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Wayin opens a store where marketers can reuse their most successful campaigns
It allows a brand to repurpose previous campaigns built on the Wayin platform or to assemble new ones from interactive templates.
Why can’t digital ad and marketing campaigns be repurposed, the way you might reuse page templates from a website?
That’s the idea behind the Wayin App Store, a repository of interactive campaigns and components that was released this week by digital campaign platform Wayin. A sample screen:
CEO Richard Jones told me that “no other platform in the world allows you to save the [advertising/marketing campaign] experiences in a searchable library.” He cited research showing that 40 to 60 percent of campaign budgets goes to “non-working spend,” such as agency or production time.
The company, started by former Sun Microsystems CEO and co-founder Scott McNealy, employs a platform that combines its 2016 acquisition of digital marketing firm EngageSciences with its own social intelligence platform.
Each Wayin client gets its own private library in the App Store and can access and repurpose its previous Wayin campaigns — complete with surrounding data like objectives and results — or it can customize any of 40 blank interactive experiences and combine them into campaigns.
Those templates — for Snapchat, Twitter, web, mobile apps and specialized environments like sound recognizer Shazam — include giveaways, contests, quizzes, polls and surveys, landing pages, forms and new formats, such as augmented reality, chatbots or meme generators.
Wayin’s campaigns focus on interactive experiences, especially ones that can capture user info, such as forms and polls. The company says it has accumulated about half a billion personally identified profiles.
Jones said that reusing successful campaigns of interactive experiences can help brands battle two “existential threats” that petrify them: Amazon’s growing number of private labels and the rise of subscription-based retailers, such as Dollar Shave.