Tag Archives: mobile campaign

Conair Mobile Campaign Earns 800K Completed Video Views

Conair mobile videoMobile video – coupled with digital rewards – yielded impressive results in Conair’s recent mobile campaign.  While many brands are still looking for the right way to delve into mobile, the hair styling appliance brand earned 800,000 views by offering consumers an incentive to view a mobile video ad.

Looking to increase the brand’s presence on mobile, as well as raising brand awareness and purchase consideration, Conair worked with Tapjoy to promote a video showing how to use Conair’s Spin Air Brush.  Consumers chose to click on the ad, and then earned two credits for watching the video.  Viewers also received an additional credit for liking the brand on Facebook and for following Conair on Twitter.

The campaign saw 800,000 video views over seven weeks; according to Mobile Marketer, the “most receptive respondents” were frequent category users and high-income earners.  Competitive product users were also more likely to purchase Conair products based on viewing the ads.

The most interesting results came from a comparison between the mobile campaign and a control group that saw the same creative on TV.  The mobile ads produced 5.7% higher ad awareness, 7.6% higher brand favorability and nearly 10% higher purchase intent.

Compared to the overall mobile audience, consumers who viewed the mobile video also showed higher brand awareness (by 19.1%), brand favorability (5.6%) and purchase intent (7.3%).

Do consumers mind this kind of marketing? Peter Dille, chief marketing officer at Tapjoy, explains “They are playing their game, see the offer, are interested in Conair’s product, they watch it and now they get rewarded with points in the game they are playing and all of a sudden they feel a whole lot better about the brand that brought them the experience that they like so much.”

The campaign puts consumers “in control” of their mobile advertising experience; Dille says, “Here you are actually opting into the ad because you are interested in seeing it.” So the campaign is effective for consumers – they see only what they choose – and it provides efficient marketing for the brand; Conair only pays for completed video views.

SmartWool Mobile Campaign Sees 1,313% Rise in Daily Likes

SmartWool uses Facebook for mobile, social holiday campaignOutdoor clothing retailer SmartWool recently found success in mobile and social marketing by allowing fans to tell their stories as part of a holiday campaign. For the second year in a row, SmartWool ran their ‘Share the Joy’ campaign: fans pick Facebook friends that might appreciate SmartWool gifts, and if those friends are chosen, the original fan receives a SmartWool gift as well.  The 2012 holiday campaign saw not only an impressive jump in entries, but also a huge increase in mobile and desktop daily likes.

SmartWool “doesn’t advertise much,” according to Molly Cuffe, SmartWool’s senior manager of global brand communication, since the brand has a word-of-mouth referral rate of 96%.  Cuffe told AllFacebook that the goal of this holiday campaign was to “encourage its already pleased fans to spread the message about SmartWool’s products”  – in this case using mobile and social media.

While the brand’s loyal, dedicated fanbase is largely composed of the ‘outdoors type,’ they bring their phones with them on adventures.  As Cuffe says, “We are thinking mobile first because our consumers are on the go.”

The results of the campaign speak for themselves:

  • SmartWool’s mobile daily likes grew 1,313%
  • desktop daily likes rose 113%
  • SmartWool saw a 67% jump in entries year-over-year
  • 75% of traffic came from mobile during the campaign

The impact of mobile was impressive, but Cuffe also emphasized that it didn’t detract from desktop engagement on Facebook.  The ‘People Talking About This’ metric rose 330% during the 2012 Share The Joy campaign, and that same metric is now 25% higher than it was before the campaign launched.

Strip To Your SmartWool Facebook CampaignSmartWool is all about giving their engaged fan base “a platform they want to use.” On Facebook, fans are encouraged to send in photos that the company will occasionally post. The brand has also allowed fans to engage in their own content curation through two apps on the Friend2Friend platform: Fanalog (fans create catalogs of SmartWool products they want and have a a chance to win them) and Strip to Your SmartWool (fans enter photos of themselves wearing nothing but SmartWool).  These efforts, according to Cuffe, help “grow brand recognition and loyalty.”

How is your brand using mobile – and social – to directly engage fans?

Kellogg’s “It’s Morning Somewhere” Campaign Gets 40,000 QR Scans

Kellogg‘s campaign for Crunchy Nut cereal, launched with the theme “It’s morning somewhere,” has a strong digital component that includes banner ads, homepage takeovers, and online video. The mobile campaign uses QR codes – printed on cereal boxes – that can be scanned by a smartphone (an SMS code is also provided) and connects to a mobile site hosting 13 videos. Different videos run depending on the time of day a consumer connects, and the videos show breakfast time in another country.

ClickZ says the campaign – which is directed toward single men and also includes a traditional website and videos hosted on YouTube – has received mixed reviews, but here are some of the numbers (as of last week):

  • 40,000 QR scans
  • 6,000 texts to the mobile site
  • the scans and texts resulted in 38,000 videos played
  • and 50,000 pageviews
  • a Facebook page with over 7,500 likes

ClickZ quotes Yuvraj Arora, Senior Marketing Director at the Kellogg Company: “The use of QR codes/SMS technology on packaging gave us an opportunity to connect with our consumer and bring the unique personality of the brand to life, beyond what could normally be accomplished with the product packaging alone.”

Kellogg plans to offer more rewards-based content through the QR codes, including voting on new flavors and other rewards for participation.

The ‘It’s Morning Somewhere’ campaign also included TV, print, public relations and in-store marketing.  It was launched in January with a giant cuckoo-clock in Hollywood, featuring live actors performing interactive skits each hour, showing where in the world it was time for breakfast.