Case Study: Brands Using Mobile Photography
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Michoel will present a case study on native advertising in mobile, focusing on the launch marketing efforts of one of 2013's most anticipated fashion collaborations: Gap and Diane von Furstenburg. Gap and DVF introduced a playful, custom photo editing experience to support their multimedia launch awareness campaign, and enable users to create their own piece of branded, sharable content. Over 900,000 people interacted with Gap and DVF's photo filters, frames and stickers, resulting in over 4.9 million brand engagements, over 600,000 minutes of engagement time and almost 400,000 saved photos. This case study addresses how brands can intimately and non-invasively connect with smartphone users as they engage in one of the most popular smartphone activities: mobile photography.
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Case Study: Brands Using Mobile Photography
- 1. Mobile Photography for Brands A Case Study Michoel Ogince Director, Platform & Product Strategy michoelo@bigfuel.com @Twabbi Thursday, November 21, 13
- 2. Digiday’s Mobile Innovation Camp Thursday, November 21, 13 BIG FUEL FROM CONTENT TO COMMERCETM 2
- 3. BIG FUEL SOCIAL LABS Client Business Challenge/Goals Client-Agency Discussion Product Functionality Internal Database Source New Vendors Product Features Proprietary Scoring System Vendor Selection Digiday’s Mobile Innovation Camp Thursday, November 21, 13 BIG FUEL FROM CONTENT TO COMMERCETM 3
- 4. WARNING... I love numbers! Digiday’s Mobile Innovation Camp Thursday, November 21, 13 BIG FUEL FROM CONTENT TO COMMERCETM 4
- 5. MOBILE AND APPS HAVE EATEN THE WORLD! THE FACTS 350M vs 1.7B 70% 30% Digiday’s Mobile Innovation Camp Thursday, November 21, 13 BIG FUEL FROM CONTENT TO COMMERCETM 5
- 6. PHOTOS PER DAY BY SOCIAL NETWORK 400m Digiday’s Mobile Innovation Camp Thursday, November 21, 13 350m 400m 55m BIG FUEL FROM CONTENT TO COMMERCETM 6
- 7. SOCIAL NETWORKS ARE MOBILE NETWORKS • Facebook 78% of US users are mobile • Twier 60% of US users are mobile • Pinterest web declining, mobile climbing • 65% of global brands actively use Instagram Digiday’s Mobile Innovation Camp Thursday, November 21, 13 BIG FUEL FROM CONTENT TO COMMERCETM 7
- 8. SO WHERE DOES YOUR BRAND NEED TO BE? Digiday’s Mobile Innovation Camp Thursday, November 21, 13 BIG FUEL FROM CONTENT TO COMMERCETM 8
- 9. MOBILE ADVERTISING SPACE AN OVERVIEW Paid Mobile DSP’s Digiday’s Mobile Innovation Camp Thursday, November 21, 13 Owned Push Notifications Earned Geo-location Consumer -toConsumer Gaming BIG FUEL FROM CONTENT TO COMMERCETM 9
- 10. NATIVE ADVERTISING WHAT IS IT? mimic content enticing relevant authentic blur Native Advertising fully integrated camouflaged visual format opted-in Digiday’s Mobile Innovation Camp Thursday, November 21, 13 BIG FUEL FROM CONTENT TO COMMERCETM 10
- 11. NATIVE ADVERTISING CURRENT STATE ON MOBILE Digiday’s Mobile Innovation Camp Thursday, November 21, 13 BIG FUEL FROM CONTENT TO COMMERCETM 11
- 12. NATIVE ADVERTISING CURRENT STATE ON MOBILE Digiday’s Mobile Innovation Camp Thursday, November 21, 13 BIG FUEL FROM CONTENT TO COMMERCETM 12
- 13. NATIVE ADVERTISING CURRENT STATE ON MOBILE Digiday’s Mobile Innovation Camp Thursday, November 21, 13 BIG FUEL FROM CONTENT TO COMMERCETM 13
- 14. CASE STUDY Digiday’s Mobile Innovation Camp Thursday, November 21, 13 BIG FUEL FROM CONTENT TO COMMERCETM 14
- 15. DISNEY JUNIOR: PIRATES AND PRINCESS BACKGROUND Disney Junior partnered with Aviary to design an engaging mobile marketing solution for two of their most popular summer cartoons. Digiday’s Mobile Innovation Camp Thursday, November 21, 13 BIG FUEL FROM CONTENT TO COMMERCETM 15
- 16. CAMPAIGN GOALS 1. Boost show awareness among key demographic 2. Generate positive brand sentiment 3. Leverage the mobile-photo creative opp 4. Determine ROI on UGC Digiday’s Mobile Innovation Camp Thursday, November 21, 13 BIG FUEL FROM CONTENT TO COMMERCETM 16
- 17. USER WORKFLOW Step 1: Launch App Digiday’s Mobile Innovation Camp Thursday, November 21, 13 Step 2: Select Photo Step 3: Choose Tool BIG FUEL FROM CONTENT TO COMMERCETM 17
- 18. USER WORKFLOW Step 4: Select “Effects” Digiday’s Mobile Innovation Camp Thursday, November 21, 13 Step 5: Install “Effects” Step 6: Create BIG FUEL FROM CONTENT TO COMMERCETM 18
- 19. USER WORKFLOW Step 7: Select “Frames” Digiday’s Mobile Innovation Camp Thursday, November 21, 13 Step 8: Install Frames Step 9: Create BIG FUEL FROM CONTENT TO COMMERCETM 19
- 20. USER WORKFLOW Step 10: Select “Stickers” Digiday’s Mobile Innovation Camp Thursday, November 21, 13 Step 11: Install Stickers Step 12: Create BIG FUEL FROM CONTENT TO COMMERCETM 20
- 21. YOUR NEXT STARTUP STICKERS! $100M Digiday’s Mobile Innovation Camp Thursday, November 21, 13 BIG FUEL FROM CONTENT TO COMMERCETM 21
- 22. USER WORKFLOW Step 13: Share Digiday’s Mobile Innovation Camp Thursday, November 21, 13 BIG FUEL FROM CONTENT TO COMMERCETM 22
- 23. CAMPAIGN PERFORMANCE TOTAL CAMPAIGN AUDIENCE SIZE: 15M EXPOSURE CLICKS INSTALLS 216,778,360 15,128,499 6,878,745 CONVERSION RATE AVERAGE ENGAGEMENT TIME ENGAGEMENTS 69,208,213 Digiday’s Mobile Innovation Camp Thursday, November 21, 13 45.8% 80 seconds BIG FUEL FROM CONTENT TO COMMERCETM 23
- 24. AND THE BEST PART.... Digiday’s Mobile Innovation Camp Thursday, November 21, 13 BIG FUEL FROM CONTENT TO COMMERCETM 24
- 25. A FEW THINGS TO TAKE HOME 1. Customer first strategy 2. Natively leverage existing audience 3. Social strategy w/o mobile strategy is not a strategy Digiday’s Mobile Innovation Camp Thursday, November 21, 13 BIG FUEL FROM CONTENT TO COMMERCETM 25
- 26. Thank You! Michoel Ogince Director, Platform & Product Strategy michoelo@bigfuel.com @Twabbi Thursday, November 21, 13