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代言人
案例简介：为什么这项工作与媒体有关？ 口碑和客户代言64% 比纯粹的品牌信息更值得信赖 (尼尔森)。 因此，当我们确定维珍澳大利亚航空的飞行常客计划Velocity的成员时，他们没有与我们的付费和自有媒体互动，我们转向了他们愿意听的人，他们的朋友。 我们把我们的会员变成了我们的媒体，为他们宣传这个节目而向他们支付积分。 为了让人们看到这些内容，我们执行了一项高度针对性的可寻址付费、拥有和赚取的媒体战略，针对需要做更多事情的成员，推动下一步最佳行动，最终重新参与我们的计划。 背景 航空公司奖励计划在人们赚取和消费积分时赚钱。他们不断获得有关其会员如何赚取和消费积分的新消息和信息。 他们无情地轰炸他们。 航空公司和度假交易，应用程序启动，闪亮的新网站，奖金优惠，津贴，兑换交易，银行交易，交易，交易。哪里可以获得积分，这里，这里，这里，那里!! 超载了。收件箱填满，付费媒体变成墙纸。结果是客户参与率直线下降。 我们需要一种以新的方式接触会员的方式，让他们了解赚取和消费积分的所有方式。更重要的是，我们需要证明速度点比以往任何时候都更容易获得。事实上，你几乎可以在任何地方赚钱。 描述创意/见解 (投票30%) 我们没有向拥有数百万追随者的人支付大量资金，而是将营销预算转换为积分，并向数百万人以及少数追随者提供数百万积分。 通过电子邮件和可寻址付费方式发送给我们会员的 “Call-to-earns” 视频启动了新平台，要求真正的会员创建有关积分的内容，对于积分-一个史诗般的产品演示了速度点的力量。 我们将12个月的简报放在网上，让会员选择他们推广的内容-我们的新应用程序，15% 转会奖金优惠等等。 内容越有创意，真实性和教育性，他们获得的积分就越多，无论有多少追随者。 Earnbassadors使整个积分类别民主化，使普通人比有影响力的人和那些在昂贵的大型信用卡上赚取积分的人获得更多的积分。这意味着更多的普通人可以免费环游世界。 描述策略 (投票20%) 我们知道，一小部分会员不仅比任何人都更了解该计划，而且还为我们的大部分收入做出了贡献。因此，我们的策略是双重的: 让这些成员告诉我们他们是如何使用该程序的，然后使用此内容来针对可能做得更多的成员。 我们的第一步是确定会员可以采取的最有价值的行动，以推动短期收入增长，并促进Velocity的长期终身价值。这些事情就像: 与维珍澳大利亚航空一起飞行，从信用卡转移积分并在他们的杂货上赚取积分-它们成为我们的简报。 接下来，我们确定了需要做更多工作的成员，并根据他们在该计划中的下一个最佳行动将他们分组。 我们现在所需要的只是针对他们的会员内容。 描述执行情况 (投票20%) 我们首先邀请数百万Velocity成员成为 # earn大使。几分钟之内，他们就分享了我们不知道存在的程序黑客。创造力是巨大的-我们有冲浪者，跳伞者和木偶。在48小时内，我们有超过150条内容。 我们的成员已经成为我们的媒体。 接下来，我们使用可寻址付费将最佳收入大使内容转化为针对我们特定细分市场的广告。从来没有和我们一起飞过？我们使用会员视频向他们介绍我们的600目的地。从未在杂货上获得积分？我们分享了有关从填充手推车到斐济的会员内容。 这些内容被转载到Velocity的facebook和instagram，其他在线和自有渠道-包括机上杂志，我们甚至制作了一条通过航空公司休息室分发的服装系列，所有这些都是为了让会员知道分享社交内容以换取速度点。 列出结果 (投票30%) 把你的营销留在消费者手中是可怕的。最终，风险是值得的回报。 它返回了丰富的创意，教育和收入驱动的内容交付: 5700 + 一对一广告 (和增长) + 484.5% 积极情绪 累计达到7.76米 30% 增加零售收入 几乎10,000,000个速度点已经支付给了Earnbassadors-确切地实现了速度的存在-使日常澳大利亚人有机会旅行以换取忠诚。 它还揭示了现实生活中感觉良好的故事。 赢得大使朱莉带她的女儿乔西去纽约参展展示唐氏综合症患者的作品。莎拉拜访了她的朋友，她正在从化疗中恢复过来。还有更多人以速度点环游世界。 代言人继续为品牌创造内容，以比任何品牌都更好、更人性化的方式说出我们需要说的所有事情 (以及一些我们不需要说的话)。
代言人
案例简介：Why is this work relevant for Media? Word of mouth and customer endorsements are 64% more trustworthy than pure brand messages (Nielsen). So, when we identified there were members of Velocity, the Frequent Flyer program of Virgin Australia, who weren’t engaging with our paid and owned media, we turned to those they would listen to, their friends. We turned our members into our media, paying them in points for promoting the program. To get this content seen, we executed a highly targeted addressable paid, owned and earned media strategy targeting members who needed to do more, driving next best action to ultimately re-engage with our program. Background Airline reward programs make money when people earn and spend points. And they have constantly got new news and information on how their members can earn and spend points. Which they mercilessly bombard them with. Airline and vacation deals, app launches, shiny new websites, bonus offers, perks, redemption deals, bank deals, deals, deals. Where to earn points, here, here, here, there!! It’s overload. Inboxes fill up, paid media becomes wallpaper. And the result is that customer engagement rates plummet. We needed a way to reach our members in new ways that would allow them to hear about all the ways to earn and spend points. And what’s more, we needed to prove that Velocity Points are easier than ever to earn. In fact, you can pretty much earn them anywhere. Describe the creative idea/insights (30% of vote) Rather than paying one person with millions of followers lots of money, we converted our marketing budget into points and offered millions of people, with a handful of followers, millions of points. A ‘Call-to-Earns’ video sent to our members via email and in addressable paid, launched the new platform, asking real members to create content about points, for points - an epic product demonstration of the power of Velocity Points. We put 12-months of briefs online and let members choose what they promoted - our new app, 15% transfer bonus offers, and many more. The more creative, authentic and educational the content, the more points they got, regardless of how many followers. Earnbassadors democratised the entire points category, allowing regular people to earn more points than influencers and those who earn points on their big expensive credit cards. Meaning more regular people got to fly around the world for free. Describe the strategy (20% of vote) We know that a small percentage of our members not only understood the program better than anyone, they also contributed to the majority of our revenue. So, our strategy was two-fold: get these members to tell us how they used the program and then use this content to target the members who could be doing more. Our first step was to define the most valuable actions that members could take to drive short term revenue growth as well as to promote longer term lifetime value to Velocity. These were things like: flying with Virgin Australia, transferring points from a credit card and earning points on their groceries - they became our briefs. Next, we identified our members who needed to do more, and grouped them into segments based on their next best action with the program. All we needed now was the member content to target them with. Describe the execution (20% of vote) We started by inviting the millions of Velocity members to become an #earnbassador. Within minutes, they were sharing program hacks we didn’t know existed. The creativity was immense - we had surfers, skydivers, and puppeteers. Within 48 hours, we had over 150 pieces of content. Our members had become our media. Next, we used addressable paid to turn the best Earnbassador content into ads targeting our specific segments. Never flown with us? We used member videos to teach them about our 600 destinations. Never earned points on groceries? We shared member content about getting to Fiji from filling their trolley. This content was reposted across Velocity’s facebook and instagram, other online and owned channels - including the inflight magazine, and we even produced a clothing line that was distributed through airline lounges, all aiming to get members in the know to share social content in exchange for Velocity Points. List the results (30% of vote) Leaving your marketing in the hands of consumers is terrifying. Ultimately, the risk was well worth the return. It returned a wealth of creative, educational and revenue-driving content delivering: 5700+ one-to-one ads (and growing) +484.5% positive sentiment 7.76M earned cumulative reach 30% increase in retail revenue Almost 10,000,000 Velocity Points have been paid to Earnbassadors - achieving exactly what Velocity exists to do - give everyday Australians the chance to travel in return for loyalty. It also revealed real-life feel-good stories. Earnbassador Julie flew her daughter Josie to a New York exhibition showcasing work from individuals with Down Syndrome. Sarah visited her friend recovering from chemotherapy. And many more travelled the world on Velocity Points. The Earnbassadors continue create content for the brand, saying all the things we need to say (and some that we don’t) in a better, more human way than any brand could.
