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案例简介：执行 # HowToTapThru 视频是在单反相机上拍摄的。我们在后期制作中应用了延时速度和分步说明。我们花了很多时间来计算 “点击播放/暂停” 的理想节奏是什么，以确保它不会太快或太慢。除了最初在 Vine 、 Twitter 、 Facebook 和 Pinterest 上与我们的社交社区分享 TapThru 之外，我们还通过使用付费社交媒体来瞄准房主来扩大分布。 tapThru 不是一种被动的视频观看体验 -- 它需要互动，所以它生活在用户可以与视频互动的平台上。移动社交媒体应用是理想选择。 结果 # HowToTapThru 活动为 Facebook 、 Vine 和 Twitter 的成功设定了新的基准。此外，媒体承认 TapThru 是我们使用 Vine 的本地 “点击播放/暂停” 功能来扩展时间的独特方式。最重要的是，消费者喜欢这种新的操作方法: 前 3 个 TapThru 项目被观看超过 1.6 次，喜欢超过 21,000 次,并分享了近 1,700 次。与其他平台相比，# HowToTapThru 在 Twitter 上的整体参与率高出 3 倍以上，一个 TapThru 的执行比以前通过共享的任何 “表现最好” 的视频内容都高出 6 倍以上社交媒体。 战略 作为世界第二大家居装修零售商，Lowe's 多年来一直致力于发展其作为 DIYers 值得信赖的资源的声誉。 lowe's 之前在 Vine 上创建了 # LowesFixinSix 活动，向人们展示如何解决家庭中的常见不便。但是我们想帮助客户成功完成更大、更复杂的家居装修项目: 答案是 Lowe 的 # TapThruHowTo。 lowe 的 # TapThruHowTo 使用延时视频来显示从头到尾成功执行的项目。一步一步的说明也包括在整个视频。通过使用 Vine 的本地 “点击播放/暂停视频” 功能, 我们可以通过让人们 “点击” 视频来查看项目的每一步，从而大大扩大我们提供的信息量。无论人们在家里做什么项目，他们都需要很容易地获得有用的项目指导。手机上相关的短格式视频是帮助人们成功完成项目的关键。
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案例简介：Execution The #HowToTapThru video was filmed on a DSLR camera. We applied the time-lapse speed and step-by-step instructions in post-production. We spent a lot of time figuring out what the ideal cadence was for the “tap to play/pause” to ensure it wasn’t too fast or too slow. Beyond initially sharing TapThru with our social communities on Vine, Twitter, Facebook, and Pinterest, we amplified distribution by using paid social media to target homeowners.TapThru isn’t a passive video viewing experience- it requires interaction and so it lives on platforms where users can interact with the video. Mobile social media apps are ideal. Outcome The #HowToTapThru campaign set new benchmarks for success on Facebook, Vine, and Twitter. Further, the press recognized TapThru for the unique way we used Vine’s native “tap to play/pause” functionality to expand time. Most importantly, consumers loved this new approach to How-To: the first 3 TapThru projects were viewed over 1.6M times, liked over 21,000+ times, and shared almost 1,700 times.The overall engagement rate for #HowToTapThru was more than 3x higher on Twitter as compared with other platforms and one TapThru execution was more than 6x more engaging than any previous “best performing” video content shared via social media. Strategy As the second-largest home improvement retailer in the world, Lowe’s has spent years developing its reputation as a trusted resource for DIYers.Lowe’s previously created the #LowesFixinSix campaign on Vine to show people how to solve common inconveniences around the home. But we wanted to help customers successfully complete larger, more complex home improvement projects: the answer was Lowe’s #TapThruHowTo.Lowe’s #TapThruHowTo uses time-lapse video to show a project successfully executed from beginning to end. Step-by-step instructions are also included throughout the video.By using Vine’s native “tap to play/pause the video” functionality, we could greatly expand the amount of information we provided by letting people “tap through” the video to see each step in a project. People need to have easy access to useful project guidance wherever they’re doing projects around the home. Relevant, short-form video on mobile is key to helping people successfully complete their projects.
