign. For Zalora, the objective of their mobile campaign was to maximise awareness of the brand, and to encourage subscribers to shop at the online store. Making the most of the capabilities of Mobucks, Out There Media was able to deliver and use insights gathered, in order to modify their approach to Zalora’s mobile campaign and to actually optimize and fine-tune the effectiveness of the campaign.

Rafael Alunan, Out There Media’s Country Manager in the Philippines, commented, “Our consultative approach to mobile advertising allows us to work closely with our clients and to use insights from our platform to allow them to tap into new markets. By maintaining an open channel of dialogue with the customers, we developed a formula that gave us a response that exceeded all expectations”. The initial response rate of 4.5% saw an increase of over 150% with the modified tactics prompted by the insights provided by Out There Media’s platform.

New markets tapped by Zalora include male subscribers and subscribers from the C1 social group, which includes individuals in supervisory, clerical and junior managerial, administrative or professional roles. Out There Media initially targeted both women and men at a 70/30 ratio and subscribers in the A and B social groups, which include those in high to intermediate level managerial, administrative or professional roles, but changed its tactics to include a greater percentage of men, and subscribers in Philippines’ C1 income bracket, due to an unexpectedly high rate of response from those demographics. The mobile platform insights showed that the response rate for men was nearly equal to the response rate from women.

One of the message versions sent out to subscribers prompted them to respond in order to receive a discount voucher for apparel from Zalora, with a follow-up response directing the subscriber to the online store and a call to action, encouraging them to share the voucher with their friends. Lower income and older subscribers were attracted by the clear financial incentive.

Out There Media paid special attention to the youth segment, which proved that it required a special approach. “Interestingly, the responsiveness of customers went up during pay day,” commented Mr Alunan, “Insights like this help us streamline and deliver a successful campaign for our clients.”

Out There Media also found that creating a dialogue with the subscriber through an SMS requiring response was a better approach for Zalora, as they were able to build a relationship with the customer base.

“Through the mobile channel, we have helped Zalora provide an uplift for their marketing campaign and support their marketing efforts through other channels, such as social media and their website. Marketers need to realise that mobile is equally as powerful when used in isolation or as part of the entire marketing mix in order for the campaign to be succinct and holistic,’ Integration after all is still key, with mobile acting as the glue that strengthens a brands performance”, continued Mr Alunan.

Speaking on behalf of Zalora, Paulo Campos, Co-Founder and Managing Director of Zalora, commented, “Our mobile advertising campaign with Out There Media truly delivered impressive results for our business. Among those, significant increase in the traffic to our site (up to 30% week-on-week increases on certain days); a significant increase in direct sales (monitored through the redemption of voucher codes distributed via the campaign); increased awareness of our brand, as highlighted by the general traffic increase on our website. We were also impressed by Mobucks’ capabilities in profiling and targeting, which allowed us to understand customer behaviour better, and tailor our approach perfectly. We are already planning further mobile advertising campaigns with Out There Media, as a result of the success of this initial campaign”.