The winners in 14 categories were announced, including Most Effective Advertising Campaign and Most Innovative Campaign. Brands and organisations honoured for their work included SEAT, 7-Eleven, Greenpeace UK, and McDonald’s.

If you missed the ceremony (or would like to experience it again), you can do so here:

The post Video: Effective Mobile Marketing Awards 2020 appeared first on Mobile Marketing Magazine.

Odeon Cinemas and Yellow Velo – Roll the Film, Let the Data-led Magic Begin
Odeon has a database consisting of 4.2m customers and those that engage with communications tend to book and visit an Odeon cinema. However, it was found that 71 per cent of customers hadn’t opened any communications in the last three months. So, it set out to change this.

With Yellow Velo, it set out to gain a better, enriched, and actionable view of customers’ behaviour through taxonomy data insights; create interactions and mobile-first experiences which enabled the cinema to learn more about customers; and develop communications and mobile-first experiences that were data- and context-driven to increase engagement.

The 2019 awards season was used as an opportunity to engage customers at a time when film would be culturally relevant and covered by the media. Customers were asked to join a poll to have their say on who would win high-profile awards, with 12,800 of them participating and more knowledge gained about their film preferences.

This achieved open rates (OR) of 20 per cent, with a click through rate (CTO) of 16.3 per cent.

Then, with the releases of Avengers: Endgame, Captain Marvel, and Spider-Man: Far From Home, taxonomy data was used to structure communications strategy. Data provided insights into customer interactions with previous superhero film campaigns and their onsite behaviour, leading to a ‘superfans’ subset of those who had seen all 21 preceding Marvel films.

For Avengers: Endgame, the superfans received exclusive invites to book tickets for the opening night and were kept engaged using an interactive quiz. After seeing the film, they were encouraged to see it again to spot things they may have missed the first time around.

Using taxonomy data insights, OR were increased by 562 per cent, while CTO grew 669 per cent. OR averaged 26.8 per cent above industry benchmark and some campaigns peaked at 76.21 per cent, with CTO averaging 14 per cent above the five per cent target.

The pre-book invite garnered an OR of 76 per cent and a CTO of 48.5 per cent. Overall, the Avengers campaign saw revenue grow by 1,239 per cent.

The third phase of Odeon’s engagement drive occurred during the summer holidays, targeting families. In the run-up to the period, communications were created that demonstrated empathy for busy parents who would have to find way to keep their children preoccupied over the six-week break. A ‘Family Film Finder’ tool was developed, where parents answered four questions and were provided with tailored film recommendations, as well as information about their local Odeon. Parents were also targeted with reminders of films showing when there was bad weather forecasted.

In this final phase, there was a 16.9 per cent OR overall. Of those that opened the email and interacted with the tool, there was a 44.7 per cent OR and 44.2 per cent CTO for the follow-up email.

Parkmobile & MobPro: Anti-churn Campaign
Parkmobile (RingGo in the UK) is the most downloaded parking app in the Netherlands. Parkmobile – and Ringo – doesn’t make money unless someone uses the app to pay for a parking session. Generating as many downloads as possible therefore doesn’t necessarily benefit RingGo. For this reason, and because various studies show that significant costs are involved with having to attract new customers, MobPro actively focused marketing efforts on preventing active users from deleting the app and activating them to use the app when parking.

The strategy was to target current users with three different mobile banners within a period of five months, each presenting a different incentive to re-activate the current users. MobPro then investigated which incentive and which churn management method (lift or risk) is the most effective.

To reach users with a retention campaign, MobPro connects a predefined audience to its S+A marketing platform, an automated buying solution used to target consumers through mobile, desktop, and DOOH devices. When a bid request including an advertising ID is presented, the platform is able to match it to the audience, so MobPro can serve and track different creative to individual devices precisely.

Afterwards, MobPro was able to classify users based on their risk-scores and lift-score, enabling it to compare both churn methods.

Quantitative research conducted in collaboration with Erasmus University Rotterdam showed an “undeniable” relation between the retention campaign and preventing customer churn. The churn rate of the campaign group was 37 per cent lower than the control group.

It was also found that targeting users more sensitive to advertising (lift) is more effective than targeting users with a high churn risk (risk). The churn rate of the lift group, compared to a control group, was reduced by 50 per cent. The ROI results also improved significantly from 109 per cent with the risk method to 376 per cent with the lift model.

Radiant & Moburst: The launch of the Say app
Radiant wanted to create a social app that opens the door to a secure, wholesome, private environment for family conversation, free from interruptions. However, it started out on its journey without knowing the best way to make inroads in the family structure.

Working with Moburst, it started testing two sets of creatives: one aimed at parents, the other aimed at teens. These tests made it clear that the app needed to target parents, so it launched another set of tests to see which messaging and visuals resonated the most with this group.

A combination of Apple Search Ads, Facebook, and targeted media buys were used to reach the target. During this process, media allocations were being continually optimised to reduce cost of the app install and deeper events within the conversion funnel.

Say launched in late April 2019 with the goal of achieving 30,000 installs from the campaign’s media budget. In three months, it reached 58,234 installs, exceeding its target by 98 per cent. Cost per install was lowered from $4.38 to $1.77 and cost per invite sent was way down from $37.01 to $8.89.

Spring, Tealium and AGCS – Data driven Advertising for Mobile Promotion of BILDPlus App and subscription
Spring, Axel Springer’s digital advertising arm, wanted to drive mobile subscriptions for their BildPlus news app. BildPlus needed to boost the number of subscriptions online, and see a huge amount of their new subscriptions coming from mobile devices. The aim was to provide better performing creatives, better targeting, increased click through rates and decrease the cost per acquisition.

