MMA Smarties Awards

Honoring innovation, creativity and success in mobile marketing

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Case Study

Buavita, a juice brand in Indonesia, used a mobile game to promote the health benefits of its juices to its target audience.

Case Study

Pond’s, a skincare brand, launched a digital-first, mobile-only campaign in Indonesia to deliver the highest sales growth observed by Pond's for its flagship product during 2017.

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Nivea Creme, a skin cream brand, brought hard-to-reach audiences in Vietnam closer to the brand with a gamified campaign.

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Sensodyne, a toothpaste brand, launched a social media and face detection campaign that got people to share their stories of how Sensodyne had helped people in Indonesia relieve tooth sensitivity during Ramadan.

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Tung Tung, a mobile game, launched in Indonesia and attracted over three million players.

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Lifebuoy, a soap brand, reached mothers in Indonesia with dynamic banner ads across mobile to inform them of health risks and prevention.

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Ichi Ocha, a brand of ready-to-drink (RTD) tea, drove top-of-mind recall in Indonesia in a fiercely fought category.

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Pond's Men, a men's skincare brand, increased its sales in Indonesia by launching a campaign that gave men the opportunity to win a free trip to a popular destination in Asia.

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PT XL Axiata, an Indonesia-based telco company, increased brand awareness and purchase intent in Indonesia by launching a three-episode web series to celebrate Ramadan.

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Google Maps, a web-mapping service, used many contextual levers and was highly data driven, in an effort to reach and relate better with the target audience in Indonesia.

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Unilever, the consumer goods company, collaborated with 17 brand teams and scaled its data-driven content operation to execute the largest multi-brand, live-content campaign for Unilever in Indonesia.

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Indosat, a telecommunications company, used video on mobile to reach its mobile first target audience in Indonesia.

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Pond's, a beauty brand, launched its micellar water in Indonesia via a superior and simple yet daring approach of "authenticity".

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Clear, a skincare brand, reached its target audience to grow sales by 5% as a result of its digital-first campaign in Indonesia.

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Pizza Hut, a restaurant chain, launched a mobile-only campaign to encourage more brand switches among its target audience in Indonesia.

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GRAB, a technology company that offers ride hailing, increased its monthly users in Indonesia by launching an SMS targeting campaign with telco Telkomsel, offering mobile data rewards.

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OLX, a global online marketplace, increased awareness and downloads of its mobile app by launching a customised micro video campaign based on audience signals.

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Pepsodent Herbal, a herbal toothpaste brand, increased awareness during Ramadan by launching an SMS wakeup call service to remind Muslims to brush their teeth during Sahur.

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Combantrin, a brand used to treat worm infections, reached parents in Indonesia with video supporting the #JamMainKita movement.

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Clear, the dandruff shampoo brand, interweaved the brand's revelvance to mobile to engage its millenial audience in Indonesia.

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Friso, a brand of formula milk, increased its market share through a "new user acquisition strategy" focusing on lead acquisition during the early stages of motherhood for mothers in Indonesia.

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PermataBank, the tenth biggest bank in Indonesia, increased awareness and web traffic in Indonesia by launching an online educational video series to promote financial literacy in the country.

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Fair & Lovely, a skin-lightening cosmetic product, launched the Fair & Lovely Beauty Hub to reach and engage with previously un-engaged low income consumers in secondary and rural areas in Indonesia.

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Frestea, a ready-to-drink tea brand, used tailered social posts to counter competition and achieve a volume uplift of 3% in Indonesia.

Case Study

VideoMAX, an entertainment package from Indonesian telco Telkomsel, increased awareness of its data package for movie fans in Indonesia by launching a dubbing machine in theatres, which tested fans' knowledge of film dialogue.