American Greetings sought to engage and inform consumers about justWink, a brand new line of greeting cards that could be accessed in-store, online and via mobile apps for iOS and Android. justWink enables users to easily customize greeting cards with their own photos and messages, then the final card can be sent via e-mail, text message, Facebook, or a printed version via snail mail - all through an easy-to-use application. The industry-first "Mobile Flip" video ad unit by YuMe was a natural fit to offer consumers a rich, immersive experience regardless of the viewer's device OS, screen size, or screen. The main objective of the campaign was to promote brand awareness and drive users to interact with the justWink app. YuMe Mobile Flip allowed justWink to offer consumers a 30-second, interactive video in which the user could move back and forth between slates with a single tap or swipe, hastening their research, accelerating decisions and allowing for instant further interaction with the brand.
YuMe's work for justWink was incredibly successful, with 10,275,329 total impressions and 717,282 user interactions during the period of September 1 through September 30.
The completion rate of the ad was a healthy 74% and with over 7 million users viewing the entire ad. Over 700K people interacted with the ad and close to 600K used the swipe technology.
Key stats within that the total 10,275,329 impressions include:
- 7,600,529 viewed the videos ads to 100% completion with a completion rate of 74%
- 592,167 "swiped" to interact with special Mobile Flip features
- 111,009 users clicked to interact
- 4,889 used the ad to locate a physical store location
- 4,803 downloaded the app
- 4,414 shared via Facebook
The advertising campaign drove the types and rates of interaction that justWink sought, ultimately driving social media interaction, app downloads and card purchases. The campaign effectively promoted awareness of American Greetings' new line and drove solid business results.