Absolut Vodka - Never Gonna GIF You Up|短视频,动图|广告营销案例【ADGuider广告指南】

绝对伏特加-永远不会让你兴奋

案例简介：概要这故事有 780 000 000 有机观点运用机智，停止运动和大量的伏特加。正如你可能已经注意到，人们用 gif动画一样疯狂。Giphy, 世界上最大的 GIF 平台服务月 000 gif动画的用户每天和火种，用户启动会话使用 GIF 已经高出 30% 的回复速度会比那些不。在这些图档的品牌，它们共同构成了一个令人兴奋的机会作为一种自我表达的人与人之间。如果一个品牌的创建 gif动画相关够一定的观众，他们能有效地注入了品牌的目标观众在线交谈，而不必依赖于侵入性的广告。简单的目标: 建立绝对伏特加 Giphy 路与动画 gif 文件，要求对方出去喝一杯。战略注入的瑞典品牌的网上聊天的 GIF-用户谁想买饮料。GIPHY 平台允许 ABSOLUTs 对象来进行通讯的 gif动画的一些流行的火种等服务，Gmail，松弛，苹果邮件，Facebook 的，还有更多。通过建立 GIPHY 绝对伏特加的通道上，我们的内容将能够使用这些服务。然而，尖叫 GIPHY 平台被淹没的内容为观众的注意。成功地与我们的目标，我们必须创建内容将脱颖而出，在视觉上的休息，同时传达有关信息足以让他们选择我们的图档过自己喜欢的角色从电视里说: “你好吗？ “除此之外,为了最大限度的内容，以便在所有的绝对的在线媒体渠道，我们选择了限制文件大小 1,5 MB 的资产。相关性绝对伏特加的-不会，你开始项目，以此向瑞典品牌进入我们的目标听众的在线交流，给他们来说: “让我们喝一杯! “使用 gif 格式。Giphy 平台作为新的媒体渠道绝对可以让我们做到这一点，而不必依赖于侵入性的广告。相反，我们的内容是一样的人，而不是给人。结果 780 000 000 + 意见 250 + ABSOLUTs gif动画制作和最适合所有的媒体渠道 + 60% 订婚 eCRM 率 + 16% 看了我们的 gif动画的购买意向的瑞典品牌 gif动画开车增幅过低漏斗度量相比较显示广告的,96% 的答卷人正确地指出，瑞典品牌从其内容的经验，比例 79%，显示广告。通过创建的绝对伏特加 Giphy 通道，超出我们最初的目标和期望。绝对伏特加 Giphy 频道是一个新的机会的品牌到达和愉悦观众而给用户完美的 GIF GIF 给下一次他们派人出去喝一杯。Skål! 执行机智的、有趣的、相关的和意想不到的主要价值驱动的创新。与时俱进服务实施 GIPHY 和趋势的标签上的平台，我们就能创造相关内容的受众和瑞典品牌。带止动我们能够找到一种深深的共鸣与我们的听众，而让我们脱颖而出的人群。我们大部分的内容，所发生的，是你所看到的 GIF。此外，优先发展的高质量的完成，我们还能够直观地 Giphy 上区分自己。1.5 MB 的文件大小限制以及我们迷恋走向高质量完成，我们只能够使用每月-月资产。而这把我们都在面对挑战，引得更简洁的方式讲述了自己的故事。活动描述 Giphy 服务内容为当今世界最流行的在线服务。出席关于 Giphy 会让我们的内容可供使用的聊天记录、评论和职位上服务，如 Facebook，苹果邮件时，Gmail，Snapchat，火绒等等。在这些人中，才能站出来给我们。不仅因为图档是流行的平台，但由于最常见的方法来找出是拿饮料。考虑到这一点，我们的方式来区分自己 Giphy 上。当我们意识到，没有绝对的主要竞争对手是目前在平台上。此外，没有一个是制作内容，具体说: “让我们一起喝!” 的消息，适合喜欢伏特加 ABSOLUT 鸡尾酒。为了进一步确保我们会站出来，我们十分重视高光洁度，进一步帮助区分自己的平台。

