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52 丹寨市长
案例简介：概要 丹寨 -- 隐藏在中国南方起伏的丘陵中的无数不知名村庄之一，值得注意的是它作为中国 50 个最贫困地区之一的可疑之处。2014 年，中国最大的房地产开发商万达集团选择丹寨作为一个新的旅游胜地 -- 丹寨万达村的所在地。凭借其惊人的景观、温和的气候和古老的传统，万达认为丹寨作为全球旅游目的地拥有令人难以置信的潜力。但是从头开始创造一个旅游热点是一个挑战，丹寨的偏远位置没有帮助，当万达村开业时，游客仍然停滞不前。我们需要找到一种方法向中国和世界展示这个未知的城镇, 吸引游客和急需的旅游支出，这可能会给丹寨的居民带来真正的希望 -- 因为旅游业是这个村庄摆脱贫困的唯一途径。 战略 在网上招聘后，我们从我们认为最能代表丹寨多样性的申请者中选择了 52 个人，并与我们同样多样化的观众分享。对于第一位市长，我们选择了一个在线 KOL，他以美食博客的身份出名。抵达新村后，她开始创建丹寨当地美食的互动地图，以及在哪里可以找到它们, 同时还组织了一场筹款音乐会，并举办了一系列展示丹寨文化和工艺的直播。在接下来的几周里，市长的职位由不同的角色组成，包括摄影师、民间音乐家、一名英国时装模特和一名企业家，他将现代管理技术带到丹寨古老的茶园。 相关性 为了吸引游客来到万达集团位于与世隔绝的丹寨村的最新旅游胜地, 我们精心挑选了来自中国和世界各地的影响者，每个人都担任了一周的村长, 每个人都强调丹寨当地文化的不同方面，并在他们感兴趣的特定社区与粉丝分享。依靠我们市长自己的社交渠道，以及与中国最受欢迎的新闻应用程序的合作，我们向世界介绍了丹寨，并将游客人数增加了 400%, 帮助振兴经济，为当地居民创造就业机会。 结果 到 2018年4月，超过 450万名游客参观了这个以前不为人知的城镇，增加了 400%。到 2017年底，这些游客创造了 3.31亿美元的旅游收入，比前一年增加了 288%。更重要的是，旅游业的繁荣对丹寨居民的生活产生了真正的影响。超过 10,800 人摆脱了贫困，代表了生活在贫困线以下的丹寨居民中的三分之一以上。由于该计划的影响，迄今为止已经创造了 12,000 多个工作岗位。今天，由于万达的努力，丹寨将比该县提前整整两年彻底消除贫困。我们帮助数百万中国和全球旅行者将丹寨放在了地图上。我们的活动在全球范围内创造了 9.5亿的媒体印象，引发了令人难以置信的 “丹寨万达村” 在线搜索的 1,200% 增长。该村的官方网站获得了近 800万名追随者。 执行 2017年6月，我们启动了轮值市长项目的在线招聘，收到了 18,000 多份申请。第一位市长于 7月抵达丹寨，开始工作。当她在自己的社交渠道上传播对丹斋的认识时，万达放大了她的信息，在中国最受欢迎的社交应用微信上为丹斋创建了一个特别账户。定期张贴通知每个市长的到来，并记录他们在村里的工作。我们与五个不同的新闻应用程序合作，定期发布关于选定市长的报告，这些市长的不同寻常的背景或令人惊讶的项目肯定会吸引读者的注意力。像市长们自己一样，这些伙伴关系跨越了中国网络社区的广泛领域，从面向青年的头条到老年用户依赖的政府渠道 people.Cn。 活动描述 在中国，最行之有效的广告技巧之一是使用名人代言人。但是，随着大众名人的过度曝光，他们的影响越来越小。然而，KOLs 围绕特定的兴趣社区建立了他们的追随者，其影响力仍然很大。我们希望丹寨不仅吸引广泛的观众，而且是一个与一系列观众的核心利益产生共鸣的地方。与此同时，我们知道我们需要一种方法来保持丹寨的相关性，因为时尚和感觉来来去去。因此，我们决定招募 52 名志愿者担任丹寨市长，每个人都连续任职一周，集中时间和注意力提高该村的形象。这些市长包括来自一系列特定 (有时是利基) 领域的 KOLs，负责促进在丹寨有自己的专业。
52 丹寨市长
案例简介：Synopsis Danzhai – one of the countless unknown villages hidden in the rolling hills of southern China, noteworthy only for its dubious distinction as one of the nation’s 50 most impoverished areas. In 2014, the Wanda Group, China’s largest real estate developer, chose Danzhai as the site of a new tourist resort, the Danzhai Wanda Village. With its breathtaking landscape, balmy climate and ancient traditions, Wanda saw Danzhai as holding incredible potential as a global travel destination. But creating a tourist hotspot from scratch was a challenge, not helped by Danzhai’s remote location, and tourist arrivals remained stagnant when the Wanda Village opened for business. We needed to find a way to show this unknown town to China and the world, bringing in visitors and much-needed tourist spending that could bring real hope to Danzhai’s residents – because tourism was this village’s only shot at lifting itself up out of poverty. Strategy After opening recruitment online, we chose 52 individuals from among the applicants who we felt could best represent the diversity of Danzhai and share it with our similarly diverse audiences. For the very first mayor, we selected an online KOL who rose to fame as a food blogger. Upon arrival in her new village, she set off to create an interactive map of Danzhai’s local culinary specialties and where to find them, while also organizing a fundraising concert and hosting a series of livestreams showcasing Danzhai’s culture and crafts. In the following weeks, the post of mayor was filled by a diverse cast of characters including a photographer, a folk musician, a British fashion model and an entrepreneur who brought modern