LUNA Bar Equal Pay Campaign|海报/平面,活动|广告营销案例【ADGuider广告指南】

露娜酒吧同工同酬运动

案例简介：为什么这项工作与公关相关？ LUNA Bar同工同酬活动展示了战略性的故事讲述，真实的品牌声音和影响力。在当今品牌表明立场以发起文化变革的气候的推动下，LUNA Bar在FIFA世界杯的边缘向公众发表了简单的声明-并回应了针对美国足球因性别歧视而提起的诉讼: 露娜酒吧正在支付美国女足国家队的世界杯花名册奖金差距，因为同工同酬。综合运动利用顶级运动员作为发言人，执行了有针对性的媒体关系策略，并实施了付费影响者计划以进一步扩大。背景在 # MeToo之后的世界中，消费者和品牌都在捍卫女性权利，拥有20年倡导平等传统的LUNA Bar面临的挑战是真正突破并创造影响力。从国际妇女游行到雪崩般的抗议活动，到 # TimesUp和争取同工同酬的斗争-围绕妇女问题的对话呈指数级增长，主导着文化对话并产生了全球意识。尽管取得了所有进展，但美国女性的平均薪酬差距仍然是现实。LUNA Bar的目标是成为有目标的领导者，既专注于谈论性别薪酬差距，又采取行动帮助解决这一问题。LUNA Bar推出了一项综合运动，在同工同酬方面加倍努力，提供支持和启发，以帮助任何地方的妇女采取行动并要求她们应得的公平补偿。描述创意 (20% 的选票) 美国女子国家队是足球界内外的开拓者，是世界各地女性的榜样。2016年，USWNT通过要求同工同酬创造了历史，但是仍然存在一些不平等现象。被列入世界杯名单的美国足球运动员，无论是女性还是男性，都会获得奖金。目前，女性比男性少获得31,250美元。LUNA Bar创建了一个独特的活动来解决这个问题。在同工同酬日，LUNA Bar宣布将通过给被提名为世界杯球队的23名女子每人31,250美元的差额来缩小USWNT的世界杯花名册奖金差距，使他们的奖金与男子相等。目的是传达LUNA Bar对同工同酬的持续热情和承诺，通过弥合体育运动中最突出的薪酬差距之一，这仅仅是因为它是正确的和应得的。描述公关策略 (30% 的选票) 平均而言，从事相同工作的女性比男性女性少20%。LUNA Bar决心在争取同工同酬的斗争中有所作为，其关键信息是: 1) LUNA通过缩小世界杯薪酬差距之一，使USWNT更接近同工同酬; 和2)LUNA Bar通过在Lunabar.com上提供建议，支持和启发，召集各地的妇女捍卫她们应得的薪酬平等。该运动针对18-34岁的女性。LUNA Bar发布了新闻稿，展示了USWNT发言人的资产以及在赚取，拥有和付费渠道中分发的品牌视频内容。为了扩大这一信息，LUNA Bar与伊比蒂哈吉 · 穆罕默德 (Ibtihaj Muhammad) 合作，伊比蒂哈吉 · 穆罕默德 (Ibtihaj Muhammad) 是第一位戴着头巾参加奥运会的穆斯林美国妇女，盟友爱 (Ally Love)，健身影响者和布鲁克林网队 (Brooklyn Nets) 的主持人，以及女性赋权社区爱小队 (Love Squad)。描述公关执行 (20% 的选票) LUNA Bar利用了三名USWNT球员的影响力和专业知识: Alex Morgan，Megan Rapinoe和Christen Press-他们是团队的领导者，并经常使用他们的平台谈论自己的平等斗争。在发布之前，该品牌为顶级媒体举办了新闻发布会，对最近宣布的针对美国足球性别歧视的诉讼中最具声望的三名女性进行了采访。妇女们讨论了LUNA Bar名册奖金捐赠的影响，以及各地的妇女如何利用USWNT的学习。在同工同酬日 (2019年4月2日)，禁运解除，引发了大量的媒体和社交媒体报道。激活了三位代言人，USWNT玩家和有影响力的合作伙伴的社交帖子; 并且带状视频内容在自有频道上直播。该品牌发布了一份多媒体新闻稿，宣布了将媒体和消费者吸引到LunaBar.com的活动。列出结果 (30% 的投票) 必须包括以下两个层: LUNA Bar的2019年综合同工同酬日计划继续展示了该品牌对倡导女性平等的承诺。通过强调领导者，品味制造者和女老板的重要观点，该品牌试图确保他们的消费者被听到。在一个鼓励改善和平等的时代，LUNA推动了文化对话。该运动取得了以下成就: 第1层: 媒体输出 • 总印象2,945,772,361 · 大部分印象 (2,874,676,367) 来自205个收入媒体展示 • 98.9% 的消息拉通 • 99.5% 的特征是中性到积极的基调 · 付费影响者合作伙伴的职位参与率平均为17.35% • 顶级报道涵盖在线和广播，包括美联社，路透社，Yahoo!，MSN，AOL，CNBC，ESPN，体育画报，HelloGiggles，Bustle，AdAge，Mashable，HelloGiggles等。第2层: 目标受众结果 • 与阿迪达斯 (Adidas) 和秘密 (Secret) 等其他品牌活动相比，在同工同酬日的一周内，来自社交和赢得媒体报道的品牌对话语音的85% 份额。 · 与其他接近50% 的品牌相比，社交和赢得媒体报道的积极情绪为90%。 • 达到的大多数人口主要是女性，年龄在18-34岁之间，完全属于LUNA Bar的目标人口。第3层: 业务成果 · 在活动上线的短短5天内，60% 的购物者是有竞争力的酒吧买家，但以前从未购买过露娜酒吧; 15% 的购物者以前没有购买过该类别对lunabar.com的访问量增加了77% • 由于戛纳电影节即将推出，销售信息尚不可用

