MAKING A NEW HOLIDAY TRADITION: #GIVINGTUESDAY|短视频|广告营销案例【ADGuider广告指南】

创造一个新的节日传统: # giving星期二

案例简介：描述活动/条目挑战从黑色星期五开始的假日季节已经成为一个消费时间。第 92 街 Y 和联合国基金会想让它成为一个给予的时间。我们联合了成千上万的影响者和合作伙伴，发起了一项假日倡议，# GivingTuesday，激励人们在专注于商业的时候为世界各地的事业贡献时间和金钱。目标将 # giving星期二作为假日赠送季节的正式开始提高个人、非营利组织、企业和媒体的认识和参与 11月27日星期二及以后推动慈善捐赠战略我们的计划基于开源慈善理论，设计 # GivingTuesday 作为合作伙伴可以轻松使用和推广的平台。我们通过利用我们 2,500 合作伙伴的网络将这一概念病毒化。此外，我们制定了一项合作计划，利用合作伙伴的沟通团队扩大媒体覆盖面，并绘制了一个大的传统和社交媒体飞溅。执行在我们积极的外联活动中，我们: 对非营利和顶级媒体进行了推广为报道慈善和社会公益等行业的记者量身定制的演讲在发布日使用所有在线平台分享关于人们回馈的故事和照片结果我们在全球范围内点燃了对话，超过 800 次新闻点击率 (59 万次印象)，包括 24 个慈善贸易功能。5 亿人口在社交上传播这个词，导致了里程碑式的推特趋势。最重要的是，多个非营利合作伙伴在 11月27日记录了大量捐赠，Blackbaud 处理了 1000 万美元的在线捐赠，比感恩节 53% 后的周二增加了 2011。描述客户的简报我们的次要研究表明，尽管美国人在 2011年向最受欢迎的事业捐赠了近 300b 美元，但捐赠的美元总额仍然没有反弹到 2007年 (衰退前) 的水平。但人们在消费: 过去十年，假日零售额平均每年增长 3.5%。使用这些统计数据来确定对 # GivingTuesday 的需求，然后我们开始努力实现这些目标: 将其定位为假日赠送季节的正式开始在个人、企业、非营利组织、思想领袖、政策制定者和媒体中提高对 # giving星期二的认识和参与 11月27日星期二和整个假期推动慈善捐赠结果一场前所未有的运动创造了历史，2,500 + # givingdieday partners 开始改变围绕捐赠的对话。我们在多种媒体中获得了 800 多次新闻点击率 (59 万次印象)，包括慈善行业的 24 个专题，如《慈善纪事报》和《非营利时代》。所有作品都非常积极，大多数人将 # giving星期二描述为假日赠送季节的开始，3分之2 出现在当地来源，帮助了许多当地事业。在全球范围内，5,000 万人通过社交传播这个词，导致了里程碑式的推特趋势，我们获得了 2.5 的社交印象/推特。来自白宫、比尔·盖茨和克林顿基金会等许多机构的支持扩大了网络覆盖面。最重要的是，小型和大型非营利合作伙伴都在 11月27日记录了大量捐赠。处理数千慈善机构在线捐赠的 Blackbaud 当天处理了 1000 万美元的捐赠，比感恩节 53% 后的周二增加了 2011。执行我们在 9月推出了 # GivingTuesday，推出了顶级非营利媒体，然后为报道慈善和社会公益等行业的记者量身定制了广告。我们还为我们的合作伙伴 -- 所有 50 个州的 2,500 多个慈善机构、志愿者组织、公司、社区中心和基金会 -- 提供了一个包含关键信息和样本发布的通信工具包, 在其他材料中。(我们唯一的主要竞选适应: 增加与前所未有数量的合作伙伴的沟通; 我们最初预测 600。) 从社会角度来看，我们创建了一个网站、社区页面和推特句柄 (@ givingtues); 在所有引用中使用 # GivingTuesday 标签来强调活动的合作性质并鼓励分享; 使用 Facebook 和 Twitter 进行讨论并吸引倡导者; 并精心挑选社交媒体大使来放大 # GivingTuesday 的信息。在最后一天，我们利用我们所有的在线平台分享关于回馈者的故事和照片，以鼓励其他人参与。形势媒体和营销的喋喋不休预示着今年最繁忙的购物季节，零售商从黑色星期五和网络星期一开始，这几乎是不可避免的。但是另一个节日的焦点 -- 给那些有需要的人更平静地对待。第 92 街 Y 号、联合国基金会和许多其他创始伙伴想要改变这一点。我们一起团结了成千上万的人影响者、公司和非营利组织创建一个正式的假期发放季节，激励人们为世界各地的事业贡献时间和金钱。这个伟大的想法，# GivingTuesday，旨在传播消息，激发支持和激励捐赠。战略我们的计划基于开源慈善理论，设计了一个个人或团体可以轻松利用和推广的平台。我们来自 50 个州的 2,500 多个合作伙伴 (从联合利华到塔科马艺术博物馆，各种规模的公司和非营利组织的组合) 会展示他们是如何参与的，并利用我们独特的信息来鼓励其他人参与进来。然后，通过利用这些人和团体的网络，我们可以创建一个网络网络，将 # giving星期二的概念病毒。我们的团队看到了一个机会，可以利用黑色星期五和网络星期一的宣传来强调本赛季缺乏开球。一个关键战略是: 一项合作计划，利用合作伙伴的沟通团队扩大我们接触当地和国家媒体的能力。我们还策划了一场大规模的传统和社交媒体热潮，特别是因为 2012 是首届 # GivingTuesday。

