One shot|短视频|广告营销案例【ADGuider广告指南】

一枪

案例简介：2) 枪支暴力问题: 在看到他们城市的凶杀率从 2004年到 17% 上升 2007 后，密尔沃基人对枪支暴力流行病感到厌倦是可以理解的。因此，毫不奇怪，密尔沃基五分之三的居民说暴力是最大的健康问题，多年来，他们把犯罪作为最紧迫的社区问题。问题是，他们不知道如何参与进来。目标受众: 大家。 milwaukee.org PSA 将激励企业和居民,基于信仰的团体和慈善组织填补了这个社区努力的空白。每个人都可以帮助努力支持那些成功打击社区枪支暴力的组织。解决方案: 服务营销是一家非营利广告公司，负责解决密尔沃基最紧迫的社会问题，与密尔沃基县地区检察官办公室合作，将公共、私人、社区、政治和媒体领导人发起 “一个密尔沃基”: 一场鼓舞人心的运动，鼓励密尔沃基人通过志愿参加或捐赠成功的市中心反暴力项目来为枪支暴力问题承担责任。目标: 1。获得 100% 个捐赠或赢得的媒体，总共至少 200万个总印象和 75,000 美元的赢得的媒体报道。为显示成功遏制枪支暴力流行病的项目提供支持有助于减少 5% 的杀人事件。通过讲述个人项目的成功故事来创造希望。简化并阐明目前存在的大规模合作和综合枪支暴力项目。运动的手段: 服务开发了一个全面的枪支暴力预防运动，其特点是一个引人注目的 PSA，字面上显示了子弹的路径通过社区的不同成员从街头打架。该广告展示了枪支暴力的悲剧如何影响我们社会各界的人们，并通过推动观众进入网站、 insp来激发他们的参与。在这里，密尔沃基人可以了解关于这个问题正在做什么，哪些组织需要更多的支持，以及他们如何参与进来。该网站随后提供了详细的行动路线图……从青年指导，开始块手表，志愿服务或捐款。还有一些关于企业和信仰组织如何参与的项目和想法。总计，服务捐赠超过 430,000 美元的实物服务 (PSA 设计和制作、网络开发、公共关系、战略规划和管理) 给活动。服务战略地在春天之前发起了这项运动,媒体和执法部门以拍摄季节而闻名，记者招待会上包括地方检察官、市长、警察局长和美国检察官。在下午10点的新闻广播中，所有地方电视台都同时播放了 PSA，这几乎是前所未有的团结。除了在前一天晚上和整个白天戏弄这场运动之外，电视台都在新闻广播中再次播放了现场，随后是一个成功的枪支暴力预防项目参与者的不同概括故事。例如，德韦恩,一名前罪犯讲述了他如何代表安全和健康 (一个社区项目) 领导危险社区青年建立和平圈的故事。 17 岁的 Mario Drain 两年前被指控持械抢劫谈到当地一个名为 “竞选叛军” 的枪支暴力预防项目如何改变了他的生活，现在他被佛罗里达州代托纳的白求恩-库克曼大学录取了。结果: 服务获得了 100% 个捐赠或赢得的媒体，共获得 1500万个总印象和 355,863 美元的赢得的媒体报道。 ( http://www.youtube.com/watch?v=f_T-yXS4JaQ ) 运行叛军, 一个地方项目运行了四个不同的基于证据的枪支暴力预防项目，从 2007年到 75%，个人捐赠增加了 30%，志愿者增加了 2008，并将这项运动归功于

