Post on 07-Jun-2020
transcript
CHARLOTTE RUSSE sees 25X higher redemp8on with MMS “Scratch & Win”
RETAIL: MMS YIELDS 25X HIGHER REDEPTION
Strategy
Using mGage’s MMS pla0orm, Charlo6e Russe gamified the tradi<onal “scratch & win” concept and offered their users a chance to text in and score one of two discount offers, which were distributed based on pre-‐determined percentages. The FAB offers were promoted throughout in-‐store signage, online and exis<ng mobile database subscribers.
Results • 36% database growth in one weekend • 4x in-‐store traffic vs. email & other digital tac<cs • Lowest valued offer = 60% redemp8on rate • Highest value offer = 99% redemp8on rate • Saw 25X the amount of traffic with SMS/MMS vs. social
Strategy
• Kohl’s and Converse partnered with mGage to create a User Generated Content Sweepstakes in order to grow brand loyalty.
• The sweepstakes used a call to ac<on asking customers to text in the keyword SHOWUS with a picture of their favorite Converse moment to the short code 51515. Winners received a trip to the Aus<n City Limits Fes<val.
Results • Received thousands of UGC submissions via MMS • 20X more submissions via MMS than email • Kohl’s grew their mobile database by more than 5K • Deepened customer loyalty conver<ng fans into mobile
subscribers for future messaging engagement
RETAIL: DRIVE ENGAGEMENT WITH UGC KOHL’S & CONVERSE build brand loyalty with User Generated Content campaign
RETAIL: OMNI-‐CHANNEL ACQUISTION
Strategy • Acquisi<on Strategy: In-‐Store signage, events, web/mobile opt-‐in • Event tune-‐in reminders, athlete alerts (ie. Triple Crown Surfing) • Genre-‐interest based messaging • One-‐off campaigns with social cross-‐promo<on • Features used:
– Database segmenta<on • www.vans.com/mobile
– Web opt-‐in page is hosted by mGage – Real-‐<me alerts for events – Internal employee communica<on
Results • Grew database 300% in less than 3 months
mGage helped Vans develop an omni-‐channel acquisi8on strategy
VANS is a US based lifestyle shoe and apparel brand and is ac<ve in the ac<on sports industry and sponsors skateboard, surf, snow, BMX, and Moto X teams.
RETAIL: DRIVE IN-‐AISLE SALES Albertson’s engages shoppers in aisle and drives
purchase of seasonal grocery items with MMS!
Strategy
• Promote recipes in 1,200 stores via text call to ac<on
on hanging signage
• Shoppers received an MMS text and link to the
recipe on the respec<ve store's website with
shopping list and step-‐by-‐step how-‐to video
Results with Outspoken
• Client very impressed with ini<al results and planning
more frequent use of SMS & MMS in 2015, including
loyalty, contests etc.
mGage helped QUAKER drive in-‐store traffic & increase sales with MMS Marke8ng.
RETAIL: DRIVE TRAFFIC & INCREASE SALES
Quaker partnered with Safeway and mGage to create an interac<ve 5 week in-‐store marke<ng campaign that helped the brand stand out amongst compe<tors.
Strategy
• Consumers were prompted to text-‐in to join the campaign, and then reply with a picture of a receipt with Quaker products + Milk while in-‐store for a chance to win a $100 grocery gim card.
• Quaker promoted the campaign through various channels including Safeway’s eScrip loyalty card program, newsle6ers, and online/mobile banner ads.
Results
• MMS helped Quaker reach 95% of handsets.
• The campaign drove highest mobile engagement for Quaker to date.
• The campaign opt-‐out rate was <8%, 3x lower than the industry average.
• Each par<cipant purchased two Quaker products + Milk, which resulted in over 10% increase in sales for the promo8on
RETAIL: DESKTOP TO MOBILE DRIVES SALES
Strategy • To encourage one-‐to-‐one sharing from desktop to mobile, mGage created a “Send to Mobile” bu6on, which was embedded on website product pages
• The “Send To Mobile” bu6on takes a product image and corresponding text descrip<on from the webpage and sends it as an MMS text message to your mobile device
Results • Charlo6e Russe sends over 3,000 “Send to Mobile” texts EVERY week!
