This viral buzz caused the campaign to achieve far above expected audience results including over 15 million views across Youtube and Facebook with over 26 million minutes of viewing time smashing the campaign KPIs and any traditional media benchmarks and exceeding all expected KPIs. Pho Hang An’s Youtube channel has already reached 19,000 subscribers and over 70% of viewing is happening on our the mobile devices the campaign targeted.
But can content consumed primarily on mobile devices affect the bottom line? If done right Chet Vi Them shows it can. From phone to store Coca-Cola metrics have improved during the Season 2 period from April to July consistently. With no other active advertising running Coca-Cola’s volume share in the sparkling category increased by 1.8% in July 2017 compared to April 2017. Our mobile first content strategy goes to prove that mobile truly can drive over the counter results at scale!
From our perspective successful creative mobile content marketing is as simple as 1, 2, 3. 1 – Find the passion of your target audience, 2 – create content that suits both engagement and sharing on the mobile devices that dominate today’s media habits and 3 – make it available in the formats and platforms they naturally spend their time.
In this case Inspirato and Mediacom’s strategy was able to natively bring the Coca-Cola brand right into the new mobile media world of Coke’s under 25 target demographic.