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CitizenNet & Magnitude Digital - Mobile Marketing Campaign of the Year

Gold Stevie Award Winner 2021, Click to Enter The 2022 American Business Awards

Company: CitizenNet & Magnitude Digital
Company Division/Group:Magnitude Digital
Company Description: Magnitude Digital was founded in 2012 in New York by digital marketing guru and former WPP executive, Mike Kujanek. Magnitude Digital is an integrated digital agency specialized in Paid Media, SEO, Mobile, performance marketing, and creative. Magnitude Digital's success is credited to its award-winning work with Condé Nast, ADT Security, IDT Telecom and Surf Air over recent years.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Mobile Marketing Campaign of the Year

Nomination Title: 2020 REVOLT Summit X AT&T Campaign

Specify the date on which this campaign or program was launched:
Launch Date: September 15, 2020
End Date: October 22, 2020

2020 REVOLT Summit x AT&T Campaign
How the REVOLT Summit x AT&T proved to be a successful annual event despite the challenges of the COVID-19 pandemic, the disruption of in-person attendance, and a full transition to a virtual app-based experience.

-Conceptualized, tested, and optimized a multi-channel strategy consisting of social, display, video, influencer marketing, and search advertising that would aid REVOLT TV in generating interest around the virtual summit and converting their target audience to attendees at scale.
-Utilized the full power of Google’s Universal App Campaigns in order to supplement Paid Social initiatives to drive installs and ultimately increase virtual summit attendance.

Tactical Overview:

-We ran campaigns across Facebook, Instagram, Twitter, YouTube, to not only build awareness and drive viewers to REVOLT’s live streams but to influence downloads for the REVOLT Summit X AT&T app.

-We capitalized on name recognition of industry leaders at REVOLT Summit X AT&T by calling out headliners in creative and building interest audiences on them.

-We deployed ‘the day of’ influencer strategy that was comprised of both macro and micro influencers, in which we activated 21 creators within 48 hours of the event, including several macro influencers providing live tweets during the event.

-Google UACs acted as our lower-funnel conversion channel, with a majority of Google’s impressions and installs being directly attributed to the UAC’s text ad functionality.

-For the Search functionality of the UAC, we created highly relevant text ads that showcased the key offerings of the virtual summit. Text ads proved to be our most effective medium of user acquisition and made up the majority of impression delivery from the UAC’s three channels.

-For the Display functionality of Google UACs, we leveraged mobile-optimized static assets in order to utilize the strengths of Google’s Display Network in driving app installs and post-install events.

-For the YouTube functionality of Google UACs, creative that heavily focused on celebrity endorsement was used. This enticed our target audiences to install the app, attend the summit to hear their favorite music artists speak on social issues, financial literacy, and how to build a brand.

Our Results:

Overall, agency and client expectations were exceeded as over 13,500 installs were generated by the paid media initiatives. Campaign goals were over-delivered by 84% and the challenges of transitioning from an in-person event to an entirely app-based digital experience were overcome as summit attendance hit record levels.

We were able to reach over 2M potential event attendees, support a large volume of last-minute app downloads, generate an engagement rate over 9%, and create over 200k feed engagements.

Magnitude Digital/CitizenNet & REVOLT TV successfully aided in promoting a virtual summit that educated Black American youth about key social justice issues, entrepreneurialism, and inspiration from leaders of the Hip Hop community to both take action and better their lives.

Please see the attached PDF for a formal overview of our campaign.