Adcade Sizzle Reel
Staples x Adcade Accelorator Campaign Case Study (2015 Bronze IAB Mixx Award winner)
Objective/Goal:
Staples came to us looking for a sophisticated program dedicated to small business owners. They wanted to showcase their huge selection of products, savings, and rewards customers can enjoy. In search of a rich digital solution designed to create a one of a kind online brand experience, the objective for the Staples Accelerator campaign was simple: make small business owners aware that Staples has everything their businesses need to succeed. To achieve this, we worked with the client to develop a campaign that went beyond simply expressing messages and displaying products. The ad creative needed to offer consumers opportunities to engage with the Staples brand. It also needed to feature informative, dynamic content tailored to consumers in a relevant, personalized, and memorable way.
Idea and Execution: What was the “big idea” as well as the plan developed to meet the brand’s goals?
The BIG idea was to analyze the mindset of small business owners to understand their exact needs, then incorporate where and when they are most receptive to ads online as well as which content they find most useful. We set out to build a campaign for Staples that not only captured users’ attention but stimulated them to engage with the brand while guiding them down a natural purchase funnel.
After some serious brainstorming, we brought two separate IAB Mobile Rising Star Adhesion Banners to market. The first was “Slingshot,” a cross-device adver-game with social media integration that let users swipe and sling Staples’ products into a shopping basket. Slingshot leveraged game mechanics to engage and drive ongoing participation among small business owners. Sensitive to the user's’ touch, consumers needed to find the perfect swipe pressure and angle to successfully fire each Staples’ product into a shopping cart. Once the 15 second shot clock expired, the user was taken to a leaderboard where they viewed their score, entered their initials, and could see how they ranked against other players. The user could also interact with each product featured in the game — dynamically pulled from a real-time inventory feed — and click to immediately purchase them directly from Staples.com.
The second creative, “Interactive Office Calculator,” was an interactive ad unit that enabled small business owners to calculate how much they would save each year by shopping with Staples’ rather than their current supplier.
Results:
In just three weeks the program garnered mobile conversion rates performing 4x better than Staples’ previous campaigns, resulting in a significantly greater ROI of $4.92 over standard industry benchmarks.
The campaign performed so well that Staples extended the flight dates, finishing with over 155K total interactions, and a rich media delivery success rate of 88% due to Adcade’s advanced multi-screen animation software, Epoch. The success of this campaign was powered by Carat, Amnet, TapAd, ActionX and Adcade, and we were thrilled to work with these strategic partners to push the boundaries of HTML5 and digital advertising.
Overall the Staples Brand Accelerator program proved that robust market research combined with Adcade’s advanced multi-screen coding technology, and the intuitive functionality of the IAB Mobile Rising Stars to be highly effective in creating a rich and engaging user experience, built perfectly to meet and exceed client objectives.
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Oakley Sunglass Customizer" Campaign Case Study
(2014 Silver IAB Mixx Award Winner)
Objective/Goal:
Oakley came to us looking for a digital solution to raise brand awareness for their custom sunglass program, but the ultimate goal for this campaign was to boost sales by developing Oakley’s custom program in-banner to create a seamless path to purchase. Although Oakley’s custom program is one of the leading drivers of traffic to their website, Oakley needed to extend the program’s reach across all channels and devices in order to drive awareness.
Idea and Execution:
The BIG idea was to fully develop Oakley’s online custom program in-ad for sunglass wearers to easily interact with, customize and purchase Oakley products. We needed to make sure the user experience required minimal effort from the consumer, so we developed a highly intuitive customization experience with AdScript - Adcade’s advanced coding technology. This allowed the campaign to be fully responsive, adapting to all devices and platforms. Through the use of an elegantly designed visual tool bar, the Pushdown build enabled users to customize Oakley sunglasses with real-time in-stock inventory fed directly into the ad from the Oakley website. The path to conversion was just as important to the user experience as the product customization, so we simplified the purchase process by linking the call-to-action directly to Oakley’s checkout screen with the user’s newly designed sunglasses ready for payment.
Results: Reach and Delivery
The campaign performed extremely well, garnering over 7,000 click-throughs, of which 58% were purchase click-throughs. With the use of Adcade’s proprietary technology, AdScript, the campaign was delivered across display, tablet and mobile formats flawlessly and delivered a 94% rich media cross screen success rate.
Results: Engagement
Reporting showed that 4.8% of users engaged with the campaign, driving over 205,000 interactions with the average user spending over 13.5 seconds interacting with the ad unit. The most engaging product was Oakley’s Fives Squared lifestyle sunglasses which garnered over 35,000 lens and frame customizations. Oakley’s Frogskins lifestyle sunglasses produced the highest purchase click-through rate of 19%, generating over 1,000 shopping cart visits and also garnered 33,000 lens and frame customizations. While Oakley’s Holbrook lifestyle sunglasses proved to be the third most engaging product, producing over 32,000 lens and frame customizations. Overall the Oakley “Style Is What You Make It“ Customizer campaign proved that the intuitive functionality and design of the IAB Rising Star Pushdown unit combined with Adcade’s AdScript technology to be highly effective in creating a rich engaging user experience built perfectly to meet all client objectives.