In-Screen Animated
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.
APPROACH
gumgum.com
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%
HIGHER THAN INDUSTRY AVERAGE
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3
gumgum.com
2
3x
7x
HIGHER THAN GUMGUM AVERAGE
ENGAGEMENT RATE