C A S E S T U DY. How A Leading Auto Brand Reached Mobile Users Via Twitter s Audience Platform To Speed Past All Benchmarks

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1 C A S E S T U DY How A Leading Auto Brand Reached Mobile Users Via Twitter s Audience Platform To Speed Past All Benchmarks

2 CHALLENGE When a company sells a product that happens to be an everyday necessity like a car, it can be challenging to stand out from the industry and reinvent its persona into a ultra-hip lifestyle brand. This is precisely why aligning with content like music that is inherently perceived as cool was front and center on the strategic task list for this Leading Auto Brand. Marketers decided to sponsor a summer concert series which featured some of the country s top artists as headliners, and were looking to leverage social media to generate as much awareness as possible, especially on mobile. 2

3 STRATEGY WHY THE TWITTER AUDIENCE PLATFORM DESERVES A STANDING OVATION FROM BRANDS For brands looking for massive, scalable reach, the Twitter Audience Platform provides visibility across billions of mobile devices through the MoPub network. Advertisers can easily select a genre of apps to run their campaigns on within the Twitter Dashboard. BUILDING BIG APP-EAL FOR MUSIC ON MOBILE Determined to reach pop music enthusiasts where they spend the most time and spread the word about the epic summer concert series, the Auto Brand worked with Unified s experts to build an effective approach. Since 80% of of Twitter users are active on devices, Twitter s Audience Platform was set firmly in place at the epicenter of the strategy. The platform gave the brand access to the powerful MoPub network, which boasts more than 1 billion unique devices and 130 billion mobile app ad requests. The approach was simple, and used Unified s Investment Manager and Proprietary Optimization Technology to apply the following strategy: A FINE-TUNED TAKE ON TARGETING: As can be expected, the brand focused heavily on music-related interests, handles and keywords. Twitter s Audience Platform then matched this targeting criteria to mobile applications that are most relevant, making it easy to extend reach without any extra work. ONE GOAL, MORE AUDIENCE: While Twitter has a wide variety of options, in this case the Twitter Audience Platform presented the best possibility for massive, mobile reach. The Auto Brand s ad was displayed as an interstitial within the apps for maximum visibility, reach and engagement, while ensuring that budget was only spent on a relevant audience. 3

4 RESULTS The results, which were aggregated in Unified s Paid Intelligence dashboard, speak for themselves: 36% Higher Engagement Rate Compared To Historical Benchmark* 82% Lower Cost Per Engagement Compared To Historical Benchmark* *Benchmarks based on Historical Unified and Twitter data 4

5 CONCLUSION TACTICAL TAKEAWAYS When it comes to awareness and live event alignments, Twitter has proven time and time again to be a highly effective option for brands. In this case, the Major Auto Brand was able to focus on shifting brand perception by aligning with entertainment and honing in on mobile music fans. The crown jewel of the strategy, Twitter s Audience Platform, not only provided the targeted mobile reach necessary to drive awareness, but also the visibility needed through in-app interstitials. 5

6 ABOUT Unified delivers technology and services to connect marketing data sets and optimize investments across the customer journey. Unified s software empowers Fortune 500 companies and agencies to drive marketing success in the context of their business goals. The Unified platform transforms fragmented marketing data into actionable intelligence and real-time activation. Unified has offices in New York City, San Francisco, Los Angeles, and Chicago. For more information, visit or on Twitter. CONTACT US sales@unifiedsocial.com SIGN UP FOR A LIVE DEMO FIND US ON PHOTO CREDIT Juan_Alvaro Racing car CC BY 2.0 (Flickr) Ben GT3 RS green CC BY-SA 2.0 (Flickr) Ernest Untitled CC BY 2.0 (Flickr) Brandon Lim Lamborghini LP560-4 CC BY 2.0 (Flickr) Ben Vitesse CC BY-SA 2.0 (Flickr) Moyan Brenn American Muscle car CC BY 2.0 (Flickr) 6