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The Brand Marketer’s GuideTo Participatory Mobile Marketing
How audience co-creation breaks through on mobile and increases campaign ROI
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Consumers promoting
your brand...
…to their friends over mobile.
Participating in your campaigns. Co-creating – and sharing their creations.
It’s authentic, so your target audience responds. And it’s in your brand voice, for the control you’ve been looking for.
It’s marketing for today’s world.
Participatory Mobile Marketing.
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The Power of Participation
In today’s world, participatory marketing gets the highest responses rates on mobile.
It’s what consumers respond to. And what millennials expect.
Today’s consumers want to be marketed to on their terms. They want to participate,
become part of the brand experience, co-create – and share with their friends.
Participation is authentic and it’s what resonates most with your target audience.
The stats tell the story:
■ 92% of consumers say they trust earned media, such as word-of-mouth from friends, above all other forms of advertising.1
■ 75% of YouTube users say, “If there is a brand I love, I tell everyone about it.”2
■ On YouTube, user videos get 10x more views that brand-owned content.3
■ 30% of millennials’ media time is spent with content created by their peers.4
■ Millenials report that user-created content is 20% more infl uential on their purchase decisions than any other media.5
■ 75% of users would share a video they create if they could make it look better quickly.6
Brands have awoken to the fact that they need to reinvent how they engage with today’s consumers. To inspire consumers to tell their stories, but in their brand voice.
1 Nielson Research Global consumers trust in earned advertising grows. 2 Think with Google Research Study – YouTube insights. 3 Earned media rankings - YouTube: reelseo.com. 4 Social influence study – crowdtap.com. 5 Social influence study – crowdtap.com. 6 The role of validation in video sharing - Vivoom research study.
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And this is where participatorymobile marketing comes in.
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The Challenges of Audience
Participation
Many of your best stories are told by your fans. Their stories are authentic. Relevant. Memorable and trusted.
But it’s been diffi cult for marketers to make consumers part of their campaigns. Brand execs point to these challenges:
1. It’s nearly impossible for brands to drive authenticity while maintaining brand control.
2. Marketers must build participatory programs from scratch, as standalone, one-off campaigns, which is resource intensive and expensive.
3. It has not been possible to easily add participation across the entire media mix.
4. There hasn’t been a scalable, repeatable way for marketers to integrate audience participation into campaigns.
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Participatory mobile marketing helps you overcome these challenges, and add participation into every campaign easily, and at scale.
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Participatory Mobile Marketing
OverviewParticipatory mobile marketing empowers brands and agencies to invite consumers
to participate, co-create and share videos using the brand’s campaign creative.
This new approach is made possible by Vivoom, and its Participatory Mobile Marketing Platform.
The Vivoom Platform transforms ordinary user video into branded, co-created mobile video
spots that users share with friends over mobile, and increase the ROI of any campaign.
Vivoom combines co-creation, real-time delivery, and mobile video into a consumer-centric experience that inspires users to engage in your campaigns by co-creating and sharing with friends – exposing your brand to new customers who engage at the highest participation rates on mobile.
Because it’s authentic, Vivoom video spots get consumers’ attention on mobile. And because it uses your creative assets, Vivoom maintains your brand voice, giving you brand control.
1%
campaign participation
65%
views tocompletion
10% viewerCTR
3%
gift card redemption
Vivoom Average Conversion Rates
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“Vivoom enables co-created engaging content from our target consumer’s point of view, but with our brand voice.” ~ Mark Addicks, CMO, General Mills
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The Vivoom Co-Creation
ProcessThrough its patented CoCreate™ Technology,
the Vivoom platform automates the entire co-creation process, making it easy to add
consumer participation to any campaign. Only Vivoom combines co-creation, mobile
video, and real-time delivery into one dynamic marketing platform, for an authentic, customer-
centric experience in your brand voice.
Vivoom’s platform hosts all campaign elements. All you do is add new creative
and you’re ready to run a campaign.
Here’s how it works:
Vivoom creates a video template using your campaign creative.
Invite your audience to co-create by shooting a video with their smartphones by adding a link or text number in your promotions.
