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关怀的触摸
案例简介：结果 仅在一周内，我们在 Vicks India 页面上的独特帖子就获得了我们粉丝群 739% 的有机影响力，是 2.6% 的基准的 284 倍。我们还见证了有史以来最高的有机粉丝增长，达到 997%，获得了超过 8,000 的粉丝。凭借零媒体美元支出，仅从 Facebook 和 Twitter 就获得了超过 6060万的印象。仅在两周内，该视频就获得了超过 3550万次观看和 7980万次印象，并引发了超过 150万次互动，达到近 500,000 股。这个故事被几个主要的国家日报报道，从印度斯坦时报到 Zee 新闻，后来被 NBC 新闻、 NPR 和 CNN 等国际媒体报道, 产生超过 296万美元的盈利媒体。著名和有影响力的人也在网上讨论过: 电影导演、体育明星、博客作者，从卡兰 · 乔哈尔到维迪亚 · 巴兰和乔治 · 竹井, 它在全球各地发了推特，甚至联合国也加入了进来。这部电影是在 NYT 组织的活动 & 世界妇女峰会上放映的; 没有品牌或机构的任何人意识到这一点。但是除了其他一切，我们被每个人对这样一个敏感话题的惊人支持反应所淹没。 相关性 正如许多评论家所指出的，这部电影不仅仅是一个广告。它超越了。它不是作为一种推销产品的方式，而是作为一部带有信息的电影，一部旨在改变人们思维方式的电影,只有流行艺术才能做到。它被设计成看起来和感觉像一部电影和情感片，并被制作成一部电影，人们自愿观看和谈论，而不是被迫观看。我们聚集的观众和主流媒体的兴趣似乎表明这是正确的。 概要 情景: 维克斯在印度已经有 50 多年了，三代人都尊重和信任这个品牌。它与童年时代的消费者有着深厚的情感联系。这样做的缺点是，该品牌已经开始感觉过时 -- 不再是曾经的文化偶像。我们的交流虽然成功，但并没有挑战这一信念 -- 它们强化了一幅令人安心但有点怀旧的家庭生活画面。简介: 通过与现代印度的情感联系，重申类别领导地位。沟通目标: 将品牌的核心理念与当今消费者的现实生活重新联系起来。 活动描述 “哪里有关怀，哪里就有家庭” 家庭的传统观点是，你关心某人，因为他们是家人。Vicks 的观点是不同的: 这是因为你关心一个人，他们成为家庭。我们的观点是，今天，家庭单位不仅仅是由你的姓氏，你的血缘关系，或者你住在同一个屋檐下的事实来定义,而是由谁关心你，你关心谁。 战略 重新定义 “家庭护理”，因为今天，维克斯是 (并且一直是) 从事 “家庭护理” 业务的人。护理是永恒的，永远强大，是我们作为一个品牌的终极区别。然而，我们的观众研究表明，印度的家庭是一个不断变化的想法。家庭不再是一个如此严格定义的单位。我们找到了承认和拥抱这一变化的机会 -- 这样维克斯也将在未来 50 年继续成为家庭护理的领导者…… 执行 我们将这部电影发布在该品牌的社交媒体页面上，希望 Gauri Sawant 的故事能与我们的传统观众产生共鸣，足以让他们进一步分享。我们使用电影故事的传统代码，讲述了一个经典的母女经历苦难的故事,我们的观点是介绍 Gauri，我们的 Hijra (变性人) 母亲，就像她是人类，就像任何其他母亲一样,每个人都可以很容易地认同 -- 为了避免像其他广告或主流媒体那样代表 Hijras，这仅仅是刻板印象。只有这样，人们才能真正理解她和她女儿经历了什么，以及他们的关系有多强大。只有到那时，我们才有机会改变他们的想法，让这个故事值得分享。
关怀的触摸
案例简介：Outcome In just one week, our singular post on Vicks India page garnered 739% organic reach of our fanbase which is 284x the benchmark of 2.6%. We also witnessed the highest organic fan growth ever at 997%, gaining over 8,000 fans. With zero media dollar spend, the video garnered over 60.6 million impressions from Facebook and Twitter alone. In just two weeks, the video garnered over 35.5 million views & 79.8 million impressions, and sparked over 1.5 million interactions, reaching almost 500,000 shares. The story was picked up by several major national dailies, from Hindustan Times, India today to Zee News, later being reported by International outlets like NBC news, NPR & CNN, generating above USD 2.96 million of earned media. The famous and influential also discussed it online: Film directors, sports stars, bloggers, from Karan Johar to Vidya Balan & George Takei, it was tweeted around the globe and even the United Nations joined in. The film was projected at the NYT organised event & Women in the World summit; without anyone from brand or agency being aware of it. But beyond everything else, we were overwhelmed by the amazingly supportive reaction from everyone for such a sensitive topic. Relevancy As a lot of commentators noted, this film is not just an ad. It goes beyond. It was not made as a way to push a product but as a film with a message, one made to change the way people think, only the way popular art can.It was designed to look and feel like a cinematic and emotional piece and was made to be a film that people voluntarily watch and talk about, instead of being forced to watch. The audience we gathered and the interest from mainstream media seem to suggest it was done right. Synopsis Situation:Vicks had been in India for over 50 years.For three generations, the brand had been respected and trusted by Indians. It had a deep emotional connection with consumers from their own childhood.The downside of this was that the brand had begun to feel old-fashioned- and was no longer the cultural icon it once was.Our communications, while successful, had not challenged this belief- they reinforced a reassuring but somewhat nostalgic picture of family life. Brief:Reassert category leadership by emotionally connecting with modern India.Objective for