Case Studies

Goal The airline was seeking to generate inbound calls from potential customers, particularly business and leisure travelers looking for low-cost airfare.

Details The airline ran a CPM campaign, and chose to measure performance on a cost-per-call basis. When the airline initially tried mobile advertising with a different provider, it was paying as much as $15 per call.

Results Through UpSnap’s Caller Analytics tool, the airline was able to optimize campaign performance on its calls, driving more than 3,100 calls in one month with a cost per call of less than $4, a reduction of 73%.

Goal A developer with a mobile app designed to help users calculate their taxes was seeking to increase downloads.

Details UpSnap designed a nationwide mobile advertising campaign, including creative design services, to drive app downloads, opens and consumer engagement. UpSnap used its proprietary caller analytics tool to profile consumers to optimize app downloads, and a third-party vendor was used to track app usage.

Results App downloads happened so quickly that the customer’s budget was depleted early in the campaign. In the process, the app quickly went from 368^th to the top 10 most popular financial apps on Android.

Goal A large furniture and appliance rental company wanted to drive a high volume of calls.

Details Due to the nature of its business model, the client wanted to drive a high volume of calls from low- to mid-income mobile users. UpSnap used its proprietary caller analytics tool to profile leads accordingly.

Results The campaign generated an average of 200 calls per day for the client.

• 82% of callers were homeowners
• 80% of callers owned a home valued at less than $200,000
• 67% were less than 55 years of age
• 70% of callers had an annual income less than $100,000

The success of the campaign led the client to seek a second campaign targeting Hispanics.

Goal A national appliance repair company wanted to drive a high volume of calls for appliance repair with a targeted cost per acquisition.

Details Due to the nature of its business model, the client wanted to drive a high volume of calls from homeowners. Using its proprietary caller analytics tool, UpSnap took conversion data provided by the client to optimize campaign performance and aim for the client’s targeted CPA.

Results The campaign has averaged more than 50 calls per day. To date, the campaign has generated more than 7,000 calls for the client.

• Average call length is six minutes, indicating a very healthy level of engagement
• 90% of callers were homeowners
• 67% of callers had an annual income more than $100,000

The success of the campaign led the client to consider additional campaigns around other business lines.

Goal One of the nation’s largest bus rental companies launched a trial mobile advertising campaign through UpSnap to test mobile pay-per-call advertising.

Details UpSnap handled all creative design for the campaign, developing banners and click-to-call pages to generate conversions. In addition, UpSnap used its proprietary caller analytics tool to profile callers in order to boost conversion rates.

Results The campaign generated more than 1,000 billable calls for the client, more than 40% of which went more than three minutes in length. The initial campaign was restricted to the New York City area; due to the results from the pilot campaign, the client indicated interest in rolling out a nationwide program the following year.

Goal Nationwide automotive dealership wanted to launch first-ever mobile click-to-call campaign for lead generation for local dealerships.

Details Rather than direct calls to a centralized call center, the client wanted to direct calls to local dealers. By integrating with a custom-built interactive voice response system, the customer was able to divert calls to the appropriate dealership based on the customer-provided zip code. UpSnap employed its proprietary Caller Analytics system to boost clickthrough and conversion rates.

Results Generated hundreds of calls per day to dealerships nationwide. Due to call quality and demographic insights, customer ended up tripling their advertising budget with UpSnap.

Goal One of the nation’s largest carpet and tile retailers selected UpSnap for a mobile campaign.

Details The client, which was new to mobile advertising before, wanted to drive leads for setting up free in-home visits. UpSnap launched a nationwide mobile campaign with click-to-call landing pages to drive conversions. UpSnap delivered a custom-built interactive voice response system to confirm the customer lived in the company’s service region and paired the system with its proprietary caller analytics tool to profile callers in order to deliver an optimal conversion rate.

Results After launching the campaign in mid-2013, UpSnap generated more than 20,000 in-home appointments for the client. Caller demographics were as follows:

• Nearly 90% of callers were homeowners
• 91% are more than 35 years of age
• Caller pool overall skewed slightly female
• One-third of callers had an annual income over $100,000

Goal The client wanted to generate a high number of phone calls from potential customers looking for contractors to perform home improvement projects, such as window installation, HVAC maintenance, fence installation or cabinet installation.

Details The client’s goals required UpSnap to pursue a particular demographic and level of income. For this mobile advertising campaign, UpSnap sought to target homeowners more than 35 years of age. Campaign managers used UpSnap’s Caller Analytics tool to profile successful leads generated by the campaign.

Results The customer received more than 100 calls per day per line of business during their peak selling season. Moreover, the campaign was right on target in terms of the type of customer the client wanted to attract:

• 97.7% of callers were homeowners
• 84% of callers were more than 35 years of age
• 71% of callers had an annual income more than $99,000 per year
• 1/3 of the calls received converted to a sale with an average spend of $7,000

The client later renewed its advertising campaign with UpSnap on repeated occasions, and later added an additional company division to keep up with the demand generated by the campaigns.

Goal A national hotel campaign was looking to drive high volume of quality phone leads from mobile users.

Details UpSnap implemented a nationwide mobile campaign complete with click-to-call banners and landing pages with a 60-second call threshold and voice response system. The client and the client’s third-party agency were also provided access to UpSnap’s platform for real-time reporting.

Results UpSnap’s mobile advertising solution is generating nearly 5,000 billable calls per month for the client. After just one month of advertising, 23% of calls were going over three minutes; by the third month of the campaign, that percentage rose to 43%.

