AN ANALYSIS OF WINNING MOBILE CAMPAIGNS€¦ · Data source: Statistics of submitted cases for MMA...
Transcript of AN ANALYSIS OF WINNING MOBILE CAMPAIGNS€¦ · Data source: Statistics of submitted cases for MMA...
AN ANALYSIS OF
WINNING MOBILE
CAMPAIGNS
2015 SMARTIES™
CHINA
Minutes:
China
479
Global
417 439
Asia-Pacific
TV Smartphone Laptop Tablet
OVERALL SCREEN
TIME IS HIGHER
FOR CHINA
Device Key:
Data source: Millward Brown AdReaction 2014 (based on survey of 16-44 year old multiscreen users)
Global Average: 113 (27%)
Global Average: 108 (26%)
Global Average: 50 (12%)
Global Average: 147 (35%)
89 Minutes
(19%)
170 Minutes
(35%)
161 Minutes
(34%)
59 Minutes
(12%)
Of the 479 minutes spent across devices, 47% of the time was spent on mobile devices. This highlights the importance of mobile marketing in China.
WHAT DID WE
OBSERVE FROM THE
2015 SMARTIES
AWARD ENTRIES?
The 2015 Smarties entries showed a shift in goal from improving brand awareness to improving brand reputation. There was also a greater use of mobile apps, gaming and social media in interacting with consumers.
Data source: Statistics of submitted cases for MMA Smarties Awards 2014 and 2015
Item 2015 2014
Goal Improve / enhance brand image 51% 24%
Implementation Plan
Interactive experience-based 57% 48%
Mobile app-based 65% 46%
Gaming-based 17% 9%
Social media-based 43% 17%
Results
Increase consumer engagement with advertising 30% 5%
Increase online/offline traffic 66% 23%
Compared to last year, the entries in 2015 were geared toward strengthening consumer involvement and increasing online and offline traffic.
2015 SMARTIES
AWARDS ENTRIES
BY CATEGORY &
INDUSTRY
Data source: Statistics of submitted cases for MMA Smarties Awards 2014 and 2015
(Total number of entries: 272)
57 53
7 6
20
29
15 14 17
26
10
18
0
10
20
30
40
50
60
A B C D E F G H I J K L
A through L denote the following awards: A: Brand Awareness; B: Interactive Marketing; C: Customer Relationship Management; D: Social Impact; E: Cross Media Integration; F: Cross Mobile Integration; G: Mobile App Website; H: Mobile Social Media; I: Mobile Technology Innovation; J: Advertising Form Innovation; K: Mobile Commerce Innovation; L: O2O Innovation
39%
14% 3% 3% 3%
4% 2%
10%
7%
1% 4%
3% 7%
FMCG Auto
Healthcare App
Finance & Insurance eCommerce
Luxury Apparel
Mobile Digital Computers Communication
Catering Electrical Appliances
Other
2015 SMARTIES
FINALISTS &
WINNERS BY
INDUSTRY
Data source: Statistics of submitted cases for MMA Smarties Awards 2014 and 2015
(Number of Winners: 30)
42%
11% 4% 2%
3%
11%
8%
8%
1% 10%
44%
7% 3% 3%
20%
3%
10%
10%
FMCG Auto App Finance & Insurance Luxury Apparel Mobile Digital Computers Catering Electrical Appliances Other
(Number of shortlisted entries: 72)
SO WHAT
DIFFERENTIATES
A WINNER IN
CHINA?
1.
SET WELL -
DEFINED GOALS
SET WELL-
DEFINED GOALS
2014 2015
Increase Sales 30% 25%
Improve Brand Awareness 57% 39%
THERE IS AN INCREASE IN NUMBER OF ENTRIES WHICH SET MORE CONCRETE GOALS SUCH AS “INCREASE SALES” AND “IMPROVE BRAND AWARENESS”.
Setting a well-defined goal is the foundation of a successful marketing campaign.
SET WELL-
DEFINED GOALS
Besides having well-defined goals, it is also important to have a clear strategy for the campaign.
