Mobile Case Study - Weston Bakeries

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Case Study presented at CMA Mobile event

Case Study presented at CMA Mobile event

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  • WHAT WE DO; BSTREET Communications is a SmartIdeas company. Most brands will tell you to be effective they need a Big Idea – something out of the box, BSTREET believes what they really need is a Smart Idea
  • We have extensive experience and long term relationships with global brands in Canada, US and UK markets Campaignable ideas and activation strategies that have been adopted globally

Transcript

  • 1. Gadoua MultiGo & Wonder+ Invisibles Product Launches Mobile Case Study: Never been seen before results!
  • 2. SmartIdeas TM BSTREET is a marketing communications agency dedicated to creating for your brand.
  • 3.  
  • 4. The Challenge
    • Gadoua & Wonder were looking to enter into Quebec’s and English Canada’s healthy white bread segment to compete with POMs Smart Multi-Grain, offering a never seen before soft white format that was made with 14 whole grains.
    • BSTREET was asked for an integrated campaign that would provide a strong and compelling reason for trial, build awareness of the brand’s unique benefits and gain strong trade and sales support through display activation.
  • 5. The SmartIdea™
    • ‘ Never Seen Before’ was the BSTREET platform that projected the innovative nature of the 14 grain format milled into a smooth textured bread
    • The simple image of a magnifying glass exposing the soft and white texture that consumers love, with the goodness of 14 grains their families need, was key to all communication vehicles.
    • To connect with consumers in the digital space, BSTREET leveraged Gadoua’s long-standing relationship with Club des Petits Dejeuner and Wonder+’s relatioship with the breakfast club of Canada as the perfect platform to engage consumers to join our efforts to raise money for a very worthy cause – providing nutritious breakfasts for children across the province.
  • 6. Planning the right digital marketing mix to amplify retail
  • 7. MultiGO Execution
  • 8. Wonder+ Invisibles Execution
  • 9. CAMPAIGN SUMMARY
    • Putting it all together
  • 10. The Results
    • After 8 weeks Multi-GO took the #1 spot as Quebec’s #1 selling bread
    • Wonder+ Invisibles also off to a great start (ranking not yet available)
    • The mobile media campaign performed above industry norms (and 5x online average)
      • MultiGo Was the best performing campaign in Quebec during our campaign period on the Weather Network
      • Wonder+ Invisibles was among the best performing campaigns of all time on Yahoo mobile
  • 11. IN SUMMARY: MOBILE OUTPERFORMED ALL OTHER DIGITAL CHANNELS
  • 12. 4 key takeaways
    • Like online media, mobile media ads perform best when there is a call to action
    • Having an actual mobile website (vs a larger version of the Ad or a redirect to the online site) ensures relevance and better user experience which leads to better brand engagement
    • Highly cost effective to build a mobile website vs. a mobile application – especially if you are looking to build across multiple platforms – and easier to drive to mobile web than mobile App for media
    • Mobile doesn’t replace anything in your digital marketing mix – but it’s an excellent complimentary channel that is getting great measurable results
  • 13. About Me
    • Follow me here:
    • twitter.com/phryl
    • burningthebacon.com
    • linkedin.com/in/phryl
    • Copy of today’s case study can be found here :
    • slideshare.net/phryl
    • Phil Barrett (.mobi)
    • VP Digital & Mobile
    • CMA Digital Council
    • Mobile Evangelist
    • 360 Marketer
    • BSTREET Communications
    • Toronto & London, UK ‏