Mobile pioneer company Motorola, set out to promote their latest product, Moto Mods, a line of innovative smartphone photo accessories. They partnered with TotalMedia and Locala to execute a mobile campaign engaging technology trendsetters and photography enthusiasts. By leveraging a proprietary mobile ad format in the campaign, Motorola wanted to remind consumers to stop accepting the same and decide that different is better.
The key campaign objective was to promote and raise awareness of Motorola’s Moto Mods, such as the Hasselblad True Zoom Moto. The campaign was delivered in three phases, each with a unique objective. Phase 1 had a pure branding objective, followed by a Drive2Store objective in Phases 2 and 3. Over a period of four months, the campaign saw outstanding engagements rates and boosted brand awareness to promote Moto Mods among the target audiences.
For 4 months, the campaign targeted specific audience clusters of photo enthusiasts and in-market phone buyers. Locala put together dedicated publisher categories based on a premium inventory to guarantee the most precise audience targeting. To deliver user engagements, the campaign leveraged Locala’s proprietary ad format “The Path” combined with interstitials, MPUs, and banners to deliver a seamless user journey. Combining a variety of innovative creative formats helped to optimize user engagements and boosted visits to the site. An extensive brand safe inventory was used to reach the intended audience. With the campaign based on on Locala’s CPLP (Cost-Per-Landing-Page) buying model, it ensured every cent from the media budget went towards true user engagements.
During the campaign a remarkable 2.4 million device IDs were reached followed by 13,765,606 fully MRC certified impressions. Locala tags were integrated into Moto Mod’s landing page and we accounted more than 52 thousand users who engaged with the campaign arrived in on the mobile site. Even more impressive is that a staggering 81% of these users spent 35 seconds on the landing page and 60% of these users remained for 2 minutes and 40 seconds. The combination of multiple formats and mobile-first strategy delivered an outstanding CVR of 42% throughout the campaign. Finally, Motorola was able to optimize its media budget with Locala’s CPLP buying model and saw 18% of the ad spend optimized otherwise lose to suspicious or invalid traffic.