• Send-‐to-‐mobile has been shown to shorten the sales cycle as shoppers are able to share content easily and quickly via text with their friends and crowdsource their decision in “real-‐<me!”
mGage developed a desktop to mobile func8on to help CHARLOTTE RUSSE customers share content
RETAIL: CONTENT MARKETING DRIVES SALES mGage helped Mahel build a COPPA compliant messaging plaiorm to communicate with kids and create affinity, interest and intent to purchase Ever Ajer High dolls from Mahel
Strategy • mGage created an under 13 COPPA compliant flow to allow
children under the age of 13 to join with parental consent (all automated via our pla0orm)
• Acquisi<on Strategy: In-‐store Jus<ce stores na<onwide, in catalog, online, and social
• Sent an MMS to reveal each new doll/character, as well as announcements such as when dolls were available in store
• Sent teaser trailers of their popular web series (many videos have over 1M views!) exclusively to the mobile database
Results • Kept their database engaged through interac<ve MMS blasts,
such as text-‐to-‐vote, riddles from the characters • Average 30% engagement!!!
RETAIL: CONTENT MARKETING DRIVES SALES Age Verifica8on Product Promo8on Short Form Video
Kids under 13 could provide a parent’s email address to gain permission to join the campaign
Ma6el promoted links to their microsite to learn more about the
characters (and purchase)
Ma6el drove to their YouTube channel to watch webisodes featuring the EAH characters
QSR: LOCATION BASED OFFERS DRIVES SALES
With over 2200 loca<ons, Jack in the Box needed a be6er way to target local customers, promote dayparts and drive them in-‐store
Strategy • To build targeted lists, each loca<on was assigned a dedicated keyword
and consumers were asked to text in their zipcode to receive a free taco • Targeted MMS blasts, segmented by DMA were sent with pictures of
delicious menu items just prior to key meal <mes in each <me zone e.g. at 11A blasts were sent to target the lunch crowd
Results • Opt-‐out rate less than 12%, under half the industry average • Data base has grown over 2,000% since switching from SMS to MMS • 3-‐5x coupon redemp8on over email depending on offer
mGage helped JACK IN THE BOX develop a 8me and loca8on based database to target customers with relevant messages and drive in-‐store
AUTOMOTIVE: CONSUMER ENGAGEMENT
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Strategy: Encouraged consumers to sign up via text to receive fun animated GIFs through the following media channels: • fiatusa.com • FIAT USA Twi6er & FB • FIAT Events (test drives, concerts) • FIAT email newsle6er
Results • Built a substan<al database and increased awareness for the Fiat brand, while giving local dealerships poten<al leads for follow up
Branding campaign to increase awareness of Fiat and build a database for future remarke8ng
Goal: Build excitement and drive traffic into stores for the VICTORIA’S SECRET PINK Date Party on 1/24 which will include a DJ, free giveaways, etc. Solu8on: MMS Delivery + Professional Services Campaign: Opt-‐in mobile messaging campaign Details: Message reminders and coupon offer for free lingerie sent via MMS images and GIFS in lead up to and day of the event to drive in-‐store Results • +10k opt-‐ins in a ma6er of hours • 15K opt-‐ins just over 24 hours with >1% Opt-‐out • Tens of thousands of opt-‐ins in 10 days • 7.6% opt-‐out rate amer campaign ended
RETAIL: DRIVE TRAFFIC & INCREASE SALES
Where was this promoted? What was the customer experience?
At POS
On Display
TEXT TO DOWNLOAD: APP CAMPAIGNS MMS Text To Download Campaigns Text To Download Campaign (Web & Outdoor)
Text messaging is an omni-‐channel solu<on that can promote offline to mobile engagement and downloads for your app from ANY adver<sing medium. Leverage the power of mul<-‐media messaging (MMS) and the ability to send pictures or videos, plus up to 5,000 characters of text to create a stronger emo<onal connec<on and compelling reason to download your app. Consider hos<ng a text to win contest or offering a free in-‐game bonus/code to drive installs.