一枪

案例简介：2)Gun ViolenceIssue:After seeing the homicide rate in their city increase 17% from 2004-2007, Milwaukeeans were understandably fed up with the gun violence epidemic. And so it is no surprise that nearly three out of five Milwaukee residents say violence is the top health problem, and for years cite crime as the single most pressing community issue.The problem was, they didnt know how to get involved.Target Audience:EVERYONE.The One Milwaukee.org PSA will inspire businesses, residents, faith based groups and philanthropic organizations to fill the gaps in this community effort.Everyone can help in an effort to support the organizations that are successfully fighting gun violence in their communities.Solution:Serve Marketing, a non-profit advertising agency that tackles Milwaukees most pressing social causes teamed with the Milwaukee County District Attorneys office to bring together public, private, community, political and media leaders to launch One Milwaukee: an inspirational campaign to encourage Milwaukeeans to take responsibility for the gun violence issue by volunteering at or donating to successful inner-city anti-violence programs.Goals:1. Secure 100% donated or earned media for a total of at least 2 million gross impressions and $75,000 in earned media coverage.2. Generate support for programs that show success at curbing the gun violence epidemic.3. Contribute to a 5% reduction in homicides by gun.4. Create hope by telling personal program success stories.5. Simplify and shed light on the massive collaborations and integrated gun violence programs currently in place.Means of the campaign:Serve developed a comprehensive gun violence prevention campaign featuring an attention-grabbing PSA that literally shows the path of a bullet going from a street fight through different members of the community.The ad illustrates how the tragedy of gun violence impacts people from all sectors of our society and inspires involvement by driving viewers to the website, Onemilwaukee.org. Its here that Milwaukeeans can learn whats being done about the problem, which organizations need more support and how they can get involved. The website then provides a detailed roadmap for action.... ranging from youth mentoring, starting block watches, volunteering or making donations. There were also programs and ideas on how businesses and faith-based organizations could get involved.All totaled, Serve donated over $430,000 of in-kind services (PSA design & production, web development, public relations, strategic planning and administration) to the campaign.Serve strategically launched the campaign just before spring, which had become known by media and law enforcement as shooting season with a press conference that included the District Attorney, Mayor, Police Chief and US Attorney. In an almost unprecedented display of unity, all the local television stations aired the PSA at the same time during the 10 pm newscast. In addition to teasing the campaign the night before and throughout the day, stations all played the spot again during the newscast followed by different wraparound story of a successful gun violence prevention program participant.For example, Dwayne, an ex-offender told the story of how he led peacemaking circles with at-risk community youth on behalf of Safe and Sound, a community program.And 17 year-old Mario Drain, who was charged with armed robbery two years earlier, spoke of how one local gun violence prevention program called Running Rebels changed his life and now he had been accepted to Bethune-Cookman University in Daytona, Florida.Results:Serve secured 100% donated or earned media for a total of 15 million gross impressions and $355,863 in earned media coverage.(http://www.youtube.com/watch?v=f_T-yXS4JaQ)Running Rebels, a local program that runs four different evidence based gun violence prevention programs saw a 75% increase in individual giving and a 30% increase in volunteers from 2007-2008 and credits the campaign for an increase in

One shot

案例简介：2) 枪支暴力问题: 在看到他们城市的凶杀率从 2004年到 17% 上升 2007 后，密尔沃基人对枪支暴力流行病感到厌倦是可以理解的。因此，毫不奇怪，密尔沃基五分之三的居民说暴力是最大的健康问题，多年来，他们把犯罪作为最紧迫的社区问题。问题是，他们不知道如何参与进来。目标受众: 大家。 milwaukee.org PSA 将激励企业和居民,基于信仰的团体和慈善组织填补了这个社区努力的空白。每个人都可以帮助努力支持那些成功打击社区枪支暴力的组织。解决方案: 服务营销是一家非营利广告公司，负责解决密尔沃基最紧迫的社会问题，与密尔沃基县地区检察官办公室合作，将公共、私人、社区、政治和媒体领导人发起 “一个密尔沃基”: 一场鼓舞人心的运动，鼓励密尔沃基人通过志愿参加或捐赠成功的市中心反暴力项目来为枪支暴力问题承担责任。目标: 1。获得 100% 个捐赠或赢得的媒体，总共至少 200万个总印象和 75,000 美元的赢得的媒体报道。为显示成功遏制枪支暴力流行病的项目提供支持有助于减少 5% 的杀人事件。通过讲述个人项目的成功故事来创造希望。简化并阐明目前存在的大规模合作和综合枪支暴力项目。运动的手段: 服务开发了一个全面的枪支暴力预防运动，其特点是一个引人注目的 PSA，字面上显示了子弹的路径通过社区的不同成员从街头打架。该广告展示了枪支暴力的悲剧如何影响我们社会各界的人们，并通过推动观众进入网站、 insp来激发他们的参与。在这里，密尔沃基人可以了解关于这个问题正在做什么，哪些组织需要更多的支持，以及他们如何参与进来。该网站随后提供了详细的行动路线图……从青年指导，开始块手表，志愿服务或捐款。还有一些关于企业和信仰组织如何参与的项目和想法。总计，服务捐赠超过 430,000 美元的实物服务 (PSA 设计和制作、网络开发、公共关系、战略规划和管理) 给活动。服务战略地在春天之前发起了这项运动,媒体和执法部门以拍摄季节而闻名，记者招待会上包括地方检察官、市长、警察局长和美国检察官。在下午10点的新闻广播中，所有地方电视台都同时播放了 PSA，这几乎是前所未有的团结。除了在前一天晚上和整个白天戏弄这场运动之外，电视台都在新闻广播中再次播放了现场，随后是一个成功的枪支暴力预防项目参与者的不同概括故事。例如，德韦恩,一名前罪犯讲述了他如何代表安全和健康 (一个社区项目) 领导危险社区青年建立和平圈的故事。 17 岁的 Mario Drain 两年前被指控持械抢劫谈到当地一个名为 “竞选叛军” 的枪支暴力预防项目如何改变了他的生活，现在他被佛罗里达州代托纳的白求恩-库克曼大学录取了。结果: 服务获得了 100% 个捐赠或赢得的媒体，共获得 1500万个总印象和 355,863 美元的赢得的媒体报道。 ( http://www.youtube.com/watch?v=f_T-yXS4JaQ ) 运行叛军, 一个地方项目运行了四个不同的基于证据的枪支暴力预防项目，从 2007年到 75%，个人捐赠增加了 30%，志愿者增加了 2008，并将这项运动归功于

