Marketing Evolution0 MarketingEvolution.com | CONFIDENTIAL Marketing Evolution AT&T Moto X Case Study.

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Presentation transcript:

Marketing Evolution0 MarketingEvolution.com | CONFIDENTIAL Marketing Evolution AT&T Moto X Case Study

Marketing Evolution1 Channel Partner Marketing Case Study Growing Awareness for Moto X Campaign ROI: Campaign over-invested in TV and underleveraged Mobile. Recommended reallocation of dollars from TV to Mobile delivered an incremental +3.7 Million People with Awareness of the Moto X Campaign Goal & Importance of ROI to the Client In-campaign Advisory & Client Achievement Campaign Background ► Campaign size: $13.6 million ► Campaign length: 2 months ► Media vehicles: TV, Radio, Print, Digital, and Mobile ► Over 93% of budget was allocated to national TV, leaving 5% of budget for digital, and 1% of budget for Mobile and Digital each ► Campaign size: $13.6 million ► Campaign length: 2 months ► Media vehicles: TV, Radio, Print, Digital, and Mobile ► Over 93% of budget was allocated to national TV, leaving 5% of budget for digital, and 1% of budget for Mobile and Digital each AT&T, Motorola’s channel partner is promoting Moto X Given limited time to grow Awareness for Moto X, AT&T needed real-time insights and the ability to implement insights while the campaign was running to improve ROI AT&T, Motorola’s channel partner is promoting Moto X Given limited time to grow Awareness for Moto X, AT&T needed real-time insights and the ability to implement insights while the campaign was running to improve ROI

Marketing Evolution2 Shifting dollars from more saturated media (TV) to less saturated media (Mobile) yields greater Awareness for Moto X. Spend to Impact Response By Media : Awareness of Moto X Spend Total People Impacted (MM) TV Mobile 6

Marketing Evolution3 Frequency to Impact Response: Demographic Targets Frequency % Impact Among Exposed Mobile had 70% more impact among Males Mobile is more effective at driving Awareness of Moto X among men. Target Men to generate greater impact.

Marketing Evolution4 Shifting weight from smaller banner ad sizes to larger Box ad size, where Moto X is the hero, yields better results for AT&T. Frequency % Impact Among Exposed Banner Ad Size A - Box Banner Size B Banner Ad Size B - Row Banner Size A Frequency to Impact Response: Ad Size

Marketing Evolution5 Results for AT&T, Motorola’s Channel Partner Same Budget, Better Results Impacted incremental +3.7 million people on Awareness for Moto X within 2 months (one product, in one country)