The target audience was females between 18-25yrs in key Indonesian regions (mainly Jakarta & Bandung) using both smartphones and feature phones.

Delivery was based on consumer’s interaction patterns over a one week period (8-14 Nov. 2013)

Consumers could then click on the link and proceed to view the 30’’ promo video streamed directly to their mobile devices.

After viewing the video, they would be redirected to the campaign website for the submission details.

The campaign objective was to reach a minimum of 1% click through rate (CTR) with the overall campaign results achieving a 2.3% CTR above the given objective.

An interesting finding of consumer habit garnered was the virality generated from the video messages being forwarded, which accumulated 32% additional views from external phone devices during the campaign period!

Consumers viewing pattern results based on the time-of-day criterion, provided more insight to the consumers viewing habits with a watching spike between 4pm – 6pm.

Almost 4.2% of the viewers watched the video 2 times and about 1.8% of them watched it 3 times!

About 90% of the users that viewed the video watched it until the end.