One shot

案例简介：2)Gun ViolenceIssue:After seeing the homicide rate in their city increase 17% from 2004-2007, Milwaukeeans were understandably fed up with the gun violence epidemic. And so it is no surprise that nearly three out of five Milwaukee residents say violence is the top health problem, and for years cite crime as the single most pressing community issue.The problem was, they didnt know how to get involved.Target Audience:EVERYONE.The One Milwaukee.org PSA will inspire businesses, residents, faith based groups and philanthropic organizations to fill the gaps in this community effort.Everyone can help in an effort to support the organizations that are successfully fighting gun violence in their communities.Solution:Serve Marketing, a non-profit advertising agency that tackles Milwaukees most pressing social causes teamed with the Milwaukee County District Attorneys office to bring together public, private, community, political and media leaders to launch One Milwaukee: an inspirational campaign to encourage Milwaukeeans to take responsibility for the gun violence issue by volunteering at or donating to successful inner-city anti-violence programs.Goals:1. Secure 100% donated or earned media for a total of at least 2 million gross impressions and $75,000 in earned media coverage.2. Generate support for programs that show success at curbing the gun violence epidemic.3. Contribute to a 5% reduction in homicides by gun.4. Create hope by telling personal program success stories.5. Simplify and shed light on the massive collaborations and integrated gun violence programs currently in place.Means of the campaign:Serve developed a comprehensive gun violence prevention campaign featuring an attention-grabbing PSA that literally shows the path of a bullet going from a street fight through different members of the community.The ad illustrates how the tragedy of gun violence impacts people from all sectors of our society and inspires involvement by driving viewers to the website, Onemilwaukee.org. Its here that Milwaukeeans can learn whats being done about the problem, which organizations need more support and how they can get involved. The website then provides a detailed roadmap for action.... ranging from youth mentoring, starting block watches, volunteering or making donations. There were also programs and ideas on how businesses and faith-based organizations could get involved.All totaled, Serve donated over $430,000 of in-kind services (PSA design & production, web development, public relations, strategic planning and administration) to the campaign.Serve strategically launched the campaign just before spring, which had become known by media and law enforcement as shooting season with a press conference that included the District Attorney, Mayor, Police Chief and US Attorney. In an almost unprecedented display of unity, all the local television stations aired the PSA at the same time during the 10 pm newscast. In addition to teasing the campaign the night before and throughout the day, stations all played the spot again during the newscast followed by different wraparound story of a successful gun violence prevention program participant.For example, Dwayne, an ex-offender told the story of how he led peacemaking circles with at-risk community youth on behalf of Safe and Sound, a community program.And 17 year-old Mario Drain, who was charged with armed robbery two years earlier, spoke of how one local gun violence prevention program called Running Rebels changed his life and now he had been accepted to Bethune-Cookman University in Daytona, Florida.Results:Serve secured 100% donated or earned media for a total of 15 million gross impressions and $355,863 in earned media coverage.(http://www.youtube.com/watch?v=f_T-yXS4JaQ)Running Rebels, a local program that runs four different evidence based gun violence prevention programs saw a 75% increase in individual giving and a 30% increase in volunteers from 2007-2008 and credits the campaign for an increase in

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