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.
Computer 10: Lesson 10 - Online Crimes and Hazards
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
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
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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
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6. PHOTOS PER DAY
BY SOCIAL NETWORK
400m
Digiday’s Mobile Innovation Camp
Thursday, November 21, 13
350m
400m
55m
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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
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8. SO WHERE DOES YOUR BRAND NEED TO BE?
Digiday’s Mobile Innovation Camp
Thursday, November 21, 13
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9. MOBILE ADVERTISING SPACE
AN OVERVIEW
Paid
Mobile
DSP’s
Digiday’s Mobile Innovation Camp
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Owned
Push
Notifications
Earned
Geo-location
Consumer
-toConsumer
Gaming
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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
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11. NATIVE ADVERTISING
CURRENT STATE ON MOBILE
Digiday’s Mobile Innovation Camp
Thursday, November 21, 13
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12. NATIVE ADVERTISING
CURRENT STATE ON MOBILE
Digiday’s Mobile Innovation Camp
Thursday, November 21, 13
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13. NATIVE ADVERTISING
CURRENT STATE ON MOBILE
Digiday’s Mobile Innovation Camp
Thursday, November 21, 13
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14. CASE STUDY
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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
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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
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17. USER WORKFLOW
Step 1: Launch App
Digiday’s Mobile Innovation Camp
Thursday, November 21, 13
Step 2: Select Photo
Step 3: Choose Tool
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18. USER WORKFLOW
Step 4: Select “Effects”
Digiday’s Mobile Innovation Camp
Thursday, November 21, 13
Step 5: Install “Effects”
Step 6: Create
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19. USER WORKFLOW
Step 7: Select “Frames”
Digiday’s Mobile Innovation Camp
Thursday, November 21, 13
Step 8: Install Frames
Step 9: Create
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20. USER WORKFLOW
Step 10: Select “Stickers”
Digiday’s Mobile Innovation Camp
Thursday, November 21, 13
Step 11: Install Stickers
Step 12: Create
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22. USER WORKFLOW
Step 13: Share
Digiday’s Mobile Innovation Camp
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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
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45.8%
80 seconds
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24. AND THE BEST PART....
Digiday’s Mobile Innovation Camp
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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
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