The Earnbassadors
案例简介：为什么这项工作与媒体有关？ 口碑和客户代言64% 比纯粹的品牌信息更值得信赖 (尼尔森)。 因此，当我们确定维珍澳大利亚航空的飞行常客计划Velocity的成员时，他们没有与我们的付费和自有媒体互动，我们转向了他们愿意听的人，他们的朋友。 我们把我们的会员变成了我们的媒体，为他们宣传这个节目而向他们支付积分。 为了让人们看到这些内容，我们执行了一项高度针对性的可寻址付费、拥有和赚取的媒体战略，针对需要做更多事情的成员，推动下一步最佳行动，最终重新参与我们的计划。 背景 航空公司奖励计划在人们赚取和消费积分时赚钱。他们不断获得有关其会员如何赚取和消费积分的新消息和信息。 他们无情地轰炸他们。 航空公司和度假交易，应用程序启动，闪亮的新网站，奖金优惠，津贴，兑换交易，银行交易，交易，交易。哪里可以获得积分，这里，这里，这里，那里!! 超载了。收件箱填满，付费媒体变成墙纸。结果是客户参与率直线下降。 我们需要一种以新的方式接触会员的方式，让他们了解赚取和消费积分的所有方式。更重要的是，我们需要证明速度点比以往任何时候都更容易获得。事实上，你几乎可以在任何地方赚钱。 描述创意/见解 (投票30%) 我们没有向拥有数百万追随者的人支付大量资金，而是将营销预算转换为积分，并向数百万人以及少数追随者提供数百万积分。 通过电子邮件和可寻址付费方式发送给我们会员的 “Call-to-earns” 视频启动了新平台，要求真正的会员创建有关积分的内容，对于积分-一个史诗般的产品演示了速度点的力量。 我们将12个月的简报放在网上，让会员选择他们推广的内容-我们的新应用程序，15% 转会奖金优惠等等。 内容越有创意，真实性和教育性，他们获得的积分就越多，无论有多少追随者。 Earnbassadors使整个积分类别民主化，使普通人比有影响力的人和那些在昂贵的大型信用卡上赚取积分的人获得更多的积分。这意味着更多的普通人可以免费环游世界。 描述策略 (投票20%) 我们知道，一小部分会员不仅比任何人都更了解该计划，而且还为我们的大部分收入做出了贡献。因此，我们的策略是双重的: 让这些成员告诉我们他们是如何使用该程序的，然后使用此内容来针对可能做得更多的成员。 我们的第一步是确定会员可以采取的最有价值的行动，以推动短期收入增长，并促进Velocity的长期终身价值。这些事情就像: 与维珍澳大利亚航空一起飞行，从信用卡转移积分并在他们的杂货上赚取积分-它们成为我们的简报。 接下来，我们确定了需要做更多工作的成员，并根据他们在该计划中的下一个最佳行动将他们分组。 我们现在所需要的只是针对他们的会员内容。 描述执行情况 (投票20%) 我们首先邀请数百万Velocity成员成为 # earn大使。几分钟之内，他们就分享了我们不知道存在的程序黑客。创造力是巨大的-我们有冲浪者，跳伞者和木偶。在48小时内，我们有超过150条内容。 我们的成员已经成为我们的媒体。 接下来，我们使用可寻址付费将最佳收入大使内容转化为针对我们特定细分市场的广告。从来没有和我们一起飞过？我们使用会员视频向他们介绍我们的600目的地。从未在杂货上获得积分？我们分享了有关从填充手推车到斐济的会员内容。 这些内容被转载到Velocity的facebook和instagram，其他在线和自有渠道-包括机上杂志，我们甚至制作了一条通过航空公司休息室分发的服装系列，所有这些都是为了让会员知道分享社交内容以换取速度点。 列出结果 (投票30%) 把你的营销留在消费者手中是可怕的。最终，风险是值得的回报。 它返回了丰富的创意，教育和收入驱动的内容交付: 5700 + 一对一广告 (和增长) + 484.5% 积极情绪 累计达到7.76米 30% 增加零售收入 几乎10,000,000个速度点已经支付给了Earnbassadors-确切地实现了速度的存在-使日常澳大利亚人有机会旅行以换取忠诚。 它还揭示了现实生活中感觉良好的故事。 赢得大使朱莉带她的女儿乔西去纽约参展展示唐氏综合症患者的作品。莎拉拜访了她的朋友，她正在从化疗中恢复过来。还有更多人以速度点环游世界。 代言人继续为品牌创造内容，以比任何品牌都更好、更人性化的方式说出我们需要说的所有事情 (以及一些我们不需要说的话)。
The Earnbassadors
案例简介：Why is this work relevant for Media? Word of mouth and customer endorsements are 64% more trustworthy than pure brand messages (Nielsen). So, when we identified there were members of Velocity, the Frequent Flyer program of Virgin Australia, who weren’t engaging with our paid and owned media, we turned to those they would listen to, their friends. We turned our members into our media, paying them in points for promoting the program. To get this content seen, we executed a highly targeted addressable paid, owned and earned media strategy targeting members who needed to do more, driving next best action to ultimately re-engage with our program. Background Airline reward programs make money when people earn and spend points. And they have constantly got new news and information on how their members can earn and spend points. Which they mercilessly bombard them with. Airline and vacation deals, app launches, shiny new websites, bonus offers, perks, redemption deals, bank deals, deals, deals. Where to earn points, here, here, here, there!! It’s overload. Inboxes fill up, paid media becomes wallpaper. And the result is that customer engagement rates plummet. We needed a way to reach our members in new ways that would allow them to hear about all the ways to earn and spend points. And what’s more, we needed to prove that Velocity Points are easier than ever to earn. In fact, you can pretty much earn them anywhere. Describe the creative idea/insights (30% of vote) Rather than paying one person with millions of followers lots of money, we converted our marketing budget into points and offered millions of people, with a handful of followers, millions of points. A ‘Call-to-Earns’ video sent to our members via email and in addressable paid, launched the new platform, asking real members to create content about points, for points - an epic product demonstration