Mobile Photography for Brands
A Case Study

Michoel Ogince
Director, Platform & Product Strategy
michoelo@bigfuel.com
@Twa...
Digiday’s Mobile Innovation Camp

BIG FUEL FROM CONTENT TO COMMERCETM

2
WARNING...

I love
numbers!

Digiday’s Mobile Innovation Camp

BIG FUEL FROM CONTENT TO COMMERCETM

3
MOBILE AND APPS HAVE EATEN THE WORLD!
THE FACTS

350M vs 1.7B
70%
30%
Digiday’s Mobile Innovation Camp

BIG FUEL FROM CONT...
PHOTOS PER DAY
BY SOCIAL NETWORK

400m

Digiday’s Mobile Innovation Camp

350m

400m

55m

BIG FUEL FROM CONTENT TO COMMER...
SOCIAL NETWORKS
ARE MOBILE NETWORKS

•Facebook 78% of US users are mobile
•Twier 60% of US users are mobile
•Pinterest we...
SO WHERE DOES YOUR BRAND NEED TO BE?

Digiday’s Mobile Innovation Camp

BIG FUEL FROM CONTENT TO COMMERCETM

7
MOBILE ADVERTISING SPACE
AN OVERVIEW

Paid

Owned

Earned

Consumer
-toConsumer

Mobile
DSP’s

Push
Notifications

Geo-loca...
NATIVE ADVERTISING
WHAT IS IT?

mimic
content
enticing

relevant
authentic
blur

Native Advertising

fully integrated

cam...
NATIVE ADVERTISING
CURRENT STATE ON MOBILE

Digiday’s Mobile Innovation Camp

BIG FUEL FROM CONTENT TO COMMERCETM

10
NATIVE ADVERTISING
CURRENT STATE ON MOBILE

Digiday’s Mobile Innovation Camp

BIG FUEL FROM CONTENT TO COMMERCETM

11
NATIVE ADVERTISING
CURRENT STATE ON MOBILE

Digiday’s Mobile Innovation Camp

BIG FUEL FROM CONTENT TO COMMERCETM

12
CASE STUDY

Digiday’s Mobile Innovation Camp

BIG FUEL FROM CONTENT TO COMMERCETM

13
DISNEY JUNIOR: PIRATES AND PRINCESS
BACKGROUND

Disney Junior partnered with Aviary to
design an engaging mobile marketing...
CAMPAIGN GOALS

1.Boost show awareness among key demographic
2.Generate positive brand sentiment
3.Leverage the mobile-pho...
USER WORKFLOW

Step 1: Launch App

Digiday’s Mobile Innovation Camp

Step 2: Select Photo

Step 3: Choose Tool

BIG FUEL F...
USER WORKFLOW

Step 4: Select “Effects”

Digiday’s Mobile Innovation Camp

Step 5: Install “Effects”

Step 6: Create

BIG ...
USER WORKFLOW

Step 7: Select “Frames”

Digiday’s Mobile Innovation Camp

Step 8: Install Frames

Step 9: Create

BIG FUEL...
USER WORKFLOW

Step 10: Select “Stickers”

Digiday’s Mobile Innovation Camp

Step 11: Install Stickers

Step 12: Create

B...
YOUR NEXT STARTUP
STICKERS!

$100M
Digiday’s Mobile Innovation Camp

BIG FUEL FROM CONTENT TO COMMERCETM

20
USER WORKFLOW

Step 13: Share
Digiday’s Mobile Innovation Camp

BIG FUEL FROM CONTENT TO COMMERCETM

21
CAMPAIGN PERFORMANCE
TOTAL CAMPAIGN AUDIENCE SIZE: 15M

EXPOSURE

CLICKS

INSTALLS

216,778,360

15,128,499

6,878,745

CO...
AND THE BEST PART....

Digiday’s Mobile Innovation Camp

BIG FUEL FROM CONTENT TO COMMERCETM

23
A FEW THINGS TO TAKE HOME

1.Customer first strategy
2.Natively leverage existing audience
3.Social strategy w/o mobile str...
Thank You!
Michoel Ogince
Director, Platform & Product Strategy
michoelo@bigfuel.com
@Twabbi
Upcoming SlideShare
Loading in...5
×

Mobile Photography for Brands - A Case Study

409

Published on

Mobile Photography for Brands - A Case Study

Presented at Digiday's Mobile Innovation Camp, Bonita Springs, FL November '13.

Published in: Marketing, Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
409
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
7
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Mobile Photography for Brands - A Case Study

  1. 1. Mobile Photography for Brands A Case Study Michoel Ogince Director, Platform & Product Strategy michoelo@bigfuel.com @Twabbi
  2. 2. Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 2
  3. 3. WARNING... I love numbers! Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 3
  4. 4. MOBILE AND APPS HAVE EATEN THE WORLD! THE FACTS 350M vs 1.7B 70% 30% Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 4
  5. 5. PHOTOS PER DAY BY SOCIAL NETWORK 400m Digiday’s Mobile Innovation Camp 350m 400m 55m BIG FUEL FROM CONTENT TO COMMERCETM 5
  6. 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 BIG FUEL FROM CONTENT TO COMMERCETM 6
  7. 7. SO WHERE DOES YOUR BRAND NEED TO BE? Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 7
  8. 8. MOBILE ADVERTISING SPACE AN OVERVIEW Paid Owned Earned Consumer -toConsumer Mobile DSP’s Push Notifications Geo-location Gaming Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 8
  9. 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 BIG FUEL FROM CONTENT TO COMMERCETM 9
  10. 10. NATIVE ADVERTISING CURRENT STATE ON MOBILE Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 10
  11. 11. NATIVE ADVERTISING CURRENT STATE ON MOBILE Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 11
  12. 12. NATIVE ADVERTISING CURRENT STATE ON MOBILE Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 12
  13. 13. CASE STUDY Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 13
  14. 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 BIG FUEL FROM CONTENT TO COMMERCETM 14
  15. 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 BIG FUEL FROM CONTENT TO COMMERCETM 15
  16. 16. USER WORKFLOW Step 1: Launch App Digiday’s Mobile Innovation Camp Step 2: Select Photo Step 3: Choose Tool BIG FUEL FROM CONTENT TO COMMERCETM 16
  17. 17. USER WORKFLOW Step 4: Select “Effects” Digiday’s Mobile Innovation Camp Step 5: Install “Effects” Step 6: Create BIG FUEL FROM CONTENT TO COMMERCETM 17
  18. 18. USER WORKFLOW Step 7: Select “Frames” Digiday’s Mobile Innovation Camp Step 8: Install Frames Step 9: Create BIG FUEL FROM CONTENT TO COMMERCETM 18
  19. 19. USER WORKFLOW Step 10: Select “Stickers” Digiday’s Mobile Innovation Camp Step 11: Install Stickers Step 12: Create BIG FUEL FROM CONTENT TO COMMERCETM 19
  20. 20. YOUR NEXT STARTUP STICKERS! $100M Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 20
  21. 21. USER WORKFLOW Step 13: Share Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 21
  22. 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 45.8% 80 seconds BIG FUEL FROM CONTENT TO COMMERCETM 22
  23. 23. AND THE BEST PART.... Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 23
  24. 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 BIG FUEL FROM CONTENT TO COMMERCETM 24
  25. 25. Thank You! Michoel Ogince Director, Platform & Product Strategy michoelo@bigfuel.com @Twabbi
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×