We’d like to congratulate Mike Vannucci for successfully launching a multi-million dollar TV campaign in 2020. That was during the height of the pandemic, when businesses were struggling.
Mike Vannucci Bucks the Trend
Last year was a time when companies scaled back their marketing budgets. That’s because COVID-19 took its toll on the economy,
Lots of people lost their jobs. Businesses lost customers.
Mike Vannucci’s response to that setback was: “Challenge accepted.”
He created a marketing campaign to promote an app called RoboKiller. It’s purpose: to put a stop to robocalls.
Robocalls are those automated calls we all get every now and then. They’re from telemarketers who try to call as many people as possible in a short amount of time.
Keep in mind, though: Vannucci needed to sell the product during the early days of the COVID-19 pandemic. That’s when you would think that people might not have too much trouble with telemarketers.
But there’s another side to that coin. Because companies cut marketing budgets elsewhere, TV advertising prices dropped significantly.
Supply and demand. You know the story.
So Vennucci knew he had to seize the moment.
Ad Campaign for RoboKiller
He worked with his team to create an ad campaign that promoted RoboKiller as the #1 robocall blocking app in the U.S.
The ad itself followed the traditional, 30-second format. It explained the technology used to block 99% of unwanted spam calls.
RoboKiller even lets users “get revenge” on telemarketers with clever answer bots.
As is the case with many other great ads, the RoboKiller ad ended with a call to action. The spot encourages viewers to download the app either from Google Play or the Apple App Store.
The results speak for themselves: RoboKiller search volume increased 300%. And 400,000 people downloaded the app.
That happened during the pandemic as the economy struggled and the stock market crashed.
Since that time, Mosaic Group launched several other successful ad campaigns. The company’s portfolio includes the following apps:
- Clime – a weather/radar app
- Blossom – plant identification
- Window – intermittent fasting advice
- Confide – personal messaging
The person who nominated Mike Vannucci says his team is fearless and brilliant.
Further, Vannucci knows how to reach the right audience with advertising. He turns little-known brands into well-established businesses.
And he increases sales at a time when other advertisers cut costs.
In a nutshell: Vannucci knows how to take control of the situation. Even during difficult times.
That’s what makes him a great strategist.
Mike Vannucci’s Work at IAC
Mosaic Group is one of the fastest growing divisions of IAC (Ineteractivecorp). It’s a publicly traded company with a market capitalization of over $13 billion.
Before Vannucci went to work for Mosaic, he served as Vice President of Marketing at IAC. That position lasted almost 10 years.
While with IAC, he led a global marketing team of about 50 professionals who handled 90 products.
Vannucci also established solid relationships with more than 300 direct advertisers. He was entrusted with a $300 million annual budget.
Further, Vannucci identified opportunities for growth. He also developed key partnerships that contributed to sales.
Vannucci also managed the company’s digital marketing effort. He promoted different brands on multiple apps (Facebook, Twitter, Pinterest, etc.). He ran campaigns on both mobile and desktop devices.
Additionally, Vannucci monitored competitors and identified areas of concern. He spotted changes in marketplace trends.
Before his role as VP, he served as Senior Director of Marketing at IAC for just over a year.
In that role, Vannucci managed a team of nine professionals. He also built relationships with more than 100 direct advertisers.
Vannucci didn’t go straight from VP of Marketing at IAC to Mosaic Group. He worked with Apalong as VP of Marketing for a couple of years between those two roles.
Apalon, by the way, is another mobile app company. Its award-winning titles include Weather Live, Productive, Cooking Book, Speak & Translate, and Coloring Book for Me.
Wrapping It Up
Mike Vannucci knows how to take strategic risks.
During the pandemic, he launched a brilliant marketing campaign while other businesses were cutting back. And it paid off beautifully.
I look forward to seeing where he takes Mosaic Group from here.