露娜酒吧同工同酬运动

案例简介：Why is this work relevant for PR? The LUNA Bar Equal Pay campaign demonstrated strategic storytelling, authentic brand voice and impact. Driven by today’s climate where brands are taking a stand to initiate cultural change, LUNA Bar delivered a simple statement to the public on the brink of FIFA World Cup – and in response to a lawsuit against U.S. Soccer for gender discrimination: LUNA Bar is paying the U.S. Women’s National Team’s World Cup roster bonus gap, because equal work deserves equal pay. The integrated campaign leveraged top-tier athletes as spokespeople, executed a targeted media relations strategy and implemented a paid influencer program to further amplify. Background In a post #MeToo world, where consumers and brands are standing up for women’s rights, the challenge for LUNA Bar, with a 20-year heritage of championing equality, was to authentically break through and create impact. From the International Women’s March, to an avalanche of protests, to #TimesUp and the fight for equal pay – the conversation surrounding women’s issues has grown exponentially, dominating cultural conversations and generating global awareness. Despite all progress made, the average 20 percent pay gap for women in the U.S. is STILL a reality. LUNA Bar aimed to be a leader with purpose by focusing on both talking about the gender pay gap AND taking action to help solve it. LUNA Bar introduced an integrated campaign that doubled down on equal pay in a big way, providing support and inspiration to help women, anywhere, take action and demand the fair compensation they deserve. Describe the creative idea (20% of vote) The U.S. Women’s National Team are trailblazers in and beyond the world of soccer, acting as role models for women everywhere. In 2016 the USWNT made history by demanding equal pay, however, several inequalities still remain. A U.S. soccer player, woman or man, named to a World Cup roster receives a bonus. Currently, the women receive $31,250 LESS than the men. LUNA Bar created a unique campaign to address this issue. On Equal Pay Day, LUNA Bar announced it was closing the USWNT’s World Cup roster bonus pay gap by giving each of the 23 women named to the World Cup team the $31,250 difference making their bonus equal to the men’s. The objective was to communicate LUNA Bar’s continued passion and commitment to equal pay by closing one of the most prominent pay gaps in sports simply because it’s right and deserved. Describe the PR strategy (30% of vote) On average, women make 20 percent less than their male counterparts for doing the same job. LUNA Bar was determined to make a difference in the fight for equal pay, with the key messages of 1) LUNA moving the USWNT one step closer to equal pay by closing one of the World Cup pay gaps; and 2) LUNA Bar rallies women everywhere to stand up for the pay equality they deserve by offering advice, support and inspiration at Lunabar.com. The campaign targeted 18-34 year old women. LUNA Bar distributed a press release, assets showcasing USWNT spokespeople, and branded video content that were distributed across earned, owned and paid channels. To amplify the message, LUNA Bar partnered with Ibtihaj Muhammad, the first Muslim American woman to wear a hijab competing in the Olympics, Ally Love, fitness influencer and Brooklyn Nets host, and Love Squad, a female empowerment community. Describe the PR execution (20% of vote) LUNA Bar leveraged the influence and expertise of three USWNT players: Alex Morgan, Megan Rapinoe and Christen Press – who are leaders on the team and regularly use their platforms to speak about their own equality fights. Prior to launch, the brand hosted a press junket for top-tier media, offering interviews with the three women who were most vocal in their recently announced lawsuit against U.S. Soccer for gender discrimination. The women discussed the impact of LUNA Bar’s roster bonus donation and how women everywhere could use the USWNT’s learnings. On Equal Pay Day (April 2, 2019), the embargo lifted, prompting an avalanche of earned media and social media coverage. Social posts from the three spokeswomen, USWNT players and influencer partners were activated; and the banded video content went live on owned channels. The brand distributed a multimedia press release announcing the campaign to drive media and consumers to LunaBar.com. List the results (30% of vote) must include at least two of the following tiers: LUNA Bar’s 2019 integrated Equal Pay Day program continued to demonstrate the brand’s commitment to championing women’s equality. By highlighting the important perspectives of leaders, tastemakers and lady bosses, the brand sought to ensure their consumers felt heard. In an era that encourages betterment and equality, LUNA drove the cultural conversation. The campaign achieved: Tier 1: Media Outputs •2,945,772,361 total impressions •Majority of the impressions (2,874,676,367) resulted from 205 earned media placements •98.9% message pull-through •99.5% featured a neutral to positive tone •Paid influencer partners even saw an average of 17.35% engagement rate with their posts •Top tier coverage spanned online and broadcast, including Associated Press, Reuters, Yahoo!, MSN, AOL, CNBC, ESPN, Sports Illustrated, HelloGiggles, Bustle, AdAge, Mashable, HelloGiggles and more. Tier 2: Target Audience Outcomes •85% share of voice for branded conversations from social and earned media coverage during the week of Equal Pay Day, compared to other branded campaigns like Adidas and Secret. •90% positive sentiment across social and earned media coverage, compared to other brands who were closer to 50%. •Majority demographic reached was mainly female, age 18-34, which fell perfectly within LUNA Bar’s target demographic. Tier 3: Business Outcomes •Within just 5 days of the campaign going live, 60% of shoppers were competitive bar buyers, but had never bought LUNA Bar before; 15% of shoppers who had not purchased the category before •77% increase in visits to lunabar.com •Sales information is not yet available due to timing of Cannes entry right on the heels of launch