Curators of Sweden (Board)|海报/平面|广告营销案例【ADGuider广告指南】

瑞典馆长 (董事会)

案例简介：摘要: 瑞典研究所和访问瑞典着手改变世界对瑞典的看法，接触那些想访问瑞典的旅行者, 成为世界上第一个放弃官方交流渠道并将其国家推特账户交给公民的国家。每周，其他人都 @ 瑞典，世界上最民主的推特账户的统治者。一周又一周，一条推特，瑞典的新形象出现了。挑战是在没有给定媒体预算的情况下，开发一个强大到足以有机地在全球传播的想法，并与全球的人们创造真正的互动。具体来说，这意味着每条推文的提及和转发反应率增加两倍,粉丝数量翻了一番，创造了价值 100万美元的媒体收入 -- 是投资的十倍。推特之所以被选中，是因为它已经成为透明和言论自由的灯塔。凭借其对记者的亲和力、对物理边界的漠视以及实时互动的能力，它是证明瑞典进步的最佳媒介。第一批每周策展人被精心挑选来展示这个国家的多样性，但也向观众证明这个账户没有被审查。然后邀请现任馆长和公众提名未来的馆长，结果超出了所有预期。仅仅四周后，追随者的数量就翻了一番，目前该账户在 65,000 多个国家拥有 120 多名追随者，并且仍在增长。反应速率从 40% 上升到 348%，远远高于预期。到目前为止，该项目已经激励了 50 多个国家、城市和感兴趣的团体公开复制它。在监测的 13 个国家中，前 6 个月后的同等 pr值总计高达惊人的 4000万美元。

瑞典馆长 (董事会)

案例简介：SUMMARY: The Swedish Institute and Visit Sweden set out to change the world’s perception of Sweden and reach travelers that want to visit the country, becoming the first country in the world to let go of an official communication channel and hand its national twitter account over to its citizens. Every week, someone else is @sweden, ruler of the world’s most democratic twitter account. Week by week, tweet by tweet, a new picture of Sweden emerges.The challenge was to develop an idea powerful enough to spread organically and globally without a given media budget and to create real interaction with people globally.Concretely, that meant tripling the reaction rate of mentions and re-tweets per tweet, doubling the number of followers and generating 1 million US$ worth of earned media - ten times the investment.Twitter was chosen because it has become a beacon of transparency and freedom of speech. With its affinity to journalists, its disregard of physical borders and the ability for real-time interaction it was the perfect medium to prove Sweden’s progressiveness.The first weekly curators were carefully chosen to show the country’s diversity, but also to prove to the audience that this account is not censored. The sitting curators and the general public were then invited to nominate future curatorsResults exceeded all expectations. After only four weeks, the number of followers had doubled and currently the account has over 65,000 followers in more than 120 countries and is still growing. The reaction rate went up from 40% to 348%, far higher than anticipated. So far, the project has inspired more than 50 countries, cities and groups of interest to openly copy it. And in the 13 countries monitored, the equivalent PR value after the first 6 months added up to a staggering 40 million US$.