Jumptap Biscuit Holes Case Study
-
Upload
jumptap-inc -
Category
Business
-
view
1.945 -
download
0
description
Transcript of Jumptap Biscuit Holes Case Study
![Page 1: Jumptap Biscuit Holes Case Study](https://reader033.fdocuments.us/reader033/viewer/2022061120/546c7c2eaf79592c498b5a5e/html5/thumbnails/1.jpg)
HARDEE’S BISCUIT HOLES CASE
STUDYMobile In The Mix
Panel List :Cathy Kellner-Diaz, Mendelsohn Zien/Hardee’sMichael Ahearn, iLoop MobileParan Johar, JumptapJoy Liuzzo, InsightExpress
![Page 2: Jumptap Biscuit Holes Case Study](https://reader033.fdocuments.us/reader033/viewer/2022061120/546c7c2eaf79592c498b5a5e/html5/thumbnails/2.jpg)
Comprehensive mobile campaign designed to be integrated with television and online campaign for Hardee’s
PLAYERS:Mendelsohn Zien – Provided campaign strategyiLoopMobile – Built interactive mobile siteJumptap – Placed targeted mobile mediaInsightExpress – Conducted campaign effectiveness research
Biscuit Holes Mobile Program
![Page 3: Jumptap Biscuit Holes Case Study](https://reader033.fdocuments.us/reader033/viewer/2022061120/546c7c2eaf79592c498b5a5e/html5/thumbnails/3.jpg)
Hardee’s is famous for their made-from-scratch biscuitsBiscuit Holes are an innovative product derived from the biscuit dough to form a sweet breakfast snack TV/Online goal – To explain to consumers what Biscuit Holes are
What are Hardee’s Biscuit Holes?
QuickTime™ and a decompressor
are needed to see this picture.
![Page 4: Jumptap Biscuit Holes Case Study](https://reader033.fdocuments.us/reader033/viewer/2022061120/546c7c2eaf79592c498b5a5e/html5/thumbnails/4.jpg)
Seamless integration with TV, online, in-storeCreate another opportunity to get consumers involved in the Name Our Holes programIncrease awareness of Hardee’s Biscuit Holes
Name Our Holes–Mobile Campaign Goals
![Page 5: Jumptap Biscuit Holes Case Study](https://reader033.fdocuments.us/reader033/viewer/2022061120/546c7c2eaf79592c498b5a5e/html5/thumbnails/5.jpg)
Concept with existing campaign strategy & URLAdapt website to WAP site to ensure optimal user experienceDevelop on accelerated timeline
iLoop Mobile Parameters
![Page 6: Jumptap Biscuit Holes Case Study](https://reader033.fdocuments.us/reader033/viewer/2022061120/546c7c2eaf79592c498b5a5e/html5/thumbnails/6.jpg)
Full Integrated Mobile SiteConsumer Benefits:
Firsthand involvement with the brandSubmit original names Send a mobile greeting cardTell a friend featureLearn about productView commercialsLocate a store
Brand Benefits:Grow brand awareness through new channelOptimize data captureEnable opportunity for future contact with consumerDrive traffic to storeLocate a store
![Page 7: Jumptap Biscuit Holes Case Study](https://reader033.fdocuments.us/reader033/viewer/2022061120/546c7c2eaf79592c498b5a5e/html5/thumbnails/7.jpg)
Premium Targeted Mobile Placements Media placements on premium publishers and carriers including Mocospace, The Score Mobile, Weatherbug and Boost MobileTarget Males 18-34, Hardee’s core young hungry guy user groupGeo-target to Hardee’s locations & focus on key markets
![Page 8: Jumptap Biscuit Holes Case Study](https://reader033.fdocuments.us/reader033/viewer/2022061120/546c7c2eaf79592c498b5a5e/html5/thumbnails/8.jpg)
Display Media Results1,221,076 impressions served15,247 clicks1.25% avg. CTR on sites2.71% avg. CTR on Boost carrierOverall CTR dramatically higher than 0.01% avg. online CTR
![Page 9: Jumptap Biscuit Holes Case Study](https://reader033.fdocuments.us/reader033/viewer/2022061120/546c7c2eaf79592c498b5a5e/html5/thumbnails/9.jpg)
Mobile Site ResultsOver 8 week campaign:
11,325 visits6,754 unique visitors21,086 page views828 product names submitted407 SMS alert opt-ins143 Mobile Greetings sent
![Page 10: Jumptap Biscuit Holes Case Study](https://reader033.fdocuments.us/reader033/viewer/2022061120/546c7c2eaf79592c498b5a5e/html5/thumbnails/10.jpg)
Research ResultsOverall, the campaign’s message resonated with the mobile audienceMessage Association increased 7 percentage pointsWithin the target audience of Males 18-49, Aided Awareness increased 9 percentage pointsLanding page attracted engaged consumers and educated them on the Hardee’s campaign messageCampaign motivated 18-24 year olds to become more aware and want to purchase product
![Page 11: Jumptap Biscuit Holes Case Study](https://reader033.fdocuments.us/reader033/viewer/2022061120/546c7c2eaf79592c498b5a5e/html5/thumbnails/11.jpg)
Research Results Respondents who visited the landing page (Engaged) show significant increases in all brand metrics: Unaided and Aided Brand Awareness, Mobile Ad Awareness, Message Association and Purchase Intent
![Page 12: Jumptap Biscuit Holes Case Study](https://reader033.fdocuments.us/reader033/viewer/2022061120/546c7c2eaf79592c498b5a5e/html5/thumbnails/12.jpg)
LearningsWhat worked:
Consider mobile upfront in your campaign – mobile is here to stay! Choose the best partners who are knowledgeable, thorough, able to work as a teamCreate a well-integrated program that provides a good user experience Program should be simple to understand and invite participationSelect media strategically because you could have a great message that doesn’t reach consumers
What we would do differently:Shorten the length of media to optimize the messageInclude a coupon or other traffic driver to award participantsContinue to engage the consumers from collected SMS data