communication:Reconnect the brand’s core idea with the real lives of today’s consumers. CampaignDescription "Where there's care, there's family"The traditional view on family is that you care for someone BECAUSE they are family. Vicks' point of view was different: it's because you care for someone that they become family.Our view is that today, the family unit is not defined only by your last name, your blood ties, or by the fact that you live under the same roof, but by who cares for you and who you care for. Strategy Redefine ‘Family Care’ for today Vicks is (and have always been) in the 'Family Care' business.Care is timeless, ever powerful and our ultimate difference as a brand.However our audience research showed us that Family in India is an evolving changing idea. No longer was family such a tightly defined unit.We identified the opportunity to acknowledge and embrace this change- so that Vicks would continue to be the leader in Family Care for the next 50 years too… Execution We posted the film on the brand’s social media pages, in the hope that Gauri Sawant’s story would resonate with our traditional audience, enough for them to share it further.We used the traditional codes of cinematic storytelling, to tell a classic Mother - Daughter story of care through hardships, one that resonates particularly well with the Indian audience.Our point for that was to present Gauri, our Hijra (transgender) mother, like the human being she is, like any other mother, one that everyone can easily identify with - and to avoid representing Hijras the way they always are in other ads or in mainstream media, as mere stereotypes. Only then could people really understand what she and her daughter have been through and how powerful their relationship is. Only then we had a chance to change their minds and make the story worth sharing.
Touch of Care
案例简介：结果 仅在一周内，我们在 Vicks India 页面上的独特帖子就获得了我们粉丝群 739% 的有机影响力，是 2.6% 的基准的 284 倍。我们还见证了有史以来最高的有机粉丝增长，达到 997%，获得了超过 8,000 的粉丝。凭借零媒体美元支出，仅从 Facebook 和 Twitter 就获得了超过 6060万的印象。仅在两周内，该视频就获得了超过 3550万次观看和 7980万次印象，并引发了超过 150万次互动，达到近 500,000 股。这个故事被几个主要的国家日报报道，从印度斯坦时报到 Zee 新闻，后来被 NBC 新闻、 NPR 和 CNN 等国际媒体报道, 产生超过 296万美元的盈利媒体。著名和有影响力的人也在网上讨论过: 电影导演、体育明星、博客作者，从卡兰 · 乔哈尔到维迪亚 · 巴兰和乔治 · 竹井, 它在全球各地发了推特，甚至联合国也加入了进来。这部电影是在 NYT 组织的活动 & 世界妇女峰会上放映的; 没有品牌或机构的任何人意识到这一点。但是除了其他一切，我们被每个人对这样一个敏感话题的惊人支持反应所淹没。 相关性 正如许多评论家所指出的，这部电影不仅仅是一个广告。它超越了。它不是作为一种推销产品的方式，而是作为一部带有信息的电影，一部旨在改变人们思维方式的电影,只有流行艺术才能做到。它被设计成看起来和感觉像一部电影和情感片，并被制作成一部电影，人们自愿观看和谈论，而不是被迫观看。我们聚集的观众和主流媒体的兴趣似乎表明这是正确的。 概要 情景: 维克斯在印度已经有 50 多年了，三代人都尊重和信任这个品牌。它与童年时代的消费者有着深厚的情感联系。这样做的缺点是，该品牌已经开始感觉过时 -- 不再是曾经的文化偶像。我们的交流虽然成功，但并没有挑战这一信念 -- 它们强化了一幅令人安心但有点怀旧的家庭生活画面。简介: 通过与现代印度的情感联系，重申类别领导地位。沟通目标: 将品牌的核心理念与当今消费者的现实生活重新联系起来。 活动描述 “哪里有关怀，哪里就有家庭” 家庭的传统观点是，你关心某人，因为他们是家人。Vicks 的观点是不同的: 这是因为你关心一个人，他们成为家庭。我们的观点是，今天，家庭单位不仅仅是由你的姓氏，你的血缘关系，或者你住在同一个屋檐下的事实来定义,而是由谁关心你，你关心谁。 战略 重新定义 “家庭护理”，因为今天，维克斯是 (并且一直是) 从事 “家庭护理” 业务的人。护理是永恒的，永远强大，是我们作为一个品牌的终极区别。然而，我们的观众研究表明，印度的家庭是一个不断变化的想法。家庭不再是一个如此严格定义的单位。我们找到了承认和拥抱这一变化的机会 -- 这样维克斯也将在未来 50 年继续成为家庭护理的领导者…… 执行 我们将这部电影发布在该品牌的社交媒体页面上，希望 Gauri Sawant 的故事能与我们的传统观众产生共鸣，足以让他们进一步分享。我们使用电影故事的传统代码，讲述了一个经典的母女经历苦难的故事,我们的观点是介绍 Gauri，我们的 Hijra (变性人) 母亲，就像她是人类，就像任何其他母亲一样,每个人都可以很容易地认同 -- 为了避免像其他广告或主流媒体那样代表 Hijras，这仅仅是刻板印象。只有这样，人们才能真正理解她和她女儿经历了什么，以及他们的关系有多强大。只有到那时，我们才有机会改变他们的想法，让这个故事值得分享。
Touch of Care
