OPEN BOOK PROJECT|短视频|广告营销案例【ADGuider广告指南】

开放图书项目

案例简介：描述活动/条目我们在这场运动中面临的挑战是找到所有澳大利亚人都能感受到的情感参与。Reach 想要一些真实的东西，展示他们勇敢和脆弱的程度，以反映他们的品牌个性。重要的是，这一信息传达了每个人在年轻时都会面临挑战，即使是最成功和最著名的人。只有 40,000 美元的预算，我们觉得公关和社交媒体将是创造意识和公众参与的最佳渠道。所以我们创建了开放图书项目。第一阶段是呼吁名人参赛，要求他们向我们的网站 www.openbookproject.com.au 提交自己的亲密日记自白。我们还从名人日记中制作了户外、新闻、广播和直销。这反过来又鼓励网站的访问者提交他们自己的青少年日记条目，并通过 Facebook 发布他们的故事。随着我们名人的故事通过媒体传播，公众成了俘虏。最初的涓涓细流很快就变成了大量的条目，越来越多的人分享他们的真实生活故事。描述客户的简报预算只有 40,000 美元，我们觉得公关和社交媒体将是创造意识和公众参与以实现我们目标的最佳渠道。目标获得名人的支持来分享他们真实的青少年故事向澳大利亚人展示 Reach 的作用展示每个人，即使是最成功和最著名的澳大利亚人，在他们的青少年让年轻人意识到他们并不孤单与青少年对话创造对竞选有广泛吸引力的谈话能力在有限的时间内获得大众媒体的支持预算结果该活动非常成功，其宣传目标达到 9.1 澳大利亚人，在一个月的活动期间，页面浏览量为 59,994，平均网站访问量为 5 分钟。由于媒体对我们的名人故事的巨大兴趣和影响力，我们在电视、印刷、广播和在线媒体上获得了 1,271,440.78 美元的社论报道，花费了 40,000 美元。执行这只是一个月的竞选。第一阶段是呼吁名人、演员、电视和广播人物、政治家、体育明星、音乐家和喜剧演员向我们的网站提交他们自己的亲密日记自白, www.openbookproject.com。 au。然后，广受欢迎的广播和电视名人也通过直播阅读他们的故事来支持这项运动，让我们以零媒体成本广泛了解该节目。我们还利用名人日记中的摘录制作了户外、新闻、广播和直销。这反过来又鼓励网站的访问者提交他们自己的青少年日记条目，并通过 Facebook 发布他们的故事。随着我们名人的故事通过媒体传播，公众成了俘虏。最初的涓涓细流很快就变成了大量的条目，越来越多的人分享他们的真实生活故事。形势国家青年组织 Reach 认为，每个青少年都应该有支持和自信来发挥他们的潜力，不管他们的处境如何。他们与 57,000 多名澳大利亚年轻人联系在一起，每年举办 500 个研讨会。他们面临的挑战是，大多数澳大利亚人并不了解他们。Reach 与我们接触，开展一场廉价的宣传运动，强调他们鼓励年轻人发展信任、开放和感到足够舒服来表达他们的关切。战略我们的策略是在网上建立关于各种规模青少年斗争的对话。我们的洞察力是，当我们年轻的时候，我们都有愿望和奋斗，我们中的许多人只把它们分享给我们的个人日记。作为青少年，我们在这些日记的页面上捕捉到了我们原始的情感，现在这些情感已经成为我们恐惧和沮丧过去的时间胶囊。如果我们都分享这些日记，作为对年轻人的支持，并开始关于 Reach 及其项目的对话，会怎么样？更好的是，如果我们可以查看名人成名前写的个人日记呢？这肯定会激发媒体的兴趣，让人们感兴趣和谈论。

开放图书项目

案例简介：Describe the campaign/entry Our challenge with this campaign was to find something emotionally engaging that all Australians could relate to. Reach wanted something real that would demonstrate a level of bravery and vulnerability to reflect their brand personality. It was important that the message convey that everyone faces challenges during their younger years, even the most successful and famous people. With a budget of just $40,000 we felt PR and social media would be the best channels to create awareness and public engagement. So we created The Open Book Project. The first phase was a call for entries to celebrities asking them to submit their own intimate diary confessions to our website, www.openbookproject.com.au. We also produced outdoor, press, radio and direct marketing from the celebrity’s diary entries. This in turn encouraged visitors to the site to submit their own teenage diary entries and post their stories via Facebook. As our celebrity’s stories spread through the media, the public became captive. What started as a trickle soon became a flood of entries with more people sharing their real life stories. Describe the brief from the client With a budget of just $40,000 we felt PR and social media would be the best channels to create awareness and public engagement to achieve our objectives. Objectives • Gain the support of celebrities to share their real teen stories • Show Australians what Reach does • Demonstrate that everyone, even the most successful and famous Australians, have challenges during their teen years • Have young people realise that they’re not alone • Create a dialogue with teenagers • Create talkability with widespread attraction to the campaign • Achieve mass media support on a limited budget Results The campaign was very successful in its awareness objective reaching 9.1m Australians with 59,994 page views and an average site visit of 5 minutes over the one-month campaign period. Due to huge media interest in our celebrity stories and the Reach cause we achieved $1,271,440.78 of editorial coverage across TV, print, radio and online mediums for the $40,000 outlay. Execution This was a month-long campaign only. The first phase was a call for entries to celebrities, actors, TV and radio personalities, politicians, sports stars, musicians and comedians asking them to submit their own intimate diary confessions to our website, www.openbookproject.com.au. Then popular radio and TV personalities also offered their support to the campaign by reading their stories live on air, giving us widespread media awareness of the program for zero media cost. We also produced outdoor, press, radio and direct marketing using extracts from the celebrity’s diary entries. This in turn encouraged visitors to the site to submit their own teenage diary entries and post their stories via Facebook. As our celebrity’s stories spread through the media, the public became captive. What started as a trickle soon became a flood of entries with more people sharing their real life stories. The Situation National youth organisation, Reach, believes every teenager should have the support and self-belief to fulfil their potential, regardless of their situation. They connect with more than 57,000 young Australians and run 500 workshops each year. Their challenge is that most Australians aren’t aware of them. Reach approached us to develop an inexpensive awareness campaign, highlighting the fact that they encourage young people to develop trust, openness, and feel comfortable enough to express their concerns. The Strategy Our strategy was to create conversations online about teenage struggles of all sizes. Our insight was that we all had aspirations and struggles when we were young and many of us only shared them with our personal diaries. As teenagers we captured our raw emotions on the pages of these diaries that now have become time capsules of our frightened and frustrated pasts. What if we all shared these diaries as a way of showing support to youth and starting a conversation about Reach and its programs? And even better, what if we could view the personal diaries of celebrities written before their fame? That would surely spark the interest of the media and get people interested and talking.