Adaptly and Blue 449 Announced as Finalists in The Drum MOMA Awards
At Adaptly, we strive to be remarkable in everything we do, working closely with clients and partners in generating true return on investment through strategic paid social initiatives. It is encouraging to see our efforts pay off and we are proud to announce that we, in collaboration with media agency Blue 449, have been shortlisted as finalists in this year’s Drum MOMA (Marketing on Mobile) Awards. We are nominated in the “Best Product or Service Launch on Mobile” category for our work on last year’s Facebook brand launch campaign for client iD Mobile – a British Mobile Virtual Network Operator (MVNO) provider offering 4G pay-as-you-go monthly- as well as 30-day rolling SIM-only solutions.
The #DoYourOwnThing campaign consisted of a series of documentary-style Facebook video ads and aimed at driving awareness of iD Mobile’s offering by celebrating its key message of individuality. The brand was borne out of listening to consumers and understanding their mobile contract frustrations, thus creating a network that is as unique and flexible as each person.
Over the course of the campaign, ads reached a total of 8.9 million people, representing 134% of the originally estimated audience. Within the first week alone, it achieved 46% of the eventual total reach, largely due to a strategically front-weighted budget. In total, the campaign delivered 21.9 million video views, surpassing view targets by 114% at an average frequency of 7.6 unique impressions per user, firmly planting iD Mobile in the minds of the identified “Young Independent” target audience. It was widely spoken about in UK trade press and was successful in positioning the brand as the go-to MVNO provider for Millennials.
Rob Kabrovski, VP of Accounts at Adaptly EMEA, says: “We are delighted and proud to be shortlisted for such a prevalent industry award, together with our friends and partners at Blue 449. This nomination truly is testament to the value of paid social and how it can be used to successfully build strong awareness of a new player in an already saturated market. Regardless of the outcome, it is great to see our work being recognised by such an influential industry publication and we are eager to deliver many more successful campaigns in the year to come.”
The Drum MOMA Awards celebrate the agencies and brands that have delivered particularly successful and innovative campaigns on mobile in the past twelve months. As one of the most engaging marketing platforms, mobile is constantly developing to meet consumer demand for content and with that, brands ought to stay on top of innovation or risk becoming irrelevant. Social media is at the heart of the mobile evolution, encouraging paid social specialists and their partners to stay on the forefront of what is happening in the industry.
We at Adaptly look forward to seeing this year’s Drum MOMA Award winners be revealed in the ceremony on 11 May.