The user downloads the Vivoom app customized to your campaign to access your co-creation template.
The user shoots up to a 15-second video with their smartphone.
Vivoom instantly transforms the video into a co-created, branded video spot.
Users preview and share the video with their friends.
Friends view the video on a branded viewing page that includes a call-to-action from the advertiser.
Friends watch the video, and click on advertiser offers at rate of 10%.
1Vivoom CreatesVideo Template
2 Invite
Audience
3 Download
Vivoom App
4 Shoot Video
5Transform
Video
6 Share Video
7 View Video
8 Participate
in offers
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Vivoom scales across brands, campaigns, media and verticals. It’s easy to change creative, offers, calls-to-action in near real-time.
Vivoom mobile video spots can include interactive calls-to-actions that average 10% conversions,
such as buy, download, subscribe, join, and more.
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Case Study: Universal Pictures
Dracula Untold
Campaign GoalDrive opening weekend ticket sales among millennials.
Vivoom ParticipationAn exclusive offer for movie fans to “Become Dracula” and transform their video with authentic Dracula Untold images, sounds and icons. Universal used Vivoom to transform users’ content, and extend their campaign’s mobile footprint as fans shared with friends.
Results■ .5% of the campaign’s target audience co-created videos■ 60% of friends viewed to the video completion ■ 10% click-through rate on an offer from Universal
User Video Final Vivoom Co-Created Video
See the live before and after videos and other campaign
examples at www.govivoom.com/success-stories.
Untreated User Video Dracula
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The Vivoom Co-Created
Video ElementsVivoom gives consumers an authentic way to immerse themselves in your brand’s images,
sounds, and messages through Vivoom’s branded video co-creation template.
The template includes a :03 video intro, brand audio, motion graphic overlays, visual
effects and :05 video outro. The user adds his or her video to complete the co-created
story that is up to 21 seconds.
When viewers watch the shared video, Vivoom presents a custom campaign offer to
fi t your campaign goals such as download, join, subscribe, create or share.
User Generated Video
Video Outro
Custom Viewer Page(social or e-commerce call-to-action)
Intro
Logo Overlay
Brand Audio
Integrated Treatments
1 5
2 6
3 7
4
1
2
3
4
5
6
7
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Offer Co-Creation throughout your
Promotions
The Vivoom Platform makes it easy to add consumer participation to your campaigns. Simply add a Vivoom link in your digital and mobile marketing, and include a text number in TV and out-of-home marketing. Your audience clicks the link or sends a text and they’re on their way.
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Case Study: In the pink
– A Lilly Pulitzer Signature Store
Campaign GoalDrive new, lapsed and existing customers to shop in stores and online.
Vivoom ParticipationAn offer for customers and their friends to share their Summer In Lilly, while offering a gift card incentive.
Results■ 2% of the campaigns target audience co-created and shared with friends■ 65% of friends viewed to the video completion ■ 11% click-through rate on an offer from Universal■ 3% of viewers purchased more than $250 of Lilly merchandise
User Video Final Vivoom Co-Created VideoSee the live before and after videos and other campaign
examples at www.govivoom.com/success-stories.
Untreated User Video In the Pink
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Are you ready to participate?
Vivoom’s participatory mobile marketing platform lets you add the power of audience
participation to every one of your campaigns. It’s authentic, so it connects with today’s consumers. It breaks through on mobile.
And it’s in your brand voice.
Vivoom invites you to contact us today to schedule a demo or to discuss how to make
audience participation part of your campaigns.
■ Phone: 844-4VIVOOM
■ Email: [email protected]
■ Web: www.govivoom.com
About Vivoom
Vivoom makes it easy for brands and agencies to add the power of consumer participation to every campaign, in their brand voice and at scale. Vivoom, the fi rst participatory marketing platform, turns authentic consumer content into co-created mobile video marketing that drives the highest response rates on mobile and exposes brands to new, highly targeted customers. Vivoom customers include Universal Pictures, Awesomeness TV, and General Mills. Founded in 2014, Vivoom’s team of investors includes CommonAngels Ventures, Stage 1 Ventures, and Insight Venture Partners. Learn more at www.govivoom.com.
