HomeResidential areas where consumers are likely to be at home, in a more relaxed environment and receptive state of mind. | WorkBusiness and financial areas, where consumers will mostly be in a work mindset. | OutLess than 100 miles away from home or work, where consumers may be running errands, shopping, having fun or commuting. | Away100+ miles away from home, where a consumer may be traveling for business or pleasure.
Defining the Mobile Moment
As the traditional three meals per day practice is being challenged, many are opting to consume 5+ small snack-like meals. That creates a lot of moments to influence the snackers among us, but what moments work best? Target people during the times of day when they are most likely to make their snacking decisions.
The Mobile Moment in Action
Aki was tasked with helping a yogurt brand stand out among the competition by driving engagement, purchases and interaction from consumers.
To celebrate that yogurty goodness, Aki focused on the moments that consumers are likely to make snack decisions, shared moments that energize, create a feeling of happiness or are simply “me time”. This included the Morning Madness Moment, afternoon activities such as Homework Moment and relaxing times like the After Dinner Moment, Game Time Moment, Weekend Family Moment and Story Time Moment.
In addition to reaching people during their Snack Moments at home, Aki targeted Entertainment Moments like movie releases and sporting events.
The campaign insights showed that moments in the Home ‘zone’ performed best. Consumers targeted in their living areas during morning and evenings showed the highest performance, with a notable 6.1% CTR. Through moment targeting, Aki was able to drive awareness, influence and generate action for the yogurt brand.
Did you know?
Nearly all Americans (94 percent) snack at least once a day. What is more, half (50 percent) of adults snack two to three times per day.
Source: Mintel, Snacking Motivations and Attitudes US 2015.
Explore more Moments
The Workout Refuel Moment
Protein bars, mystery shakes, energy drinks, milk, soy vegan chia cookies… With so many post-workout nourishment options, how does a brand stand out?
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The Sleep Sufferers Moment
Have you ever had that sleepless night where you toss and turn until you finally give in to your phone or tablet to get lost in the web? Turns out you’re not the only one and those moments happen to be extremely impactful for the right brands.
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Ready to own your mobile moments? Contact us.