The strategy set out saw:

• AGCS build a personalised ad experience on mobile based on the types of articles that a user would like to see
• AGCS & BILD combine the advanced buying capabilities and dynamic creative of the Google Marketing Platform with the audience segmentation intelligence of Tealium’s Universal Data Hub to tailor messaging to the right user segment
• Relevant messages / articles shown to a particular user based on data from Tealium and Google DV360 i.e Sport to sports fans, gossip to celebrity fans
• Use of the flexibility of dynamic HTML5 creatives on mobile
• Retargeting of readers who had previously shown interest in BildPlus and interacted with the content

AGCS developed an advance set of dynamic HTML5 banners which would run through the Google DV360 platform. The animated creative was coded in a way that pulled a live news feed from the JSON made available by Bild online and changed messaging over every two hours based on news articles.

Eight sets were created in total, based on verticals of news topics, including: Headlines, Sport, Politics, Celebrity news, Business and Technology. In the mobile creative, users could swipe through news articles and click through to an article snippet where they were encouraged to subscribe to BildPlus.

40 Tealium universal data hubs were used to cluster potential customers by user segments along different dimensions. This data was then used to segment a reader into a particular order and combined in DV360 to show the right creative message at the right time.

The campaign increased click through rate 20 per cent across all creative versions compared to static banners. Cost per acquisition decreased by 37 per cent.

Twinings, LoopMe and the7stars: Twinings Superblends UK Campaign
As the retail landscape continues to evolve, it has become more important than ever for FMCG brands to link online metrics to offline outcomes. In fact, according to the Office for National Statistics £1 in every £5 spent with UK retailers is now spent online. With this in mind FMCG brands are having to become smarter when it comes to measuring the impact digital advertising spend has on sales of their products in store.

With this campaign, Twinings and LoopMe wanted to drive purchase intent and sales for Twinings Superblends product, targeting ABC1 high earners aged 25-44 in the UK. They also wanted to link online metrics to offline outcomes and drive in-store sales through digital advertising.
Working with The7stars and IRI, LoopMe’s ‘quali-tea’ campaign used data, analytics and artificial intelligence innovations to optimise towards the clients KPI in real-time and deliver real-world outcomes.

LoopMe used its PurchaseLoop Sales solution to measure product level purchases, optimising towards sales and providing deeper audience insights throughout campaign flight. Creative, rich media messaging was tailored to each supermarket stock list (Tesco, ASDA and Sainsbury’s). Supermarkets were then geo-targeted to ensure each creative was contextually relevant based on the location of the consumer.

To measure the impact of the campaign, LoopMe established a control and exposed group: those who have viewed the ad and those who have not. It then asked users within the target audience “Are you likely to purchase Twinings Superblends in the next three weeks?” Analysis was then conducted on the digital footprints and data characteristics of those who responded positively with a ‘Yes’ or ‘Maybe’ and those who responded negatively with a ‘No’.

LoopMe’s AI platform then trains a predictive model using this data to determine the likelihood of each user’s purchase intent increasing after having been shown the ad. Only if the probability is high enough, is the ad then served. The targeting is then refined and optimised as the campaign runs to improve results.

These results were supplied to the judges in confidence, but delivered significant uplifts in purchase intent and sales.

Uken Games and Swrve – Optimizing Player Experiences with Real-time Relevant Data Analysis
For their two flagship games, Who Wants to be a Millionaire? and Jeopardy! World Tour, the Uken Games team needed a solution provider that would increase engagement and retention.

Uken needed to learn more about what keeps their players intrigued, invested, and feeling valued so they could create experiences that would drive activity among both their engaged and lapsed users. It chose Swrve for this purpose.

With the mobile gaming solution from Swrve, the team at Uken had the targeting and triggering needed to keep engagement high, actively address churn, and gain insight about individual player interests, needs, and goals every single day.

Uken used Swrve to deploy hyper-targeted in-app notifications to players; targeted surveys to engaged users; surveys to lapsed spenders; and A/B testing across messages.

Uken received over 17,000 clicks on a single survey, with a 57 per cent response rate to surveys targeting lapsed users. Over 250,000 customer journeys were optimised with insights learned from the surveys completed by both engaged and lapsed users.  

Volvo, Mobsta, Mindshare and Finecast – Volvo XC60 Human Innovations Campaign
This campaign aimed to reignite interest in the Volvo XC60, which was starting to fall short of orders, showcasing its award-winning features with video to encourage people to want to experience the car themselves. A key facet of the campaign was to understand the effect it had on driving the target audience into dealerships was the primary KPI.

Volvo partnered with Mobsta to use the company’s location-derived audience data to build a segment of auto-intenders at a post code level. Audiences that had been exposed to a TV ad for the car were also retargeted with display ads, within an optimum 30 mins/5-mile drive time to dealerships.

The overall campaign effect was then measured using Mobsta’s proprietary data and an exposed and control methodology at the device level – the first time this data had been used to buy against and measure a TV campaign. To do so, Mobsta’s data scientists had to devise a new methodology using machine learning to handle the volume of data a highly targeted national TV campaign produces.

Footfall volumes were compared across two time periods: pre-campaign (90 days previous) and post-campaign (from campaign start to 30 days post), using density-based cluster analysis to identify catchment areas and assign impression delivery to each dealership, in order to measure relative exposure to the campaign.

Mobsta was able to report results for each delivered media channel – linear TV and addressable TV – at a regional level and mobile media at a dealership level. This methodology gives Volvo actionable insights for future campaigns, as it has a better understanding of which regions performed best, thus identifying areas requiring greater focus or the need for alternative channels. Overall, the campaign drove an uplift of more than 30 per cent in dealership visits across all channels.

The Effective Mobile Marketing Awards Ceremony takes place in London on 14 November. To book your place at this celebration of the best in mobile marketing, click here.

The post 2019 Awards Preview: Most Effective Use of Data appeared first on Mobile Marketing Magazine.

Ford Trucks International, Ingage and AdColony – FMax Dynamic End Card Campaign 
Ford Trucks launched a F-Max truck in Romania. During the campaign, its main focuses were on brand awareness and engagement. Therefore, a campaign was created on mobile, the place where audiences spend most of their time.

