GroupM has announced that it will add the Jet8 mobile-engagement platform, created by Singapore-based Creative HotHouse (CHH), to the tools it offers clients.
The platform allows users to share branded photo messages on their social-media channels in exchange for a form of digital currency that can then be redeemed for products from the brands they are helping to promote. A key aspect of the platform, which claims to reach 350 million users and to have particularly good traction in the Philippines, Indonesia and Vietnam, is a real-time dashboard that lets brands track their cost-per-engagement and redemptions. Having launched in early 2016, Jet8 boasts clients including St. Ives, Nestlé, Danone B'Lue, Pond's and Nestea.
"Users in developing markets love to communicate with photos, and we help brands to be part of this in an unobtrusive and 'including' way," Mike Allen, co-founder and CMO for CHH, told Campaign Asia-Pacific. "Jet8 allows consumers to include brands and choose them to be part of their social-media lives through cool frames and stickers we create for brands. The choice is with the user to bring the brand into their lives, and this is very powerful.”
Jet8 gathers data from the moment a user creates content to redeeming a product at a convenience store. "The Jet8 dashboard has a live ROI ticker, so clients can see engagement and sales and all the relevant data of their campaigns in real-time," Allen said. "From signing off the creative assets, which the Jet8 team produces, to monitoring the daily campaign data, brands and agencies can see the campaign results every minute of the day.”
Jet8 has tapped into an "interesting craze" in Southeast Asia, Matthew Wigham, deputy head of trading at GroupM APAC, said in a release. In addition to helping clients move product, the data Jet8 collects will give GroupM more insight into consumers in these markets and inform its media recommendations, he added.
How Jet8 works
Creative HotHouse describes the following 'selfie to sales' scenario:
L-R: Jet8 wallet, menu of redemption products, brand dashboard.