We are beyond thrilled to tell you that we won two Gold Awards at this week’s 2018 Mobile Marketing Association (MMA) North America Regional Smarties.
If you’re not familiar with the Smarties, they’re like the Golden Globes of mobile marketing. The annual awards recognize the best-of-the-best mobile campaigns from hundreds of marketing, media, technology, and agency organizations worldwide.
The winners were selected by the MMA's independent North America juries comprised collectively of 46 renowned, senior brand and agency professionals under the guidance of jury president, Norman DeGreve, Senior Vice President and Chief Marketing Officer, CVS Health, for the North America competition.
The campaigns are judged on four criteria with business impact accounting for 40 percent of each entrant's overall score while creative, strategy and execution each made up 20 percent.
It Takes a Great Client
We received our awards in partnership with our customer, Lane Bryant, in two categories:
Best “Relationship Building/CRM”
Best “Messaging” campaigns
It’s easy to work with brands like Lane Bryant. Since 1904, the brand has been communicating a marketing message of female empowerment. Vibes helped reinforce that message by stepping up Lane Bryant’s mobile marketing efforts through a personalized, multichannel campaign that focused on each customers’ preferences.
From in-store try-on events to opportunities to give back to the Breast Cancer Research Foundation, each message fostered a deeper relationship with the customer.
Mobile wallet was, of course, a part of our approach with Lane Bryant. By carefully paying attention to what offers hit home, we were able to get an average wallet save rate of 20%.
We also combined a unique conversation with Lane Bryant customers with behavioral metrics and shopping data to create a segmentation strategy for the brand. The data we gleaned help us develop mobile marketing strategies that saw a 13% clickthrough rate when using emojis, an increase in mobile wallet saves up to 37% when multimedia was used, and a 98% conversion rate for an in-store contest.
Touching on that last point; the success of this campaign wasn’t solely mobile-based. Store associates helped boost mobile subscribers 30% in 6 months, proving the value of both online and offline efforts combined.
Watch a short video with more highlights from our Lane Bryant campaign.
Another Trophy for Our Case
Whenever we win an award, it’s validation that what we’re doing at Vibes is truly working to move the needle as far as how mobile marketing is being used effectively by brands. These two Smarties awards come closely on the heels of Vibes winning the ‘Lighthouse’ award at the Illinois Technology Association (ITA) 2018 CityLIGHTS Awards ceremony.
We are incredibly grateful to the amazing clients we are fortunate enough to work with on innovative mobile marketing campaigns, as well as the awards organizations that recognize the value of what we do.