Case Study: Olympus achieves 5x higher engagement and 4x higher click-throughs with Millennial Media

Olympus Encourages Active, Adventurous Men to “Get Tough” with the Tough TG-2 Camera

Olympus tapped Mullen’s mediahub and Millennial Media to promote the Tough TG-2 — a freeze-, shock- and water-proof camera — to active, adventurous men, with the challenge of proving on mobile that the TG-2 is a must-have for hiking, biking, surfing and climbing while reaching an audience that often buys on smartphones.

The campaign used a rich-media “wipe away” water overlay for a full-screen brand experience and included a direct-to-mobile purchase button, paired with audience, Twitter hyper-targeting and location targeting around retail and outdoor-sports stores. Results: engagement nearly 5x Millennial Media retail benchmarks, video completion rate 5%+ above benchmark, and click-through rate more than 4x higher than benchmarks.

Olympus