Goal A national moving company wanted an optimized mobile campaign to drive a high volume of calls to their inbound call center.

Details UpSnap managed the full creative development for the campaign, including banner creation, click-to-call landing pages and an IVR qualifier with a 90-second call threshold. In addition, UpSnap ran tests with a range of distribution partners to achieve optimal ROI.

Results In the two years since the launch of its advertising campaign through UpSnap, the client has generated more than 50,000 calls. 70% of the calls received are more than three minutes in length, indicating high levels of engagement. The caller demographics are in line with that the client hoped to achieve:

• Nearly 80% of callers are homeowners
• 86% are more than 35 years of age
• 60% of callers had an annual income over $99,000

Goal A national payday company wanted to launch a mobile click-to-call advertising campaign that would route calls to a centralized call center.

Details UpSnap implemented a regional mobile campaign with banners and click-to-call landing pages to drive phone calls. UpSnap used its proprietary caller analytics system to profile callers.

Results The customer saw high positive response from its campaign:

• Average of 100 calls per day
• Average call length of 7 minutes
• 80% of callers had an annual income below $100,000
• 80% of callers

Goal One of the nation’s leading pest control brands selected UpSnap for a mobile campaign to target homeowners seeking pest control services.

Details While the client had run mobile advertising in the past, it needed to improve campaign performance. UpSnap tested multiple distribution partners for optimal ROI, provided development services for advertising banners and click-to-call pages, and developed an interactive voice response system to confirm new client calls.

Results The campaign developed a high volume of quality calls:

• Nearly 80% of callers were homeowners
• 74% are more than 35 years of age
• Caller pool overall skewed slightly male
• Nearly 40% of callers had an annual income over $100,000

The success of the campaign led the client to renew the program and triple its monthly budget.

Goal The owner of the most recognized brand in the world, serving more than 58 million customers per day in more than 200 countries, came to UpSnap seeking to drive business with mobile advertising.

Details The restaurant chain wanted to promote fish sandwiches during Lent.
To generate demand, UpSnap designed branding messages around promoting seasonal products and timely reminders in alignment with the national campaign. The initial campaign consisted of a teaser message, an opt-in page and an SMS to a unique URL. As part of the high-volume campaign, UpSnap also provided premium reporting, including click-through rates, number of calls generated and billable events.

Results The initial pilot campaign, which lasted just two weeks, generated 375,000 impressions. Two years and 17 campaigns later, UpSnap has delivered 23 million impressions and a conversion rate of 1.22% in targeted DMAs. UpSnap’s ongoing campaigns have been in alignment with overall national campaigns to promote specific products and timely deals.

Goal A major retailer with more than 1,000 locations in the U.S. and Asia asked UpSnap for an effective, direct way to increase store traffic by reaching potential customers near new store openings.

Details UpSnap developed and launched a pilot campaign to spread awareness of new store openings in three stages:

• Two weeks before opening
• Day of the opening
• Two weeks after opening

Using local targeting, UpSnap identified the most critical regions to target via ZIP code and surrounding communities. To generate maximum interest, UpSnap aimed for one-on-one personalized communication, complete with SMS messaging, to maximize results.

Results The initial pilot campaign generated a total of 125,002 unique impressions:

• Pre-opening: 57,779
• Day of opening: 7,567
• Post opening: 59,658

The client has renewed with UpSnap on multiple occasions for other store openings.

Goal A major satellite installer wanted to generate phone calls from Spanish-language consumers.

Details Using its proprietary caller analytics tool, UpSnap identified consumers nationwide and implemented a mobile campaign with banners and click-to-call landing pages with a 60-second call threshold. UpSnap developed the banners using repurposed agency-provided creative material and tested a range of mobile distribution partners to achieve the best ROI for the customer. In addition, UpSnap ran a separate Spanish-language campaign to drive Latino programming.

Results After generating thousands of quality calls at high conversion rates during the initial run of the campaign, the client renewed with UpSnap with no budget cap, aiming to generate as many calls as possible.

Goal One of the nation’s largest home improvement retailers engaged UpSnap to drive lead generation for its tool rental business.

Details The campaign pilot was restricted by regional geography, meaning calls needed to be routed locally. Because the campaign was designed to drive calls directly to tool rental departments in individual stores, UpSnap developed a customized interactive voice response system to leapfrog the client’s existing IVR and get phone calls directly to the tool rental desk more quickly.

Results The customer received more than 5,000 calls in less than three months. Moreover, the campaign was right on target in terms of the type of customer the client wanted to attract:

• 89% of callers were homeowners
• 72% of callers were more than 35 years of age
• 71% of callers were married, and slightly more of them were male
• Nearly 40% of the calls lasted more than three minutes, indicating substantial selling opportunities

Goal One of the major wireless providers in the U.S. (33 million customers and more than $20 billion in revenue) wanted to alert consumers of its new 4G data plan.

Details A longtime client, the wireless company engaged with UpSnap to launch a nationwide branding campaign to spread awareness of the new 4G plan in main U.S. markets. The company needed to target much of the U.S. as quickly as possible. In response, UpSnap devised a campaign involving an SMS message with a teaser opt-in, and separate message with details of the offer and savings. The campaign also utilized a unique URL for tracking.

Results UpSnap delivered three million targeted impressions to major U.S. areas. Results for the two-part SMS campaign were as follows:

• Teaser opt-in rate: 9.8%
• “Hear more” opt-in rate: 15%
• SMS with unique tracking: 1% (represented send rate of more than 30,000 SMS messages)

A total of 294,000 opt-in impressions were generated; 44,100 customers inquired about the plan.