U.S. Cellular Case Study

Mobile network operator boosts favorability 85% educating consumers in specific regions during two important seasons
Mobile advertising for U.S. Cellular

The Challenge

The mobile network operator U.S. Cellular needed to increase its awareness for its prepaid product and build ad recall during two important seasons. It needed to achieve this within very specific U.S. geographic regions.

The Experience

Holiday mobile advertising for U.S. Cellular

U.S. Cellular launched two Dabbl brand experiences for the holiday and back to school seasons. The campaigns targeted consumers living in specific regions throughout the U.S.

The brand experiences were crafted with the goals of brand awareness and ad recall. The experiences were designed to spent a significant amount of engagement time educating consumers on the brand.

The experiences used 5 to 6 trivia engagements, a mobile video and call to action engagements.

Trivia activities on Dabbl are a two-part engagement. First, consumers answer a trivia question. Second, they see whether they are correct, learning more details about the answer.

U.S. Cellular used multiple trivia engagements to educate and challenge consumers on what is possible with their prepaid cell phone plans.

Back to school mobile advertising for U.S. Cellular

Above: the U.S. Cellular mobile engagement experience on Dabbl for the Back to School season. Further above: the Holiday experience.

More Info
6 Activities per experience, including Mobile Video and Trivia activities.

Results

63 sec
Avg Time Spent
per Experience
Dabbl Avg 35 sec
+85%
Increase in Brand Favorability
Exposed vs Non-Exposed
+35%
Increase in Purchase Intent
Exposed vs Non-Exposed
+35%
Increase in Likeliness to Recommend
Exposed vs Non-Exposed
+30%
Brand Awareness
Exposed vs Non-exposed
+123%
Ad Recall
Exposed vs Non-exposed
+30%
Brand Awareness
+123%
Ad Recall
Exposed to Dabbl experience
Non-exposed

Unlike traditional advertising, brands on Dabbl do not interrupt consumers' content. Instead, consumers choose to use Dabbl during their downtime specifically to spend time with brands that value their attention and opinions.

This results is higher quality, longer engagement time with consumers.

For U.S. Cellular this meant consumers spent an average 63 seconds engaging in the brand experiences. The back to school experience averaged 76 seconds of engagement time per brand experience.

This longer engagement time and friendly, non-interrupting context resulted in a +30% brand awareness lift and a +85% brand favorability lift between those exposed to the brand experiences and those not exposed.

Additionally, there was a +123% ad recall lift one week after the second experience completed. Sample size for the brand study was 5,005 Dabblrs.

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