Ingage worked on a media plan to raise awareness and engagement in Romania, while AdColony worked on the creative of a dynamic end card, which emphasised the size of the F-Max and enabled viewers of the video campaign to interact with it.

The campaign reached 279,088 completed views and 309,396 impressions with 90 per cent completion rate. The dynamic end card doubled the benchmarks with seven per cent engagement rate and had 20,345 total engagement. 52 per cent of the audience took more than one action via the dynamic end card.

Radiant & Moburst: The launch of the Say app
Radiant wanted to create a social app that opens the door to a secure, wholesome, private environment for family conversation, free from interruptions. However, it started out on its journey without knowing the best way to make inroads in the family structure.

Working with Moburst, it started testing two sets of creatives: one aimed at parents, the other aimed at teens. These tests made it clear that the app needed to target parents, so it launched another set of tests to see which messaging and visuals resonated the most with this group.

A combination of Apple Search Ads, Facebook, and targeted media buys were used to reach the target. During this process, media allocations were being continually optimised to reduce cost of the app install and deeper events within the conversion funnel.

Say launched in late April 2019 with the goal of achieving 30,000 installs from the campaign’s media budget. In three months, it reached 58,234 installs, exceeding its target by 98 per cent. Cost per install was lowered from $4.38 to $1.77 and cost per invite sent was way down from $37.01 to $8.89.

Sprint – Sprint Complete
For the fiscal year 2018, the Sprint Handset Insurance Business was expected to decline by five per cent due to a higher digital mix (lower sales rates) and a tired traditional brand. To reverse the decline, Sprint launched Sprint Complete and transformed the core proposition of an insurance offering, from a rare but significant negative event-based product to a positive one. It took away the fear of a cracked screens by introducing “no questions asked” $29 repair service. It also reduced the need for an expensive high-memory through the launch of an unlimited storage app for photos and videos. And it introduced one-touch access to a live, US-based technical expert that empathises with customers and can help them with virtually all their mobile technical needs.

Sprint Complete was promoted in store and through telesales, and web channels including social media. In December 2018, paid social media ads on Facebook and Instagram delivered over 30m impressions in less than four weeks.

Video ads featuring Sprint’s brand ambassador Paul Marcarelli and Sprint’s sassbot robot aired on Sprint’s YouTube channel, and on Facebook, Instagram, Twitter, and LinkedIn. On YouTube, influencers such as Ten Second, Cute Girls Hairstyles and Brianna White promoted Sprint Complete to their fan base, achieving over 1m views.

Ultimately, Sprint established brand equity by creating positive awareness, developing a brand personality and building a personal relationship with its customers by keeping true to its brand promise: “When life happens, we’ve got your back.”

The renovated Sprint Complete product won back customers’ hearts by helping them stay more productive and was regarded as one of the best radical product innovations in Sprint’s recent history. It sold better and displayed lower churn, despite a base migration to a $2 higher price point.

The Effective Mobile Marketing Awards Ceremony takes place in London on 14 November. To book your place at this celebration of the best in mobile marketing, click here.

The post 2019 Awards Preview: Most Effective Launch Campaign appeared first on Mobile Marketing Magazine.

Parkmobile & MobPro: Anti-churn Campaign
Parkmobile (RingGo in the UK) is the most downloaded parking app in the Netherlands. Parkmobile – and Ringo – doesn’t make money unless someone uses the app to pay for a parking session. Generating as many downloads as possible therefore doesn’t necessarily benefit RingGo. For this reason, and because various studies show that significant costs are involved with having to attract new customers, MobPro actively focused marketing efforts on preventing active users from deleting the app and activating them to use the app when parking.

The strategy was to target current users with three different mobile banners within a period of five months, each presenting a different incentive to re-activate the current users. MobPro then investigated which incentive and which churn management method (lift or risk) is the most effective.

To reach users with a retention campaign, MobPro connects a predefined audience to its S+A marketing platform, an automated buying solution used to target consumers through mobile, desktop, and DOOH devices. When a bid request including an advertising ID is presented, the platform is able to match it to the audience, so MobPro can serve and track different creative to individual devices precisely.

Afterwards, MobPro was able to classify users based on their risk-scores and lift-score, enabling it to compare both churn methods.

Quantitative research conducted in collaboration with Erasmus University Rotterdam showed an “undeniable” relation between the retention campaign and preventing customer churn. The churn rate of the campaign group was 37 per cent lower than the control group.

It was also found that targeting users more sensitive to advertising (lift) is more effective than targeting users with a high churn risk (risk). The churn rate of the lift group, compared to a control group, was reduced by 50 per cent. The ROI results also improved significantly from 109 per cent with the risk method to 376 per cent with the lift model.

Radiant & Moburst: The launch of the Say app
Radiant wanted to create a social app that opens the door to a secure, wholesome, private environment for family conversation, free from interruptions. However, it started out on its journey without knowing the best way to make inroads in the family structure.

Working with Moburst, it started testing two sets of creatives: one aimed at parents, the other aimed at teens. These tests made it clear that the app needed to target parents, so it launched another set of tests to see which messaging and visuals resonated the most with this group.

A combination of Apple Search Ads, Facebook, and targeted media buys were used to reach the target. During this process, media allocations were being continually optimised to reduce cost of the app install and deeper events within the conversion funnel.

Say launched in late April 2019 with the goal of achieving 30,000 installs from the campaign’s media budget. In three months, it reached 58,234 installs, exceeding its target by 98 per cent. Cost per install was lowered from $4.38 to $1.77 and cost per invite sent was way down from $37.01 to $8.89.

Starbucks & HelloWorld, A Merkle Company: Starbucks for Life
In its fourth year running, Starbucks for Life has become a modern mobile holiday tradition. The primary campaign goals included driving customer excitement and store visits during the holiday season using a fun, whimsical mobile game with chances to win the coveted prize – Starbucks for Life.

