The Web Marketing Association is proud to present this 2015 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Electronics Online Video
CHALLENGE
Develop a digital campaign to increase awareness, drive purchase intent and stimulate the conversation around the MeMO Pad 8 among a technologically conservative audience.
STRATEGY
Our strategy was to demonstrate the power of the MeMO Pad 8 through familiar life context. We created four videos to show the target audience how the MeMO Pad 8 is a useful and necessary tool for their everyday lives. Three of the videos were short vignettes that focused on one unique feature set of the tablet, while the fourth video was a longer narrative that showcased all the new exciting features of the device. We included the vignettes in our digital ad campaign, social strategy and paid media. The fourth video lived on YouTube and a product microsite, where users could learn more about the device.
HIGHLIGHTS
We executed a holistic digital campaign that included video production, as well as digital ad creative, media planning and buying, and social strategy.
- The campaign has delivered over 6.5MM video completes to-date
- The average completion rate is 81% overall, which is well above the industry standard of 57%
- The :30 videos are seeing a higher engagement rate, producing at least 30% more clicks than the :15 videos
Contributors:
RED INTERACTIVE AGENCY
Location: USA
About the Agency:
RED is a full-service digital agency. We are comprised of experienced strategists, creatives, technologists, designers, marketers, storytellers, and inventors. And together we form a passionate collective dedicated to creating the most meaningful and effective digital solutions for progressive brands. We consistently deliver results for our clients by first gaining a deep understanding of their needs and target market, and then combining insight-driven strategy & ideation with the highest levels of execution. Ultimately, we find gaps in the marketplace and bring our unique brand of innovation to the digital landscape.