Effective mobile marketing is more crucial than ever before and I wanted to highlight 3 of the businesses that were nominated to receive the 2021 Mobile Marketing Award this year with their unique marketing strategies.
Hard Rock Blackjack Casino
Hard Rock International partnered with YellowHead to create an app installation campaign for their new app, Blackjack Casino, an online social casino game. They launched this application in 2020 but before doing so they did an in-depth market analysis to truly understand their target market, their needs and platform analysis to reach their KPIs. They decided to shift away from platforms that were not providing them with their desired results to creating a marketing campaign in Snapchat. They decided to utilize this platform due to its high penetration in their target market and with the demographics of players they wanted to obtain. The results of their campaign resulted in a 103% increase in ROI, their COM (Cost per Thousand Impressions) decreased by 86% and they exceeded their revenue goals significantly.
I wanted to highlight this campaign in particular because it highlights the idea that tactics will fail but if we do not utilize that data that we gather when we have those failures then we cannot make an impactful strategy in the future. Understanding the WHY is crucial, asking questions such as “why is my audience not engaging?” “What other technology is available that I can use to have better exposure of the app? “are key to finding solutions.
YellowHead did in fact understand why certain tactics were not successful in the past and decided to create a strategy that truly spoke to their consumer and targeted the right audience through utilizing Snapchat.
HP Print. Play. Learn.
HP partnered with PadSquad to launch a marketing campaign during the beginning of COVID pandemic when the majority of people had to stay at home. They launched a free online resource of printable activities for children that parents could use to entertain their kids and also help them transition in the learning at home environment due to COVID. They created this initiative to drive awareness of their Print, Play & Learn platform that was free to their users and that brought printouts to life. I found this especially innovative because through this mobile experience it enabled parents to “colorize” pictures by coloring printable designs by tapping and dragging colors onto printed designs. The engagement after this campaign was truly impressive, increasing by 6 times in its engagement benchmarks. Not only that but this campaign also evolved over time. Marketers listened to the needs of their clients and started to provide not only parents but teachers with worksheets, lesson plans and games to support distance learning. It contributed to a 71% increase in HP Smart App daily downloads! This campaign shows how emphasizing on providing value to the customer is key in driving traffic and engagement.
In class we learned about the importance of mastering the site before extending the experience to the user. Both apps were fully developed and tested before both campaigns were launched providing their customers with a positive experience from the beginning. Treating the mobile experience as a product that requires ongoing improvement is imperative to its success. Both mobile experiences were user-centric, the HP app evolved over time providing more features to their target audience and the marketing campaign for Hard Rock also evolved over time focusing on the platform the users were more likely to engage with. Both companies showcase great marketing practices that make them stand out from other campaigns, I cannot wait to see what else they will develop in the future.