Brief:
- Johnson & Johnson boosted the purchase intent of several brands with campaigns on Dabbl, a mobile app that lets marketers reward consumers for sharing their opinions, according to AdExchanger.
- J&J's Neutrogena skincare line saw an 82% jump in purchase intent after a two-week campaign, while users spent an average of 45 seconds engaged with the brand. The parent company's two-month campaign for Tylenol pain reliever sparked an 86% gain in purchase intent that directly led to $20,000 in sales.
- Dabbl shows mobile users a branded video, quiz or survey that they engage with and indicate whether they enjoyed the experience. Each takes about 30 seconds to complete. Users can earn 5-10 cents toward a $5 reward card at retailers like Target, CVS or Lowe's. Mondelez, Barilla, Hormel, Duncan Hines and Poland Spring are among the brands that have run rewards campaigns on Dabbl.
Insight:
Johnson & Johnson's positive results from Dabbl show that giving consumers more incentives to engage with ads and answer market research questions may be a viable mobile marketing strategy. Some audience groups are hard to reach through traditional advertising methods, and the popularity of ad-blocking software can suppress viewership numbers for websites.
Dabbl also serves as a relatively low-cost way to drive awareness and sales and conduct market research. The idea of paying viewers directly to watch ads isn't completely new, but a key question is whether the idea is sustainable. For many consumers, earning a few cents here or there to watch ads may not be worthwhile compared with other methods of saving money such as coupons or apps like RetailMeNot and iBotta.
Some brands are testing out digital ledgers, such as the blockchain technology that powers cryptocurrencies, to reward consumers for performing specific actions. Canadian messaging app Kik lets users collect the cryptocurrency Kin for watching video commercials or answering surveys. Its users can collect Kin in a digital wallet and redeem it for rewards from brands such as Domino's, Nike, Gamestop and Sephora. Red Bull and Swarovski are among the brands that are testing out Kin.
