mobile photography for brands - a case study
DESCRIPTION
Mobile Photography for Brands - A Case Study Presented at Digiday's Mobile Innovation Camp, Bonita Springs, FL November '13.TRANSCRIPT
Mobile Photography for Brands
A Case Study
Michoel Ogince
Director, Platform & Product Strategy
@Twabbi
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 2
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 3
WARNING...
I love
numbers!
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 4
MOBILE AND APPS HAVE EATEN THE WORLD! THE FACTS
350M vs 1.7B
70%
30%
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 5
PHOTOS PER DAYBY SOCIAL NETWORK
400m 350m 400m 55m
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 6
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
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 7
SO WHERE DOES YOUR BRAND NEED TO BE?
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 8
MOBILE ADVERTISING SPACEAN OVERVIEW
Paid Owned Earned
Mobile
DSP’s
Push
NotificationsGeo-location Gaming
Consumer
-to-
Consumer
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 9
NATIVE ADVERTISINGWHAT IS IT?
Native Advertising
visual formatfully integrated
authentic blur
camouflaged
relevantmimic
content
enticing
opted-in
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 10
NATIVE ADVERTISINGCURRENT STATE ON MOBILE
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 11
NATIVE ADVERTISINGCURRENT STATE ON MOBILE
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 12
NATIVE ADVERTISINGCURRENT STATE ON MOBILE
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 13
CASE STUDY
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 14
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.
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 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
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 16
USER WORKFLOW
Step 1: Launch App Step 2: Select Photo Step 3: Choose Tool
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 17
USER WORKFLOW
Step 4: Select “Effects” Step 5: Install “Effects” Step 6: Create
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 18
USER WORKFLOW
Step 7: Select “Frames” Step 8: Install Frames Step 9: Create
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 19
USER WORKFLOW
Step 10: Select “Stickers” Step 11: Install Stickers Step 12: Create
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 20
YOUR NEXT STARTUP
$100M
STICKERS!
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 21
USER WORKFLOW
Step 13: Share
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 22
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
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 23
AND THE BEST PART....
BIG FUEL FROM CONTENT TO COMMERCETMDigiday’s Mobile Innovation Camp 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
Thank You!
Michoel Ogince
Director, Platform & Product Strategy
@Twabbi