案例简介：Outcome In just one week, our singular post on Vicks India page garnered 739% organic reach of our fanbase which is 284x the benchmark of 2.6%. We also witnessed the highest organic fan growth ever at 997%, gaining over 8,000 fans. With zero media dollar spend, the video garnered over 60.6 million impressions from Facebook and Twitter alone. In just two weeks, the video garnered over 35.5 million views & 79.8 million impressions, and sparked over 1.5 million interactions, reaching almost 500,000 shares. The story was picked up by several major national dailies, from Hindustan Times, India today to Zee News, later being reported by International outlets like NBC news, NPR & CNN, generating above USD 2.96 million of earned media. The famous and influential also discussed it online: Film directors, sports stars, bloggers, from Karan Johar to Vidya Balan & George Takei, it was tweeted around the globe and even the United Nations joined in. The film was projected at the NYT organised event & Women in the World summit; without anyone from brand or agency being aware of it. But beyond everything else, we were overwhelmed by the amazingly supportive reaction from everyone for such a sensitive topic. Relevancy As a lot of commentators noted, this film is not just an ad. It goes beyond. It was not made as a way to push a product but as a film with a message, one made to change the way people think, only the way popular art can.It was designed to look and feel like a cinematic and emotional piece and was made to be a film that people voluntarily watch and talk about, instead of being forced to watch. The audience we gathered and the interest from mainstream media seem to suggest it was done right. Synopsis Situation:Vicks had been in India for over 50 years.For three generations, the brand had been respected and trusted by Indians. It had a deep emotional connection with consumers from their own childhood.The downside of this was that the brand had begun to feel old-fashioned- and was no longer the cultural icon it once was.Our communications, while successful, had not challenged this belief- they reinforced a reassuring but somewhat nostalgic picture of family life. Brief:Reassert category leadership by emotionally connecting with modern India.Objective for communication:Reconnect the brand’s core idea with the real lives of today’s consumers. CampaignDescription "Where there's care, there's family"The traditional view on family is that you care for someone BECAUSE they are family. Vicks' point of view was different: it's because you care for someone that they become family.Our view is that today, the family unit is not defined only by your last name, your blood ties, or by the fact that you live under the same roof, but by who cares for you and who you care for. Strategy Redefine ‘Family Care’ for today Vicks is (and have always been) in the 'Family Care' business.Care is timeless, ever powerful and our ultimate difference as a brand.However our audience research showed us that Family in India is an evolving changing idea. No longer was family such a tightly defined unit.We identified the opportunity to acknowledge and embrace this change- so that Vicks would continue to be the leader in Family Care for the next 50 years too… Execution We posted the film on the brand’s social media pages, in the hope that Gauri Sawant’s story would resonate with our traditional audience, enough for them to share it further.We used the traditional codes of cinematic storytelling, to tell a classic Mother - Daughter story of care through hardships, one that resonates particularly well with the Indian audience.Our point for that was to present Gauri, our Hijra (transgender) mother, like the human being she is, like any other mother, one that everyone can easily identify with - and to avoid representing Hijras the way they always are in other ads or in mainstream media, as mere stereotypes. Only then could people really understand what she and her daughter have been through and how powerful their relationship is. Only then we had a chance to change their minds and make the story worth sharing.
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Touch of Care
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