With millennials spending more time online and feeling connected, sharing and viewing videos, companies have to turn towards mobile marketing as a way to connect with this section of the population. Rosetta Stone decided to use YouTube as a medium to connect with its target audience and boost its brand online. This led to the birth of Boring Bill and a campaign that shows the target audience how Rosetta Stone has been instrumental in changing the lives of its customers. This campaign was hailed as being innovative and creative by online marketing gurus as it achieved what it was meant to.
Meetings its Marketing Goals
Using mobile marketing, the company was able to increase footfalls to its website. Rosetta Stone made use of YouTube’s video Masthead and TrueView to increase brand awareness and reach people where they spend the most amount of time – on their phones. This approach resulted in a ten times increase in mobile traffic to the brand site. How did this come about? Well, that’s what we are here to tell you.
About Rosetta Stone
Having started in 1992, Rosetta Stone is the place to go to for interactive language learning. Rosetta Stone uses technology to provide people with language solutions. Rosetta Stone has courses in more than 30 languages. The brand's latest consumer business was to address the growing interest and needs of people.
The goals that Rosetta Stone had set for themselves included:
- Create brand awareness so that people could know about their services
- Increasing website traffic
- Motivating website visitors to take a free trial run so that they could get a real glimpse of what Rosetta Stone had to offer
How was this achieved?
Rosetta Stone needed to connect with its YouTube audience. However, they knew that to increase their online video presence and reach out to their target audience, they had to come up with something creative. They created a number of iterations of their campaign using TrueView insights. This was then used to gauge what creative ideas had the greatest impact among millennials. Aside from this, Rosetta Stone knew they needed content that would grab hold of viewers. So, they decided to engage in a campaign that would show people how Rosetta Stone could change their lives.
Rosetta Stone put a lot of thought into this and finally decided to use YouTube’s mobile video Masthead to reach millennials on their phone. According to research, 98% of people within the age group of 18-34 reported using their phones daily to watch videos, thereby making phones the best way to reach out to this section of the population.
Timing was very important. With this initiative they had to ensure that they reached out to the right audience at the right time. They created a humorous narrative that people could identify with and that evoked emotion, and in this way tapped into the advantages of mobile video. This brilliant strategy was further supplemented by YouTube TrueView advertisements that helped create greater brand awareness
There was a ten percent increase in mobile traffic to the site. This was very useful to Rosetta Stone as demo sign-ups via the website usually convert to sales. A 51 percent increase was seen in YouTube channel subscribers due to this two-pronged mobile approach adopted by Rosetta Stone. YouTube search experienced an 89 percent lift in brand traffic. Hence, this marketing plan was considered a success, as it produced the desired results.
Rosetta Stone has shown the mobile media is a powerful marketing tool and through mobile marketing it is easy to create brand awareness and increase site traffic.