Tap Thru
案例简介：执行 # HowToTapThru 视频是在单反相机上拍摄的。我们在后期制作中应用了延时速度和分步说明。我们花了很多时间来计算 “点击播放/暂停” 的理想节奏是什么，以确保它不会太快或太慢。除了最初在 Vine 、 Twitter 、 Facebook 和 Pinterest 上与我们的社交社区分享 TapThru 之外，我们还通过使用付费社交媒体来瞄准房主来扩大分布。 tapThru 不是一种被动的视频观看体验 -- 它需要互动，所以它生活在用户可以与视频互动的平台上。移动社交媒体应用是理想选择。 结果 # HowToTapThru 活动为 Facebook 、 Vine 和 Twitter 的成功设定了新的基准。此外，媒体承认 TapThru 是我们使用 Vine 的本地 “点击播放/暂停” 功能来扩展时间的独特方式。最重要的是，消费者喜欢这种新的操作方法: 前 3 个 TapThru 项目被观看超过 1.6 次，喜欢超过 21,000 次,并分享了近 1,700 次。与其他平台相比，# HowToTapThru 在 Twitter 上的整体参与率高出 3 倍以上，一个 TapThru 的执行比以前通过共享的任何 “表现最好” 的视频内容都高出 6 倍以上社交媒体。 战略 作为世界第二大家居装修零售商，Lowe's 多年来一直致力于发展其作为 DIYers 值得信赖的资源的声誉。 lowe's 之前在 Vine 上创建了 # LowesFixinSix 活动，向人们展示如何解决家庭中的常见不便。但是我们想帮助客户成功完成更大、更复杂的家居装修项目: 答案是 Lowe 的 # TapThruHowTo。 lowe 的 # TapThruHowTo 使用延时视频来显示从头到尾成功执行的项目。一步一步的说明也包括在整个视频。通过使用 Vine 的本地 “点击播放/暂停视频” 功能, 我们可以通过让人们 “点击” 视频来查看项目的每一步，从而大大扩大我们提供的信息量。无论人们在家里做什么项目，他们都需要很容易地获得有用的项目指导。手机上相关的短格式视频是帮助人们成功完成项目的关键。
Tap Thru
案例简介：Execution The #HowToTapThru video was filmed on a DSLR camera. We applied the time-lapse speed and step-by-step instructions in post-production. We spent a lot of time figuring out what the ideal cadence was for the “tap to play/pause” to ensure it wasn’t too fast or too slow. Beyond initially sharing TapThru with our social communities on Vine, Twitter, Facebook, and Pinterest, we amplified distribution by using paid social media to target homeowners.TapThru isn’t a passive video viewing experience- it requires interaction and so it lives on platforms where users can interact with the video. Mobile social media apps are ideal. Outcome The #HowToTapThru campaign set new benchmarks for success on Facebook, Vine, and Twitter. Further, the press recognized TapThru for the unique way we used Vine’s native “tap to play/pause” functionality to expand time. Most importantly, consumers loved this new approach to How-To: the first 3 TapThru projects were viewed over 1.6M times, liked over 21,000+ times, and shared almost 1,700 times.The overall engagement rate for #HowToTapThru was more than 3x higher on Twitter as compared with other platforms and one TapThru execution was more than 6x more engaging than any previous “best performing” video content shared via social media. Strategy As the second-largest home improvement retailer in the world, Lowe’s has spent years developing its reputation as a trusted resource for DIYers.Lowe’s previously created the #LowesFixinSix campaign on Vine to show people how to solve common inconveniences around the home. But we wanted to help customers successfully complete larger, more complex home improvement projects: the answer was Lowe’s #TapThruHowTo.Lowe’s #TapThruHowTo uses time-lapse video to show a project successfully executed from beginning to end. Step-by-step instructions are also included throughout the video.By using Vine’s native “tap to play/pause the video” functionality, we could greatly expand the amount of information we provided by letting people “tap through” the video to see each step in a project. People need to have easy access to useful project guidance wherever they’re doing projects around the home. Relevant, short-form video on mobile is key to helping people successfully complete their projects.
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