Santa Monica • New York • Chicago • Detroit • San Francisco • Atlanta • Dallas • Miami
• Washington D.C. • Boston • London • Sydney • Melbourne • Toronto • Tokyo • Mexico City • Minneapolis • Paris • Milano • Brussels • Madrid
gumgum.com
Source: Placed, Q4 2017
THE RESULTS
OUR SOLUTION
THE ASK
Drive demand for Vodafone service on the iPhone X by helping the carrier stand out during the crowded pre-launch period -- without violating Apple’s strict marketing guidelines.
We used our proprietary computer vision technology to deliver Vodafone’s messaging to consumers who were viewing articles and images related to the iPhone X launch, empowering the carrier to engage prospective iPhone buyers without mentioning Apple or iPhone in its advertising.
Due to Apple’s carrier marketing guidelines, Vodafone could only use the brand’s trademarks and product photos if it was willing to adopt Apple’s creative template and restrict its advertising to a list of 50 pre-approved sites. With GumGum’s computer vision technology, Vodafone was able to drive iPhone X sales by reaching likely customers across thousands of different websites, using its own unique messaging and in isolation from competing carriers.
Powered by the GumGum advertising suite, Vodafone’s iPhone X campaign was a rousing success. Our computer vision targeting and engaging ad units increased Vodafone’s market share of voice around the iPhone launch by 67% YoY.
INTRODUCTION
GumGum + Vodafone Campaign
Santa Monica • New York • Chicago • Detroit • San Francisco • Atlanta • Dallas • Miami
• Washington D.C. • Boston • London • Sydney • Melbourne • Toronto • Tokyo • Mexico City • Minneapolis • Paris • Milano • Brussels • Madrid
gumgum.com
In-Screen Animated
APPROACH
Our proprietary computer vision and targeting technologies helped Vodafone surround relevant iPhone X content with its messaging.
By analyzing text and visual content across our network of premium sites, we were able to identify articles related to the iPhone X launch. Then, we helped Vodafone’s media agency, Wavemaker, deliver our unique, In-Image ads as overlays across all iPhone images on these relevant pages. While Vodafone’s ads did not include words or imagery referencing the iPhone X, this roadblock strategy ensured that its service would be top of mind for consumers who were considering the new phone.
We executed this strategy in partnership with Wavemaker across the entirety of the launch process. Prior to the announcement, we targeted news and rumors articles to get people thinking about Vodafone at the earliest point of the consumer’s research phase. Once Apple announced the new phone officially, we registered consumer interest by blanketing news stories with ads that directed users to Vodafone.co.uk. And once the phone was available for pre-order and sale, we used our ads to drive conversions directly.
This full-funnel strategy led consumers through the entire customer journey -- from awareness, to intent, to purchase.
INSIGHTS
We collected data to determine the effectiveness of our targeting strategy. Over the course of the campaign, Vodafone’s engagement rate peaked at 28% -- three times higher than the GumGum average.
28%
1
3x
7x
2
3
HIGHER THAN INDUSTRY AVERAGE
HIGHER THAN GUMGUM AVERAGE
ENGAGEMENT RATE
1
