Mobile Creativity – Getting it right · Source: Millward Brown Mobile Brand Lift Insights Norms,...
Transcript of Mobile Creativity – Getting it right · Source: Millward Brown Mobile Brand Lift Insights Norms,...
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An Analysis of Winning Mobile Campaigns.
Mobile Creativity – Getting it right
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Source: Millward Brown AdReaction 2014 Roughly how long did you spend yesterday…watching television (not online) / Using the Internet on a laptop or PC/ on a smartphone/ on a tablet?
Fundamentally changing the media landscape
Daily Screen Share (%) Minutes
27% 52%
21%MOBILE TVCOMPUTER
TOTAL MINS:
373Global
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Source: Millward Brown MarketNorms for Online, last 3 years through Q1/2015, N=2,565 campaigns, n=2,664,258 respondents; Mobile Brand Lift Insights Norms, last 3 years through Q1/2015; Overall Mobile N=624 campaigns, n= 655,875 respondents. Delta (Δ)=Exposed-Control
We know mobile ads work!
Per
cent
Impa
cted
: D
elta
(Δ)
MOBILE ONLINEAided Brand Awareness
Brand Favorability
Purchase Intent
Ad Awareness
Message Association
+4
+10
+7
+2
+3
+2
+3
+3
+1
+1
3
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Source: Millward Brown Mobile Brand Lift Insights Norms, last 3 years through Q1/2015 Overall Mobile N=623 campaigns, n=636,154 respondents. Delta (Δ)=Exposed-Control. Best 20%, Average 100%, Worst 20%
But creativity is key - just because it is mobile doesn’t mean you will succeed
Per
cent
Impa
cted
: D
elta
(Δ)
Aided Brand Awareness
Brand Favorability
Purchase Intent
Mobile Ad Awareness
Message Association
Mobile Best Performers Overall Mobile Performers Mobile Worst Performers
+18
+30
+24
+14 +15
+4
+10+7
+3 +3
-6-3
-5-6 -7
4
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Source: Millward Brown Mobile Brand Lift Insights Norms, last 3 years through Q1/2015 Overall Mobile N=623 campaigns, n=636,154 respondents. Delta (Δ)=Exposed-Control. Best 20%, Average 100%, Worst 20%
Every sector has potential but CPG outperforms most categories at awareness
Per
cent
Impa
cted
: D
elta
(Δ)
Aided Brand Awareness
Brand Favorability
Purchase Intent
Mobile Ad Awareness
Message Association
CPG Best Performers Auto Best Performers Finance Best Performers
+20
+40
+27
+16 +17
+12
+32
+23
+12 +14+13
+27
+22
+9
+13
5
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Best Practices: What differentiates a Smarties winner?F i n d i n g s f r o m E M E A 2 0 1 5
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Have a clear end goal in mind
2 out of 3 Gold winning campaigns were aimed at driving Brand Equity, e.g. building brand image or deepen customer engagement.
42
46
65GOAL BRAND EQUITY (NET) (%)WINNERSGOLD
FINALISTS
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Especially Gold winning campaigns were built on deep insight, with many seeking to improve the human condition.
A purpose-driven strategy rooted in a human need is differentiating
21
27
42STRATEGY ADDRESS HUMAN NEED / EMOTION (%)WINNERSGOLD
FINALISTS
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Social philanthropy, with mobile enablement, serves a social good while bolstering positive brand associations
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Turkcell and R/GA London “HealthMetre” Turkey
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Interactivity with two-way conversations between audience and brand was essential
Winning campaigns were both more likely to be interactive and social.
8
32
19
47
26
65EXECUTION INTERACTIVE (%)
WINNERS
GOLD
FINALISTS
EXECUTION SOCIAL (%)
WINNERS
GOLD
FINALISTS
10
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Interaction for deeper engagement with brands
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Unilever / Rexona and Mindshare Turkey / Wanda / Mobilike “Who Does More?” Turkey
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Creative viral potential matters: Earned media was an indicator of success
Winning and especially Gold winning campaigns were most likely to achieve earned media, especially WOM/buzz and social sharing
23
33
55RESULTS EARNED MEDIA (NET) (%)
WINNERSGOLD
FINALISTS
12
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Strong campaigns embrace the inherent impatience that mobile brings – that anything is attainable, now
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Heineken and R/GA London “Heineken @WhereNext” UK
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Winners had stronger cross-channel support
80% of campaigns had mobile in the centre, but winning campaigns more frequently used multiple channels to support the mobile campaign – and relied less on mobile only. !Winning campaigns were more likely to use Social, Outdoor and Print.
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Bes
t Pra
ctic
esMMA Smarties has shown that great EMEA mobile campaigns:
Set clear goals with brand at the heart of the campaign01
Facilitate social philanthropy02
Embrace interactivity and two way communication03
Use social to super-charge interactivity and co-creation04
Gratify in real-time05
Integrate mobile with other channels0616
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An Analysis of Winning Mobile Campaigns.
Mobile Creativity – Getting it right