1. Mobile Photography for Brands
A Case Study
Michoel Ogince
Director, Platform & Product Strategy
michoelo@bigfuel.com
@Twabbi

2. Digiday’s Mobile Innovation Camp
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3. WARNING...
I love
numbers!
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4. MOBILE AND APPS HAVE EATEN THE WORLD!
THE FACTS
350M vs 1.7B
70%
30%
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5. PHOTOS PER DAY
BY SOCIAL NETWORK
400m
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350m
400m
55m
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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
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7. SO WHERE DOES YOUR BRAND NEED TO BE?
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8. MOBILE ADVERTISING SPACE
AN OVERVIEW
Paid
Owned
Earned
Consumer
-toConsumer
Mobile
DSP’s
Push
Notifications
Geo-location
Gaming
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9. NATIVE ADVERTISING
WHAT IS IT?
mimic
content
enticing
relevant
authentic
blur
Native Advertising
fully integrated
camouflaged
visual format
opted-in
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10. NATIVE ADVERTISING
CURRENT STATE ON MOBILE
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11. NATIVE ADVERTISING
CURRENT STATE ON MOBILE
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12. NATIVE ADVERTISING
CURRENT STATE ON MOBILE
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13. CASE STUDY
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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.
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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
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16. USER WORKFLOW
Step 1: Launch App
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Step 2: Select Photo
Step 3: Choose Tool
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17. USER WORKFLOW
Step 4: Select “Effects”
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Step 5: Install “Effects”
Step 6: Create
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18. USER WORKFLOW
Step 7: Select “Frames”
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Step 8: Install Frames
Step 9: Create
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19. USER WORKFLOW
Step 10: Select “Stickers”
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Step 11: Install Stickers
Step 12: Create
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20. YOUR NEXT STARTUP
STICKERS!
$100M
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21. USER WORKFLOW
Step 13: Share
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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
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45.8%
80 seconds
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23. AND THE BEST PART....
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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
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25. Thank You!
Michoel Ogince
Director, Platform & Product Strategy
michoelo@bigfuel.com
@Twabbi