Spanish Lessons|短视频|广告营销案例【ADGuider广告指南】

本案例默认翻译为中文，点击可切换回原语言

已切换成原语言，点击可翻译成中文

西班牙语课程

案例简介：概要该计划是通过全球多元文化运动宣传《毒枭》第二季。我们必须找出是什么赋予了 Narcos 跨国界的跨文化吸引力。常见的线索是什么？我们的目标是让 Narcos 的故事超越 Netflix 平台。没有付费媒体，创造创新的社交内容，推动现有的粉丝分享他们对毒枭的痴迷，并吸引全球新的毒枭粉丝。具体来说: + 产生兴奋和讨论，KPI: 社会参与 + 提高对第二季的认识，KPI: reach + Narcos 社交平台的追随者增长，KPI: 追随者增长结果内容爆炸了。完全有机的，它在发布给 Narcos 第二季的所有内容中产生了 30% 的参与度，甚至超过了付费促销内容。反思我们最初的目标: + 产生兴奋和讨论: 超过 120万的总参与。 + 提高对第二季的认识: 完全有机，这项运动吸引了 5200万人，产生了 1330万多次观看。 + 增加 Narcos 社交平台的追随者: Narcos 的追随者增加了 50% 以上,这在很大程度上可以归因于这个内容系列。例如，在仅仅发布一节课的一天之后，Facebook 页面上的点击量增加了 15,000。 + 销售: 在 2016年，网飞在全球增加了大约 357万用户，超过了他们的目标 55%。Narcos 第二季在其股东讲话中被首席执行官评为公司成功的最大因素之一。活动描述不管你来自哪里，也不管你说什么语言，粉丝们都想学习/说 Narcos 的语言。将幽默的通用语言与我们创作的节目 “Narcos '西班牙语课程” 的淫秽方言相结合。节目中的角色成为了品牌内容视频的导师。每个角色都上了一节课，教你在文法学校学不到的西班牙语单词。请原谅我们的 “法语”，同时我们展示: 昏迷米尔达 (ko-ma-mee-err-dah): 吃屎。 hijo de puta (ee-ho-day-poo-tah): 狗娘养的。 malditos malparidos (mal-dee-tohs mal-pah-ree-dohs): 该死的混蛋。战略在 Narcos 第一季的全球活动中进行研究和社会倾听时,我们发现了一个小小的金块 -- 一个来自所有地区的重复评论 -- 激发了第二季的概念。 “看 Narcos 教会了我比高中更多的西班牙语。 “-@ lauren_schattle 的粉丝们喜欢并讨论他们是如何从节目中学习西班牙语的，而不仅仅是基本的“ hola ”和“ muchas gracias ”短语,而是更现实和真实的粗俗语言。“如果你在看了 Narcos 后开始想西班牙语中的随机诅咒的话。”-@ Vikram_Poddar。我们与粉丝和感兴趣的社交媒体用户分享了 Narcos 的西班牙语课程，特别是在推特上，很多对话已经发生了。我们也在 Facebook 上分享了它，因为我们已经有了大量的追随者，知道它将通过追随者的参与有机地接触数百万更多的用户 -- 尤其是分享和评论。执行第一堂课是在 narcos 的社交渠道上，在关于该节目的对话中，或者在背景相关的时间里，有机地分享的。例如，在一个星期五的下午，我们发布了 “当你的朋友放弃你的周末计划时该说什么”: “马尔帕里多” (“混蛋”)。在发布了一些视频后，我们要求粉丝们要求他们喜欢的一些台词.Narcos 很感激在两个月的时间里，总共分享了九堂西班牙语课。

西班牙语课程

案例简介：Synopsis The plan was to promote Season 2 of Narcos with a global multicultural campaign. We had to find out what gave Narcos its cross-cultural magnetism across borders. What was that common thread? Our objective was to take the Narcos story beyond the Netflix platform. Without paid media, create innovative social content that would propel the existing fans to share their Narcos obsession and attract new Narcos fans worldwide.Specifically: + Generate excitement and discussion, KPI: social engagement+ Raise awareness of Season 2, KPI: reach+ Grow followers of Narcos social platforms, KPI: follower increase Outcome The content blew up. Completely organic, it generated 30% of engagement across all content posted for Narcos Season 2, even outpacing the paid promotional content. Reflecting on our original goals:+ Generate excitement and discussion: Over 1.2 million total engagements.+ Raise awareness of Season 2: Completely organic, the campaign reached 52 million people and generated over 13.3 million views.+ Grow followers of Narcos social platforms: Narcos saw a follower increase of over 50%, which can be largely attributed to this content series. For example, the day of and day after posting just one lesson, the Facebook page saw an increase of 15,000 likes.+ Sales: In Q3 of 2016, Netflix added approximately 3.57 million subscribers worldwide, 55% over their target. Narcos Season 2 was named by the CEO as one of the biggest factors of the company’s success in his shareholder address. CampaignDescription No matter where you are from or what language you speak, fans want to learn/speak the language of Narcos.Combining the universal language of humor with the raunchy dialect of the show we created “Narcos’ Spanish Lessons”. The characters from the show became the tutors in branded content videos. Each character gave a lesson teaching words in Spanish you don’t exactly learn in grammar school. Pardon our “French” while we demonstrate:Coma mierda (ko-ma-mee-err-dah): eat shit.Hijo de puta (ee-ho-day-poo-tah): son of a bitch.Malditos malparidos (mal-dee-tohs mal-pah-ree-dohs): damn bastards. Strategy While conducting research and social listening from global activity around Narcos Season 1, we found one tiny nugget – one recurring comment from all regions – that inspired the concept for Season 2. “Watching Narcos has taught me more Spanish than I learned in high school.”- @lauren_schattle Fans were loving and discussing how they were learning Spanish from the show, and not just the basic “hola” and “muchas gracias” phrases, but the more realistic and authentically crude language. “RT if you’ve started thinking random curse words in Spanish after watching Narcos.” - @Vikram_Poddar. We shared the Narcos Spanish Lessons with fans and like-interested social media users specifically on Twitter where a lot of this conversation was already happening. We also shared it on Facebook because we already had a large following, knowing that it would organically reach millions more users through follower engagement – particularly shares and commenting. Execution The first lessons were shared organically on Narcos’ social channels within conversations about the show, or during contextually relevant times. For example, on a Friday afternoon we posted “what to say when your friend bails on your weekend plans”: ‘Malparido’ (‘bastard’).After releasing a few videos, we asked fans to request some of their favorite lines... and Narcos obliged. A total of nine Spanish lessons were shared over a period of two months.