We continue our round-up of the Effective Digital Marketing Awards winners with a look at the winning campaigns in the Most Effective Content Marketing Campaign; the Most Effective Integrated Campaign; and the Most Effective Performance Marketing Campaign categories.
Most Effective Content Marketing Campaign
Aruba Tourism Authority and Concept Farm – Aruba Goes Local
Aruba is the most tourism-dependent island in the entire world, with almost 90 per cent of Aruba’s economy directly or indirectly dependent on tourism and many of these tourists coming from Venezuela.
So when the Venezuelan socio-economic crisis peaked in 2016, with 800 per cent inflation Venezuelan visitors to Aruba plummeted by 40 per cent, and Concept Farm was tasked with making up the shortfall by attracting more visitors from the US.
To do so, it wanted to get away from the generic Caribbean diet of sun, sea and sand, and inspire a more emotional, human connection with a more affluent audience, encouraging them to visit the island.
To meet the brief, Concept Farm developed 40 videos of varying length, which were deployed on YouTube and aruba.com, and long format episodes as well as shorter social content. The campaign was integrated across YouTube and aruba.com, and also edited down to bite-size chunks for social media. They were supported by digital ads, native content, social media, eCRM, outdoor, PR, and a 360-degree interactive map. The videos were designed to show Aruba and Arubans revelling in their beauty of people and place with a sense of curiosity and playfulness, and covered local art and music, cuisine and adventure.
The campaign delivered impressive results, with organic and paid social media posts securing 3.3m views and generating 34,800 engagements. YouTube delivered a further 40,000 views with average duration of 75 per cent, against a benchmark of 50 per cent.
Visits from Venezuela fell by 62 per cent between August 2016 and August 2017. Over the same period, visits from the US rose, but only by 9 per cent, However, the more affluent US visitors meant that a 2 per cent decline in tourism receipts between 2015 and 2016 turned into a 3.5 per cent increase in receipts in 2017.
A well thought-out and well-executed campaign that more than met its objectives.
Most Effective Integrated Campaign
Three and Mindshare – Wuntu Three App Install Campaign
Mobile network Three launched the Wuntu app in September 2017. It offers a variety of rewards, discounts and content exclusively for Three customers. Early uptake was strong, but soon tailed off so Three tasked Mindshare with a broader comms campaign to raise awareness of the app amongst Three customers; to build association between Three and Wuntu (80 per cent of existing Three customers did not know about the app); to and create a fear of missing out amongst those not with the network, therefore presenting a reason to join. In addition to raising awareness of the app, the goal was to drive1m downloads of the app.
Using social listening and working with trend partners, Mindshare looked for signals to identify when users may be most receptive to offers and rewards. This revealed that Wednesday felt like the longest and most drawn out day for Three customers, so Mindshare created Wuntu Wednesdays to enable Three to give their customers a mid-week treat to drive loyalty and repeat visits.
Mindshare also applied this insight to its media strategy, focusing the awareness element of the campaign on Wednesdays. This meant driving reach at scale with takeovers and Wednesday-specific titles such as weekly strips in the Metro and Evening Standard, mastheads on YouTube, ad-free music on Spotify and First View takeovers on Twitter. All above-the-line activity was targeted and timely with out of home spots chosen for their proximity to deal redemption spots like Bella Italia and Las Iguanas.
For the app downloads, Mindshare adopted a mobile-only approach across search, social, display and affiliates. As well as identifying the most efficient channels to reach Three customers and deliver app downloads, we also looked to identify new opportunities to drive action. Such as Yahoo Gemini, where Three were the first UK advertiser in the Telco sector to run an app install campaign.
Mindshare liaised with partners to integrate Three’s SDK to track app installs. Following the SDK integration, all channels were optimised daily to identify users who were more likely to install the app.
The campaign was a resounding success, exceeding the client’s KPIs after only two months of the 3-month campaign. It drove 1.9m app downloads in Q4 and once they had installed the app, users engaged with it, with 158,877 pizza offers, 142,947 cinema tickets, and 342,078 free coffees redeemed. 545,000 of these were attributed to the app download campaign. From a brand awareness perspective, the campaign delivered over 25m videos views and over 240m impressions.
Most Effective Performance Marketing Campaign
TOPSHOP and Awin – The Power of Influencer Marketing
This campaign from Awin for TopShop was designed to reward influencers for the part their content played in influencing the sale. In preparing the entry, TopShop and Awin requested that all details remained confidential, so there’s not an awful lot we can say, other than that the result were sufficiently impressive to earn the Most Effective Performance Marketing Campaign award for the work. As one of the judges noted: “This was an impressive effort to go beyond last-click attribution and reward influencers for their part in driving sales. It was hugely successful too, driving increased revenues for the retailer and its influencer partners, and also reaching beyond what is perceived as TopShop’s core audience to successfully target 25-55 year olds.”