- 1. Gadoua MultiGo & Wonder+ InvisiblesProduct Launches
Mobile Case Study: Never been seen before results!
2. SmartIdeas TM BSTREET is a marketing communications agency
dedicated to creating for your brand. 3. 4. The Challenge
- Gadoua & Wonder were looking to enter into Quebecs and
English Canadas healthy white bread segment to compete with POMs
Smart Multi-Grain, offering a never seen before soft white format
that was made with 14 whole grains.
- BSTREET was asked for an integrated campaign that would provide
a strong and compelling reason for trial, build awareness of the
brands unique benefits and gain strong trade and sales support
through display activation.
5. The SmartIdea
- Never Seen Before was the BSTREET platform that projected the
innovative nature of the 14 grain format milled into a smooth
textured bread
- The simple image of a magnifying glass exposing the soft and
white texture that consumers love, with the goodness of 14 grains
their families need, was key to all communication vehicles.
- To connect with consumers in the digital space, BSTREET
leveraged Gadouas long-standing relationship with Club des Petits
Dejeuner and Wonder+s relatioship with the breakfast club of Canada
as the perfect platform to engage consumers to join our efforts to
raise money for a very worthy cause providing nutritious breakfasts
for children across the province.
6. Planning the rightdigital marketing mix to amplify retail 7.
MultiGO Execution 8. Wonder+ Invisibles Execution 9. CAMPAIGN
SUMMARY
10. The Results
- After 8 weeks Multi-GO took the #1 spot as Quebecs #1 selling
bread
- Wonder+ Invisibles also off to a great start (ranking not yet
available)
- The mobile media campaign performed above industry norms (and
5x online average)
-
- MultiGo Was the best performing campaign in Quebec during our
campaign period on the Weather Network
-
- Wonder+ Invisibles was among the best performing campaigns of
all time on Yahoo mobile
11. IN SUMMARY: MOBILE OUTPERFORMED ALL OTHER DIGITAL CHANNELS
12. 4 key takeaways
- Like online media, mobile media ads perform best when there is
a call to action
- Having an actual mobile website (vs a larger version of the Ad
or a redirect to the online site) ensures relevance and better user
experience which leads to better brand engagement
- Highly cost effective to build a mobile website vs. a mobile
application especially if you are looking to build across multiple
platforms and easier to drive to mobile web than mobile App for
media
- Mobile doesnt replace anything in your digital marketing mix
but its an excellent complimentary channel that is getting great
measurable results
13. About Me
- Copy of todays case study can be found here :