Hi. My name is Delynn (“De – Lynn”) and I head up BuzzCity's Asia sales team. In my contributions to the GammaLife blog, I plan to share examples of how companies conduct branding and marketing exercises on the mobile internet. By the very nature of our business, these cases often extend beyond one particular geographic region and this week's story is no exception.
Emami – an Indian company that specialises in personal care products – aimed to increase brand recognition of a facial cream for men called “Fair and Handsome”. The fast-moving consumer goods business also wanted to survey consumer perceptions. So, Emami turned to a Singapore-based company called Mobiquest that partners with clients to provide mobile application services. Together, Emami and Mobiquest produced a contest-driven mobile campaign in two countries, India and Kenya.
I'm going to dive into a fair bit of detail now, but I think this will be useful for advertisers and publishers alike.
