1. Gadoua MultiGo & Wonder+ InvisiblesProduct Launches
Mobile Case Study: Never been seen before results!
2. SmartIdeas TM BSTREET is a marketing communications agency
dedicated to creating for your brand. 3. 4. The Challenge
Gadoua & Wonder were looking to enter into Quebecs and
English Canadas healthy white bread segment to compete with POMs
Smart Multi-Grain, offering a never seen before soft white format
that was made with 14 whole grains.
BSTREET was asked for an integrated campaign that would provide
a strong and compelling reason for trial, build awareness of the
brands unique benefits and gain strong trade and sales support
through display activation.
5. The SmartIdea
Never Seen Before was the BSTREET platform that projected the
innovative nature of the 14 grain format milled into a smooth
textured bread
The simple image of a magnifying glass exposing the soft and
white texture that consumers love, with the goodness of 14 grains
their families need, was key to all communication vehicles.
To connect with consumers in the digital space, BSTREET
leveraged Gadouas long-standing relationship with Club des Petits
Dejeuner and Wonder+s relatioship with the breakfast club of Canada
as the perfect platform to engage consumers to join our efforts to
raise money for a very worthy cause providing nutritious breakfasts
for children across the province.
6. Planning the rightdigital marketing mix to amplify retail 7.
MultiGO Execution 8. Wonder+ Invisibles Execution 9. CAMPAIGN
SUMMARY
Putting it all together
10. The Results
After 8 weeks Multi-GO took the #1 spot as Quebecs #1 selling
bread
Wonder+ Invisibles also off to a great start (ranking not yet
available)
The mobile media campaign performed above industry norms (and
5x online average)
MultiGo Was the best performing campaign in Quebec during our
campaign period on the Weather Network
Wonder+ Invisibles was among the best performing campaigns of
all time on Yahoo mobile
11. IN SUMMARY: MOBILE OUTPERFORMED ALL OTHER DIGITAL CHANNELS
12. 4 key takeaways
Like online media, mobile media ads perform best when there is
a call to action
Having an actual mobile website (vs a larger version of the Ad
or a redirect to the online site) ensures relevance and better user
experience which leads to better brand engagement
Highly cost effective to build a mobile website vs. a mobile
application especially if you are looking to build across multiple
platforms and easier to drive to mobile web than mobile App for
media
Mobile doesnt replace anything in your digital marketing mix
but its an excellent complimentary channel that is getting great
measurable results
