The results point to mobile?s dominant role in social media engagement, particularly with younger audiences. The campaign also saw a 38 percent completion rate and a 78 percent claim rate. 

?When Black Friday rolls around, thousands of brands are pushing promotions that, on the surface, seem exactly like Warriors',? said Michael Marcus, head of accounts and strategy at Jebbit. 

?What we really needed was a differentiated approach that left Warrior's audience feeling like they received something truly valuable,? he said. ?In launching a personalized, interactive experience, they were able to do exactly that and the results supported our decision.?

New Balance teamed up with post-click marketing platform Jebbit to drive pre-Black Friday engagement and sales for Warrior, which manufactures lacrosse, ice hockey and soccer equipment and clothing.

The campaign targeted @warriorsports Instagram followers so that Warrior could reward an audience that had already expressed interest in the brand and to find out more information about this key customer segment. 

The campaign encouraged Instagram followers to click through the link in the brand?s page bio and answer three questions to gain early access to an offer of 15 percent off the Burn 9.0 lacrosse cleat and free ground shipping. 

The questions pertained to the shoe?s features and the customer?s preferences and motivation for buying. 

After answering the questions, users were prompted to enter their email to unlock the promo code.

The campaign was designed to educate the audience about the shoe?s features, capture customer perception of product value and collect captured for future retargeting and communication. 

The results include a 46 percent hook rate and 1:04 minutes as the average engagement time. The results also underscore the importance of mobile for reaching Instagram followers.

?Our internal data shows that Warrior's audience is leaning more and more on their mobile phones to make buying decisions,? Mr. Marcus said. ?For this reason, Warrior knows they can reach their audience on their phones through Instagram, and we provided the medium for these mobile consumers to interact with their brand.?

The campaign is the latest example of the success New Balance is finding on mobile. 

This summer, New Balance stepped into customer loyalty through a new partnership with the RunKeeper mobile application to reward users based on their fitness activity (see story). 

In the spring, New Balance's sports equipment brand Brine ramped up awareness by leveraging a free giveaway of its popular Brine Shootout 2 gaming application (see story). 

As marketers shift more of their budget to online advertising, post-click marketing tools are one way they can make the most of their investment.  

?We've learned that simple, straightforward content performs best on mobile phones both in Jebbit engagement metrics and in driving conversions,? Mr. Marcus said.