of the power of Velocity Points. We put 12-months of briefs online and let members choose what they promoted - our new app, 15% transfer bonus offers, and many more. The more creative, authentic and educational the content, the more points they got, regardless of how many followers. Earnbassadors democratised the entire points category, allowing regular people to earn more points than influencers and those who earn points on their big expensive credit cards. Meaning more regular people got to fly around the world for free. Describe the strategy (20% of vote) We know that a small percentage of our members not only understood the program better than anyone, they also contributed to the majority of our revenue. So, our strategy was two-fold: get these members to tell us how they used the program and then use this content to target the members who could be doing more. Our first step was to define the most valuable actions that members could take to drive short term revenue growth as well as to promote longer term lifetime value to Velocity. These were things like: flying with Virgin Australia, transferring points from a credit card and earning points on their groceries - they became our briefs. Next, we identified our members who needed to do more, and grouped them into segments based on their next best action with the program. All we needed now was the member content to target them with. Describe the execution (20% of vote) We started by inviting the millions of Velocity members to become an #earnbassador. Within minutes, they were sharing program hacks we didn’t know existed. The creativity was immense - we had surfers, skydivers, and puppeteers. Within 48 hours, we had over 150 pieces of content. Our members had become our media. Next, we used addressable paid to turn the best Earnbassador content into ads targeting our specific segments. Never flown with us? We used member videos to teach them about our 600 destinations. Never earned points on groceries? We shared member content about getting to Fiji from filling their trolley. This content was reposted across Velocity’s facebook and instagram, other online and owned channels - including the inflight magazine, and we even produced a clothing line that was distributed through airline lounges, all aiming to get members in the know to share social content in exchange for Velocity Points. List the results (30% of vote) Leaving your marketing in the hands of consumers is terrifying. Ultimately, the risk was well worth the return. It returned a wealth of creative, educational and revenue-driving content delivering: 5700+ one-to-one ads (and growing) +484.5% positive sentiment 7.76M earned cumulative reach 30% increase in retail revenue Almost 10,000,000 Velocity Points have been paid to Earnbassadors - achieving exactly what Velocity exists to do - give everyday Australians the chance to travel in return for loyalty. It also revealed real-life feel-good stories. Earnbassador Julie flew her daughter Josie to a New York exhibition showcasing work from individuals with Down Syndrome. Sarah visited her friend recovering from chemotherapy. And many more travelled the world on Velocity Points. The Earnbassadors continue create content for the brand, saying all the things we need to say (and some that we don’t) in a better, more human way than any brand could.
代言人
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The Earnbassadors
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基本信息
- 广告战役： #Velocity Frequent Flyer-网络-1b58#
- 广告品牌： Velocity Frequent Flyer
- 发布日期： 2020
- 行业领域： 生活服务
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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