The document discusses several case studies of mobile advertising campaigns. It describes the objectives, solutions, and results for campaigns run by companies like John Lewis, The Economist, Mini, BBC Top Gear, Hotel Tonight, Priceline, YPlan, Cut the Rope, Pfizer, and Facebook. The solutions involved strategies like targeted placements, premium inventory, geo-fencing, optimization, and multi-variant testing. The results generally exceeded expectations by increasing traffic, sales, leads, downloads, and subscriptions.

1. Mobi l e
Advert i si ng
Case st udi es

2. OBJECTIVE
To drive quality traffic and ultimately sales
through the John Lewis mCommerce site
over the key Christmas and post Christmas
sales period.
SOLUTION
Our central strategy unit and media planning
team worked closely to identify cost effective
and unique strategies to reach potential John
Lewis mobile customers. The campaign
leveraged a combination of targeted network
placements and premium inventory and was
skewed heavily towards WiFi users to ensure
the sales action could be completed with
minimal interruption. Geo-fencing was
utilised within a 500m radius of key John
Lewis stores where potential customers were
targeted with specialised messaging
delivering a significantly high Click Through
Rate (CTR).
RESULTS
The results exceeded expectations with a
marked increase in quality traffic and sales
during this important Christmas period.
JOHN
LEWIS

3. THE
ECONOMIST OBJECTIVE
Drive lead generation and ultimately long-
term subscriptions of the Economist digital
offering in the US and UK across iOS and
Android smartphones and tablets.
SOLUTION
We worked closely with the Economist to
refine and optimize the mobile user journey
and develop an always on mobile acquisition
strategy which delivered on their Cost Per
Subscription (CPS) goals. Sophisticated
tracking was key and ensured media
placement was optimized in real-time
towards actual long-term subscribers.
RESULTS
The long-term partnership has delivered
excellent results for the Economist with CPS
targets achieved and a long-term road map
in place for ongoing mobile subscriptions.

4. MINI OBJECTIVE
To generate a high volume of quality leads,
capturing names, email addresses, contact
numbers and home addresses for a
competition to win a holiday, as part of a
‘Mini Escape’.
SOLUTION
The mobile strategy was aligned with above
the line marketing activity and a large-scale
PR push. We created mobile banners and a
data capture mobile optimised landing page
to go out at the same time as an inserts
campaign that was running in a variety of
magazines and weekend newspapers. The
banners were channel targeted and
optimized across performing networks and
selected automotive premium sites.
RESULTS
Mobile performed far better than any other
channel in the campaign, delivering a large
volume of clean leads at a low CPL whilst
building awareness within the target
audience.

5. Bbc – t op
gear OBJECTIVE
Drive efficient downloads of quality users for
BBC’s latest TopGear iPhone and Android
app. Efficiency was imperative and chart
position was also key.
SOLUTION
The strategy encompassed targeted
performance buys across performing
networks, premium placements and tactical
chart boosting activity. Aggressive Cost Per
Instillation (CPI) deals delivered high volume
of downloads.
RESULTS
The campaign delivered exceptional results.
The CPI strategy delivered efficiency through
targeted downloads. Chart position increased
to within the top 80 on iTunes and moved
into the top 25 within the Google Play store.

6. HOTEL
TONIGHT OBJECTIVE
Hotel Tonight is a leading last minute hotels
booking service. We were tasked with
launching their app for the first time in the UK
iTunes marketplace and to boost their brand
and bookings at key trading periods.
SOLUTION
In order to achieve these goals our
strategists carried out extensive research to
define the optimum spend and media
channels required. Live real-time data was
used to optimize and measure burst and on-
going activity and the associated halo effect
on organic downloads.
RESULTS
The UK iPhone app was at number 4 in the
iTunes Travel chart within the first two days
of the campaign and CPD exceeded
expectations.

7. PRICELINE OBJECTIVE
As one of the largest online travel sites in the
US, Priceline needed to increase their active
users by driving downloads at an aggressive
CPA.
SOLUTION
Understanding the competitiveness in the
travel sector, we effectively tested multiple
thresholds to keep below their competitor
rates while still driving scale. This included
over 50+ performance based networks and
multiple creative optimizations.
RESULTS
We achieved and outperformed client
expectations on not only the volume of
downloads but the quality. We’re now driving
in-app bookings and testing impactful
executions, including Wi-Fi at airports to
reach business travellers, re-targeting and
video.

8. YPLAN OBJECTIVE
To coincide with the launch of their
innovative new London based events
booking App, YPlan needed to hit the iTunes
charts with a bang and generate engaged
users quickly.
SOLUTION
Our central strategy unit and media planning
team defined the optimum spend required to
achieve top rankings in the highly competitive
iTunes Lifestyle category. We carefully
crafted a campaign to achieve their goal of a
top 5 position, with the aim to generate
organic downloads of engaged London
users.
RESULTS
Exceptional results were achieved with YPlan
reaching the Top 3 positioning for their
category, a massive feat for a London only
app.

9. CUT THE
ROPE OBJECTIVE
Drive profitable downloads of the freemium
Cut the Rope App. The focus needed to be
on efficiency of the life-time value of acquired
users as well as improving the app’s overall
Apple Store ranking within the gaming
category (Target #50 – #70).
SOLUTION
We carried out extensive research to define
the optimum spend required to achieve top
rankings through complex modelling of app
store positions. Live real-time data was used
to optimize and measure burst, on-going
activity and the associated halo effect.
RESULTS
We achieved objectives and the campaign
was a phenomenal success with rankings
from the initial burst maintained for a full
week and the on-going halo effect delivering
high value users.