During the holiday season, Starbucks Rewards members were encouraged to make a purchase to earn a game play in the Starbucks for Life game. Each play earned the member a collect-to-win game piece and the chance to instantly win a prize. A holiday-themed game board tracked the member’s progress towards collecting all pieces in the race to claim Starbucks for Life, Starbucks for a Year, and more. The guaranteed chance at instantly winning a prize in the snow globe game drove repeat visits, and members were invited to share their favourite game pieces to social media, extending the campaign reach.

The game had real-time purchase integration with the Starbucks app, enabling participants to immediately earn a play and engage following their eligible purchase. Users were offered a free first play and a guided tour of the game to further drive participation and reduce drop-off. The guided free first play engaged 94 per cent of players who visited the site.

The instant win game drove almost one in four active Starbucks Rewards members to play, with the average participant returning to play the game 10 times throughout the campaign. There were nearly 1.9m prizes awarded and game pieces were shared a total of 87,744 times.

The Effective Mobile Marketing Awards Ceremony takes place in London on 14 November. To book your place at this celebration of the best in mobile marketing, click here.

The post 2019 Awards Preview: Most Effective Performance Marketing Campaign appeared first on Mobile Marketing Magazine.

Frost Bank & Pixability: ‘Opt for Optimism’ Initiative
Frost worked with their agency, McGarrah Jessee, to create an initiative called ‘Opt for Optimism’, which aimed to inspire optimism through immersive storytelling, on-the-ground activations, a 30-day optimism challenge, and research results.

One method of storytelling was a series of long-form videos developed by McGarrah Jessee, ranging from 30 seconds to five minutes long, and sharing the stories of inspirational optimists. The goal was to find the best platforms to deliver this message to a broad audience and drive deep engagement with the content.

Working with Pixability, Frost and McGarrah Jessee chose to run the video series across YouTube, Facebook, Instagram, and connected TV, accessing multiple video touchpoints. Using the PixabilityONE platform, the videos were optimised toward completed views and completion quality, as measured by Oracle Moat.

YouTube exceeded Moat benchmarks by 2.5 times on completion quality for long-form video. The videos generated click through rate three times social video platform benchmarks and, when Frost added subtitles to Facebook and Instagram, the long-form video completion rate increased 2.5 times.

Home Office, Manning Gottlieb OMD, and Venatus Media: #KnifeFree
In November 2018, Venatus supported the Home Office’s #knifefree campaign to help tackle one of the Home Office’s key priorities – reducing knife crime in the UK. Young males aged between 15 and 18 were identified as the group most at risk of carrying or considering carrying knives, and this audience was found to have a passion for gaming, spending more than eight hours playing games each week.

The Home Office worked with Venatus to reach this target audience in a trusted environment, both whilst they were at home on consoles and on the move playing apps. On mobile, via EA apps, there was also the opportunity to cut-through to the target audience and increase engagement as the viewer chooses to watch the advert to receive an in-game reward.

The campaign used three different video creatives, each telling the stories of real people who have turned their lives around. The videos linked to the #knifefree website, providing access to information about the consequences of knife crime and inspiration on how to move away from it.

The targeted gaming campaign ran alongside targeted out of home, paid search, digital audio, and use of the video in shorter teaser formats on Snapchat and Instagram with a ‘swipe up’ message encouraging people to engage with the longer form assets.

The PlayStation video part of the campaign delivered 422,656 impressions with 267,065 completed views, generating a view-through rate of 62.2 per cent compared to the industry benchmark of 50 per cent.

The EA reward video part of the campaign delivered 267,796 views and 5796 clicks, exceeding benchmarks and generating a CTR of 2.2 per cent. The EA reward video received the highest view-through rate of all campaign channels at 95.9 per cent, exceeding the already high industry benchmark of 90 per cent.

The post 2019 Awards Preview: Most Effective Use of Video appeared first on Mobile Marketing Magazine.

First Group & Future Platforms: First Bus App
The First Group used to have a separate journey planning and a separate mTickets app, which were both used regularly by users. It turned to Future Platforms to combine the two into a single journey planning, support, and ticketing solution.

The aim was to unify the apps and develop a valuable and effective mobile experience – relevant in today’s information-everywhere world – and deliver a frictionless experience that guides the passenger through a seamless journey, from the first to last mile.

The Future Platforms UX team used a series of user research methods to ensure it had an in-depth, data-driven understanding of bus and rail travellers in order to make planning and ticket purchasing easier and quicker. The research showed that there was a need to reduce anxiety around public transport reliance and, importantly, build trust with their customers.

The research phase began with interviewing passengers in cities around the UK to gain an understanding of how they feel about First Bus’ apps. Then, once the beta app was released, Future Platforms monitored how users navigated the app and also carried out two diary studies during a six-week period on 12 different people trialling the app.

Future Platforms used the latest versions of Swift and Kotlin to develop the app across iOS and Android devices.

The app, which has been fully rolled out all 350,000 First Bus users, has an app store rating of 4.6 out of five. It has made journey planning more efficient, with users now able to check bus times and purchase tickets in just a few clicks within one app.

MyTaxi & Yodel Mobile: App Growth Campaign
MyTaxi wished to focus on the user funnel from impression to rebooking as it continued to expand its reach across cities in the UK. Its objectives were to utilise effective channels for acquisition, populate the app with high-intent users, encourage first time user booking, and increase retention and average re-booking per user.

Yodel incorporated these objectives into three stages of its strategy, starting with increasing impression to install, then increasing install to first time user, and finally increasing first time user re-booking.

The app marketing consultancy used a combination of app store optimisation, push and in-app messaging, and highly targeted and retargeting campaigns.

Unfortunately, any further details are strictly confidential, but the campaign garnered highly positive results for MyTaxi.

The Effective Mobile Marketing Awards Ceremony takes place in London on 14 November. To book your place at this celebration of the best in mobile marketing, click here.

The post 2019 Awards Preview: Most Effective Travel & Tourism Campaign or Solution appeared first on Mobile Marketing Magazine.

