Programmatic Lunch

2018 Awards Preview - Most Effective Use of Data

Tim Maytom

Ahead of our 2018 Effective Mobile Marketing Awards, we'll be previewing the nominees in each category, giving you a glimpse at the high quality of entries we've seen this year. Data is an essential part of the modern marketers' toolkit, and these entries exemplify the way that it can be deployed to great success.

Cisco – Cisco Live 2018
Cisco Live 2018 saw 27,000 attend the technology firm’s annual conference, and as befits such an innovative company, the attendee experience was substantially enhanced by technology deployed prior to and during the event. Badges included wearable beacons, and real-time data was used to guide attendees to a richer and more fulfilling experience that also improved lead generation for Cisco’s partners.
A mobile app created for attendees was able to generate recommendations based on attendee interests and provide precise locations throughout the conference, with augmented reality then used to guide attendees to their next activity. The conference’s Smart Agenda used AI to track real-time behaviour while the beacon technology enabled attendees to find their friends and book one-to-one sessions with experts easily.
Over the course of the conference, Cisco’s machine learning technology processed over 1.7bn data points, with 90 per cent of app users taking advantage of the mapping functionality to find their way around the event. Amongst full conference attendees, the algorithms offered recommendations that were connected to 67 per cent of the behaviours manifested at the event, and 82 per cent of attendees said they were more likely to purchase Cisco products and solutions as a result of the conference.

McCain Foods, Weve and Capture – Motivating Mums Down the Frozen Aisle with Mobile Data
Launching a new product in the grocery market is no easy feat, with the average shopping faced with 30,000 products in store. When launching its new Sweet Potato Wedges, McCain partnered with Capture and Weve to create a data-driven plan designed to target the crucial audience of mums under 45, combining demographic, behavioural and location data to generate a granular audience.
Beginning with Weve’s verified and consented data, the team drilled down to target mums using age and gender information combined with behavioural data. Next, the team overlaid Morrisons’ store data to compare which stores had higher-performing frozen goods products compared to the average store, and identified target consumers living within one mile of selected stores.
The campaign saw an 18.8 per cent uplift for Sweet Potato Wedges during the campaign period, with a long term 17.1 per cent uplift, almost five percentage points above the frozen category benchmark. In terms of ROI, the campaign impacted not just Sweet Potato Wedges but the entire McCain frozen potato line, and with a clear uplift in the post-campaign period, the results indicate that those targeted a likely to buy again after trialling the product.

McLaren Automotive, Blis and DCT8 – McLaren Automotive Europe Campaign
With the release of the Sport Series 570S spider, McLaren Automotive was looking to challenge sports car audience perceptions of the brand and bring new prospect consumers in for test drives. To do this, the team behind the campaign identified high earners aged 30-65 with an interest in luxury goods and prestige cars as its key audience, and built a strategy to target them.
The team used geofencing around affluent locations like exclusive clubs and hotels, Michelin star restaurants and luxury retailers to identify its key audience, then identified competitor dealerships close to McLaren Automotive retailers. When profiled consumers were close to rival dealerships, the campaign targeted them in real-time with video ads, offering them a chance to learn more about McLaren’s latest models online or at a local retailer.
The campaign delivered over 4.2m impressions and drove over 23,000 consumers to the McLaren landing page to learn more about their latest models. In addition, McLaren was able to identify new conquest customers, with footfall data generated by the campaign providing key insights for future marketing.

MGM and Publicis Sapient – PlayMGM
When it came to launching its real money gambling app in New Jersey, MGM was faced with a category filled with a sea of similar apps that often offered identical products, with marketing heavily based on promotions to snare new customers. To distinguish itself, PlayMGM sought a heavy-brand launch campaign that would give its app a longer shelf life than its competitors while also driving market growth and capturing market share.
The team employed a psychographics-first audience strategy, determining behaviours closely tied to online gambling and building four new target segments that were cross-referenced with behavioural signals. The fully-integrated media strategy focused on bringing the glamour and thrill of Las Vegas to New Jersey, with native mobile elements that featured interactive poker challenges.
The ‘Vegas is Here’ campaign drove over 30,000 registrations, outpacing the firm’s forecasts by 74 per cent without cannibalising the audience of existing sister apps. The PlayMGM app jumped to the number two spot in the category, with brand awareness and brand favourability both up by 10 per cent.

Royal Caribbean International, Weve and Mindshare – A Smooth Sailing Launch
The launch of a new cruise ship doesn’t happen every day, and for the debut voyage of the Independence of the Sea, Royal Caribbean’s latest vessel, the brand wanted to capitalise on this event, raising awareness and driving future purchase intent. To deliver on Royal Caribbean’s goals, the team behind the campaign executed an SMS campaign targeted at three bespoke audiences, based on Weve’s verified data.
Using O2 international roaming data, Weve identified consumers who had been to specified European and Caribbean countries in the six months prior to the campaign to make up the ‘known travellers’ audience. ‘Travel enthusiasts’ were identified using behavioural data to find mobile users who had search for top cruise domains, while ‘proximity travellers’ used demographic and location data to find consumers aged 25-44 close to Southampton and surrounding areas.
The campaign delivered to over 245,000 people, with an average CTR of 2.2 per cent, one per cent above the benchmark. In a brand study conducted two days after the campaign, 50 per cent of consumers weren’t aware of Royal Caribbean’s new cruise ship prior to getting the message, and one in three were now more likely to find out about the cruise packages offered by the travel brand.

Shell Fuels and Factual – Closing the Online to Offline Data Loop
As a market leader in a highly undifferentiated category where consumers are easily swayed by discounts, Shell’s latest campaign had two aims - increasing footfall and loyalty sign-ups at 950 retail stations in Malaysia, while also finding a more successful way to attribute online marketing to offline visits. To do so, Shell launched an ongoing promotional campaign aimed at ‘brand switchers’ - customers who occasionally chose Shell but had little brand loyalty.
Targeting brand switchers meant honing in on behavioural profiles, and Shell worked with five different data providers to create an aggregated programmatic audience. The firm then partners with location data specialists Factual to identify those who actually visited Shell stations, enabling them to close the online to offline loop.
Shell was able to attribute over 7,500 store visits to its digital media alone, a huge achievement as accurate attribution was previously impossible. The campaign increased Shell’s Brand Net Promoter Score from four to 13 over the course of the quarter, saw transactions up 21 per cent, and boosted loyalty card sign-ups by 122 per cent. Finally able to prove the effectiveness of online promotional campaigns in driving offline behaviour, the campaign will no doubt prove a huge impact on future marketing by Shell.

Join us to find out the winners of our 2018 Effective Mobile Marketing Awards at our prestigious Awards Ceremony on 15 November. Tickets are available now, so book your place and celebrate the industry's best and brightest with us.