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再爱一次
案例简介：大纲 Petz 是巴西最大的宠物零售商，拥有超过 65 家商店。除了为宠物出售一切，从狗到猫，鸟和鱼，它还组织和促进收养活动。今年，我们决定使用公关，创建一个可分享的、有新闻价值的内容，而不是进行传统的收养活动。 策略 我们决定依靠社交媒体视频，该视频由影响者和流行媒体渠道的公关方式支持。我们发布了视频，同时发布了一份新闻稿，告知所有关于巴西流浪动物的数据，以帮助生成新闻媒体,然后，我们联系了与动物事业有关的影响者，并利用他们传播信息。与此同时，我们的商店开始了新的收养活动，并突出了收养信息的位置。 相关性 巴西有 3000万多只流浪动物，已经有大量旨在提高这一认识的运动。我们决定尝试一种新的方法与爱再次运动。我们制作了一个视频，其中最具争议和情感主题之一: 破碎的心。最崇高的原因之一: 宠物收养。结果是一个极其成功的公关故事到达了媒体和超过 2500万人的时间表。 结果 该活动对视频推广的媒体投资较低 (约 3 万美元)，并大量依赖于共享和获得的结果。我们有 2500万多次浏览，前 500万次仅在四天内完成。该视频在全球范围内被分享，影响了超过 1.26亿人，与该品牌展开了超过 100万条评论和反应的对话。结果，该活动产生了 100万美元的盈利媒体。公关导致了包括电视频道在内的几个国家和国际媒体的报道。除此之外，在视频发布后的两个月里，我们在商店网站上的用户增加了 12%。 执行 为了制作我们的视频，我们做了一个公开的演员，要求那些有他们想要删除的前伴侣/配偶的纹身的人。我们选择了 20 个人，并邀请他们进入纹身店，告诉他们如果他们做了证词，我们会给他们一个选择来覆盖纹身或获得其他东西。在证词之后，我们带来了一只狗或猫，它的纹身名称相同 (带有印刷标签)，并邀请他们收养狗，而不是覆盖纹身。该实验成为社交媒体视频和我们的主要公关资产。 ClientBriefOrObjective 制作预算: 60.000 美元，00 媒体预算: 30.000 美元，00 活动描述 人们为了爱做疯狂的事情。包括纹身他们的男朋友，女朋友，丈夫和妻子的名字。但是当爱情结束时会发生什么呢？我们没有抹去前男友的纹身，而是提出了一些不同的东西，那么采用一只同名的狗怎么样？
再爱一次
案例简介：Synopsis Petz is the largest pet retailer in Brazil with more then 65 stores. And besides selling everything for pets, from dogs to cats, birds and fishes it also organize and promote adoption drives. This year, instead of doing a traditional adoption campaign, we decided to use PR and create a shareable and newsworthy piece of content. Strategy We decided to rely on a social media video supported by a PR approach with influencers and popular media outlets. We launched the video and at same time did a press release informing all the data about stray animals in Brazil to help generate news media pieces, then we contacted influencers that are involved with the Animal cause and used them to spread the message. At the same time, our stores started new adoption drives with prominent placement for adoption messages. Relevancy There are more than 30 million stray animals in Brazil, and there have been tons of campaigns aimed at raising awareness about that. We decided to try a new approach with the Love Again campaign. We created a video with one of the most controversial and emotional subjects: broken hearts. And attached to it one of the noblest causes: pet adoption. And the result was an extreme successful PR story that reached the media and the timeline of more then 25 million people. Outcome The campaign had low media investment (around US$ 30k) for video promotion and rellied heavily on shared and earned results. We had more than 25 million views, with the first five million happening in only four days. The video was shared worldwide having impacted more than 126 million people, starting a conversation with the brand with more than 1 million comments and reactions. As a result, the campaign generated U$1 million in earned media. And the PR resulted in coverage in several national and international press outlets, including TV channels. Besides that, we had an increase in 12% in adoptions on the store sites in the 2 months after the video was launched. Execution To create our video we did an open casting asking for people that had tatoos of former partners/spouses that they wanted to erase. We selected 20 people and invited them into a tattoo parlor telling them that if they did the testimony we would present them with an option to cover the tattoo or get something else. After the testimony we brought in a dog or cat that had the same name (with printed tag) of their tattoo and invited them to adopt the dog, rather then to cover the tattoo. The experiment became a social media video and our main PR asset. ClientBriefOrObjective Production Budget: US$ 60.000,00 Media Budget: US$ 30.000,00 CampaignDescription People do crazy things for love. Including tattooing the name of their boyfriend, girlfriend, husband and wife. But what happens when the love ends? Instead of erasing an ex's tattoo, we proposed something different, what about adopting a dog with that same name?
