#savethecarts campaign for Mobify: A big impression garnered 300 new leads

An abandoned cart is a sad and lonely thing: frustrating for customers, a lost opportunity for business, and an existential crisis for the cart. Mobify sells e-commerce platforms to retailers, but too many of the firm’s own prospects weren’t completing the purchase process. So we helped rethink the nurture strategy and developed more than 75 assets for pinpoint distribution throughout Mobify’s customers’ journeys.

So what happened? Millions of impressions, 300 new enterprise leads, and a drastic reduction in carts with abandonment issues.

 

Screenshot of #savethecarts video

Background 

Based in Vancouver, British Columbia, Mobify helps retailers such as Ann Taylor, Garmin, and Sharper Image deliver a better shopping experience through its mobile e-commerce platform. Mobify hired Yesler to partner on generating brand awareness, driving more impressions, and increasing demand with smarter, more effective lead generation.

HOW WE DID IT

Creative & content development

Capabilities

Research & strategy

Capabilities

Paid media

Capabilities

Social media

Capabilities

Strategy

Yesler began by working with Mobify to map every step in the buyer’s journey, with the aim of increasing the company’s understanding of what content to deliver at each touchpoint. When research revealed that many potential Mobify clients had lost touch with the fact that they were their own consumer, we developed a campaign that told the story of frustrated mobile shoppers, going right to the pain point of Mobify’s prospects: lost revenue opportunities from abandoned shopping carts.

Our content and creative teams managed art direction and production to create over 75 digital assets for promotion and distribution of content across Mobify’s paid, earned, and owned channels. Each of these were also strategically inserted into new lead nurture streams to serve up different forms of content to different prospects according to their behavior.

Solution

Inspired by the travails of Mobify customers’ customers, the #savethecarts campaign was designed to remind e-commerce vendors of the pain and frustration experienced by users of slowly loading websites, crashed browsers, and screens not optimized for mobile. The heart of the digital campaign was an e-book that detailed the nine most common causes of shopping chart abandonment, with recommendations for how to address each issue.

  • Image of #savethecarts ebook

  • Image of #savethecarts ebook page

  • Image of #savethecarts ebook page

  • Image of #savethecarts ebook

  • Image of #savethecarts video

  • Image of #savethecarts ad

  • Image of #savethecarts ad

  • Image of #savethecarts ad

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Results

The campaign, which ran through the fourth quarter of 2014, generated nearly 4.5 million impressions and 11,000 clicks, with a 25% click-through rate and a total of nearly 300 new leads.

4.5M

impressions

11K

clicks

25%

click-through rate

300

new leads

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