Post on 22-Jun-2015
description
Mobile Photography for Brands
A Case Study
Michoel Ogince
Director, Platform & Product Strategy
michoelo@bigfuel.com
@Twabbi
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WARNING...
I love
numbers!
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MOBILE AND APPS HAVE EATEN THE WORLD! THE FACTS
350M vs 1.7B
70%
30%
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PHOTOS PER DAYBY SOCIAL NETWORK
400m 350m 400m 55m
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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
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SO WHERE DOES YOUR BRAND NEED TO BE?
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MOBILE ADVERTISING SPACEAN OVERVIEW
Paid Owned Earned
Mobile
DSP’s
Push
NotificationsGeo-location Gaming
Consumer
-to-
Consumer
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NATIVE ADVERTISINGWHAT IS IT?
Native Advertising
visual formatfully integrated
authentic blur
camouflaged
relevantmimic
content
enticing
opted-in
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NATIVE ADVERTISINGCURRENT STATE ON MOBILE
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NATIVE ADVERTISINGCURRENT STATE ON MOBILE
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NATIVE ADVERTISINGCURRENT STATE ON MOBILE
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CASE STUDY
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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.
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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
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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
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YOUR NEXT STARTUP
$100M
STICKERS!
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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
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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
Thank You!
Michoel Ogince
Director, Platform & Product Strategy
michoelo@bigfuel.com
@Twabbi