SelfieSTIX|短视频|广告营销案例【ADGuider广告指南】

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SelfieSTIX

案例简介：概要 Pedigree DentaSTIX 位于饱和、快速增长的治疗和护理市场，品牌忠诚度继续下降。通常被认为是增量购买和 “功能性” 治疗产品，我们需要找到一种对公关友好的方式来鼓励顾客比竞争对手购买 Pedigree 的 DentaSTIX 产品, 将对 DentaSTIX 的感知转变为 “积极” 治疗产品。简报是创造增值; 在狗和它们的主人之间创造有意义的、可共享的时刻; 推动重复购买 DentaSTIX 产品。结果 SelfieSTIX 和附带的应用程序不仅鼓励人们分享他们完美的狗狗照片，还鼓励重复购买纯种登塔斯蒂克斯。在社交平台上，该活动有 210万多次互动。该活动实现了 350万的参与，销售额增长了 24%，全国养狗人中有四分之一的人赎回了 SelfieSTIX。执行为了证明系谱 DentaSTIX 的不可抗拒性，我们创造了 SelfieSTIX。这是一款专门设计的手机配件，可以将登塔斯蒂克斯连接到手机上，这样你就可以捕捉到完美的狗狗自拍。促销项目得到了我们自己的社交平台 -- SelfieSTIX 应用程序的支持。像 Snapchat 镜头一样，但对于狗来说，纯种的 SelfieSTIX 应用程序将人们的犬类伙伴变成了令人愉快的角色。我们训练了一个神经网络，通过给它喂食成千上万的狗图像来识别狗的脸。随着时间的推移，经过训练的算法学会了识别所有图像中的相似模式，然后，每当狗看着相机时，应用程序会在它的脸上放置一个有趣的过滤器。剪辑、应用程序和活动元素鼓励在所有社交平台上分享图像和视频 -- 让狗主人参与一个由志同道合的宠物主人组成的丰富的社交社区。活动描述为了证明系谱 DentaSTIX 的不可抗拒性，我们创造了 SelfieSTIX。这是一款专门设计的手机配件，可以将登塔斯蒂克斯连接到手机上，这样你就可以捕捉到完美的狗狗自拍。为了配合剪辑，我们创建了一个应用程序，可以拍摄狗自拍，并添加有趣的过滤器。人类的面部识别很简单。但是随着狗脸的极端变化，这项技术变得更加复杂。这是第一次成功地在狗身上使用它。

SelfieSTIX

案例简介：Synopsis Pedigree DentaSTIX sits in a saturated, fast-growing treats & care market, where brand loyalty continues to decline. Often considered an incremental purchase and a ‘functional’ treating product, we needed to find a PR-friendly way to encourage customers to pick up the Pedigree’s DentaSTIX product over competitors, shifting perception of DentaSTIX to a ‘positive’ treating product. The brief was to create a value-add; to create meaningful, shareable moments between dogs and their owners; to drive repeat purchase of the DentaSTIX product. Outcome SelfieSTIX and the accompanying app not only encouraged people to share their perfect doggy pics, it also encouraged repeat purchase of Pedigree DentaSTIX. Across social platforms, the campaign had over 2.1 million interactions. The campaign achieved 3.5 million engagements, a 24% increase in sales and one quarter of the country’s dog owners redeemed SelfieSTIX. Execution To demonstrate the irresistibility of Pedigree DentaSTIX, we created SelfieSTIX. A specially designed phone accessory that attaches DentaSTIX to your phone, so you can capture the perfect dog selfie. The promotional item was supported by our own social platform - the SelfieSTIX app. Like Snapchat lenses, but for dogs, the Pedigree SelfieSTIX app converts people’s canine companions into a delightful cast of characters. We trained a neural network to recognise dog faces by feeding it thousands of dog images. Over time, the trained algorithm learned to recognise similar patterns across all images and then, whenever the dog looks at the camera, the app places a fun filter on its face. The clip, app and campaign elements encouraged the sharing of images and videos across all social platforms - letting dog owners participate in a rich social community of like-minded pet owners. CampaignDescription To demonstrate the irresistibility of Pedigree DentaSTIX, we created SelfieSTIX. A specially designed phone accessory that attaches DentaSTIX to your phone, so you can capture the perfect dog selfie. To accompany the clip, we created an app that took dog selfies and added fun filters to them. Facial recognition in humans is straightforward. But with the extreme variation in dog faces, the technology is much more sophisticated. This is the first time it has been used on dogs successfully.