The relatively new brand?s efforts aimed to reach young females. This audience most likely interacted with the ads due to their resemblance to social content.

?Our average time engaged per ad was over double the industry average,? said Ryan Kite, vice president of strategic services at TVGla, Santa Monica, CA. ?We also had nearly quadruple the interaction rate in ad. 

?Today's tweens have been using smart phones for as long as they can remember,? he said. ?Mobile is their primary exposure to technology. 

?They play games, text, and consume video in excess.?

Digital agency TVGla helped launch this mobile campaign, which leveraged Vine, Instagram, Tumblr and an influencer program on Instagram and YouTube.

A Vine video visually explains the range of options that users have when building their phone case.

Similarly, the tumblr account shows a multitude of phone cases that have been created, while the Instagram account shows phone case creations that have been made. 

The overall campaign features bite-sized shareable content that utilizes the unique attributes of tumblr, Vine and Instagram to grow the brand's digital and mobile presence with the tween girl market.

When purchasing this product, users will receive molds and packaged silicon to make their own cases. The phone cases have open backs, allowing users to personalize the back sides of the cases to fit their own style.

Other brands have used similar strategies.

Hyundai is leveraging a 3D character as part of its #NewSonata campaign on Vine and Twitter, designed to showcase new features of the 2015 Sonata.

The Vine series, titled #HyundaiHank, features a 3D action figure based on Hyundai Motor America?s director of marketing communications, David Matathia. In the short clips, ?Hank? explores the new Sonata?s features, including Rear Backup Assist and a Panoramic Sunroof (see story).

Historic Buena Park, CA amusement park Knott?s Berry Farm is drumming up interest for its fall transformation into Knott?s Scary Farm with an integrated mobile marketing program that has resulted in 31,013 engagements and 2,344 site visits so far.

The campaign, which launched the park's Instagram handle and raised its Facebook and Twitter followers by the thousand, was designed to differentiate Knott?s from a multitude of other California amusement park locations. Scary Farm?s Halloween theme aims to entice fans to come experience its twisted scare zones, live shows and frightening mazes (see story).

Given this demographic, marketers are using popular social networks to deliver ads that resemble content.

?Tweens are tricky because marketers can't be tracked by digital marketers,? Mr. Kite said. ?However, those platforms have all been stealing share from Facebook and live and breathe as a way to be inspired by older kids and aspirational life styles.?