Campaign Overview
Pharmaceuticals giant Johnson & Johnson wanted to engage the mobile savvy youth market and promote its Acuvue contact lens brand.

Campaign Objective
Create a targeted mobile campaign that combines Interactive Voice Response (IVR) and mobile web (WAP) to build customer subscriber lists, extend its branding reach and enhance its two-way relationship with consumers.

Marketing Tactics
The Johnson & Johnson IVR campaign is a great example of a major brand targeting mobile consumers to promote its product with the immediacy and interactivity of mobile. Johnson & Johnson’s IVR mobile campaign was created to reach young adult consumers and let them listen to a brand message with an Acuvue contact lens offer. Consumers were also directed to a WAP site where they could sign up and receive a trial pair of contact lenses. The mobile voice call-to-action asked consumers to “press 9″ to receive a link to the mobile web site then opt-in to the Acuvue campaign.

Conclusion
Johnson & Johnson made it easy and engaging for interested consumers to interact through their mobile devices. Callers simply needed to listen to the message, verify the promotion, then press 9 to opt-in. With many products across multiple markets, adding a mobile voice component to an existing text messaging and WAP multichannel marketing strategy, Johnson & Johnson can cost-effectively extent their targeted reach and appeal to any mobile audience and continue to build two-way relationships with consumers.

With Msgme, brands can self manage mobile marketing campaigns, customize and adjust IVR messaging and target and segment audiences for the best marketing ROI. Msgme’s open APIs, brand developers can create customize targeting fields and collect any mobile consumer data they require.

If you have questions on mobile text and voice marketing campaigns, please visit Msgme or contact sales@waterfallmobile.com.