management techniques to Danzhai’s ancient tea fields. Relevancy To attract visitors to the Wanda Group’s newest tourist resort in the isolated and unknown village of Danzhai, we handpicked influencers from China and around the world to each serve as mayor of the village for a week, each highlighting a different aspect of Danzhai’s local culture and sharing it with fans in their specific communities of interest. Relying on our mayors’ own social channels and partnerships with China’s most popular news apps, we introduced Danzhai to the world and boosted tourist visits by 400%, helping revitalize the economy and create jobs for local residents. Outcome By April 2018, over 4.5 million tourists had visited this previously unknown town, a 400% increase. These visits generated US$331 million in tourism income by the end of 2017, a 288% increase from the previous year. More importantly, the boom in tourism had a real impact on the lives of Danzhai’s residents. More than 10,800 people were lifted out of poverty, representing over 1 in 3 Danzhai residents living below the poverty line. Over 12,000 jobs have been created so far due to the program’s impact. Today, thanks to Wanda’s work, Danzhai is set to completely eradicate poverty a full two years ahead of the county’s schedule. We helped put Danzhai on the map for millions of Chinese and global travelers. Our campaign made 950 million media impressions worldwide, sparking an incredible 1,200% increase in online searches for “Danzhai Wanda Village”. The village’s official website gained nearly 8 million followers. Execution In June 2017, we opened online recruitment for the rotating mayor program, receiving more than 18,000 applications. The first mayor arrived in Danzhai in July and got down to work. As she spread awareness of Danzhai on her own social channels, Wanda amplified her message, creating a special account for Danzhai on WeChat, China’s most popular social app. Regular posts announced the arrival of each mayor and chronicled their work in the village. We partnered with five different news apps to post periodic reports on selected mayors whose unusual background or surprising projects were sure to grab readers’ attention. Like the mayors themselves, these partnerships spanned the wide spectrum of China’s online community, from youth-oriented Toutiao to government outlet People.cn relied on by older users. CampaignDescription In China, one of the most tried-and-true advertising techniques is to use celebrity spokespersons. But the impact of mass celebrities is increasingly fading as they have become over-exposed. The influence that KOLs, however, who have who have built their following around specific communities of interest, remains strong. We wanted Danzhai to not only appeal to a wide audience, but to be a place that resonated with the core interests of a range of audiences. At the same time, we knew that we would need an approach that would keep Danzhai relevant as fads and sensations came and went. So we decided to recruit 52 volunteers to serve as Danzhai’s mayor, each spending one week in office in succession, focusing their time and attention to raising the village’s profile. These mayors includes KOLs from a range of specific (and sometimes niche) fields, tasked with both promoting their own specialty in Danzhai.
