Motorola: Moto 21 In 1 [image] 2

Credits & Description:

Category: Telecommunications
Agency: VML
Client: Motorola Mobility
Brand: Moto X Pure Edition
Company: VML, Kansas City
Target: USA · North America
Features: App Ads, Boosted Posts, Mobile News Feed, Exchange, Carousel Ads, Video Ads
Language: English (US)
Objectives: Awareness, Engagement
Tags: Telecommunications, North America, English (US), App Ads, Boosted Posts, Mobile News Feed, Exchange, Carousel Ads, Video Ads, Awareness  
Campaign Description
Challenge:
92% of smartphone users use their phone as their primary camera, but nobody knew that the new 21 megapixel Moto X had one of the the best cameras available. We had to demonstrate that the 21 megapixel Moto X was the best camera phone in the market.
Audience:
Android users who have owned their phones for 12+ months (most likely to upgrade phone)
Objectives:
Primary: Drive awareness and consideration
Secondary: Engagement with content
Goals:
Reach, Ad Recall, Purchase Intent, Message Association and haloed engagement
Campaign Goals
Facebook and Instagram allowed for precise and scaled reach of the Android audience delivered on their mobile devices – where they spend more time than all other platforms combined. Instagram and Facebook put the Moto X campaign in front of all of the people most likely to purchase the new Moto X Pure Edition, capturing their full attention on a creative canvas that leverages the photographic nature of the 21 in 1 campaign.
We leveraged Facebook and Instagram to create excitement, buzz and awareness with a visual, photo based campaign showcasing the incredible photos taken with a Moto X, all driving to the Instagram Moto 21 in 1 campaign handle. We anchored the campaign with Instagram – the fastest growing platform for millennials grounded in a visual, photo centric creative canvas that is one click from the Moto 21 in 1 campaign. We expanded campaign reach and impact with Facebook by retargeting the same Instagram Android audience on Facebook with a campaign that drives people to the Moto 21 in 1 IG handle.
Campaign Performance
We achieved our goal in generating brand awareness and putting our ad at the top of our consumers mind:
● The campaign reached over 11 million Android users who have owned their device for 12+ months.
● Sentiment was virtually 100% positive.
● Ad recall increased by a significant 5 points.