French perfumery the House of Lenthéric chose mobile advertising to re-launch its Panache fragrance range through a media deal with local mobile social network Mxit. Mxit launched the panache.sa brand app and strategically promoted the Panache range of fragrances to 25 – 34 year old women in the LSM 7 – 10 categories.
The one-month burst campaign booked by media partner PHD leveraged Mxit’s login Splash Screen advertising to deliver three million impressions and 30 323 click throughs to the Panache brand app. Proving the efficacy of its advertising platforms, the Splash Screen campaign yielded an app net growth of 39 684 users by the end of the burst. Broadcast messages to specific users delivered a further 599 000 app impressions and 12 582 clicks through at a rate of 2.10 %
“The growth in the Panache app subscriber base demonstrates that our users have an appetite to engage with brands – particularly those relevant to their means of communication, age and lifestyle,” says Andrew Kramer, Mxit VP sales. “Advertisers are realising that Mxit is a powerful media channel offering not only the choice of which consumers to talk to, but delivering quantified engagement figures. A great value proposition from an ad spend point of view. We’re increasingly seeing large brands like Lenthéric beginning to appreciate the simplicity of the Mxit platform and how to gain and actively engage with users.”
