THE CHALLENGE

Quaid Media specialised in user acquisition for mobile apps and games through TV advertising. Wanting to target app developers and publishers, the challenge we faced was twofold. Firstly Quaid Media had a little or no profile. Secondly, TV advertising for apps was perceived as being expensive, hard to measure and slightly old fashioned. So, we set about creating an impactful, content-rich campaign over several months to drive thought leadership for Quaid and drive inbound leads to its website.

WE CREATED A BREAKFAST BRIEFING EVENT WITH A GUEST SPEAKER TO HELP INFORM AND EDUCATE QUAID MEDIA'S PROSPECTS ON TV ADVERTISING

Live events can be great for engaging with prospects which why we suggested a breakfast event in London, a key territory for Quaid. We approached Thinkbox the marketing body for commercial TV in the UK, in all its forms – broadcast, on-demand and interactive. Thinkbox has undertaken thousands of hours of research on TV and its viewers and has superb insight into why app developers should be considering TV as a marketing channel. Quaid Media hosted its first-ever breakfast briefing ‘Using the power of TV to promote your apps’ at The Hoxton Hotel in London. We undertook full management of the event including arranging the venue, sourcing and approaching attendees, as well as creating the invitation and Eventbrite page.

With limited space, the event rapidly filled up when we announced it, and Nicole Greenfield-Smith, Research Controller at Thinkbox, gave some fascinating insights into the unique power of TV and how app marketers can harness its potential. We also hired a cameraman to film the event, which was then edited for use on the Quaid Media website to generate inbound traffic and increase their body of content. Several app developers and feedback was extremely positive as it imparted new information for the attendees as to the unique qualities of TV.

WE CREATED THE EBOOK '8 REASONS WHY TV IS GREAT FOR APP MARKETING' TO SHOW COMPANIES THE BENEFIT OF USING THE MEDIUM

We decided to focus on 8 of the biggest positives for TV advertising for apps, which also corresponded to the most common questions from developers and brands. We used publicly-available research and data from organisations like Thinkbox, Google and Nielsen, and wrote, designed and produced the ebook in just a few weeks. We also worked closely with Quaid Media on the content release strategy, helping them design an email newsletter to their clients and prospects as well as implementing a comprehensive content launch checklist.

The guide was exceptionally well received by Quaid Media’s client base as well as its prospects. The guide remains a core piece of content for Quaid Media, helping to increase the perception of them as leaders in app marketing on TV – as well as driving inbound leads. Quaid is also planning to create a physical version of the ebook, using it at shows and conferences as a useful giveaway for prospects. The guide still lives on as a solid piece of SEO content, often appearing when people search for ‘TV app advertising’ and it still drives inbound marketing through long-tail SEO.

WE CREATED THE EBOOK 'THE LITTLE POCKETBOOK OF TV ADVERTISING TERMS' TO DEMYSTIFY TV ADVERTISING FOR PEOPLE NEW TO THE MEDIUM

We suggested to Quaid Media that we produce an A6 sized pocketbook that could be distributed digitally as well as printed and handed out at shows and events. We then developed the idea of a pocketbook of TV advertising terms. Quaid Media liked the idea and so we wrote the guide which our designers then produced.

Client reception to the guide has been extremely positive with Quaid Media owning a useful piece of content that can be used for inbound marketing and long-tail SEO as well as a physical giveaway at events and shows.

WE FURTHER ESTABLISHED THOUGHT LEADERSHIP ON TV ADVERTISING AND CREATIVITY BY INTERVIEWING EXPERTS AND CREATING THE EBOOK 'ADVERTISING APPS ON TV WHY CREATIVITY MATTERS'

Quite often, the focus on the technology of advertising can obscure the actual thing that customers respond to – creativity. In a bid to highlight the crucial role that creativity plays in the mix for mobile apps on TV, we created a panel of several industry experts, including a renowned neuroscientist and then we asked them several questions. We then took the answers and created and designed an ebook for the client for it to use in its marketing outreach programmes.

The response to the ebook was overwhelmingly positive and Quaid media was able to use it a door opener to begin conversations with prospects. The book also helped increase Quaid’s thought leadership position and also help diversify its expertise into the new area of offering creative input and advice to clients.

THE RESULTS

Through us developing a content-led campaign, Quaid Media became the go-to company and champion for anything to do with TV advertising for mobile apps. Our multi-tiered content plan meant that we were able to drive some fantastic media opportunities for Quaid in target B2B media and firmly establish them as thought-leaders in their chosen space. Most important of all, there was a significant upshot in leads to the Quaid Media website and the company was able to close several deals with high-profile game publishers to run mobile game campaigns on TV globally.

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