52 Mayors of Danzhai
案例简介：概要 丹寨 -- 隐藏在中国南方起伏的丘陵中的无数不知名村庄之一，值得注意的是它作为中国 50 个最贫困地区之一的可疑之处。2014 年，中国最大的房地产开发商万达集团选择丹寨作为一个新的旅游胜地 -- 丹寨万达村的所在地。凭借其惊人的景观、温和的气候和古老的传统，万达认为丹寨作为全球旅游目的地拥有令人难以置信的潜力。但是从头开始创造一个旅游热点是一个挑战，丹寨的偏远位置没有帮助，当万达村开业时，游客仍然停滞不前。我们需要找到一种方法向中国和世界展示这个未知的城镇, 吸引游客和急需的旅游支出，这可能会给丹寨的居民带来真正的希望 -- 因为旅游业是这个村庄摆脱贫困的唯一途径。 战略 在网上招聘后，我们从我们认为最能代表丹寨多样性的申请者中选择了 52 个人，并与我们同样多样化的观众分享。对于第一位市长，我们选择了一个在线 KOL，他以美食博客的身份出名。抵达新村后，她开始创建丹寨当地美食的互动地图，以及在哪里可以找到它们, 同时还组织了一场筹款音乐会，并举办了一系列展示丹寨文化和工艺的直播。在接下来的几周里，市长的职位由不同的角色组成，包括摄影师、民间音乐家、一名英国时装模特和一名企业家，他将现代管理技术带到丹寨古老的茶园。 相关性 为了吸引游客来到万达集团位于与世隔绝的丹寨村的最新旅游胜地, 我们精心挑选了来自中国和世界各地的影响者，每个人都担任了一周的村长, 每个人都强调丹寨当地文化的不同方面，并在他们感兴趣的特定社区与粉丝分享。依靠我们市长自己的社交渠道，以及与中国最受欢迎的新闻应用程序的合作，我们向世界介绍了丹寨，并将游客人数增加了 400%, 帮助振兴经济，为当地居民创造就业机会。 结果 到 2018年4月，超过 450万名游客参观了这个以前不为人知的城镇，增加了 400%。到 2017年底，这些游客创造了 3.31亿美元的旅游收入，比前一年增加了 288%。更重要的是，旅游业的繁荣对丹寨居民的生活产生了真正的影响。超过 10,800 人摆脱了贫困，代表了生活在贫困线以下的丹寨居民中的三分之一以上。由于该计划的影响，迄今为止已经创造了 12,000 多个工作岗位。今天，由于万达的努力，丹寨将比该县提前整整两年彻底消除贫困。我们帮助数百万中国和全球旅行者将丹寨放在了地图上。我们的活动在全球范围内创造了 9.5亿的媒体印象，引发了令人难以置信的 “丹寨万达村” 在线搜索的 1,200% 增长。该村的官方网站获得了近 800万名追随者。 执行 2017年6月，我们启动了轮值市长项目的在线招聘，收到了 18,000 多份申请。第一位市长于 7月抵达丹寨，开始工作。当她在自己的社交渠道上传播对丹斋的认识时，万达放大了她的信息，在中国最受欢迎的社交应用微信上为丹斋创建了一个特别账户。定期张贴通知每个市长的到来，并记录他们在村里的工作。我们与五个不同的新闻应用程序合作，定期发布关于选定市长的报告，这些市长的不同寻常的背景或令人惊讶的项目肯定会吸引读者的注意力。像市长们自己一样，这些伙伴关系跨越了中国网络社区的广泛领域，从面向青年的头条到老年用户依赖的政府渠道 people.Cn。 活动描述 在中国，最行之有效的广告技巧之一是使用名人代言人。但是，随着大众名人的过度曝光，他们的影响越来越小。然而，KOLs 围绕特定的兴趣社区建立了他们的追随者，其影响力仍然很大。我们希望丹寨不仅吸引广泛的观众，而且是一个与一系列观众的核心利益产生共鸣的地方。与此同时，我们知道我们需要一种方法来保持丹寨的相关性，因为时尚和感觉来来去去。因此，我们决定招募 52 名志愿者担任丹寨市长，每个人都连续任职一周，集中时间和注意力提高该村的形象。这些市长包括来自一系列特定 (有时是利基) 领域的 KOLs，负责促进在丹寨有自己的专业。
52 Mayors of Danzhai
案例简介：Synopsis Danzhai – one of the countless unknown villages hidden in the rolling hills of southern China, noteworthy only for its dubious distinction as one of the nation’s 50 most impoverished areas. In 2014, the Wanda Group, China’s largest real estate developer, chose Danzhai as the site of a new tourist resort, the Danzhai Wanda Village. With its breathtaking landscape, balmy climate and ancient traditions, Wanda saw Danzhai as holding incredible potential as a global travel destination. But creating a tourist hotspot from scratch was a challenge, not helped by Danzhai’s remote location, and tourist arrivals remained stagnant when the Wanda Village opened for business. We needed to find a way to show this unknown town to China and the world, bringing in visitors and much-needed tourist spending that could bring real hope to Danzhai’s residents – because tourism was this village’s only shot at lifting itself up out of poverty. Strategy After opening recruitment online, we chose 52 individuals from among the applicants who we felt could best represent the diversity of Danzhai and share it with our similarly diverse audiences. For the very first mayor, we selected an online KOL who rose to fame as a food blogger. Upon arrival in her new village, she set off to create an interactive map of Danzhai’s local culinary specialties and where to find them, while also organizing a fundraising concert and hosting a series of livestreams showcasing Danzhai’s culture and crafts. In the following weeks, the post of mayor was filled by a diverse cast of characters including a photographer, a folk musician, a British fashion model and an entrepreneur who brought modern management techniques to Danzhai’s ancient tea fields. Relevancy To attract