The Body Shop has partnered mobile marketing specialists Urban Airship to launch a mobile wallet pass with the latest news and signature counts for its Forever Against Animal Testing campaign.

The campaign will use mobile wallet passes to deepen ongoing engagement with supporters and help grow the 2,800,000+ signatures already collected online and in-store.

Launched in June alongside Cruelty Free International, The Body Shop’s Forever Against Animal Testing campaign aims to end cosmetic animal testing worldwide through a petition that will be taken to the UN.

Harriet Williams, Chief Digital Officer, The Body Shop, says: “Mobile wallet passes offer us the perfect vehicle to spread the word and grow support for our efforts to end cosmetic animal testing globally once and for all. The ease of creating, distributing and updating mobile wallet passes, combined with the high rate of social sharing, will help finish what The Body Shop started when we began campaigning against animal testing in the 1980s.”

On signing the petition online, people will be directed to a landing page where they will have the option to add the Forever Against Animal Testing wallet pass to their device. The wallet pass will also be linked in a thank you email, promoted by The Body Shop on social media channels and will provide regular news updates direct to users. Those receiving the pass from friends sharing it will automatically get a link to where they can sign the petition. Supporters can also use the campaign hashtag #ForeverAgainstAnimalTesting on social media to raise awareness of the issue.

A recent Urban Airship study of one million Apple Wallet coupons and loyalty cards of major retail brands found that more than three-quarters of passes installed were the result of sharing rather than being distributed through a brand’s channels. Apple Wallet coupons had the highest rate of sharing, each one being added to 4.3 other devices on average, which The Body Shop’s cause-related campaign is expected to eclipse.

“We’re proud to be lending our expertise and mobile wallet engagement solution, Urban Airship Reach, to this largest and most ambitious attempt to put an end to cosmetics animal testing globally,” said Brett Caine, CEO and president, Urban Airship. “The Body Shop’s effort will offer a textbook example of how easily and flexibly mobile wallets can be used to inform, inspire and activate audiences for a limitless range of purposes.”

Urban Airship (www.urbanairship.com) is used by thousands of businesses to drive growth with mobile. Every day, the company’s technology delivers billions of personalised, interactive notifications that inspire interest and drive action. Urban Airship clients include Adidas, Alaska Airlines, The Home Depot, NBC Universal, Sky Media and Zillow.

Founded in 1976 in Brighton, England, by Anita Roddick, The Body Shop is a global beauty brand. The Body Shop seeks to make a positive difference in the world by offering high-quality, naturally-inspired skincare, hair care and make-up produced ethically and sustainably. The Body Shop pioneered the philosophy that business can be a force for good and this ethos is still the brand’s driving force. The Body Shop has more than 3,000 stores in more than 60 countries.

The Body Shop was the first international beauty brand to campaign against the practice of animal testing in cosmetics in 1989, leading the way to a European Union-wide ban on animal testing in 2013. Its Forever Against Animal Testing campaign, in partnership with charity Cruelty Free International, was launched in June 2017 and achieved 2 million signatures in its first two months.

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David Tymm of secure digital voucher provider i-movo suggests a new approach to bridging the gap between online marketing activity and what consumers actually do… SPONSORED FEATURE

The term ‘The Three Rs’ – referring to Reading, Writing and Arithmetic – were first proposed as the basis for a solid Victorian education by Sir William Curtis in 1825, to much derision. His contribution to education theory was quickly satirised as ’Reading, ’Riting and ’Rithmetic, and became a wry comment on educational standards, or the lack of them.

However, the idea of alliterating the Rs remains popular to this day — the environmental lobby, for example, has recently adopted the format, adding a fourth R to create ‘Reduce, Reuse, Recycle & Recover’.

So, in this tradition, we at i-movo have developed our own 4Rs to cover the four stages marketers should go through when running online promotional campaigns.

R1 = Reach

This represents the total audience volume exposed to a campaign. Digital channels have a distinct advantage over broadcast or out-of-home media in this regard, as many digital platforms (Facebook and Twitter for example) allow precise targeting by demographic profile, time-of-day, or day-of-week, together with lifestyle and interest.

Other digital channels such as a brand’s own website or organic search terms are less targeted but have the advantage that visitors are likely to be positively predisposed to a brand given they have arrived at a brand site or searched for it without prompting.

Non-digital channels such as out-of-home and instore have a less quantifiable audience figure; in these instances, footfall figures can be used to arrive at an educated estimate.

In all cases, i-movo believes the best practice is to encourage consumers to engage with the offer by clicking through to a branded microsite, or by texting a keyword to a shortcode, triggering a reply of a digital voucher.

R2 = Response

The preceding process results in a figure representing the number of consumers engaging with the instructions of the promotion, and arriving at the microsite. Through Google Analytics we can measure how many consumers from the initial group (the Reach) have taken this next step.

Brands should be aware that this step represents the single largest percentage in reduction in volumes between the various steps of the 4R i-movo model. Consumers lost at this stage in the process cannot be easily re-contacted so particular care is required in the selection and buying of online campaigns, to ensure the reduction is minimised. Bear in mind that even the most successful of online campaigns rarely exceed a 5% response rate.

R3 = Request

The third step in the 4R process is the Voucher Request. This is the number of consumers that successfully request a voucher by supplying their email or mobile phone number as the means of receiving the voucher together with any other information the brand wishes to collect such as post code, or must collect such as date-of-birth in the case of promotions including alcoholic drinks.

Completion of this step results in the consumer being sent a unique voucher using their preferred channel. Best practice is to issue all vouchers with an expiry date and time expressed as a number of days and/or hours from the point of issue.