TEXT-‐TO-‐WIN CAMPAIGNS • Create text to win contests and promote through exis<ng media channels (tv, radio, online, social, email and
affiliate) • Drive transac<ons by using proof of purchase such as tex<ng receipt as form of entry • Reward entry, generate goodwill and drive sponsor engagement/sales by sending a bounce back offer such as
coupon, video, recipe etc. • Build names to list, segmented by DMA for future remarke<ng efforts
MEDIA: MONETIZE MESSAGING Mone8ze text channel and increase ad revenue by extending adver8sing partnerships to include sponsorship of mobile messaging content
Overview • Cox Media Group is an integrated broadcas<ng, publishing and
digital media company that operates 15 broadcast TV sta<ons, 86 radio sta<ons, 4 newspapers and more than 100 digital services
Strategy • Use AdS<tch to” dynamically” a6ach loca<on & <me-‐based
adver<sements to news, sports and weather video alerts distributed as MMS text messages
• Educate and train CMG’s sales force to effec<vely sell their text channel
Results • MMS adver<sements delivered over 15% CTR • Doubled annual mobile ad revenue in 6 months (generates
$1MM+ in annual ad revenue from messaging)
Proudly Sponsored by
Pre Roll Ad Video Content
Proudly Sponsored by
MEDIA: DRIVE SPONSOR ENGAGEMENT Drive sponsor engagement and mobile opt-‐ins with MMS
Strategy • Houston radio sta<on, The New 93Q, invited 10 local
high schools to par<cipate the Gridiron Invasion (promo<on in 7th year)
• The school with the most text votes won a concert by American Idol’s Lauren Alaina
• Previously vo<ng was through online entries • Program was promoted online and on-‐air
Results • Over 1 million votes were texted in (vs 15,000 online) and
each vote received a Papa John’s coupon in return • 11% coupon redemp<on rate! • Increased mobile database by 15K subs
Text Messages Online Votes Social
Text-‐to-‐Vote Campaign
1,000,000
15,000 864
EMMIS/HOT97 increased fan engagement and ad revenue with MMS and UGC campaign at concerts
MEDIA: DRIVE ENGAGEMENT WITH UGC
Strategy • A6endees were prompted to share their photos and text via MMS, Instagram and Twi6er • Using real-‐<me modera<on, the shared images could be seen throughout MetLife stadium on various different screens
Results • Received thousands of UGC submissions via MMS • 20,000 images and text submissions received • Hot 97 grew their mobile database by 2K+ • Deepened customer loyalty conver<ng fans into mobile subscribers for re-‐messaging efforts
• Generated over $100K+ in sponsorship adver8sing with this campaign, only
DISNEY CHANNEL: TEXT TO WIN
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Rules & Regula8ons Data & messaging rates may apply Get your parent’s permission before entering
Text ZAPPED to 347639 to enter
Disney Channel uses text messaging as an omni-‐channel solu8on (on-‐air, print, website, social and email) to drive tune-‐in and promote entries for its sweepstakes
Features • Real-‐<me, instant results • Advanced winner selec<on tools • Winner/loser no<fica<on capabili<es • Customizable responses • Quickly duplicate previous campaigns
SOCIAL POSTER: VIRAL AMPLIFICATION
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• Include links to social within MMS messages (which post pre-‐populated copy to Facebook/Twi6er) to amplify promo<ons, news, offers and encourage joining the mobile club
• Social links can be tracked via bit.ly tags
• Social links generate viral amplifica<on of your message to like-‐minded prospects at virtually no cost!
Empower your audience to share and recommend content across their social networks
MEDIA: DRIVE VIEWERSHIP & AD REVENUE Strategy
• Viewers were encouraged to join a text club via on-‐air, web and social calls to ac<on • Viewers received rich media MMS content via text e.g. video trailers, catch-‐up clips,
behind the scenes, talent interviews to promote the following week’s broadcast • :40 videos included a sponsor BB or :10 spot as pre or post roll • Post had social links to FB & Twi6er
• Viewers received a text 15 mins prior to each episode as reminder to tune-‐in • Texts con<nued beyond the current TV season to sustain demand and interest in the
series Results
• Increased audience loyalty and generated almost 10% ra<ngs increase through targeted engagement
• Data base size increased by over 500%! Millions of subscribers! • 2 million viral impressions per season via mobile sharing • Drove thousands of purchases for addi<onal show content (GLEE music single
downloads on iTunes)
mGage launched a mobile text club for FOX, ABC & TNT that drove tune-‐in, social shares and sponsorship ad dollars!
MEDIA: DRIVE TICKET & DVD SALES
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Strategy:
• Create a vo<ng campaign that encouraged social amplifica<on to determine which ci<es to premiere the movie • Promote in-‐theater, digital and on social
• Reengage on a weekly basis with mobile exclusive content up un<l opening weekend and then every 3-‐4 weeks un<l DVD launch
Results • Grew excitement leading to the exclusive and regular premiere to
help boast #1 box office weekend • High ROI by integra<ng into exis<ng “WANT IT” ini<a<ves and
u<lizing “post to social” text capabili<es • Built an opt-‐in database of future movie-‐goers and DVD
purchasers with an interest in Paranormal Ac<vity franchise and horror genre
• Geo-‐targeted messages in US and Canada
Generate excitement and intent from pre-‐promo8on, premiere through to DVD/digital release