American Lung Association, Ad Council, and Ogury: Saved by the Scan Mobile Campaign
With advanced technologies like low-dose CT scan screening, patients can now detect symptoms of lung cancer earlier — when it’s more likely to be curable. However, people aren’t aware of the advanced technology. The American Lung Association (ALA) wanted to change that and raise awareness about the early detection solution.

The problem faced by the organisation in doing this was that it needed to identify and connect with target audiences while complying with data privacy laws. So, the ALA and Ad Council partnered with Ogury to identify and inform target audiences.

Ogury developed the interactive ‘Saved by the Scan’ campaign with the aim of increasing mobile display site sessions, driving completions for the campaign’s interactive component, and boosting clickthrough rates and video complete rates.

The goal was to reach 9m people at high risk (including former smokers, ages 55–80 with a 30-pack year smoking history, who quit within the last 15 years) and encourage them to take an online quiz to see if they are eligible for the screening.

The intended audience for the campaign was former smokers but, as lung cancer can affect anyone regardless of age, gender or ethnicity, Ogury used its first-party, mobile journey data to identify the target audience based on mobile behaviours.

The campaign drove nearly 29,600 mobile display site sessions, with an 85 per cent video completion rate. More than 1,500 visitors driven by Ogury’s support completed the interactive quiz and 23 per cent of those were categorised as ‘high-risk respondents’.

Breast Cancer Care & Yodel Mobile: BECCA Charity App Growth Initiative
Yodel Mobile partnered with Breast Cancer Care and Breast Cancer Now’s BECCA app to offer them its App Growth Programme project over a year.

The BECCA app was created to provide information, support and inspiration to help empower and equip women for life beyond breast cancer treatment. Anyone struggling to move forward after treatment can download BECCA, and receive instant access to support from the moment they finish treatment for as long as they need it. The app delivers daily bite-size tips – on topics like diet, exercise, signs and symptoms, body image and mindfulness – in a digital ‘deck of cards’ to help women to find new ways to face life beyond breast cancer with confidence.

The BECCA team wanted to implement the right tools and setup required for analysis and optimisations, increase brand visibility for users who would really utilise BECCA, and increase engagement rates of users with curated content. The Yodel programme included strategies such as organic discoverability, app store optimisation (ASO), conversion rate optimisation, mCRM, and data infrastructure to achieve these goals.

To ensure BECCA had the correct analytics and attribution setup, Yodel conducted a data architecture review and recommended changes to the app’s analytics setup, aiding technical implementation and ensuring the tool was functional. It also recommended and integrated attribution tool, AppsFlyer.

In order to increase visibility, Yodel conducted a granular app diagnostic and competitor review to determine opportunities to implement high-efficiency and high-volume keywords. This informed keyword optimisations and led to Yodel updating BECCA’s app store descriptions and screenshots.

On the engagement rate front, Yodel executed a mobile customer relationship management workshop, covering best practices across app review and feedback management, social sharing, timing and user types, personalisation, permission priming, content, and tone. It also aided the BECCA team in setting up push messaging schedules, A/B testing frameworks, and retention strategies across key points in the user journey.

The results of the campaign are confidential but the BECCA app considerably increased impressions, engagement, and downloads in the year between May 2018 and May 2019.

Movember Foundation & Swrve: Elevating Reach and Relevance
Men’s health charity the Movember Foundation wanted to increase fundraising by over 15 per cent from 2017 to 2018. With November being its busiest and most lucrative 30 days of its calendar, Movember needed a solution that would effectively engage its mobile audience as well as its email and web subscriber base. This solution also had to seamlessly integrate with its existing CRM, Oracle Marketing Cloud, to help the foundation send mobile messaging that could complement its email campaigns and reflect the actions of its customers were taking in real-time.

Swrve gave Movember the ability to weave mobile messaging into customer journeys already existing in Oracle Marketing Cloud canvases. Movember could also stream customer data directly from Oracle into Swrve in real-time, enabling it to deliver mobile messaging based on what a subscriber has – or hasn’t – done across email, mobile, and web. Movember used Swrve to send relevant in-app messages and personalised push messaging.

Within the three-month period of using Swrve, Movember saw a 300 per cent increase in mobile engagement amongst Android users and increased in email opens by nine per cent, lifting email revenue by 48 per cent. 57,000 of Movember’s users – more than 15 per cent of its participant base – opted into push notifications and there were over 75,000 opens of transactional push notifications about new donations.

Zoë-Life & PlusNarrative: TalkTool
The KidzAlive Mobilised program aims to help South African children understand HIV. The program trains healthcare workers and empowers HIV-exposed and -infected children and adolescents, and their primary caregivers, to overcome barriers that prevent children from receiving HIV testing and treatment and to set them on the path to a healthy future.

The digitisation and animation of TalkTool is a part of the KidzAlive drive to adopt wireless technology as a means to overcome the social and structural barriers attached to HIV testing and support in South Africa.

A full cast of characters and story had already been developed for the TalkTool pen and paper book. The TalkTool story itself boasts a recognisable crew of characters who tell stories relatable to children, and valuable for supporters attempting to understand the plight of the child undergoing HIV testing.

PlusNarrative acted to digitise and animate this valuable storytelling support tool, creating an interactive experience which caters for rich child input, comprehensive health worker feedback systems, and medical monitoring through ethical and private data accumulation.

The interactive games offered on the app increased children’s retention of information and led to a safer, more positive grasp of their HIV status.

After receiving training on the TalkTool app, healthcare workers in Qualcomm’s pilot study reported a 62 per cent increase in confidence and competence in providing age-appropriate, children-centred counselling, disclosure and care for HIV-exposed and -infected children.

The Effective Mobile Marketing Awards Ceremony takes place in London on 14 November. To book your place at this celebration of the best in mobile marketing, click here.

The post 2019 Awards Preview: Most Effective Charity Campaign or Solution appeared first on Mobile Marketing Magazine.

