Handle with Care|短视频|广告营销案例【ADGuider广告指南】

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小心处理

案例简介：结果对宝洁来说，新产品的实施、设计和制造非常复杂，可能需要多年的开发; 然而, 由于小心处理背后的强大想法和它创造的激情，这个过程在前所未有的 18 个月内完成了 -- 从概念到市场发布。吉列 Treo (将在市场上被称为)，受到了世界各地护理人员和护理社区的压倒性积极回应，成千上万的人要求试用该产品。我们收到了强烈的积极反馈，剃须刀具有变革性，极大地帮助剃须体验更容易、更无缝、更体面。战略到 2060，85 岁以上的人口预计将从 6 人增加到 1800万人。在 100 多年的剃须刀创新中，成千上万的剃须刀被设计用于个人使用，但没有一款被设计用于其他人。美容是受护理的男性保持正常和尊严的最重要方式之一，我们发现了一个大幅改善辅助剃须体验的机会。我们分三个阶段进行这项工作: 首先，制造一种剃须刀，使受护理的男性及其照顾者的辅助剃须更容易、更安全、更舒适。接下来，通过有针对性的推广和在线抽样努力，向最需要的人提供产品和教育。最后，记录护理人员和护理中的男性的生活，以及吉列彻底改变辅助剃须的旅程，以提醒人们梳妆是非常情绪化的，与所有生命阶段的男性都相关。相关性 Care 是一项改变游戏规则的举措，它激励了世界上最大的品牌之一，帮助不断增长但经常被忽视的人群，并解决真正未得到满足的需求。作为开发过程的一部分，吉列与护理人员合作，测试原型并了解辅助剃须需求。这意味着重新思考传统的剃须刀设计，设计剃须刀用于别人的脸上。为了继续向护理人员学习，吉列将赠送 100,000 个新剃须刀样本，并征求关于剃须刀如何影响辅助剃须体验的反馈。活动描述我们希望通过直观和有形的创新，以有意义和持久的方式影响护理。这个想法很简单: 成千上万的剃须刀被设计用于自己的脸上。但是，如果我们重新设计剃刀，在别人脸上使用，会是什么样子？我们需要解决功能问题，比如处理人体工程学、刀片经济学和皮肤准备，以及个人问题，比如尊严、可用性和舒适性。总而言之，“小心处理” 倡议象征着吉列致力于确保所有人，无论他们的情况如何，都能做到最好。概要在 2015 至 2060 之间，85 岁以上的人口是所有年龄组中残疾率最高的，并且极易患阿尔茨海默氏症和痴呆症等疾病, 预计将从 6 个增至 1800万个。更不可思议的是那些努力工作、经常被低估的男人和女人的故事，他们牺牲了太多来照顾老人。尽管护理人员每周平均投入 24 小时从事美容等活动，但这一过程效率低下、风险高，对护理中的男性和护理人员来说都不舒服。在 100 多年的剃须刀创新中，成千上万的剃须刀被设计用于个人使用.但是 0 被设计用于其他人。美容是男性保持正常和尊严的最重要方式之一，我们发现了一个与吉列合作的机会，以大幅改善辅助剃须体验。执行我们与吉列创新和研究与设计专家合作，为护理中的男性、护理人员及其特定的美容需求设计了剃刀; 定制包括: 用草皮取代传统的棍子手柄，以获得更大的护理舒适性和控制力; 一种经济高效的刀片，用于防止感染的一次性使用;以及内置润滑手柄，无需使用凌乱的剃须膏或难以移动到水槽。为了帮助告知设计，我们招募了护理人员来测试产品并分享他们的反馈。把产品交到最需要的人手中我们发起了有针对性的外联活动，并推出了一个网页，允许感兴趣的各方注册了解吉列新的辅助剃须解决方案的最新情况。该页面以一部短片为特色，讲述了一个男人照顾他年迈的父亲，以强调激发 “处理与护理” 倡议的挑战。

小心处理

案例简介：Outcome For Procter & Gamble, the implementation, design, and manufacturing of a new product is incredibly complex and can require years of development; however, due to the powerful idea behind Handle with Care and the passion it created, the process was accomplished – from concept to in-market launch – in an unprecedented 18 months. The Gillette Treo (as it will be called in market), was met with an overwhelmingly positive response from caregivers and the caregiving community around the world, with thousands of requests to try the product. We received strong positive feedback that the razor is transformative and significantly helped make the shaving experience easier, more seamless, and more dignified. Strategy By 2060, the population of 85+ is expected to increase from 6 to 18 million. In 100+ years of razor innovation, thousands of razors have been designed for personal use, but none had been designed to use on someone else. With grooming serving as one of the most important ways that men under care maintain normalcy and dignity, we identified an opportunity to drastically improve the assisted shaving experience. We approached the effort in three phases: First, create a razor that makes assisted shaving easier, safer, and more comfortable for men under care and their caregivers. Next, make products and education available to those who need them the most via targeted outreach and online sampling efforts. Finally, document the lives of caregivers and men under care and Gillette’s journey to revolutionizing assisted shaving as a reminder that grooming is deeply emotional and relevant to all men at all life stages. Relevancy Handle with Care is a game-changing initiative that inspired one of the world’s biggest brands to help a growing yet often overlooked section of the population, and address a true unmet need. As part of the development process, Gillette partnered with caregivers to test prototypes and learn about assisted shaving needs. This meant rethinking traditional razor design, designing the razor for inward use on someone else’s face. In an effort to continue to learn from caregivers, Gillette will give away 100,000 samples of the new razor and solicit feedback on how the razor impacted the assisted shaving experience. CampaignDescription We wanted to impact caregiving in a meaningful and long-lasting way with intuitive and tangible innovation. The idea was simple: Thousands of razors have been designed for inward use on one’s own face. But what would it look like if we redesigned the razor for use on someone else’s face? We’d need to address functional issues, like handle ergonomics, blade economics, and skin prep, as well as personal ones, like dignity, usability, and comfort. All in all, the Handle with Care initiative symbolizes Gillette’s commitment to making sure that all men, no matter their circumstances, can be their best. Synopsis Between 2015 and 2060, the population of 85+, which has the highest disability rate of any age group and is highly susceptible to illnesses such as Alzheimer’s and dementia, is expected to increase from 6 to 18 million. Even more incredible are the stories of the hard-working, often underappreciated men and women who sacrifice so much to care for the elderly. Despite caregivers dedicating 24 hours per week on average to activities like grooming, the process is inefficient, high-risk, and uncomfortable for both men under care and their caregivers. In over 100 years of razor innovation, thousands of razors have been designed for personal use...but 0 have been designed for use on someone else. With grooming serving as one of the most important ways that men under care maintain normalcy and dignity, we identified an opportunity to partner with Gillette to drastically improve the assisted shaving experience. Execution Partnering with experts in Gillette Innovation and Research & Design, we engineered a razor for men under care, caregivers, and their specific grooming needs; customizations included: replacing the traditional stick handle with a divot for greater caregiver comfort and control; a cost-effective blade intended for single use to prevent infection; and a handle with built-in lubrication, eliminating the need for messy shaving cream or a difficult move to the sink. To help inform the design, we enlisted caregivers to test the product and share their feedback.To get products into the hands of those who needed them the most, we initiated targeted outreach to care homes and launched a webpage to allow interested parties to sign up for updates about Gillette’s new assisted shaving solution. The page features a short film of a man caring for his elderly father to highlight the challenges that inspired the Handle with Care initiative.