IAB Multicultural Case Study Town Hall

BROUGHT TO YOU BY BRIABE MOBILE

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Agenda

I. IntroductionII. Client AskIII. Target demographicIV. Campaign KPIsV. Briabe’s SolutionVI. Case Study VII. Takeaways

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Briabe Mobile: Mobile-First Solutions For Optimal Success

PERFORMANCEOutperform

Industry

INNOVATION Mobile-Social

Platform

MOBILE PIONEERSince 2005

MULTICULTURAL EXPERTISEInsights AndExperience

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Client Need

The Home Depot and its agency UWG, were looking for innovative ways to leverage mobile and social media to stimulate conversations and drive end user engagement for its flagship “Retool Your School” grant program. Their audience is highly engaged in mobile and Home Depot needed a solution that would reach them where they are.

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Target Audience:African Americans are Ahead of the Technology Curve

73%of African Americans

own smartphone

22%of African Americans

are Twitter users

9hrs 37minsspent on

mobile internet per month

Source: Nielsen Total Audience Report Q42014Pew Research 2014

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Client Goals

Increase participation in flagship grant program

Leverage mobile & social to reach audience

Exceed previous years performance

Continue to gain significant ROI

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The Briabe Solution for UWG & Home Depot

Mobile First Engaging Experiences

Enhanced Social Media Performance

Native Mobile AdvertisingAD

Social Amplification Across Major Platforms

Catalyst, a platform that would allow Home Depot to surpass their campaign KPIs

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Catalyst: A Mobile-First Engagement HubUnify content, social conversations and mobile media strategies

SOCIAL

BRANDED CONTENT ENGAGEMENT WIDGETS

PREMIUM BRANDING Curate relevant

social conversations all in on place

Facilitate social sharing for maximum amplification

Leverage your existing content or we’ll produce it for you, including:• Video• Audio• Images

Create captivating experiences such as:• Sweepstakes• Polls• Trivia• Voting

Own your mobile-social branding through:• 100% share voice• Native ad• Pre-roll

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Home Depot Cause Marketing

The Home Depot and their agency UWG, tapped Briabe Mobile for the 4th year in a row to create a mobile-social experience to stimulate conversation and drive engage for its Flagship Retool Your School Grant Program.

OVERVIEW

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201 Million Earned Impressions, 2300% Amplification

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Tools For Campaign Discovery, Targeting and Success

Ambassador Program: Engaged high-impact users from schools to spread the word.

Influencer Targeting using our SNA (Social Network Analysis) Tool

Dedicated Social Manager: Drive conversations and sharing

Engagement: Leaderboards, voting, never-ending social wall

A Combination of Great Technologies, Smart Strategies, and Dedicated Resources

Mobile-Social Amplification: Catalyst platform designed to drive sharing & earned

Targeted Mobile Media Buy to drive users to the experience

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Influencers we engaged:

The Results: 201 Million Earned Impressions, 2300% Amplification

THANK YOU

Matthew LevineBusiness Development Director (Catalyst)

Matthew.Levine@briabemobile.com

310.694.3283

twitter.com/briabemobile facebook.com/briabemobilewww.briabemobile.com