Conceptualized by Mirum & mCanvas, the mobile ad campaign enabled women to take a selfie and share on social media to become brand amabassadors
mCanvas, the experiential storytelling ad platform for small screens, created an interactive mobile ad campaign for Figaro on Women’s Day. Enabling women to be the face of the brand, the innovative campaign got users to click a selfie and share the same on social media such as WhatsApp, Facebook and Twitter with the hashtag #SimplyChooseFigaro.
Using the ‘Scroller’ format mCanvas and Mirum conceptualized the idea to empower all the multi-tasking women on this auspicious day. The creative allowed users to start their front camera and take a selfie. On clicking the selfie, it appeared as a polaroid picture with the caption ‘I have the Olive Personality’. Gathering some of the pictures, a simple collage was created and posted through Figaro’s social media accounts wishing women a ‘Happy Women’s Day’. Further, a microsite was created for this concept, which made the experience sharable. Not only did women across India experience their moment in limelight but also invited others to enjoy the same, thus becoming brand advocates for Figaro.
Reaching close to 5 million users, the campaign saw an impressive 2% click-through rate - beating the 0.20% industry average for mobile banner ads. Users spent 15 seconds on average engaging with the brand narrative.
Commenting on the campaign, Susana Toribo Bustello, General Manager - India, Figaro said, “We are excited to execute an experience that empowers women by being the face of our brand. I am positive our campaign boosts women who are ambitious multitaskers to #SimplyChooseFigaro and bring out their Olive personality.”
Joy Das, General Manager - Media Planning and Buying, Mirum said, “We are glad to have associated with mCanvas for the Figaro Women’s Day campaign. With an interesting blend of technology and creativity, we have not only achieved the desired outcome but also created a lasting brand recall and are happy to reach out to women in a more contextual and impressive manner.”
Vishal Rupani, Co-founder & CEO, mCanvas said, “Women’s Day is the day to pay tribute to every woman and to salute her immense contribution in shaping the society. We are happy that Figaro presented us with the opportunity to use our innovative technology to support the cause by enabling real women to become the face of the brand.”
mCanvas is an experiential storytelling platform that helps brands emotionally connect with their audiences on small screens. Our mobile ads and content marketing solutions make experiences interactive and memorable by etching phone sensors and device features in to the brand narrative. mCanvas is creating ‘wow’ moments every day by reinventing formats, building tools and providing a marketplace (of 70+ publishers like Moneycontrol, RepublicWorld, TheHindu, ScoopWhoop, and SportsKeeda) to run these experiences at scale. To see our award-winning work and learn more visit: www.mCanvas.com
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