Back in June we were shortlisted for six categories in the Effective Digital Marketing Awards by Mobile Marketing Magazine. We couldn’t be prouder or more excited to announce that we won the Most Effective Video Campaign award. Way to go Team Moburst!
Our work with Shopkick was shortlisted for the following prestigious awards:
- Most Effective Mobile Campaign
- Most Effective Performance Campaign
- Most Effective Retail Campaign
- Most Effective TikTok Campaign
- Most Effective Video Campaign – which we won 🙂
- Most Effective Advertising campaign
Mobile Marketing Magazine’s awards are intended to honor the marketing teams and creative talent driving business impact through the power of mobile. Winners are selected by independent global and North American juries comprised of renowned, senior brand and agency mobile marketers.
Shopkick is an e-commerce app that offers users rewards for shopping activities both in-stores and online. It allows users to scan items, make in-app or in-store purchases and submit receipts, all to collect points that can be redeemed in gift card format.
Building on our eight years of industry experience working with over 400 media partners in over seventy countries, we’ve managed to achieve ultimate success for Shopkick that has led to these recognitions from Mobile Marketing Magazine.
Shopkick TikTok Campaign
Back at the start of 2020 in the early days of the pandemic, in-store shopping was at an all time low and CPIs were at an alarming all time high. Shopkick, an app which relies on both in-store shopping and app installs, was forced to shift its strategic approach. What could we do to help Shopkick resurrect this sticky situation?
The solution went as follows: establish Shopkick as its category’s leading presence on TikTok. While this primarily addressed the short term concerns Shopkick faced, it also served a bigger purpose of helping the app further its long term objective to cultivate its next generation of users, including Gen Z.
Moburst and Shopkick have spent years testing countless mobile ads and their different iterations on various channels together. However, this work had never previously led us to TikTok…until now. This would be our first TikTok venture together. In July 2020, we launched the first TikTok user acquisition campaign, naturally hoping for incredible success. Except the average CPI was six times higher than we were used to seeing on other channels, the total reverse response to what we were hoping for.
The problem was that we had launched the campaign using the same types of ads we normally produce (and with great success), except each platform is its own beast and this particular approach was simply not right for TikTok.
We immediately took a deep dive to identify where we went wrong and where we could improve. We knew that the initial creatives weren’t resonating with the TikTok demographic, so we went back to the drawing board and devised an entirely new set of videos that were more authentic to TikTok. We created TikTok content, not just ads. This is something we now recommend for all of our clients, because TikTok users respond far better to authenticity than traditional ads. This is the most effective form of advertising on TikTok.
The following two months of the campaign couldn’t have seen better results. The campaign had made a mighty comeback. The cost-per-install (CPI) decreased by 87%, the cost-per-registration decreased by 89% and the cost-per-acquisition (CPA) reduced by 86%. This skyrocketed the campaign.
Beyond return on investment (ROI), the investment in TikTok for Shopkick has had additional long term benefits, such as unlocking an all new generation of active app users with a much higher retention rate. Having a high retention rate is a significant ranking factor for the app store algorithms and therefore an essential part of a strong app store optimization (ASO) strategy.
Together, Moburst and Shopkick proved that even in the most unsettling of times, overachieving on mobile performance is still possible.
Award Winning Mobile Success Agency
Moburst’s latest nominations and win are not the first of their kind. We’ve previously been recognized for our campaigns on multiple occasions, including winning the “Most Effective Performance Marketing Campaign” award in 2019 for our work with SAY and receiving the Bronze Award in the “Marketing Objective – Brand Awareness” category in 2018 for our work with Samsung.
Our award-winning work has helped us achieve success for some of the world’s largest corporations and startups, such as Google, Samsung, eBay, Uber and Pfizer.