case study: brands using mobile photography
DESCRIPTION
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.TRANSCRIPT
Mobile Photography for Brands
A Case Study
Michoel Ogince
Director, Platform & Product Strategy
@Twabbi
Thursday, November 21, 13
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 2
Thursday, November 21, 13
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 3
BIG FUEL SOCIAL LABS
Internal DatabaseSource New Vendors
Proprietary Scoring System
Client-Agency Discussion
Product Functionality
Client Business Challenge/Goals
Product Features
Vendor Selection
Thursday, November 21, 13
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WARNING...
I love
numbers!
Thursday, November 21, 13
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MOBILE AND APPS HAVE EATEN THE WORLD! THE FACTS
350M vs 1.7B
70%
30%
Thursday, November 21, 13
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PHOTOS PER DAYBY SOCIAL NETWORK
400m 350m 400m 55m
Thursday, November 21, 13
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SOCIAL NETWORKSARE 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
Thursday, November 21, 13
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SO WHERE DOES YOUR BRAND NEED TO BE?
Thursday, November 21, 13
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MOBILE ADVERTISING SPACEAN OVERVIEW
Paid Owned Earned
Mobile
DSP’s
Push
NotificationsGeo-location Gaming
Consumer
-to-
Consumer
Thursday, November 21, 13
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NATIVE ADVERTISINGWHAT IS IT?
Native Advertising
visual formatfully integrated
authentic blur
camouflaged
relevantmimic content
enticing
opted-in
Thursday, November 21, 13
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NATIVE ADVERTISINGCURRENT STATE ON MOBILE
Thursday, November 21, 13
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NATIVE ADVERTISINGCURRENT STATE ON MOBILE
Thursday, November 21, 13
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 13
NATIVE ADVERTISINGCURRENT STATE ON MOBILE
Thursday, November 21, 13
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CASE STUDY
Thursday, November 21, 13
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DISNEY JUNIOR: PIRATES AND PRINCESSBACKGROUND
Disney Junior partnered with Aviary to design an engaging
mobile marketing solution for two of their most popular
summer cartoons.
Thursday, November 21, 13
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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
Thursday, November 21, 13
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USER WORKFLOW
Step 1: Launch App Step 2: Select Photo Step 3: Choose Tool
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USER WORKFLOW
Step 4: Select “Effects” Step 5: Install “Effects” Step 6: Create
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USER WORKFLOW
Step 7: Select “Frames” Step 8: Install Frames Step 9: Create
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USER WORKFLOW
Step 10: Select “Stickers” Step 11: Install Stickers Step 12: Create
Thursday, November 21, 13
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YOUR NEXT STARTUP
$100M
STICKERS!
Thursday, November 21, 13
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USER WORKFLOW
Step 13: Share
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CAMPAIGN PERFORMANCETOTAL CAMPAIGN AUDIENCE SIZE: 15M
EXPOSURE
216,778,360
CLICKS
15,128,499
INSTALLS
6,878,745
ENGAGEMENTS
69,208,213
CONVERSION RATE
45.8%
AVERAGE
ENGAGEMENT TIME
80 seconds
Thursday, November 21, 13
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AND THE BEST PART....
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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
Thursday, November 21, 13
Thank You!
Michoel Ogince
Director, Platform & Product Strategy
@Twabbi
Thursday, November 21, 13