Universal tallies up 7M engagements for Endless Love photo-editing app campaign
February 18, 2014Universal Pictures leveraged a new photo-editing application to target a specific audience of younger females for its new movie "Endless Love," and the campaign resulted in more than seven million engagements and more than 10,000 hours of total brand-engagement time.
The romantic drama particularly appeals to the segment of consumers who use photo-sharing apps, so Universal leveraged the Aviary app to hit the right audience. The app lets users edit photos, and for this campaign users could add Endless Love themed stickers, frames and filters to their photos.
“Mobile photography is obviously quite a large phenomenon, there are billions and billions of photos being taken on phones every year,” said Carmel Hagen, director of brand integration at Aviary Inc, New York.
“A big portion of this mobile photography audience is female," she said. "It skews young, which enabled Universal to connect with their target audience [of younger females].
“What we aspire to be doing for them in this campaign is really drive awareness among that key audience of young females in a nontraditional way.”
Universal’s "Photo Valentine" campaign let consumers use a collection of branded photo-editing tools to send Valentines from selfies or other photos. The campaign launched on Jan. 21 within the Aviary app, which is available for free download in Google Play and Apple’s App Store.
As of press time, the Endless Love filters, frames and stickers had been downloaded more than 600,000 times against an audience of 16.4 million users.
Universal worked with Aviary, Ignited and Millennial Media for this campaign.
Some of the content that consumers could add to photos included film-inspired word art and embellishments for designing valentines as well as frames and filters for adding a finishing touch.
Consumers could also insert an image of Endless Love’s Alex Pettyfer and superimpose him into their photos.
Additional in-app placements and supporting promotional interstitials supplemented the Aviary content and resulted in an average click-through rate of 5.8 percent and more than 900,000 saved applications of branded filters, frames or sticker to photos.
Universal is tapping into a growing photo and selfie trend that is increasing especially among younger females, which is this particular movie’s target audience. That makes this campaign a perfect fit for the film.
A number of other brands have also realized the potential in photos and the selfie in particular (see story).
One such brand is Ted Baker who recently invited customers to take selfies in front of digital displays and upload them to social media for a chance to win a prize (see story).
As opposed to traditional mobile ads, campaigns that use photo apps and selfies tap into user-generated content and consumer creativity to engage the consumer in a more meaningful way.
"Universal knew their core audience for the film was a younger female demographic, so they tapped Millennial Media and Aviary who have a deep understanding of the mobile user," said Mollie Spilman, executive vice president of global sales and operations at Millennial Media, Baltimore, MD.
"Demographics with the highest mobile usage tend to skewer younger, and the younger female demographic, in particular, tends to be most prominent within photo sharing apps," she said. "By pairing native ad units with a unique app experience, Universal is able to generate awareness and promote engagement."
Rebecca Borison is editorial assistant on Mobile Marketer, New York
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