visitors to the Wanda Group’s newest tourist resort in the isolated and unknown village of Danzhai, we handpicked influencers from China and around the world to each serve as mayor of the village for a week, each highlighting a different aspect of Danzhai’s local culture and sharing it with fans in their specific communities of interest. Relying on our mayors’ own social channels and partnerships with China’s most popular news apps, we introduced Danzhai to the world and boosted tourist visits by 400%, helping revitalize the economy and create jobs for local residents. Outcome By April 2018, over 4.5 million tourists had visited this previously unknown town, a 400% increase. These visits generated US$331 million in tourism income by the end of 2017, a 288% increase from the previous year. More importantly, the boom in tourism had a real impact on the lives of Danzhai’s residents. More than 10,800 people were lifted out of poverty, representing over 1 in 3 Danzhai residents living below the poverty line. Over 12,000 jobs have been created so far due to the program’s impact. Today, thanks to Wanda’s work, Danzhai is set to completely eradicate poverty a full two years ahead of the county’s schedule. We helped put Danzhai on the map for millions of Chinese and global travelers. Our campaign made 950 million media impressions worldwide, sparking an incredible 1,200% increase in online searches for “Danzhai Wanda Village”. The village’s official website gained nearly 8 million followers. Execution In June 2017, we opened online recruitment for the rotating mayor program, receiving more than 18,000 applications. The first mayor arrived in Danzhai in July and got down to work. As she spread awareness of Danzhai on her own social channels, Wanda amplified her message, creating a special account for Danzhai on WeChat, China’s most popular social app. Regular posts announced the arrival of each mayor and chronicled their work in the village. We partnered with five different news apps to post periodic reports on selected mayors whose unusual background or surprising projects were sure to grab readers’ attention. Like the mayors themselves, these partnerships spanned the wide spectrum of China’s online community, from youth-oriented Toutiao to government outlet People.cn relied on by older users. CampaignDescription In China, one of the most tried-and-true advertising techniques is to use celebrity spokespersons. But the impact of mass celebrities is increasingly fading as they have become over-exposed. The influence that KOLs, however, who have who have built their following around specific communities of interest, remains strong. We wanted Danzhai to not only appeal to a wide audience, but to be a place that resonated with the core interests of a range of audiences. At the same time, we knew that we would need an approach that would keep Danzhai relevant as fads and sensations came and went. So we decided to recruit 52 volunteers to serve as Danzhai’s mayor, each spending one week in office in succession, focusing their time and attention to raising the village’s profile. These mayors includes KOLs from a range of specific (and sometimes niche) fields, tasked with both promoting their own specialty in Danzhai.
52 丹寨市长
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52 Mayors of Danzhai
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