Ferrara Candy Company?s Trolli brand recently saw a 213 percent higher engagement rate than industry average on mobile for a cross-channel campaign that played with interactive elements to make a bigger impact. 

Trolli saw recent success with a multiplatform channel that leaned on responsive technology and rich media appearing across a wide range of mobile and desktop platforms. The Crawlers for Ballers campaign saw the most success with users sharing a GIF, clicking onto its own Web site and leveraging the store locator. 

?The campaign?s mobile engagement rate was 1.19 percent and desktop also performed well, delivering an engagement rate 57 percent higher that industry average,? said Yolandi Oosthuizen, vice president of creative services at AdTheorent, the developer behind the campaign. ?We were impressed with the secondary engagement numbers because that speaks to the quality of the creative and the spot-on targeting.  

?For secondary engagement, mobile delivered 14.99 percent and desktop was 32.02 percent, both significantly higher than industry average,? she said. ?The top three secondary actions were inline with the campaign objectives of driving awareness and purchase ? those were visiting the product website, sharing the unicorn GIF socially and using the product locator.?

Crawlers for Ballers ads appeared on a wide range of Web sites and applications on mobile and desktop, leveraging responsive technology for quality performance and visibility on all platforms. The ads first appeared as a banner ad, which interested users would then click to learn more information. 

Once clicked on, an inline video would appear to promote Trolli?s Sour Brite Crawler product that would automatically start to play. The full-paged ad also included an option to find nearby products for sale using a store locator. 

Users were prompted to share the video ad and an animated GIF that aligns with Trolli?s eccentric brand image through social media. The integrated experience allowed users to simply click a button to share on their personal accounts in a seamless manner. 

The mobile engagement rate of the campaign was 1.19 percent, with women outperforming men by 16 percent higher. New York was the most engaged market with Georgia, Arizona, Washington and Washington D.C. trailing behind. 

Mobile also saw an almost 15 percent secondary engagement rate, 39 percent above industry average. 

Ferrara and AdTherorent partnered with Celtra for this campaign. 

Trolli brand recently translated its brand quirkiness for a chatbot on Facebook Messenger that offers a range of activities in chat form, including giveaways and several surprises meant to appeal to young users (see more). 

?The Trolli ?Crawlers for Ballers? cross-screen campaign ran on mobile, tablet and desktop,? Ms. Oosthuizen said. ?AdTheorent?s machine learning platform identified the impressions with the greatest likelihood of engagement and that determined where the ads are served.

?AdTheorent created a bright, colorful and edgy interactive rich media unit to compliment the Trolli brand,? she said. ?Once a user tapped on the initial banner, the cross-screen responsive experience included an auto-played inline video, as well as a store locator to find the nearest location for product purchase. 

?Users then had the option to share the video on twitter or share three quirky GIFs with friends including a unicorn, cat and Sour Brite Crawler.?