Combining this control in conjunction with scaling back on media spend to reduce the ‘Reach’ of the campaign can therefore provide effective financial control of a campaign, without the need for promotional insurance, but only if all relevant data is available in real-time – which it is with i-movo’s approach and method.

R4 = Redemption

The final R represents Redemption: the secure validation of the voucher in-store. This is the number of consumers that have completed all four steps of the consumer journey, from seeing the promotion to availing themselves of it in-store at any of the 65,000 stores that are able to process i-movo vouchers.

In terms of coverage, i-movo’s integration with the three payment networks who serve our selected retailers (epay, PayPoint and Payzone) means the service is currently available within one mile of 99.1% of the UK urban population and in rural areas to a similar percentage within five miles. We are now extending our reach further by integrating directly into the till systems used by retailers.

The final element of the process is the need to reimburse the retailer who accepted the voucher. At the time of writing and against a backdrop of changing and increased regulation, facilitating of some settlement payments is a regulated activity. Consequently, i-movo has been accredited as a ‘Small Payments Institution’ by the Financial Conduct Authority since 2012.

Through accurate measure of all elements of the process, the i-movo 4R process provides both visibility of campaign success and also enables transparent return-on-investment calculation. All aspects of a campaign, from the creative, the strategy, to the consumer store visit are visible, quantifiable, and ultimately accountable.

Conclusion

While marketers have plenty of tools to measure the impact of online marketing activity in the digital space, it is far less easy to achieve the same level of accountability for online marketing activity where the desired outcome is a consumer visiting a bricks-and-mortar store in order to purchase a promoted product.

This information gap between online marketing and the consumer’s subsequent experience of the promoted product requires filling if marketers are to better justify the return-on-investment of their marketing campaigns.

i-movo’s four-stage 4Rs model provides an approach to measuring and predicting results accurately and in real-time, to give an unprecedented perspective of campaign performance and accountability.

David Tymm is CEO and co-founder of secure digital voucher service i-movo. This comment piece has been extracted from a White Paper, ‘The Four Rs: Measuring the effectiveness of online marketing from screen to store’ which is available to download from the i-movo site.

i-movo is a sponsor of the IPM Awards 2017.

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GLACÉAU smartwater is running a geo-targeted ‘hyper-local’ Digital Out-Of-Home (DOOH) campaign which shares tips from celebrities, fashion experts and other influencers with Londoners who are within 500 metres of a beacon-equipped poster site.

Launched at the start of September 2016 and running for the entire month in affluent Chelsea and trendy Hoxton, the outdoor ad units will alert nearby users with information like the tastiest brunch in Chelsea or the trendiest pedicure in Hoxton. The Coca-Cola-owned enhanced water brand says it “aims to distil the very best bits of London into ‘on-the-go’ recommendations for busy urbanites.”

The ads will alert consumers within 500 metres to check out top tips from London based influencers, including blogger Reem Kanj and stylist Roxie Nafousi. Smartphone users with a range of partner apps installed will receive a push notification encouraging them to click and discover top recommendations in the area.

The creative follows the GLACÉAU smartwater summer outdoor marketing campaign, which aimed to bring a sense of simplicity to the complex through placing smart and witty outdoor adverts across London.

Bryony Lester, Senior Brand Manager at GLACÉAU smartwater, commented: “We’re using advanced technology to distil insiders’ knowledge about their favourite areas of London. Through working with new innovations, we have created a simple way for busy city dwellers to receive interesting content that they can enjoy in their local area.”

The beacon technology has been implemented by Kinetic Worldwide, global leaders in contextually activating audiences on the move, in partnership with Tamoco, Proxama and JCDecaux.

Kinetic’s Director of Innovation, Rosh Singh, added: “The use of beacons in the London: Distilled campaign is not only groundbreaking, but also exactly what brands should be aspiring to do – hyperlocal media, serving useful content in innovative ways. The perfect use of ‘push’ messaging and beacons.”

GLACÉAU Smartwater is the first bottled water brand in the UK to use a unique method of vapour distillation, using British spring water in its evaporation, condensation, and precipitation process. A combination of electrolytes is then added resulting in a distinctive taste.

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Tim Mason, the former Deputy Chief Executive Officer of Tesco who was named as Non-Executive Chairman of marketing technology platform Eagle Eye in January 2016, has now been appointed to the role of CEO.

Mason spent 30 years at Tesco in a number of roles, including chief marketing officer, CEO of Fresh & Easy in the US and Deputy CEO of the Tesco group. He was behind the launch of pioneering loyalty card scheme Clubcard, which changed the way all retailers analysed and leveraged their customer data.

Mason said: “When I joined Eagle Eye in January this year, I saw a company with a vision and proven technology to transform an industry. Since then I have been able to verify this opportunity and believe the time is right to accelerate our business development. I am delighted to help take the business into its next phase of accelerated growth and to capitalise on our first mover advantage and our successes so far in the UK and overseas.”

The company’s CEO, Phill Blundell, will step down to deputy CEO, a role that will allow him to will focus on the overseas growth strategy and international development for the business

Meanwhile Malcolm Wall, who was non-executive director, will become non-executive chairman, replacing Mason, and Drew Thomson, previously non-executive director, will become remuneration committee chairman.

Wall commented: “I am delighted to be able to help shape the company’s future as chairman and am very pleased that Tim has accepted the role of chief executive alongside Phill as deputy chief executive officer. Tim brings a wealth of relevant experience and an extensive network of Tier 1 UK and international contacts which will be invaluable to Eagle Eye as Tim dedicates himself fully to the company. The board changes announced today will deepen and strengthen the management team to deliver against our overall ambitions.”

Sir Terry Leahy, who was CEO of Tesco from 1997 to 2011, is a non executive director of Eagle Eye.

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