10. PFIZER -
STABLEMATE OBJECTIVE
We built and launch the Pfizer StableMate
iPhone app for horse owners. The key
objective was to find and reach the highly
niche audience on mobile and generate
downloads and active users.
SOLUTION
Our coms planning department carried out a
huge amount of analysis to determine where
this niche audience was on mobile and
developed a highly targeted strategy.
Creative messaging enabled us to tap into
the demographic.
RESULTS
All the research and planning paid off and we
were able to target the right audience,
generate downloads and and ultimately long-
term users.

11. Facebook Case
st udy

12. Chal l enge
1.Facebook campaigns offer infinite targeting
combinations – age, demo, creative etc.
2.How do we interpret results correctly and optimise
towards the true success path?
SOLUTIONs
•Multi-variant analysis - clearly identify which factors
work.
•Chi squared significance testing - ensures we are
only looking at results with a high confidence level.
RESULTS
•The best performing segment delivered a conversion
rate of more than double.
•Drove high ROI.
zoopl a f acebook
opt i mi sat i on

13. i l l ust rat i on
CHAID tree shows splits in data – follow the arrow from average conversion of 0.168% to
segment 53 with conversion rate of 0.413%. This segment is based on: keywords 1/3/5, age
46+, copy 2/3 and image 2/7.
zoopl a f acebook
opt i mi sat i on

14. Ri ch medi a

15. Expandable Rich Media unit to
promote Audible’s ‘A-List’
Collection – The concept allows
users to actually LISTEN to a
collection of audio books read by
popular Hollywood actors.
audi bl e: hol ywood

16. The Ad Unit begins as an animated banner, which
then expands as a full page Rich Media take over,
upon tap.
The introduction animation then begins to roll before
showcasing the Hollywood actors, and the books that
they are ‘performing’
audi bl e: hol ywood

17. The user can then listen to a short audio
extract from each book, by tapping on
any of the actors.
The audio automatically begins to play, and can be paused at
anytime during playback. Users can also swipe left or right to
listen to any of the other performances as well as download the
Audible App
audi bl e: hol ywood

18. Interstitial Rich Media units aimed
to promote the latest title from
acclaimed author Dan Brown,
entitled ‘Inferno’.
audi bl e: dan brown reveal

19. The Unit with the individual elements fading
in, before the user is prompted to ‘reveal’ the
next Dan Brown title, by ripping the
parchment across the screen via a swiping
action.
The two segments then animate up &
down to unveil the Inferno book cover
audi bl e: dan brown reveal

20. Users then have the opportunity to listen
to a short audio extract of the new Dan
Brown title, as well as download the
Audible App.
audi bl e: dan brown reveal

21. Interstitial Rich Media units aimed
to promote the latest title from
acclaimed author Dan Brown,
entitled ‘Inferno’.
audi bl e: dan brown uncover

22. In a separate Rich Media unit; the user is
prompted once again to ‘uncover’ the
next Dan Brown title, this time by wiping
away a layer of ‘dust’ from the screen.
After swiping away a certain amount of
the ‘dust’, the user can then proceed to
listen to an extract from the audiobook.
audi bl e: dan brown uncover

23. 26% of iPhones in the UK have
cracked screens. Our expandable
Rich Media unit leverages this
insight to provide context to their
proposition and encourage users
to take out short-term finance.
wonga

24. The Ad Unit begins as an animated
banner, which then expands as a full
page Rich Media take over, upon tap.
The introduction animation then begins to
roll, which gives the impression of the
football from the banner smashing into
the screen.
wonga

25. With the effect of a ‘cracked’ screen over-
layed over the web site the user is viewing;
some copy fades in to encourage people to
click through and apply.
wonga

26. i nnovat i on | creat i ve |
i nt egrat i on

28. We set out to launch a pre-paid card with a difference (contactless
payment, online top-ups and mobile phone linking).
Not content with a traditional DM pack, we brought the new O2 Money
Card benefits to life using Aurasma, an augmented reality app. A simple,
visual way of demonstrating how money is changing.
Engagement levels were unprecedented for O2 DM: an 83% Aurasma
video view rate, with 15% of these customers clicking through from the
video.
Launchi ng o2 money card

32. Perf ormance
creat i ve

34. CHALLENGE
1.Devise a creative and creative testing strategy for launch.
2.Quickly identify the best performing creative, allow for on-going refreshment
of messaging.
SOLUTION
•Devise minimum cell sizes to deliver statistically significant results.
•Select four candidate creatives and run against each other – twice for
robustness.
•Select best performing two and run against each other once more.
•Select best single creative and then introduce challenger.
•Run each test twice for robustness. Constantly introduce challenger messages
to avoid wear-out.
RESULT
•Best performing creative fell to third challenger –
•On-going programme of testing to keep fresh messaging in the market.
creat i ve t est i ng
met hodol ogyTESTING & TARGETING ON A GLOBAL SCALE

35. Example testing matrix – 9 iterations
Significance testing to establish volume required for 95%
confidence.
creat i ve t est i ng
met hodol ogyTESTING & TARGETING ON A GLOBAL SCALE

36. Get i n t ouch t oday
Thomas. bi eni as@mcsaat chi mobi l e. com
LONDON | NEWyork | Los Angel es | Sydney |
Johannesburg | Cape Town