绝对伏特加-永远不会让你兴奋

案例简介：Synopsis This is the story of how we got 780 000 000 organic views using wit, stop motion and a lot of vodka. As you may have noticed, people use GIFs like crazy. Giphy, the world’s largest GIF platform serves 2 000 000 000 gifs to users on a daily basis and Tinder reports that users who start conversations using GIFs have a 30% higher reply rate than those who don’t. The way these GIFs are used poses an exciting opportunity for brands as they’re shared as a form of self-expression from one person to another. If a brand could create GIFs relevant enough for a certain audience, they could effectively inject the brand into their target audiences’ online conversations without having to rely on intrusive ads. Brief and Objectives: Establish the ABSOLUT VODKA Giphy channel with animated GIFs to ask each other out for drinks. Strategy Inject the ABSOLUT brand into the online conversations of GIF-users who want to get drinks. The GIPHY platform allows ABSOLUTs target audiences to communicate using GIFs in a number of popular services such as Tinder, Gmail, Slack, Apple Messages, Facebook and many more. By establishing the ABSOLUT VODKA channel on GIPHY, our content would be able to reach users of all these services. However, the GIPHY platform is swamped with content screaming for our audience’s attention. To succeed with our objectives we needed to create content would stand out visually from the rest, while communicating messages relevant enough to get them to choose our GIFs over their favourite character from TV saying: “How you doin?” On top of this, to optimise the content for use in all of ABSOLUT’s online media channels we chose to restrict file sizes to 1,5 MB per asset. Relevancy The ABSOLUT VODKA - Never Gonna GIF You Up project was started as a means to inject the ABSOLUT brand into our target audiences’ online conversations by giving them a way to say: “Let’s grab a drink!” using GIFs. The Giphy platform as a new media channel for ABSOLUT allows us to do this without having to rely on intrusive ads. Instead, our content is shared from person to person, rather than brand to person. Outcome 780 000 000 + views 250 + gifs produced and optimised for all of ABSOLUTs media channels +60% engagement rates in eCRM +16% purchase intent after viewing our GIFs The Absolut branded GIFs drove significant increases across lower funnel metrics relative to comparison display advertising On average, 96% of respondents correctly recalled the Absolut brand from their content experience, compared to just 79% exposed to display advertising. By creating the ABSOLUT VODKA Giphy channel, we more than exceeded our initial objectives and expectations. The ABSOLUT VODKA Giphy channel represents a new opportunity for the brand to reach and delight audiences while giving GIF-users that perfect GIF to send for the next time they ask someone out for drinks. Skål! Execution Witty, funny, relevant and unexpected are the key values that drive our creative forward. By keeping up with services that implement GIPHY and trending tags on the platform we were able to create relevant content for our audiences and the ABSOLUT brand as a whole. With stop-motion we were able to find a style that resonated deeply with our audience while letting us stand out of the crowd. For most of our content, what happened in the camera, is what you see in the GIF. Additionally, by prioritising a high-quality finish, we were further able to visually differentiate ourselves on Giphy. The 1.5MB file size restriction coupled with our obsession towards high quality finish led to us only being able to use 5-10 frames per asset. While challenging at times this drove us to be wittier and more concise in the way we told our stories. CampaignDescription Giphy serves content to the world’s most popular online services. A presence on Giphy would make our content available for use in chats, comments and posts on services like Facebook, Apple Messages, Gmail, Snapchat, Tinder and many more. Out of these, Tinder stood out to us. Not only because GIFs are popular on the platform, but because one of the most common ways to ask someone out is to get drinks. With this in mind we looked for a way to differentiate ourselves on Giphy. That’s when we realised that none of ABSOLUT’s main competitors were present on the platform. Additionally, no one was making content that specifically said: “Let’s grab a drink!”, a message that fits ABSOLUT like vodka in a cocktail. To further secure that we would stand out we put a strong emphasis on High-Quality finish which further helped us differentiate ourselves on the platform.