Jiffy Lube: Mobile Marketing Campaign beats out Online

October 15, 2009

Part of a Series: Mobile Campaigns Live Up to HYPE

As seen on Mobile Marketer.
A Jiffy Lube mobile advertising initiative that was part of a larger multichannel campaign achieved a 0.2 percent response rate, outperforming its Web counterpart.

Jiffy Lube tested this program in Los Angeles, California using a geo-targeted mobile ad campaign offering coupons for oil changes. The program launched in March where twenty-eight percent of respondents texted in their ZIP code to receive a list of oil-change stores closest to them. More than 200 coupons were redeemed at Los Angeles stores, which equates to around 10 percent of original respondents.

According to the company release, “The strategy was to reach the 18-24-year-old demographic group by advertising on text messages being sent to existing mobile content subscribers. The goal was to evaluate the mobile channel, and gauge the interest of the audience in engaging with the brand over a mobile device.”
A similar campaign was advertised online to compare the opt-in and response rates between the mobile and wired Web channels, she said. Jiffy Lube agency Kovel/Fuller declined to disclose the online metrics in the case study first posted on MarketingProfs.com.

The 20-percent-off messaging generated more text-in responses overall. However, the coupon for $7 off resulted in more coupon redemptions. The text message ad copy was appended to user-requested text message content with messages such as “20 percent off Jiffy Lube Oil Change! Reply JIFFY” or “Save $7 on a Jiffy Lube Oil Change! Reply JL.”

Customers who replied to the ad received a text message with a coupon code for redemption, and an invitation to find their nearest Jiffy Lube location by replying via text message with their ZIP code.
Jiffy Lube wanted to find a new way to reach consumers ages 18-24, a demographic likely to ignore the company’s television, newspaper and Yellow Pages ads.

Further building the case for mobile, the company chose to conduct its test in the Los Angeles metro area, where residents—especially Jiffy Lube’s target demographic—spend a lot of time on the road.
Mobile offered a means for connecting with these hard-to-reach individuals even while they were out and about.

The companies learned a few lessons from this campaign including:
• To win over the attention of a hard-to-reach market, first figure out how you can best work your way into their existing day-to-day routines.
• Test multiple mobile offers and messages to determine the optimal approach for attracting your audience and driving conversions.
• Refresh mobile ads regularly to optimize performance.
• Try advertising SMS campaigns via mobile advertising. You may generate a higher response rate because all user activity is performed using the same channel and device

Activate a Multi-Channel Mobile Campaign today.
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