To maximize awareness around the Comfitex über small sanitary pad for teenage girls and to encourage interaction online, Mxit created a Teenz Brand App where once added to Mxit profiles, consumers were able to tap into fashion tips and tricks via the Teenz ‘Latest Obsession’ link, explore answers to questions, take part in a brand poll, get product information, share with friends, or stand a chance of winning one of five Instaprint cameras by submitting a selfie with their BFF.

Mxit account manager, Samantha Billingham, explains, “The primary objective of the campaign was to drive brand awareness and engage with a specific age group of girls through multiple touch points within Mxit to increase the number of potential customers interacting with the brand. Using the competition mechanism and poll to appeal to its audience, Comfitex attracted 45 656 Mxit users to the brand app, over 9000 responses to the Teenz polls and 4886 photos were submitted for the Teenz BFF competition. We saw 12% organic growth in subscribers the month following media activity, showcasing great content and social sharing longevity.”

Mxit explain that the poll functionality enables Comfitex to not only discover that its target audience prefers prizes such as Converse sneakers and airtime, it also gives the brand the opportunity to gauge response to above-the-line advertising activity. “Through the Teenz poll we asked consumers if they had seen the Comfitex Teenz ad on TV - 39% recalled having seen the first burst of the TV ad. This. This functionality is invaluable real-time barometer for advertisers to measure cross-platform advertising effectiveness,” adds Billingham.

Jessica Rycroft, group brand manager at NSP Unsgaard says, “The real-time interaction on Mxit gave us direction as to which shows and channels to target to increase recall. The second above-the-line campaign then targeted those specific areas, resulting in a visible corresponding increase in sales.”

Mxit’s VP of Sales, Andrew Kramer comments, “The Comfitex campaign focused on raising brand awareness and demonstrating the benefits of the Teenz product to specific consumers only. The content-rich brand app provided an engaging and interactive user experience in a highly relevant environment. Key to the vast numbers driving our ad campaign success is that Mxit offers younger consumers a relevant, data-light online experience at a fraction of the cost of traditional online browsing.”