Babylon Health & The ASO Co: Organic Search App Install Campaign
AI-powered healthcare app Babylon Health wanted to use app store optimisation techniques to increase their visibility for relevant organic search terms, alongside its other marketing channels.

By using app store specific conversion rate optimisation methods, the aim was to expand the conversion rate of users who landed on their app store listing to installing their product.

The ASO Co reverse-engineered the algorithms within both Google Play and the App Store to understand where, when, and how often keywords and phrases need to be place within the app store description for the algorithms to index those words and rank them for those search terms.

It also analysed nine months’ worth of historical app store assets and keyword rank data of both Babylon and its competitors, using these insights to produced data-driven and optimised metadata in-line with app store algorithms.

On the creative front, the ASO Co harnessed Google Experiments to A/B test various assets within the Google Play stay, and used its proprietary database of real users to collect feedback on screenshots, copy, tone, etc.

Using all of the above, a four-month campaign timeline was created to work alongside Babylon’s update release schedule. The campaign involved one full metadata optimisation, including all written assets in both app stores; and one full creative optimisation, including icon, screenshots, and feature graphic. Then, using the data from the first two optimisations, the ASO Co re-optimised the metadata to further increase search visibility.

On Google Play, there was a 156 per cent increase in keywords appearing in the top three searches and organic installs increased by 153 per cent. On iOS, there was a 217 per cent increase in keywords appearing in the top three searches and a 35 per cent increase in organic installs.

UKTV Play & Yodel Mobile: UKTV Play Organic Growth Campaign
UKTV Play is an on-demand TV service providing instant access to shows from UKTV channels Dave, Drama, Really, Yesterday and Home. The app allows users to browse and stream hundreds of shows for free via desktop, TV or smartphones.

UKTV wanted to grow its visibility and increase its user base of high-intent and engaged users for its mobile app. So, Yodel defined a mobile search strategy with optimisations that would increase high-quality users for the app.

Key objectives included maximising the effectiveness of key touchpoints, increasing organic discoverability, ranking high via mobile search against key competitors, increasing high-quality installs, increasing content consumption and engagement within the app, and utilising learning to implement ongoing optimisations.

Yodel prioritised improving discoverability of the app to encourage organic acquisition and refined our strategy through data-led and innovative iterations.

Unfortunately, further details are unavailable on the campaign.

Universal Pictures & AGCS: The GIF’t Game – Search Campaign
Universal Pictures wanted to sell as many DVD boxsets as possible during the ‘Sinterklaas’ and Christmas gifting period in the Netherlands.

With AGCS, it set out to inspire consumers who were looking for a gift idea for friends or relatives, boost conversion, and find a way to promote multiple DVD boxsets using a combination of different media channels with a focus on search to drive traffic.

Alongside the search campaign, re-targeting was implemented across display and social when users had landed on the game site. Trackers were implemented in different CTAs across the game to analyse the user’s behaviour and keep track of the completion rate. There was also keyword targeting.

The GIF’t Game consists of a simple mobile interface that enables customers to play a game to get a gift suggestion based on who the gift is for, the personality of the person, and what movie genre they prefer. At the end of the game, the consumer was then presented with a short list of five different DVD suggestions based on the answers they provided. By selecting one of the options, the customer was redirected to an eCommerce site where they were able to buy the DVDs.

The completion rate of the game stood at 90 per cent, with more than 80 per cent of users that landed in the game coming from the paid search part of the campaign.

The Effective Mobile Marketing Awards Ceremony takes place in London on 14 November. To book your place at this celebration of the best in mobile marketing, click here.

The post 2019 Awards Preview: Most Effective Search Campaign appeared first on Mobile Marketing Magazine.

BP & Uberall: Building a Local-Global Brand: BP and Uberall Deploy Pin-within-a-Pin Location Strategy
BP expanded its convenience partnerships – individually owned/operated convenience stores within petrol stations – by over 25 per cent in 2018 up to around 1,400 sites. This presented the company with questions around its location marketing strategy, so it needed a digital transformation.

The energy company enlisted Uberall’s location marketing cloud, which makes it possible for multi-location businesses, SMBs, local businesses or public institutions to automatically optimise their online presence, enabling them to reach the most relevant local prospects.

Uberall, with partner Geo-me, set out to achieve the goal of putting a pin within a pin for each of the BP locations that hosted a partner such as Wild Bean Café. They isolated each partner and tested the connection to top line directories (Apple Maps, Waze, etc.), testing marketing first in New Zealand before moving to the UK market. They then rolled the system out across South Africa, Netherlands and Australia. Wild Bean Café would now be a brand that had its own POI (place of interest) within the BP station — a pin-within-a-pin.

BP also had an issue with incorrect listings – with over 500 of its stations having erroneous coordinates. 23 per cent of stations were off by at least 50 metres and three per cent by over one kilometre. As such, BP also sought to take more control of dealer locations and roll out a more unified strategy for reputation management through Uberall.

In the past year, BP customers have asked for nearly 30m more directions from Google Maps. Requests for driving directions are up 21 per cent, action requests have grown 24 per cent, calls are up 42 per cent, website visits have increased 73 per cent, and overall impressions have climbed to 4bn.

Furthermore, BP’s review response rate is now over 70 per cent, with five-star reviews increased six per cent and reviews of two-stars and below decreasing four per cent in a six-month period. 85 per cent of all BP Google Maps reviews are three-star and above, with 50 per cent being five out of five.

Kier Living, Fonemedia, & Tank Top Media: Oakbrook – Snapshot Campaign
The business strategy behind the development and launch of this campaign was to increase awareness of the Oakbrook housing development in Marston Green, West Midlands with potential buyers, to drive inquiries and ultimately to result in sales.

Professionals who work within a commutable distance to Marston Green were pinpointed for the campaign and with Birmingham Airport just 2.4 miles from the development, workers there were the ideal group to target.

