Aspirin "Herosmiths"|短视频|广告营销案例【ADGuider广告指南】

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阿司匹林 “Herosmiths”

案例简介：执行我们着手建立一个携带阿司匹林的史密斯的安全网，以确保周围总是有阿司匹林。但首先，我们必须武装他们。我们制作了 HeroSmith 工具包，提供了携带阿司匹林和帮助拯救生命所需的工具和信息。在 HeroSmiths.Com，史密斯可以承诺携带阿司匹林，订购他们自己的 HeroSmiths 工具包，看看他们每天能保护多少人，并招募他们的史密斯朋友。接下来，我们去了一个全国心脏病发病率最高的城镇，用阿司匹林武装每个史密斯，看看我们的理论在起作用。他们在一个在线纪录片系列中成为该品牌的代言人。然后我们去公共活动 -- 人们实际上更有可能心脏病发作 -- 识别和武装史密斯。从那以后，人们开始招募更多的史密斯，发展我们携带阿司匹林的 HeroSmiths 网络。战略以前很少有一个大的医疗保健品牌与任何人交谈，除了他们直接的、有风险的目标受众。但是我们知道我们可以通过和姓史密斯的人交谈来建立阿司匹林携带者的安全网，因为每 130 个美国人就有一个史密斯。我们的大部分活动是在 2月份发起的，这是心脏月。我们希望史密斯的有机招聘在信息会引起人们共鸣的时候启动。概要每 42 秒就有一次心脏病发作，而且非常不可预测。你永远不会认为你会心脏病发作，或者有人会在你附近心脏病发作。拜耳试图改变人们的行为，从把阿司匹林作为阿司匹林疗法的一部分放在药柜里，到把它放在口袋里，一直随身携带, 建立阿司匹林携带者的安全网。活动描述这个想法是通过用阿司匹林武装姓氏史密斯的人 -- 美国最常见的姓氏 -- 来建立阿司匹林携带者的安全网。结果史密斯在美国已经接受了这项运动。通过联系 240万史密斯，我们在最初几周内联系了 6350万个人。我们不仅为购买阿司匹林的全新市场创造了一个理由，而且在接触到这项运动后，人们 233% 更有可能同意拜耳阿司匹林是他们喜欢的品牌。就行为而言，全国范围内携带阿司匹林的意向增加了 67.4%，超过 88,000 的人承诺在最初几周内携带阿司匹林。

阿司匹林 “Herosmiths”

案例简介：Execution We set out to build a safety net of aspirin-carrying Smiths, to make sure there’s always aspirin around. But first, we had to arm them. We created HeroSmith Kits, which provided the tools and information needed to carry aspirin and help save a life. At TheHeroSmiths.com, Smiths could pledge to carry aspirin, order their own HeroSmiths kit, see how many people they could protect daily, and recruit their Smith friends. Next, we went to a town with one of the highest heart attack rates in the country to arm every Smith with aspirin, and see our theory in action. They became the voice of the brand in an online documentary series. And then we went to public events – where people are actually more likely to have heart attacks – to recognize and arm Smiths. From there, people took it upon themselves to recruit more Smiths, growing our network of aspirin-carrying HeroSmiths. Strategy Rarely before has a big healthcare brand talked to anyone except their immediate, at-risk, target audience. But we knew we could create a safety net of aspirin carriers by talking to people with the last name Smith, because there’s 1 Smith for every 130 Americans. The bulk of our campaign was launched during the month of February, which is Heart Month. We wanted the organic recruitment of Smiths to activate during a time when the messaging was going to resonate with people. Synopsis There is a heart attack every 42 seconds, and they’re very unpredictable. You never think you’re going to have a heart attack, or that someone is going to have a heart attack near you. Bayer sought to change people’s behavior from keeping aspirin in their medicine cabinet as part of an aspirin regimen, to keeping it in their pocket, and always carrying it on them, to create a safety net of aspirin carriers. CampaignDescription The idea was to create a safety net of aspirin carriers by arming people with the last name Smith —the most common last name in America—with aspirin. Outcome Smiths in America have embraced the campaign. And by reaching out to the 2.4 million Smiths, we reached 63.5 million individual people in the first couple of weeks. Not only have we created a reason for an entirely new market to purchase aspirin, but after being exposed to the campaign, people are 233% more likely to agree that Bayer Aspirin is a brand they love. Behavior-wise, the intent to carry aspirin has increased 67.4% nationwide, with over 88,000 pledges to carry aspirin in the first couple of weeks.