Mobile Photography for Brands - A Case Study
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The document discusses mobile photography for brands and presents a case study of a mobile marketing campaign by Disney Junior. It highlights how mobile and apps have become dominant, with social networks also being primarily mobile. A campaign by Disney Junior and Aviary aimed to promote two cartoons through a photo app that allowed users to add effects, frames and stickers. The app drove significant exposure, engagement and installs. The case study demonstrated how a native mobile experience leveraging a brand's audience can be an effective marketing strategy.
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Mobile Photography for Brands - A Case Study
- 1. Mobile Photography for Brands A Case Study Michoel Ogince Director, Platform & Product Strategy michoelo@bigfuel.com @Twabbi
- 2. Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 2
- 3. WARNING... I love numbers! Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 3
- 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. PHOTOS PER DAY BY SOCIAL NETWORK 400m Digiday’s Mobile Innovation Camp 350m 400m 55m BIG FUEL FROM CONTENT TO COMMERCETM 5
- 6. SOCIAL NETWORKS ARE MOBILE NETWORKS •Facebook 78% of US users are mobile •Twier 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. SO WHERE DOES YOUR BRAND NEED TO BE? Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 7
- 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. 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. NATIVE ADVERTISING CURRENT STATE ON MOBILE Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 10
- 11. NATIVE ADVERTISING CURRENT STATE ON MOBILE Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 11
- 12. NATIVE ADVERTISING CURRENT STATE ON MOBILE Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 12
- 13. CASE STUDY Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 13
- 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. 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. 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. 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. 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. 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. YOUR NEXT STARTUP STICKERS! $100M Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 20
- 21. USER WORKFLOW Step 13: Share Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 21
- 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. AND THE BEST PART.... Digiday’s Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 23
- 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. Thank You! Michoel Ogince Director, Platform & Product Strategy michoelo@bigfuel.com @Twabbi