Mobyko tone-of-voice guide and digital marketing
A tone-of-voice guide and messaging for an online app. The new verbal identity was then applied to a microsite and a series of banner ad campaigns that delivered record results for the brand.
Objective
Work with Mobyko, an application allowing mobile users to back up their phones online, to define their brand proposition. Develop a tone of voice and series of phrases communicating their offer. This new tone of voice should then be applied to a range of digital communications, including a mircrosite and a number of banner campaigns.
Solution
A tone-of-voice guide that defined the Mobyko offer and detailed how to communicate it verbally. Through a series of workshops with the Mobyko team, we looked at existing comms and concluded that the existing brand vocabulary was too focussed on the technology and did work hard enough on communicating the service’s benefits to the consumer.
We developed a set of ways to describe the offer that were more emotive and focussed on solving consumer problems such as the possibility of losing treasured memories (photos, texts, videos etc that are generally stored on a mobile device). This was supported by a word bank of evocative terms and a brand dictionary, alongside instructions on how to write copy that was on-brand, message-rich and imbued with the Mobyko personality.
Messaging was then implemented across a microsite that was part of a co-brand opportunity with Tiscali. We designed, wrote and built the site which was supported by MPUs, banner advertising and text links.
We also created a number of banner ad campaigns utilising the new messaging alongside a series of text only ads on Facebook.
The new messaging was then applied to the Mobyko website.
Success
The new tone-of-voice was a huge success, generating record click-thought and conversions for the brand whereever it was used.
- The Mobko/Tiscali co-branded website delivered a conversion rate of over 17%
- The banner ad campaigns each delivered spikes in click-throughs and sign-ups that were well above the norm for this type of activity
- The new tone-of-voice was applied throughout all Mobyko branded communications and the messaging we developed continues to used today