创造一个新的节日传统: # giving星期二

案例简介：Describe the campaign/entry Challenge The holiday season starting with Black Friday had become a time to spend. The 92nd Street Y and the United Nations Foundation wanted to make it a time to give. We united thousands of influencers and partners to launch a holiday initiative, #GivingTuesday, to inspire people to contribute time and money to causes worldwide during a time focused on commerce. Objectives • Position #GivingTuesday as the official kickoff to the holiday giving season • Increase awareness and participation among individuals, nonprofits, businesses and media • Drive charitable donations on Tuesday, November 27, and beyond Strategy We based our plan on the theory of open-source philanthropy, designing #GivingTuesday as a platform that partners could easily use and promote. We took the concept viral by leveraging our 2,500 partners' networks. In addition, we strategized a collaborative plan using partners' communication teams to expand media reach and charted a big traditional and social media splash. Execution Among our aggressive outreach, we: • Undertook a roll-out to nonprofit and top-tier media • Tailored pitches for reporters covering sectors like philanthropy and social good • Used all online platforms on launch day to share stories and photos about people giving back Outcome We ignited conversations worldwide, with 800-plus press hits (59m impressions), including two dozen philanthropy trade features. 50m people spread the word socially, resulting in milestone Twitter trending. Most important, multiple nonprofit partners recorded massive donations on November 27, and Blackbaud processed $10m in online donations, a 53% increase over the Tuesday after Thanksgiving 2011. Describe the brief from the client Our secondary research showed that although Americans gave almost $300b to favorite causes in 2011, total dollars donated still hadn't rebounded to 2007 (pre-recession) levels. But people were spending: Holiday retail sales have increased, on average, 3.5% a year for the past decade. Using those statistics to establish the need for #GivingTuesday, we then set to work with these goals: • Position it as the official kickoff to the holiday giving season • Increase awareness of and participation in #GivingTuesday among individuals, businesses, nonprofits, thought leaders, policymakers and media • Drive charitable donations on Tuesday, November 27, and throughout the holidays Results An unprecedented movement made history as 2,500-plus #GivingTuesday partners started changing the dialogue around giving. We secured 800-plus press hits (59m impressions) in a diversity of media, including two dozen features in philanthropy trades such as The Chronicle of Philanthropy and The NonProfit Times. All pieces were overwhelmingly positive, most described #GivingTuesday as a kickoff to the holiday giving season, and two-thirds appeared in local sources, helping many local causes. Worldwide, 50m people spread the word socially, resulting in milestone Twitter trending, and we garnered 2.5m social impressions/tweets. Endorsements from the White House, Bill Gates and the Clinton Foundation, among many others, expanded online reach. Most important, small and large nonprofit partners alike recorded massive donations on November 27. And Blackbaud, which processes online donations for thousands of charities, processed $10m in donations that day, a 53% increase over the Tuesday after Thanksgiving 2011. Execution We launched #GivingTuesday with a top-tier and nonprofit media roll-out in September, then tailored pitches for reporters covering such sectors as philanthropy and social good. We also empowered our partners--2,500-plus charities, volunteer organizations, corporations, community centers and foundations in all 50 states--with a communications toolkit stocked with key messages and a sample release, among other materials. (Our only major campaign adaption: ramping up communications to the unprecedented number of partners; we had originally predicted 600.) Socially, we created a website, community page and Twitter handle (@givingtues); used the #GivingTuesday hashtag in all references to underscore the campaign's collaborative nature and encourage sharing; used Facebook and Twitter to generate discussion and attract advocates; and handpicked Social Media Ambassadors to amplify #GivingTuesday's message. On the final day, we used all our online platforms to share stories and photos about people who were giving back, to encourage others to participate. The Situation The media and marketing chatter that heralds the year's busiest shopping season, which retailers start with Black Friday and Cyber Monday, is virtually inescapable. But another holiday focus--giving to those in need is approached more quietly. The 92nd Street Y, the United Nations Foundation and a host of other founding partners wanted to change that. Together, we united thousands of influencers, corporations and nonprofits to create an official holiday giving season launch that would motivate people to contribute time and money to causes worldwide. The big idea, #GivingTuesday, aimed to spread the word to galvanize support and inspire donations. The Strategy We based our plan on the theory of open-source philanthropy, designing #GivingTuesday as a platform that a person or group could easily leverage and promote. Our 2,500-plus partners from 50 states (a mix of corporations and nonprofits of all sizes, from Unilever to the Tacoma Art Museum) would show how they were participating and use our unique messages to encourage others to get involved. Then, by leveraging the networks of those people and groups, we could create a network of networks that would take the #GivingTuesday concept viral. Our team saw an opportunity to use Black Friday and Cyber Monday publicity to underscore the lack of a kickoff for the giving season. One key strategy: a collaborative plan that used partners' communication teams to expand our ability to reach local and national media. We also charted a big traditional and social media splash, especially because 2012 was the inaugural #GivingTuesday.