North Face video ads
The North Face used its first ever mobile ad campaign to raise brand awareness among males aged 18-34 in Germany and Italy.
Working with Millennial Media it used a full-screen interactive video placed in apps that indexed highly among the target audience.
The goal of the campaign was to achieve completed views, but users were given the option to skip the video after 7.5 seconds.
On completion of the video, four buttons offered a more comprehensive experience, with the option to click through to local market websites or the global Facebook page. There was also an option to replay the video.
The campaign achieved more than 319,000 completed views in Germany and 114,000 in Italy. This led to engagement rate with local North Face sites of 9.5% in Germany and 8.5% in Italy.
The video itself also proved to be popular, as a third (33%) of German viewers replayed it for a second time, as did 19% of those in Italy.
Nokia Lumia 1020
To promote the launch of the Windows Phone Nokia Lumia 1020 in Germany, Microsoft created an interactive ad that allowed people to test out the phone’s camera function.
It targeted 18-35 year olds with interests in technology and design by selecting specific publishers across sports, tech, gaming, entertainment, fashion, design, and other creative industries.
The campaign was also targeted at people using competitor devices.
After clicking on the banner ad a photo was displayed on a Nokia Lumia that consumers were able to interact with to experience its high-resolution zoom.
Users could then click through to a mobile optimised landing page and get more information on the product.
The ads achieved an engagement rate of 3.23% and 8.63% of people who engaged with the ad clicked through to the site.
Capital Radio
London’s Capital FM radio station set out to boost downloads of its iPhone app as part of a plan to increase listenership while also helping to better define its cost per customer acquisition.
It used geotargeting to access more than 1m iOS users in the UK on the AdMob ad network.
A secondary goal was to achieve a high ranking in the App Store, so on the final day it massively increased ad spend while also optimising the ad placements using real-time analytics.
As a result of the campaign:
- Capital FM’s app ranking in the UK App Store rose from number 10 to number five in the music category.
- It achieved a CTR of 1.35% on average during the four-week campaign.
- Conversion rates (clicks resulting in app downloads) were 8% on average
- More than 24,000 users visited Capital’s app download page in the App Store.
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