Fonemedia chose to ignore traditional marketing methods and use mobile to display an ad directly in the hands of people where they are most engaged in media. It used its Snapshot display ad format, which has geographic and demographic targeting capabilities, to target the mobile devices of people that met the criteria expected of a potential property buyer for this development. The format targets the device user rather than specific webpages or apps.

This campaign resulted in 47,523 impressions, 1,939 total clicks and a 4.08 per cent click through rate. It also achieved 59 conversions and a 3.04 per cent conversion rate. There were eight sales directly attributed to the campaign.

No Kid Hungry & GroundTruth: Dine Out for No Kid Hungry
With one in six kids facing hunger in the US, No Kid Hungry removes the barriers that stand between a child and the healthy food they need. GroundTruth partnered with the non-profit through its pro-bono ‘Location for Good’ initiative to drive measurable visits to each of the four participating national restaurant chains: Habit Burger, Jack in the Box, On The Border, and Qdoba.

Historically, Dine Out for No Kid Hungry would drive potential customers to its No Kid Hungry Map, which highlights the promotions of its partners and lists the locations of all participating restaurants, alongside a national public relations campaign. However, this approach wasn’t tailored to specific audiences and promotions were not always shown to people at times when they could donate or dine at one of the participating restaurants. So, GroundTruth designed a mobile campaign with each restaurant to reach audiences based on the specific needs of each brand.

GroundTruth utilised its knowledge of the quick service restaurants (QSR) industry, using inspiration from past campaigns with Outback, Taco Bell and Denny’s, to determine the best strategy. It decided the most effective solution was to connect with brand loyalists, and identified groups of individuals who would be receptive to visiting the participating restaurants, serving them mobile ads as they were out and/or when they were in proximity to a participating restaurant.

The location technology company used a combination of location targeting, audience targeting, and neighbourhood targeting across the four restaurant chains to reach likely customers.

The month-long campaign generated 129,000 visits, which helped to contribute to the $1.3m raised by the four participating restaurants. The location audience strategy performed best with a 0.31 per cent click through rate and a 3.56 per cent secondary action rate that includes clicks for directions or more information, which is higher than the 2.5-3 per cent industry benchmark. Within one month of location marketing, GroundTruth’s campaign had a 0.86 per cent visitation rate which is three times higher than the 0.20 per cent standard for QSR clients.

Royal Caribbean, Blis, & Mindshare UK: Royal Caribbean Wave Campaign
Royal Caribbean International’s (RCI) ‘Wave’ campaign was created to raise awareness of the company’s biggest sale of the year, and to increase brand awareness and purchase intent.

Blis was brought in by Mindshare UK to support the campaign by helping to amplify RCI‘s out of home (OOH) strategy and drive purchase intent. The campaign ran between 5 January 2019 and 31 March 2019.

The strategy for the campaign was to utilise Blis’ location data to profile devices exposed to RCI’s OOH advertising. Blis would then retarget those users identified as being exposed to the OOH campaign with engaging and contextually relevant creative to drive mobile engagements.

Blis used its audience targeting product to identify mobile that had been exposed to the RCI OOH spot by serving standard display ads to users within a 10-metre proximity of these locations, creating a custom audience group for targeting. These people were then retargeted when they were seen connected to their home or work wi-fi.

The real-world intelligence firm then partnered with On Device Research to conduct a brand survey study to measure brand uplift, brand awareness, and purchase intent.

The campaign achieved 3.8m impressions, with the standard banner having a click through rate of 0.77 per cent, which was 22 per cent higher than the benchmark. Video completion rate and engagement rate were 55 per cent and 35 per cent respectively.

Consideration for RCI was significantly increased overall with a +12 point increase, while purchase intent saw a +21 point increase. RCI’s purchase intent was higher than any of its main competitors in the survey.

Ryanair & Swrve: Localising Real-time Relevance to Increase Customer Loyalty
With over 55 per cent of its digital traffic coming from mobile devices, Ryanair turned to Swrve to improve its connectivity, increase mobile revenue, and elevate customer experiences and satisfaction with the brand.

As part of their ‘Always Getting Better’ campaign, the Ryanair team wanted an effective way to measure their customers’ satisfaction with overall experience, boarding, crew friendliness, service onboard and range of food and drink and more, as well as increase app ratings.

With Swrve, Ryanair created geofence-triggered customer satisfaction campaigns that delivered a simple star-based survey at all destination airports. Doing this enabled them to track customer satisfaction and increase app ratings and reviews.

Ryanair set Swrve up to take information direct from customers’ boarding passes, enabling Swrve to create a geofence around their destination airports. Once this geofence is left, a personalised survey notification is triggered. This notification still pops up even without cellular or roaming access because Swrve caches the entire interaction on the user’s device before departure.

Within three months of deploying the customer satisfaction campaign, over 300,000 passengers took part in the in-app survey. There was a 42 per cent engagement rate with the personalised push notification, with 71 per cent of those users going on to complete the in-pp survey, compared to less than one per cent engagement rates when sent via email.

Starbucks, Factual, Mindshare, & Xaxis: Foot Traffic for Frappuccinos
Starbucks wanted to build aware of its four new Frappuccino flavours across the Philippines while measuring in-store visits in the northern region of the country (Luzon). Starbucks enlisted the help of Mindshare, Xaxis and Factual to successfully reach and engage audiences, with the ultimate goal of getting people in stores.

The team used location data to target users in real-time and based on key personas, through Factual, alongside other third-party data providers. They then leveraged Factual measurement to measure the real-world impact of their digital efforts.

Starbucks ran campaigns across all addressable online media, with mobile playing a crucial role. It worked with Xaxis to combine contextual and interest-based targeting with location-based targeting, and with Factual to build highly-customised geofences around Starbucks outlets, competitors, universities, and office buildings. Factual’s audience product was also used to retarget people who had previously been to Starbucks and competitors’ stores, and to create a custom targeting segment that identified students, working professionals, and foodies. Finally, Factual’s measurement product was used to filter and measure validated footfall traffic at each previously designated location, and DSPs attributed footfall conversions to media exposure.