70% OF WINNERS
HAD SET WELL-
DEFINED
STRATEGY TO
ACHIEVE GOALS
SET WELL-
DEFINED GOALS AMONG THE WINNERS
WITH WELL DEFINED
GOALS, 90% HAD CLEAR
ACTION PLANS AND 40%
HAD IDENTIFIED SPECIFIC
TARGET AUDIENCES
SET WELL-
DEFINED GOALS
Some clearly defined goals include:
“IMPROVE CORE
BRAND VALUE AND
IDENTITY IN
SECOND- AND
THIRD-TIER CITIES
THROUGH
INNOVATIVE DIGITAL
COMMUNICATIONS”
“INCREASE USERS’
UNDERSTANDING OF
BRAND CONCEPT AND
BUILD BRAND IMAGE
THROUGH INTERACTIVE
GAMING”
2.
APPLY MULTI-
CHANNEL
INTEGRATION
INNOVATIVELY
APPLY MULTI-
CHANNEL
INTEGRATION
INNOVATIVELY
In the 2015 digital & media predictions report, Millward Brown foresees changes in the media landscape:
MULTI-SCREEN
MARKETING
COMBINING TV,
LAPTOP,
SMARTPHONE AND
TABLETS WILL BE
UNIFIED
SOCIAL MEDIA AND
MOBILE WILL HAVE
GREATER
COLLABORATION
APPLY MULTI-
CHANNEL
INTEGRATION
INNOVATIVELY
The predictions were reflected in the winning entries this year with 77% of the winners used multi-channel marketing versus 67% in 2014.
Multi-channel integration is helpful for brand building.
Display (n-1,120) Video & Display (n=137) Video (n=180)
1.4
3.0
1.4 1.3
0.7
3.3
5.4
4.2
2.8
1.7
0.9
3.3
0.7
1.5
1.0
0
1
2
3
4
5
6
Aided Brand Awareness
Ad Awareness
Message Association
Brand Favourability
Purchase Intent
AMONG THE
WINNERS, 90%
LEVERAGED SOCIAL
MEDIA IN THEIR
CAMPAIGNS, AS
COMPARED TO 65%
IN 2014
APPLY MULTI-
CHANNEL
INTEGRATION
INNOVATIVELY
In addition, this year’s winners leveraged the unique characteristics of mobile for a more precise and targeted marketing.
APPLY MULTI-
CHANNEL
INTEGRATION
INNOVATIVELY
AMONG THE 90% WINNERS
WHO HAD INTEGRATED
SOCIAL MEDIA IN THEIR
CAMPAIGNS, MORE THAN
50% USED SOCIAL MEDIA
TO ENCOURAGE SOCIAL
SHARING AND CREATE
BUZZ
47% OF THE
WINNERS USED
SMARTPHONE-
SPECIFIC
TECHNOLOGIES IN
THEIR
CAMPAIGNS
APPLY MULTI-
CHANNEL
INTEGRATION
INNOVATIVELY
NEARLY 30% OF THE
WINNERS INCLUDED
INNOVATIVE
MOBILE GAMING IN
THEIR CAMPAIGNS
TO HEIGHTEN
CONSUMER
ENGAGEMENT
APPLY MULTI-
CHANNEL
INTEGRATION
INNOVATIVELY
3.
ENGAGE
CONSUMERS
ACTIVELY AND
EFFECTIVELY
ENGAGE
CONSUMERS
ACTIVELY &
EFFECIVELY
As compared to the traditional media channels, the biggest strength of mobile lies in its ability to interact with the target audience at a more personal level.
Data source: Statistics of submitted cases for MMA Smarties Awards 2014 and 2015
Brand + Consumer
Brand > Consumer
RELAXED ACTIVE ENGAGED
Goal-Oriented (self) Content generation (sharing)
BORED
Outdoor
Metro
Subway
TV
Cinema
Radio
Magazine
Newspaper
Digital TV
Web Display
Tablet
Mobile
Social Network
Contest
Search
Blogs
Community
OFF
LIN
E ON
LINE
ENGAGE
CONSUMERS
ACTIVELY &
EFFECIVELY
47% OF THE WINNERS HAD
SUCCESSFULLY INTEGRATED
COMMUNICATIONS, SOCIAL
MEDIA & OFFLINE
EXPERIENCE TO ENGAGE
CONSUMERS
THREE THINGS TO
REMEMBER ABOUT
MOBILE
MARKETING
SET WELL - DEFINED GOALS
APPLY MULTI-CHANNEL INTEGRATION INNOVATIVELY
ENGAGE CONSUMERS ACTIVELY & EFFECTIVELY
AN ANALYSIS OF
WINNING MOBILE
CAMPAIGNS
2015 SMARTIES™
CHINA