Love Again
案例简介：大纲 Petz 是巴西最大的宠物零售商，拥有超过 65 家商店。除了为宠物出售一切，从狗到猫，鸟和鱼，它还组织和促进收养活动。今年，我们决定使用公关，创建一个可分享的、有新闻价值的内容，而不是进行传统的收养活动。 策略 我们决定依靠社交媒体视频，该视频由影响者和流行媒体渠道的公关方式支持。我们发布了视频，同时发布了一份新闻稿，告知所有关于巴西流浪动物的数据，以帮助生成新闻媒体,然后，我们联系了与动物事业有关的影响者，并利用他们传播信息。与此同时，我们的商店开始了新的收养活动，并突出了收养信息的位置。 相关性 巴西有 3000万多只流浪动物，已经有大量旨在提高这一认识的运动。我们决定尝试一种新的方法与爱再次运动。我们制作了一个视频，其中最具争议和情感主题之一: 破碎的心。最崇高的原因之一: 宠物收养。结果是一个极其成功的公关故事到达了媒体和超过 2500万人的时间表。 结果 该活动对视频推广的媒体投资较低 (约 3 万美元)，并大量依赖于共享和获得的结果。我们有 2500万多次浏览，前 500万次仅在四天内完成。该视频在全球范围内被分享，影响了超过 1.26亿人，与该品牌展开了超过 100万条评论和反应的对话。结果，该活动产生了 100万美元的盈利媒体。公关导致了包括电视频道在内的几个国家和国际媒体的报道。除此之外，在视频发布后的两个月里，我们在商店网站上的用户增加了 12%。 执行 为了制作我们的视频，我们做了一个公开的演员，要求那些有他们想要删除的前伴侣/配偶的纹身的人。我们选择了 20 个人，并邀请他们进入纹身店，告诉他们如果他们做了证词，我们会给他们一个选择来覆盖纹身或获得其他东西。在证词之后，我们带来了一只狗或猫，它的纹身名称相同 (带有印刷标签)，并邀请他们收养狗，而不是覆盖纹身。该实验成为社交媒体视频和我们的主要公关资产。 ClientBriefOrObjective 制作预算: 60.000 美元，00 媒体预算: 30.000 美元，00 活动描述 人们为了爱做疯狂的事情。包括纹身他们的男朋友，女朋友，丈夫和妻子的名字。但是当爱情结束时会发生什么呢？我们没有抹去前男友的纹身，而是提出了一些不同的东西，那么采用一只同名的狗怎么样？
Love Again
案例简介：Synopsis Petz is the largest pet retailer in Brazil with more then 65 stores. And besides selling everything for pets, from dogs to cats, birds and fishes it also organize and promote adoption drives. This year, instead of doing a traditional adoption campaign, we decided to use PR and create a shareable and newsworthy piece of content. Strategy We decided to rely on a social media video supported by a PR approach with influencers and popular media outlets. We launched the video and at same time did a press release informing all the data about stray animals in Brazil to help generate news media pieces, then we contacted influencers that are involved with the Animal cause and used them to spread the message. At the same time, our stores started new adoption drives with prominent placement for adoption messages. Relevancy There are more than 30 million stray animals in Brazil, and there have been tons of campaigns aimed at raising awareness about that. We decided to try a new approach with the Love Again campaign. We created a video with one of the most controversial and emotional subjects: broken hearts. And attached to it one of the noblest causes: pet adoption. And the result was an extreme successful PR story that reached the media and the timeline of more then 25 million people. Outcome The campaign had low media investment (around US$ 30k) for video promotion and rellied heavily on shared and earned results. We had more than 25 million views, with the first five million happening in only four days. The video was shared worldwide having impacted more than 126 million people, starting a conversation with the brand with more than 1 million comments and reactions. As a result, the campaign generated U$1 million in earned media. And the PR resulted in coverage in several national and international press outlets, including TV channels. Besides that, we had an increase in 12% in adoptions on the store sites in the 2 months after the video was launched. Execution To create our video we did an open casting asking for people that had tatoos of former partners/spouses that they wanted to erase. We selected 20 people and invited them into a tattoo parlor telling them that if they did the testimony we would present them with an option to cover the tattoo or get something else. After the testimony we brought in a dog or cat that had the same name (with printed tag) of their tattoo and invited them to adopt the dog, rather then to cover the tattoo. The experiment became a social media video and our main PR asset. ClientBriefOrObjective Production Budget: US$ 60.000,00 Media Budget: US$ 30.000,00 CampaignDescription People do crazy things for love. Including tattooing the name of their boyfriend, girlfriend, husband and wife. But what happens when the love ends? Instead of erasing an ex's tattoo, we proposed something different, what about adopting a dog with that same name?
再爱一次
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Love Again
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