Aimed at targeting expectant parents in the LSM 6 to 8 categories, Ackermans partnered with Mxit and agency Ninety9cents to deliver a tactical sponsorship campaign. Appealing to mothers’ inherent desire to be the best and be equipped with all the information needed during pregnancy. The Baby Info messaging, carrying the sponsored by Ackermans banner, drove users from within Baby Info to the Ackermans brand app where users could engage with the Ackermans content.

With thousands of new parents signing up for the app each week, Ackermans was poised to generate awareness and position itself as the preferred value clothing store in South Africa. In just four months the brand delivered over three million app messages with 2.8 million of these messages being viewed.

Andrew Kramer, Mxit VP Sales comments, “The Ackermans Baby Info sponsorship campaign was extremely well received, clearly resonating with the targeted Mxit userbase. The sponsorship banner generated significant traffic to the Ackermansapp, with the key to effectiveness being that our users specifically choose to engage with the brand placed in their Mxit space, based on relevance.”

“The Ackermans campaign demonstrates how Mxit content sponsorship allows advertisers to associate brands with a well-established Mxit apps and content, and when used in conjunction with Mxit advertising platforms, facilitates direct-response marketing in high traffic properties,” concludes Kramer.