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Mobile Photography for Brands - A Case Study
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 forBrands A Case Study Michoel Ogince Director, Platform & Product Strategy michoelo@bigfuel.com @Twabbi
- 2. Digidayâs Mobile InnovationCamp BIG FUEL FROM CONTENT TO COMMERCETM 2
- 3. WARNING... I love numbers! Digidayâs MobileInnovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 3
- 4. MOBILE AND APPSHAVE EATEN THE WORLD! THE FACTS 350M vs 1.7B 70% 30% Digidayâs Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 4
- 5. PHOTOS PER DAY BYSOCIAL NETWORK 400m Digidayâs Mobile Innovation Camp 350m 400m 55m BIG FUEL FROM CONTENT TO COMMERCETM 5
- 6. SOCIAL NETWORKS ARE MOBILENETWORKS âąFacebook 78% of US users are mobile âąTwiî er 60% of US users are mobile âąPinterest web declining, mobile climbing âą65% of global brands actively use Instagram Digidayâs Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 6
- 7. SO WHERE DOESYOUR BRAND NEED TO BE? Digidayâs Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 7
- 8. MOBILE ADVERTISING SPACE ANOVERVIEW Paid Owned Earned Consumer -toConsumer Mobile DSPâs Push NotiïŹcations Geo-location Gaming Digidayâs Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 8
- 9. NATIVE ADVERTISING WHAT ISIT? mimic content enticing relevant authentic blur Native Advertising fully integrated camouïŹaged visual format opted-in Digidayâs Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 9
- 10. NATIVE ADVERTISING CURRENT STATEON MOBILE Digidayâs Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 10
- 11. NATIVE ADVERTISING CURRENT STATEON MOBILE Digidayâs Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 11
- 12. NATIVE ADVERTISING CURRENT STATEON MOBILE Digidayâs Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 12
- 13. CASE STUDY Digidayâs MobileInnovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 13
- 14. DISNEY JUNIOR: PIRATESAND PRINCESS BACKGROUND Disney Junior partnered with Aviary to design an engaging mobile marketing solution for two of their most popular summer cartoons. Digidayâs Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 14
- 15. CAMPAIGN GOALS 1.Boost showawareness among key demographic 2.Generate positive brand sentiment 3.Leverage the mobile-photo creative opp 4.Determine ROI on UGC Digidayâs Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 15
- 16. USER WORKFLOW Step 1:Launch App Digidayâs Mobile Innovation Camp Step 2: Select Photo Step 3: Choose Tool BIG FUEL FROM CONTENT TO COMMERCETM 16
- 17. USER WORKFLOW Step 4:Select âEffectsâ Digidayâs Mobile Innovation Camp Step 5: Install âEffectsâ Step 6: Create BIG FUEL FROM CONTENT TO COMMERCETM 17
- 18. USER WORKFLOW Step 7:Select âFramesâ Digidayâs Mobile Innovation Camp Step 8: Install Frames Step 9: Create BIG FUEL FROM CONTENT TO COMMERCETM 18
- 19. USER WORKFLOW Step 10:Select âStickersâ Digidayâs Mobile Innovation Camp Step 11: Install Stickers Step 12: Create BIG FUEL FROM CONTENT TO COMMERCETM 19
- 20. YOUR NEXT STARTUP STICKERS! $100M DigidayâsMobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 20
- 21. USER WORKFLOW Step 13:Share Digidayâs Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 21
- 22. CAMPAIGN PERFORMANCE TOTAL CAMPAIGNAUDIENCE SIZE: 15M EXPOSURE CLICKS INSTALLS 216,778,360 15,128,499 6,878,745 CONVERSION RATE AVERAGE ENGAGEMENT TIME ENGAGEMENTS 69,208,213 Digidayâs Mobile Innovation Camp 45.8% 80 seconds BIG FUEL FROM CONTENT TO COMMERCETM 22
- 23. AND THE BESTPART.... Digidayâs Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 23
- 24. A FEW THINGSTO TAKE HOME 1.Customer ïŹrst strategy 2.Natively leverage existing audience 3.Social strategy w/o mobile strategy is not a strategy Digidayâs Mobile Innovation Camp BIG FUEL FROM CONTENT TO COMMERCETM 24
- 25. Thank You! Michoel Ogince Director,Platform & Product Strategy michoelo@bigfuel.com @Twabbi