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Mobile Photography for Brands
A Case Study

Michoel Ogince
Director, Platform & Product Strategy
michoelo@bigfuel.com
@Twabbi

Thursday, November 21, 13
Digiday’s Mobile Innovation Camp

Thursday, November 21, 13

BIG FUEL FROM CONTENT TO COMMERCETM

2
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
WARNING...

I love
numbers!

Digiday’s Mobile Innovation Camp

Thursday, November 21, 13

BIG FUEL FROM CONTENT TO COMMERCETM

4
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
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
SOCIAL NETWORKS
ARE MOBILE NETWORKS

• Facebook 78% of US users are mobile
• Twier 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
SO WHERE DOES YOUR BRAND NEED TO BE?

Digiday’s Mobile Innovation Camp

Thursday, November 21, 13

BIG FUEL FROM CONTENT TO COMMERCETM

8
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
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
NATIVE ADVERTISING
CURRENT STATE ON MOBILE

Digiday’s Mobile Innovation Camp

Thursday, November 21, 13

BIG FUEL FROM CONTENT TO COMMERCETM

11
NATIVE ADVERTISING
CURRENT STATE ON MOBILE

Digiday’s Mobile Innovation Camp

Thursday, November 21, 13

BIG FUEL FROM CONTENT TO COMMERCETM

12
NATIVE ADVERTISING
CURRENT STATE ON MOBILE

Digiday’s Mobile Innovation Camp

Thursday, November 21, 13

BIG FUEL FROM CONTENT TO COMMERCETM

13
CASE STUDY

Digiday’s Mobile Innovation Camp

Thursday, November 21, 13

BIG FUEL FROM CONTENT TO COMMERCETM

14
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
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
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
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
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
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
YOUR NEXT STARTUP
STICKERS!

$100M
Digiday’s Mobile Innovation Camp

Thursday, November 21, 13

BIG FUEL FROM CONTENT TO COMMERCETM

21
USER WORKFLOW

Step 13: Share

Digiday’s Mobile Innovation Camp

Thursday, November 21, 13

BIG FUEL FROM CONTENT TO COMMERCETM

22
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
AND THE BEST PART....

Digiday’s Mobile Innovation Camp

Thursday, November 21, 13

BIG FUEL FROM CONTENT TO COMMERCETM

24
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
Thank You!
Michoel Ogince
Director, Platform & Product Strategy
michoelo@bigfuel.com
@Twabbi

Thursday, November 21, 13

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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 • Twier 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