REAL BEAUTY SKETCHES|短视频|广告营销案例【ADGuider广告指南】

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真正的美丽素描

案例简介：只有 4% 的女性认为自己很漂亮。我们如何向其他 96% 证明他们比他们想象的更漂亮？我们的想法是进行一个社会实验: 我们邀请了一位联邦调查局训练的素描艺术家根据自己的自我描述先画一名女性的肖像, 然后根据一个陌生人对她的描述。自始至终，艺术家从不关注女性自己。最后，我们举办了一个比较草图的展览。女性承认，基于陌生人描述的肖像比基于自己描述的肖像更美丽、更快乐，甚至更准确。。这部电影提供了惊人的证据，证明女人比她们想象的更漂亮。竞选成功十天后，话题在主流媒体上爆发: -30亿媒体印象 (所有原创故事) -今日秀，早安美国，NBC 新闻的片段 -《纽约时报》、《卫报》、《 Forbes.com 》、《电讯报》、《赫芬顿邮报》的文章 -118.409 次提到 6519 个网站，综合读者人数为 16亿 • 4640万 youtube 视图 Mashable.com 历史上最受欢迎的文章 Facebook 上 190万的总股份 2.08亿推特印象标签 # wearebeautiful 的 19,153 用途所有这些都将品牌与人们的关系推向了新的高度: -每天关于品牌的推文率增加 14,368% -337,000 新粉丝在 Facebook 上招募，总数达到 1400万 -430万点击到鸽子网站 -各市场的在线品牌搜索量增加了 5 倍。启动和执行在最少的付费媒体支持下，我们将这部电影定位为社会实验，并点燃了围绕女性自我感知的对话。为了传播这场运动，我们使用了最健谈、最具传染性、最可共享、最具病毒的媒介: 女性自己。结合病毒视频、大众公关活动和社交媒体的野火。该活动是为鸽子的 1400万名 Facebook 粉丝发起的。然后，我们发起了一场大规模的公关活动，我们的联邦调查局培训的素描艺术家和实验中的女性出现在美国和澳大利亚的主要电视节目中。在 reach 方面，与 YouTube TrueView 平台的全球合作伙伴关系在 20 个关键地区得到了优化，确保了各国的视野，最大限度地提高了效率和消费者参与度。为了点燃对话，我们与鸽子的 1400万名 Facebook 粉丝分享了它。在推特上推广推文和趋势，在 Facebook 上付费和拥有帖子，并通过高度针对性的搜索得到加强。

真正的美丽素描

案例简介：Only 4% of women believe they're beautiful. How could we prove to the other 96% that they are more beautiful than they think? Our idea was to conduct a social experiment: We invited an FBI-trained sketch artist to draw a woman's portrait first according to her own self-description, then according to a strangers' description of her. Throughout, the artist never laid eyes on the women themselves. To close, we held an exhibition comparing the sketches. Women admitted that portraits based on the strangers' description were more beautiful, happier and even more accurate than the portraits based on their own description. . The film provided striking proof that women are more beautiful than they think. CAMPAIGN SUCCESS Ten days in, the conversation exploded in mainstream media: - 3 billion media impressions (all original stories) - Segments on The Today show, Good Morning America, NBC news - Articles in the New York Times,The Guardian, Forbes.com, The Telegraph, Huffington Post - 118.409 mentions across 6519 sites with a combined readership of 1.6 billion • 46.4 million youtube views • The most shared article in the history of mashable.com • 1.9 million aggregate shares on Facebook • 208 million Twitter impressions • 19,153 uses of the hashtag #wearebeautiful All of which is taking the brand's relationship with people to new heights: - 14,368% increase in daily rate of tweets about the brand - 337,000 new fans recruited on Facebook, taking the total to 14 million - 4.3 million clicks through to the Dove site - Brand search volumes online increased up to 5 times across markets. LAUNCHED & EXECUTION With minimal paid media support, we positioned the film as a social experiment and igniteed a conversation around women's self-perception. To spread the campaign we used the most talkative, contagious, sharable, viral medium out there: women themselves. Combined with viral videos, a mass PR campaign and the wildfire of social media. The campaign was launched for Dove's 14 million Facebook fans. Then, we launched a mass PR campaign, with our FBI-trained sketch artist and the women in the experiment appearing on major U.S. and Australia TV programmes. For reach, a global partnership with YouTube's TrueView platform was optimized across 20 key regions, ensuring views across countries, maximized on efficiency and consumer engagement. To ignite conversation, we shared it with Dove's 14 million Facebook fans. Promoted tweets and trends on Twitter and paid and owns posts on Facebook, reinforced with highly targeted search.