2019 Award Winners: Charity, Performance Marketing and Integrated Campaign categories

David Murphy

Following our recent Effective Mobile Marketing Awards Ceremony, we continue our round-up of the winning campaign in each category with a look at the winners of the Most Effective Charity Campaign; Most Effective Performance Marketing Campaign; and Most Effective Integrated Campaign categories.

Most Effective Charity Campaign or Solution
BECCA and Yodel Mobile – App Growth Campaign
Yodel Mobile partnered with Breast Cancer Care and Breast Cancer Now’s BECCA app to offer them its App Growth Programme project over a year.
The BECCA app was created to provide information, support and inspiration to help empower and equip women for life beyond breast cancer treatment.

Anyone struggling to move forward after treatment can download BECCA, and receive instant access to support from the moment they finish treatment for as long as they need it. The app delivers daily bite-size tips - on topics like diet, exercise, signs and symptoms, body image and mindfulness – in a digital ‘deck of cards’ to help women to find new ways to face life beyond breast cancer with confidence.

The BECCA team wanted to implement the right tools and setup required for analysis and optimisations, increase brand visibility for users who would really utilise BECCA, and increase engagement rates of users with curated content. The Yodel programme included strategies such as organic discoverability, app store optimisation (ASO), conversion rate optimisation, mCRM, and data infrastructure to achieve these goals.

To ensure BECCA had the correct analytics and attribution setup, Yodel conducted a data architecture review and recommended changes to the app’s analytics setup, aiding technical implementation and ensuring the tool was functional. It also recommended and integrated attribution tool, AppsFlyer.
In order to increase visibility, Yodel conducted a granular app diagnostic and competitor review to determine opportunities to implement high-efficiency and high-volume keywords. This informed keyword optimisations and led to Yodel updating BECCA’s app store descriptions and screenshots.

On the engagement rate front, Yodel executed a mobile customer relationship management workshop, covering best practices across app review and feedback management, social sharing, timing and user types, personalisation, permission priming, content, and tone. It also aided the BECCA team in setting up push messaging schedules, A/B testing frameworks, and retention strategies across key points in the user journey.

The results of the campaign are confidential but the BECCA app considerably increased impressions, engagement, and downloads in the year between May 2018 and May 2019.

Judges’ View: “Great work, with some comprehensive and tangible uplifts. A content-curated app for post-breast cancer care is a really great idea.”

Most Effective Performance Marketing Campaign
Radiant and Moburst – SAY App Launch Campaign
Radiant wanted to create a social app that opens the door to a secure, wholesome, private environment for family conversation, free from interruptions. However, it started out on its journey without knowing the best way to make inroads in the family structure.

Working with Moburst, it started testing two sets of creatives: one aimed at parents, the other aimed at teens. These tests made it clear that the app needed to target parents, so it launched another set of tests to see which messaging and visuals resonated the most with this group.

A combination of Apple Search Ads, Facebook, and targeted media buys were used to reach the target. During this process, media allocations were being continually optimised to reduce cost of the app install and deeper events within the conversion funnel.

Say launched in late April 2019 with the goal of achieving 30,000 installs from the campaign’s media budget. In three months, it reached 58,234 installs, exceeding its target by 98 per cent. Cost per install was lowered from $4.38 to $1.77 and cost per invite sent was way down from $37.01 to $8.89.

Judges’ View: “A clever campaign. They've taken the time to use digital in the way it should be used – to test, learn and improve the messages and creative – and it shows, based on the results the campaign achieved.”

Most Effective Integrated Campaign
Max Bupa and Zapr Media Labs – GoActive Campaign
Max Bupa, India’s leading health insurance brand, was looking to amplify its TV ads promoting a new insurance offering called ‘GoActive’. The challenge for Max Bupa was to find select priority segments and target them online, and create enough impact to evoke maximum response for their ads.

To do so, the company leveraged Zapr Media Lab’s Audio Content Recognition (ACR) cross-screen targeting technology to integrate TV and digital platforms across a user base of more than 70m people.

The system uses a Software Development Kit (SDK) that is integrated with more than 70m smartphone devices via user opt-ins. Audio fingerprints are created on user’s smartphones whenever media content is detected in ambient audio across more than 650 TV channels. These fingerprints are sent back to in-house servers and matched with the fingerprints of TV channels with a degree of accuracy of more than 99 per cent. By syncing TV ads with immediate mobile engagement, Zapr would create a virtual point-of-sale for the brand’s offline ads on every targeted user’s mobile.

In addition, each time somebody watched another insurance brand’s ad on TV, Max Bupa would ensure they were immediately targeted with GoActive video ads on their mobiles. And as well as engaging with people who had direct TV exposure, Max Bupa also drove incremental reach among non-direct markets who are also a priority based on their exposure to premium brand ads.

Zapr identified the precise offline target audiences, with an added demographic filter of ‘males and females aged 30+ years’. The campaign was executed with geo-specific filters reaching audiences located only in metropolitan cities such as Delhi, Mumbai, Kolkata and Chennai, in order to reach audiences in the prime of their careers and who would be most likely to be able to afford insurance premiums, given their urban status.

The target audience base was directly plugged into effective digital platforms including Facebook and Doubleclick. The campaign reached the identified audiences directly on their social newsfeed and also on any app they used during the campaign.

The campaign reached 1.6m unique individuals and drove three times as many visits to the Max website, compared to competitors who also advertised on TV during the same time. The video ads achieved a completion rate of 41.2 per cent. A post-campaign study also revealed significant uplifts in brand recall and purchase intent.

Judges’ View: “A sound strategy and great results that speak for themselves, both in terms of clickthrough rates and brand metrics such as recall and purchase intent.”