83,404 people, from 3.4m impressions, were successfully driven to Starbucks locations in the Philippines over the course of the campaign – that’s a store visitation rate of 2.5 per cent. Starbucks also saw 18,505 post-campaign conversions, which were measured seven days after the end of the campaign.

Factual’s audience product generated a cost per visit (CPV) of $0.09, while the proximity product came in with a CPV of $0.14. Overall, the mobile aspect of the campaign drove the highest volume of traffic, with in-app coming out on top with 50 per cent of overall conversions.

Volvo, Mobsta, Mindshare & Finecast – Volvo XC60 Human Innovations Campaign
This campaign aimed to reignite interest in the Volvo XC60, which was starting to fall short of orders, showcasing its award-winning features with video to encourage people to want to experience the car themselves. A key facet of the campaign was to understand the effect it had on driving the target audience into dealerships was the primary KPI.

Volvo partnered with Mobsta to use the company’s location-derived audience data to build a segment of auto-intenders at a post code level. Audiences that had been exposed to a TV ad for the car were also retargeted with display ads, within an optimum 30 mins/5-mile drive time to dealerships.
The overall campaign effect was then measured using Mobsta’s proprietary data and an exposed and control methodology at the device level – the first time this data had been used to buy against and measure a TV campaign. To do so, Mobsta’s data scientists had to devise a new methodology using machine learning to handle the volume of data a highly targeted national TV campaign produces.

Footfall volumes were compared across two time periods: pre-campaign (90 days previous) and post-campaign (from campaign start to 30 days post), using density-based cluster analysis to identify catchment areas and assign impression delivery to each dealership, in order to measure relative exposure to the campaign.

Mobsta was able to report results for each delivered media channel – linear TV and addressable TV – at a regional level and mobile media at a dealership level. This methodology gives Volvo actionable insights for future campaigns, as it has a better understanding of which regions performed best, thus identifying areas requiring greater focus or the need for alternative channels. Overall, the campaign drove an uplift of more than 30 per cent in dealership visits across all channels.

The Effective Mobile Marketing Awards Ceremony takes place in London on 14 November. To book your place at this celebration of the best in mobile marketing, click here.

The post 2019 Awards Preview: Most Effective Location Campaign appeared first on Mobile Marketing Magazine.

Domino’s Pizza & Future Platforms: UK & ROI digital strategy
Future Platforms was named as the sole development partner for Domino’s apps for iOS and Android, assuming the ownership of all elements of both apps from numerous agencies. It set out on the goal of making Domino’s the digital leader in the quick-service delivery market.

The ongoing objective is to reach as many customers as possible by expanding the brand’s presence to as many digital platforms as possible. However, this meant only bringing innovation to the customer, so Domino’s and Future Platforms began applying the same thinking to internal operations.

Starting on the consumer side, the Domino’s apps were different to one another in terms of design, UX, and Functionality. At the same time, neither aligned with the desktop or mobile websites.

Future Platforms set out to align the Domino’s experience across all platforms. It begun by developing a base layer of code to be shared by the two apps. This code then paved the way for expansion to iPad, Windows, Xbox One, and Apple Watch.

On the internal side, Future Platforms established personas to represent different stakeholders in Domino’s including drivers, store managers, area managers, head office/operations, customers, and franchisees. It then created a series of wire flows and user journeys before devising a prototype for a driver’s app and an in-store dashboard. These solutions have since been observed and tested, and rolled out to stores in places like Southampton and Wimbledon.

Since Domino’s started working with Future Platforms in 2012, it has seen its UK & ROI revenue more than double and its digital sales grow to representing 79 per cent of its total sales, jumping massively from the 34.5 per cent in 2011.

More than 16.5m people have downloaded at least one of Domino’s apps in the UK, with mobile orders alone generating over £8.5m a week in sales. The driver’s app and dashboard has rolled out to 700 of Domino’s over 1,100 stores and their more 27,000 drivers. The internal solutions are expected to save Domino’s 6.5m in financial outlay.

Kwiff & Total Media: How Total Media went against the grain to help minnow Kwiff take on the giants
Having immersed themselves in sports and betting culture, as well as analysed conversations on social media and other data, the team at Kwiff and Total Media realised that, alongside the television, mobile was the dominant sports and entertainment device for its core audience of 18 to 34-year-old men. Mobile was at the heart of their social interactions, especially during the lead into games, when bets were discussed.

As a result of their research, the team decided to focus all of its non-TV ad activity exclusively on mobile, and focus on the lead into the game, rather than the game itself. In the hours before matches kicked off, the team dramatically stepped up the brand’s social activity, running dynamic display creative and working with influencers to promote its betting offers.

The campaign saw cost per acquisition fall by over 70 per cent between July 2017 and November 2017. Kwiff over tripled the number of new customers joining per month from under 2,000 a month in April to July 2017 to over 9,000 a month from August 2017 to July 2018. Promoted awareness also grew from 32 per cent to 61 per cent, while value for money grew by 38 per cent.

MyTaxi & Yodel Mobile: App Growth Campaign
MyTaxi wished to focus on the user funnel from impression to rebooking as it continued to expand its reach across cities in the UK. Its objectives were to utilise effective channels for acquisition, populate the app with high-intent users, encourage first time user booking, and increase retention and average re-booking per user.

Yodel incorporated these objectives into three stages of its strategy, starting with increasing impression to install, then increasing install to first time user, and finally increasing first time user re-booking.

The app marketing consultancy used a combination of app store optimisation, push and in-app messaging, and highly targeted and retargeting campaigns.

Unfortunately, any further details are strictly confidential, but the campaign garnered highly positive results for MyTaxi.

The Effective Mobile Marketing Awards Ceremony takes place in London on 14 November. To book your place at this celebration of the best in mobile marketing, click here.

The post 2019 Awards Preview: Most Effective Mobile Marketing Campaign of the Decade appeared first on Mobile Marketing Magazine.