MMA Smarties Awards

Honoring innovation, creativity and success in mobile marketing

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Case Study

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

Case Study

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

Case Study

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

Case Study

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

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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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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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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.

Case Study

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.

Case Study

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.

Case Study

Nokia, a multinational telco company, launched a VR-powered banner ad that allowed Indonesian millennials to interact with the Nokia smartphone online.

Case Study

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.

Case Study

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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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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Sensodyne, a toothpaste brand, used social media to connect with people in Indonesia during Ramadan.

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Buavita, a juice brand, advertised on games to reach Muslim mums in Indonesia during Ramadan, which led to a 13% growth in sales.

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Home Credit Indonesia, a multipurpose financing company, increased customer loans in Indonesia by launching a partnership with Telkomsel, a telco company, which utilised SMS and the Telco Credit Score.

Case Study

Lifebuoy, a soap brand by Unilever, created a data-led campaign in Indonesia to raise awareness about the need for handwashing with soap.