The Major Hardware Technology Company released a brand awareness campaign promoting a new dual front camera smartphone. The goal was to reach Millennials, particularly women, in Indonesia, drive engagement and high response rates via impactful creative experiences, and maximize shares among the target audience.
The launch of the campaign occurred during the December holiday season. Age segments were added to target for Millennials, as well as data layers targeting the female audience. Heavy emphasis was placed on IAB contextual categories such as games, fashion, health & beauty, social, entertainment, music, shopping, travel, society, and hobbies & interests. The creative strategy focused on showcasing the new dual camera smartphone, allowing consumers to either go to the website for more information and make a purchase, to drive them to the closest physical store, or to share from the ad unit via WhatsApp and Line with friends that would share a similar interest in the smartphone.
The engagement rates for sharing via Whatsapp and Line both produced strong metrics. The campaign was shared more than 15.000 times in the one-month campaign period. This also accounts for over half of the overall interactions from the rich media/video creative.
The integrated medium rectangle was the best performing creative. It drove the highest tap and post tap engagement rates. 95% of the ads appeared from within apps, and although there are more android devices in market, the engagement rates from iOS users were 9 times higher. Most of the location engagement occurred around larger cities or denser metropolitan areas. Hobbies & Interests, Arts & Entertainment, and Computer Games showed the strongest category performance consistently.