- [Instructor] So you've learned the how
of mobile marketing campaigns, now for the why.
We're going to analyze and explain why the Redbox,
Domino's, Ford and Starbucks campaigns work so well.
If you haven't done so already,
be sure to watch the previous video
to see what mobile channel or tactic was used
and the notable results of the campaign.
There are various factors that contribute to why
a campaign is successful and why it may fail.
Many successful big brands leverage consumer psychology
as a tool to building marketing campaigns,
so we'll explore the campaign
from a psychological perspective,
along with the convenience, fun and offer success factors.
Redbox's mobile campaign contained an exclusive offer,
the O in CFO.
Only Redbox customers were presented the offer.
This gave customers a sense of being part
of an exclusive group.
When only a few have access to certain benefits,
they become part of an elite group
creating a strong sense of belonging and community,
which is believed to be a central human need.
A pro tip for you.
Create a club or membership that not everyone has access to
or offer a select few the ability to take advantage
of an offer for a limited time.
Domino's.
Domino's mobile campaign leveraged the fun factor,
the F in CFO.
Playing mobile games has a positive effect
on a person's psychological wellbeing.
According to research by Tapjoy,
consumers who are more focused and engaged,
such as with a game,
are more open to advertising messages
than consumers in a different state of mind.
The Domino's app worked because it created
a personal experience that engaged people
and allowed them to customize their order.
Domino's made ordering pizza fun and fun paid off.
Ford's mobile campaign offered convenience, the C in CFO.
Ford made the ability to get more information
about buying a car easy.
The consumer just had to send a simple text.
People will avoid taking action
if it's perceived to be hard.
According to BJ Fogg's Behavior Model,
one element needed for human behavior change is ability.
The consumer must believe they can achieve the end goal.
In Ford's mobile SMS text campaign,
what can be easier than sending a text?
The Ford campaign also included
a text remarketing component,
which also contributed to the success of the campaign.
Here's another one for convenience in our CFO metric.
Starbucks used convenience as a way to build brand loyalty.
18.9 million Starbucks users in 2019,
a 16% increase over the previous years,
shows convenience contributes to success.
The Starbucks mobile campaign worked
because the app offers personalized
and user-friendly experience,
an engaging brand loyalty program
and mobile ordering and payment.
Starbucks President and CEO, Kevin Johnson,
feels that every interaction creates customer affinity
and builds brand loyalty.
Each of these campaigns included a CFO characteristic
that contributed to the success
of the mobile marketing campaign.
Convenience, fun and offer are contributing factors
in the consumer decision-making process that influences
what consumers buy and what services they use.
So consider making CFO part
of your mobile marketing strategy.