Mobile ad-effectiveness: A Case Study

‘Speak Up For Children’ campaign

Background

Case study: ‘Speak Up For Children’ campaign, Q2 2012

Methodology

UNICEF UK sought to communicate that it is a brand that focuses on improving the lives of children, while raising awareness and donation intent through the ‘Speak Up For Children’ campaign.

The mobile campaign ran for four months across mobile networks and publishers.

Millward Brown’s proprietary ad-effectiveness tool, AdIndex for Mobile, was employed to measure how exposure to the campaign impacted brand perceptions of UNICEF. AdIndex utilises a control/exposed methodology; recruiting a pre-control group of respondents and comparing their attitudes and perceptions to a live exposed group recruited directly from the sites and networks on the media plan.

Overall campaign resultsBrand Metrics among Overall Audience (%) Overall, the campaign drove a significant increase in mobile ad awareness, association that UNICEF improves the lives of children, favourability and donation intent.

*Statistically significant difference between Control and Exposed group at a 90% confidence level.

70

Aided BrandAwareness

MobileAwareness

MessageAssociation

Improve the livesof children

BrandFavourability

DonationIntent

69

16 8

34 4028

8 6

29 3424

-0.9 +8.3 +1.7 +5.1 +5.5 +4.3

Control (n=533)

Exposed (n=823)

Statistically significant increase*

Statistically significant decrease*

+15.3

Is unceasingly committed

5843

Brand Attributes among Overall Audience (%) Overall, the campaign also drove the perception that UNICEF ‘is unceasingly committed’.

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Implications

Recommendations

Project Partners

Mobile is an effective platform for the brand to continue to use as it drove significant increases in key perceptions of the UNICEF brand. As well as boosting perceptions around ‘improving the lives of children’, the mobile campaign also drove significant uplifts in awareness and persuasion metrics.

The campaign generated a more emotional response amongst females, impacting awareness, favourability and association that UNICEF ‘improves the lives of children’, while males saw a significant increase in awareness and donation intent.

Consider adding a stronger call to action to the ads (‘Click to sign petition’) so viewers know to click through to find out more about the campaign and how to get involved.

Future mobile campaigns should build on the success of this campaign but ensure that branding and messaging in the creative is simple and easy to take out.

4th ScreenAdfonicAdgibbonAdMaximAdsMobiAmobeeATAOAudioBooDon’t PanicDynamic LogicFlurryGlobalGoogleGreyStripeImagine Network

InMobiKiipMillenial MediaMojivaO2Ogilvy & MatherOgilvy PROpen MarketSay MediaTwitterUnanimisWappleYahooYOCYuMe

Campaign results by genderThe campaign had a larger ‘emotional’ impact amongst the female audience, while males had a more direct takeout and became more likely to donate from exposure to the campaign.

*Statistically significant difference between Control and Exposed group at a 90% confidence level.

74

Aided BrandAwareness

MobileAwareness

MessageAssociation

Improve the livesof children

BrandFavourability

DonationIntent

Aided BrandAwareness

MobileAwareness

MessageAssociation

Improve the livesof children

BrandFavourability

DonationIntent

64

8 4

31 28 27

9 8

2739

22

-2.1 +8.9 +0.3 +3.3 +1.2

+0.9 +7.6 +2.9+3.7 +7.0 +11.0

+5.3

Male Control (c=301; e=452)

Female Control (c=232; e=371)

Statistically significant increase* Statistically significant decrease*

Delta Shift (-/+)

“ This research has given UNICEF UK valuable insight into how we can maximise the brand

impact of mobile in future campaigns ”Laila Takeh, Head of Digital Engagement UNICEF UK