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LEADING CPG ADVERTISER: BEAUTY PRODUCTS
Launching a new product? Mobile is the way to go…

In order to effectively and efficiently promote the launch of a new makeup collection among key target markets, a leading CPG advertiser partnered with Millennial Media. Secondary goals included acquiring mobile numbers from their target audience for future marketing efforts.

Millennial Media ran the campaign across its premium MBrand network. The MBrand network is comprised of premium publishers whose rich content is proven to attract and engage consumers. The campaign ran for two months – with both demographic, device and content-channel targeting – in order to reach the largest possible volume of target consumers.

WAP banners promoting a product-specific sweepstakes were targeted across the MBrand network to female users leveraging specific mobile devices, as well as to a Hispanic social networking site, via a specific carrier. Once a user clicked on the banner, they were taken to a custom landing page that promoted a texting club as well as other beauty products within the new makeup line.

Ads targeted to the devices generated higher CTRs than those targeted to the social networking Two weeks in the campaign showed a peak in both impressions and performance – with daily clicks exceeding 700. The sports content channel generated the highest click-through rate at a strong 7.31%, followed closely by social networking at 5.39%. Ads targeted to specific mobile devices generated higher CTRs than those targeted to the Hispanic site, at 2.5% vs. 1.6%, respectively.

The advertiser was thrilled with the results. Not only were their target consumers clicking on their ads, they were providing their personal mobile numbers for future remarketing. Quality strategy, quality creatives and quality results.