As media spend in China continues to shift from traditional to digital at a rapid pace, marketers are focusing on how to connect with consumers in an ever-changing online world. To help marketers understand the characteristics of effective mobile campaigns, Kantar Millward Brown partnered with the Mobile Marketing Association (MMA) on the 2016 Smarties™ Awards to understand the drivers that make for truly compelling, powerful and award-winning work.

There were a number of key themes demonstrated by winners that helped them stand out from the rest. Winners focused on elevating consumer interactions in an experiential way through the use of social media and technology. They created useful, fun and rewarding content that delivered engaging brand stories. And they cherry picked the right influencers who resonated with their consumers to seed the campaigns, ensuring cut-through.