MMA Smarties Awards

Honoring innovation, creativity and success in mobile marketing

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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.

Case Study

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

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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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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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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.

Case Study

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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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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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.

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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.

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Indomilk, an Indonesian dairy brand, increased share of voice and sales in Indonesia by sharing inspiring stories of mothers and children who have fought against all odds.

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Dueto, an Indonesian biscuit brand, increased awareness and sales among children in Indonesia by launching an in-app mobile mini game featuring a popular cartoon character.

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Combantrin, a worming product for children, educated the Indonesian public on the dangers of worms by launching a series of memes targeted at millennials.

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Permata Bank, an Indonesian bank, encouraged millennials to create a savings account via a dance song promoted across popular channels.

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Google Search, a web search engine, used programmatic ads to target football fans in Indonesia and increase its number of daily active users.

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Unilever, a consumer goods brand, identified the effectiveness of its mobile campaigns on footfall in stores in Indonesia.

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Rexona, the deodorant brand, used social media to boost awareness and top-of-mind recall in Indonesia.

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Indomilk, a milk brand, increased sales by targeting mothers in Indonesia to highlight stories of success and associate that with the brand.

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Dove, a personal care brand by Unilever, launched a chatbot to answer women's hair care problems and better connect with its Indonesian audience.

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Lifebuoy Shampoo, a shampoo brand by Unilever, increased its market share in Indonesia by launching mobile ads that invited mothers to build their own family tree greeting cards to celebrate Eid, a Muslim festival.