Every year mobile makes a bigger mark on the marketing industry. Traffic alone is not the only measurement, but it can’t be ignored that mobile drove 40 percent of this year’s Black Friday online traffic, when three years ago it accounted for just 4 percent, according to IBM Digital Analytics. Campaigns are getting more creative, traffic is gaining in volume, and transactions keep growing larger. 2013 saw the most impressive mobile efforts yet. The automotive industry shined with creativity, as JWT China’s Missing Children project created awareness on an unprecedented level in the nonprofit sector, and brands such as adidas took mobile engagement to new heights. Let’s take a look at a couple of campaigns that really stood out.
Third place: China’s “Missing Children”
As an industry, we often put our focus on for profit companies, but non-profits are doing fantastic campaigns that shouldn’t be ignored. Over 20,000 children go missing each year in China, and recovering them was proving too big a challenge. To combat the seemingly unsolvable problem, the Baby Back Home Volunteers Association empowered anyone with a smartphone to become a search volunteer just by taking a photo of a child they suspect may be lost or stolen. The Missing Children app then compares a submitted photo to Baby Back Home’s missing persons’ database to identify a match. Results are delivered almost instantly using face recognition technology.
Mobile and a bit of creativity were used to conquer an almost insurmountable problem. In addition to having a worthwhile cause at the heart of many Chinese citizens, the innovation and usability behind the mobile experience made the app desirable to use. The results speak for themselves: In the first week, they had two long-awaited family reunions. 20,000 app downloads promises a brighter future for even more families.
Check back tomorrow to see who came in second place.