Jumptap Biscuit Holes Case Study
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Jumptap Biscuit Holes Case Study

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Jumptap Biscuit Holes Case Study Jumptap Biscuit Holes Case Study Presentation Transcript

  • Panel List : Cathy Kellner-Diaz, Mendelsohn Zien/Hardee’s Michael Ahearn, iLoop Mobile Paran Johar, Jumptap Joy Liuzzo, InsightExpress HARDEE’S BISCUIT HOLES CASE STUDY Mobile In The Mix
        • Comprehensive mobile campaign designed to be integrated with television and online campaign for Hardee’s
    • PLAYERS:
        • Mendelsohn Zien – Provided campaign strategy
        • iLoopMobile – Built interactive mobile site
        • Jumptap – Placed targeted mobile media
        • InsightExpress – Conducted campaign effectiveness research
    Biscuit Holes Mobile Program
        • Hardee’s is famous for their made-from-scratch biscuits
        • Biscuit Holes are an innovative product derived from the biscuit dough to form a sweet breakfast snack
        • TV/Online goal – To explain to consumers what Biscuit Holes are
    What are Hardee’s Biscuit Holes?
        • Seamless integration with TV, online, in-store
        • Create another opportunity to get consumers involved in the Name Our Holes program
        • Increase awareness of Hardee’s Biscuit Holes
    Name Our Holes–Mobile Campaign Goals
        • Concept with existing campaign strategy & URL
        • Adapt website to WAP site to ensure optimal user experience
        • Develop on accelerated timeline
    iLoop Mobile Parameters
  • Full Integrated Mobile Site
        • Consumer Benefits:
        • Firsthand involvement with the brand
        • Submit original names
        • Send a mobile greeting card
        • Tell a friend feature
        • Learn about product
        • View commercials
        • Locate a store
      • Brand Benefits:
      • Grow brand awareness through new channel
      • Optimize data capture
      • Enable opportunity for future contact with consumer
      • Drive traffic to store
      • Locate a store
  • Premium Targeted Mobile Placements
      • Media placements on premium publishers and carriers including Mocospace, The Score Mobile, Weatherbug and Boost Mobile
      • Target Males 18-34, Hardee’s core young hungry guy user group
      • Geo-target to Hardee’s locations & focus on key markets
  • Display Media Results
      • 1,221,076 impressions served
      • 15,247 clicks
      • 1.25% avg. CTR on sites
      • 2.71% avg. CTR on Boost carrier
      • Overall CTR dramatically higher than 0.01% avg. online CTR
  • Mobile Site Results
      • Over 8 week campaign:
      • 11,325 visits
      • 6,754 unique visitors
      • 21,086 page views
      • 828 product names submitted
      • 407 SMS alert opt-ins
      • 143 Mobile Greetings sent
  • Research Results
      • Overall, the campaign’s message resonated with the mobile audience
      • Message Association increased 7 percentage points
      • Within the target audience of Males 18-49, Aided Awareness increased 9 percentage points
      • Landing page attracted engaged consumers and educated them on the Hardee’s campaign message
      • Campaign motivated 18-24 year olds to become more aware and want to purchase product
  • Research Results
    • Respondents who visited the landing page (Engaged) show significant increases in all brand metrics: Unaided and Aided Brand Awareness, Mobile Ad Awareness, Message Association and Purchase Intent
  • Learnings
    • What worked:
      • Consider mobile upfront in your campaign – mobile is here to stay!
      • Choose the best partners who are knowledgeable, thorough, able to work as a team
      • Create a well-integrated program that provides a good user experience
      • Program should be simple to understand and invite participation
      • Select media strategically because you could have a great message that doesn’t reach consumers
    • What we would do differently:
      • Shorten the length of media to optimize the message
      • Include a coupon or other traffic driver to award participants
      • Continue to engage the consumers from collected SMS data