Q&A with Dwayne Raupp of Organic
- Q.
- What has been your greatest success to date integrating mobile?
- A.
The Pull-Ups brand has always been deeply rooted in consumer empathy. We understand the ups and downs of the potty training journey parents go through like no one else. This empathy has led us to a few key insights that have pushed our content and channel strategy towards a mobile first approach and brand architecture. This approach has allowed us to create an always on platform, The Pull-Ups Big Kid Academy, that delivers content, products, and utility to parents when they need it most, on the go. Our greatest success has been delivering a responsive mobile site combined with a focused and purposeful native mobile app that has increased our customer database and CRM enrollment by 700%.
Q&A with Kayla Green of Saatchi & Saatchi
- Q.
- What has been your greatest success to date integrating mobile?
- A.
Last year we were tasked with launching the all new 2014 Toyota Corolla, with the primary target audience being that of the millennial first-time car buyer. We knew we needed to reach a mobile-obsessed, auto-ambivalent millennial audience and tell them about a new car that was designed just for them and we took the challenge head-on. We approached the creative for this launch as an opportunity to show younger car buyers that the 2014 Corolla is an elevated vehicle, styled and equipped to help them reach new heights. To do so, we created a completely integrated campaign, featuring unique experiences in the places where they spend most of their time – online, on-the-phone and on their social networks.
The Corolla mobile campaign offered up an entirely new way to interact with the brand. Starting with the small-screen first, the experience made it fun to explore the car, while connecting car intenders to a Toyota dealer in their area. This was one of the most successful integrations of mobile for the organization and truly signaled that new things were taking place at Toyota.
Q&A with Victor Lee of Hasbro
- Q.
- What has been your greatest success to date integrating mobile?
- A.
A deep understanding that building programs and strategies based on the screen is incorrect, but building our programs around the right content and how consumers want to engage. This can be on any screen at any time. We don't have mobile specific, social only or central hubs, but they all work to solve a common goal which is to provide the necessary exposure. By limiting a program to just mobile or social or web, would be taking out a portion of the consumers day as they don't behave in channels but in access.
