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How Twizza used mobile USSD competitions to sell 1.7 million soft drinks

How Twizza used mobile USSD competitions to sell 1.7 million soft drinks

How Twizza used mobile USSD competitions to sell 1.7 million soft drinks

Twizza is a South African soft drink company known for its range of beverages, energy drinks and soft drinks. Learn how they used mobile competitions to sell 1.7m soft drinks.

Twizza is a South African soft drink company known for its range of beverages, energy drinks and soft drinks. Learn how they used mobile competitions to sell 1.7m soft drinks.

Twizza
Twizza
Twizza

1.7M

1.7M

Soft drinks sold

Soft drinks sold

Company

Twizza

Country

South Africa

Channels

USSD

Products

Broadcasts

Competitions

Industry

Retail

Ready to reach customers with WhatsApp?

Grow sales by 160%

Grow sales by 160%

Cut service costs by 73%

Cut service costs by 73%

Boost responses by 40%

Boost responses by 40%

WhatsApp for Business solution by Cue

About Twizza

Twizza is one of the fastest-growing soft drink companies in South Africa supplying local markets and selected neighbouring countries from their manufacturing facilities in Queenstown, Middelburg (Mpumalanga), and Cape Town. 

The challenge

South Africa's promotional USSD campaigns are highly effective at generating brand awareness, driving sales, and growing loyal customer bases. Up to that point, Twizza Soft Drinks had not taken advantage of the popularity and trust of mobile campaigns on a national scale and needed to partner with a company that would help them successfully plan and execute their first-ever national promotional campaign.

Outcomes and objectives

By partnering with Cue to launch their mobile campaign, Twizza allowed their customers to buy promotional drinks, dial *120*9915#, enter the unique code and stand a chance to win instant, weekly, and grand draw prizes. As a result of the campaign, Twizza saw over 1 million valid codes entered, R10 million in revenue and an average of 11.5k sessions per day.

Twizza’s objectives for the campaign were:

Drive Twizza sales

A core goal was boosting overall soft drink sales during the promotional period. By incentivising purchases across their range of drinks using USSD codes for prize entries, Twizza was able to boost distribution, sales and availability in retail stores, resulting in over 1.7 million drinks sold.

Grow the Twizza consumer base

Twizza wanted to get more long-term customers through the national mobile campaign. By tapping into USSD technology’s popularity, they were able to boost their national brand awareness. Over 200,000 customers participated, allowing Twizza to grow its customer base.

Reward and incentivise loyalty

Twizza’s vision went beyond having a once-off campaign; they also wanted to build and maintain a loyal customer base. The mobile campaign allowed existing customers to continue to support the brand, with the bonus of winning prizes throughout the promotional period

Build detailed consumer profiles

Running an interactive mobile campaign allowed Twizza to get more details on their customers and understand them better. With each code entry, they captured actionable insights on location, demographics, flavour preferences and buying habits to improve their decision-making and marketing. Twizza captured 219k new customer profiles.

3 Benefits of using mobile campaigns  

Mobile campaigns can be useful for helping companies expand, and Twizza understood that. Here are 3 benefits of using mobile campaigns and why you should consider it:

1. Get seen by customers

Over 5 billion people use mobile devices globally. With so many eyes on phones, a mobile campaign spreads brand awareness much wider than old-school ads. A simple, creative text, app or web promo can get you seen by millions.

2. Meet your customers where they are 

Phones are personal and carried around everywhere, so mobile campaigns are more likely to not go unnoticed. Mobile campaigns are likely to make customers want to interact more with brands and build loyalty.  

3. Useful customer data

When customers opt-in to brand texts or enter promo codes, companies capture info like locations, ages and flavour preferences. These actionable insights help create better products that people want and also help with effective targeting when marketing your products.

Win Customers with WhatsApp

SMS and USSD campaigns used to dominate when companies wanted to attract, convert and keep users. But you know what’s better? WhatsApp.

With over 100 million users in Africa, the app enables far richer mobile campaigns than old-school operators. Here’s how:

Media content sharing

Because WhatsApp has multimedia messaging baked in, campaigns can easily incorporate images, videos and files that catch attention while communicating in context. No size limits exist, unlike SMS.

Real-time two-way conversations

WhatsApp allows actual real-time back-and-forth conversations at scale via chatbots or live agents. Customers feel engaged rather than interrupted because they can discuss, ask questions and give feedback.

More interactive campaigns 

Businesses can run creative contests, games, quizzes, polls and loyalty programs within WhatsApp to turn customers into eager brand ambassadors through fun participation avenues and rewards. 

Get started with mobile competitions

Create high-converting mobile competitions like Twizza. Get in touch with our sales team to drive sales and attract customers.