Not Just One Creator|海报/平面|广告营销案例【ADGuider广告指南】

不仅仅是一个创造者

案例简介：为什么这项工作与媒体相关？仅使用一个社交媒体平台，我们就发现了Vans的新影响者，并创建了定制的社交内容，以编程方式与该品牌从未在Instagram上接触过的受众群体联系起来，从而扩展了该品牌典型的动作运动和音乐领域，从而实现了迄今为止最成功的社交活动。由于预算很少，我们使用社交数据针对独特的受众群体提供的规模要比Vans惯常达到的规模要小得多，但与Vans的广告系列平均水平相比，却以最有效的速度推动了最大的销售。背景 Vans需要提高他们的定制鞋的知名度和销售，工作媒体预算仅为300,000美元。在由两个主要竞争对手主导的环境中，您如何在不失去自己独特的品牌形象的情况下增长销售额？那是vans的挑战。仅在我们的广告系列发布月份，就有超过75个运动鞋发布，68% 来自耐克和阿迪达斯。厢式货车的差异化因素是其定制器。竞争对手提供定制鞋子的能力，但只提供有限的，预先确定的颜色和选项。Vans允许人们通过上传自己的艺术品来制作从鞋底到舌头的完全个性化的鞋子，从而成为鞋类设计师。描述创意/见解 (投票30%) 为了成长，Vans需要扩展到动作体育和音乐以外的新领域。我们希望接触到 “富有表现力的创造者”，即地下文化和传播趋势背后的人们。他们与Vans有着相同的DNA，因为他们不想像其他人一样。他们年龄在13-34岁之间，引领潮流的人尤其是时尚，而Instagram是他们选择的社交媒体 (239索引)。对他们来说，创造是最纯粹的表达形式。我们在这个多样化的群体中发现的共同点是他们讨厌被装箱。给他们一套他们的艺术应该遵循的规则？他们会打碎他们的。施加限制？他们会忽略他们的。这使我们有了自己的见解: 富有表现力的创作者被编程为在线条之外着色。我们的想法是设计一个超越界限的活动，采用与每个创作者一样独特的有影响力的和程序化的社交方法。描述策略 (投票20%) 我们确定了插画家，木工，平面设计师，纹身艺术家，风景艺术家，美食家摄影师，诗人和角色扮演者的受众增长部分。我们发现的是高度相关的创作者，并有专门的追随者，但宇宙的大小和规模为1300万，比Vans习惯达到的要少75%。然后，我们确定了16位在新的Vans创意领域中具有最大影响力的创作者，包括Corey Divine (纹身艺术) 和Christopher Pointdexter (诗歌)。我们根据社会数据将这些内容转换为16个程序化受众群体，包括特定艺术兴趣的术语，他们在相同空间中关注的其他艺术家以及围绕主题的行为参与。我们让有影响力的人使用自己的艺术品制作定制货车，并开发有关其艺术过程的原始内容，并将其有机地共享给Instagram上的关注者，并定向到Vans网站上的海关工具。描述执行 (投票20%) 为了扩大规模，我们需要通过推广的付费媒体扩大我们的内容覆盖范围。我们想出了一种相关的方法来将富有表现力的创作者与影响者的原始艺术内容联系起来，从而避免了商业化。我们将每个有影响力的人的原始内容作为宣传的Instagram帖子从他们的手柄分发给我们开发的16个定制的程序化受众群体。总的来说，我们有48条不同于我们以编程方式推广的影响者的原始帖子的内容。通过不牺牲他们最初的艺术视野，我们的付费方法避免了商业化。我们选择Instagram是因为它是富有表现力的创作者的首选社交平台，其参与度是Facebook的两倍，并使用了诸如gif和旋转木马之类的讲故事单元，为有影响力的人提供了更多的游戏空间。我们保持定期发布的节奏，以保持关注，保持内容的新鲜度并建立动力。列出结果 (投票30%) 我们发现影响者Vans从未被挖掘过，并创建了定制的社交内容，以编程方式与该品牌从未接触过的受众群体联系起来。我们的预算可能很小，但是不到300,000美元，我们成功地在Instagram上获得了有关Vans真正定制定制器的信息，并且销售开始了。在整个活动中，知名度上升了22%，口碑曝光上升了24% (更多的人在谈论Vans)，都超过了目标。到目前为止，我们的活动以最有效率的速度创造了最多的销售额。根据Facebook的收入工具衡量，Vans直接从我们的Instagram活动中获得了近100万美元的收入，广告支出回报率为390%，大大超过了vans的平均竞选基准。

不仅仅是一个创造者

案例简介：Why is this work relevant for Media? Using only one social media platform, we found influencers new to Vans and created customized social content connected programmatically to audiences the brand never reached before on Instagram, expanding out of the brand’s typical territories of Action Sports and Music, resulting in its most successful social campaign to date. With a small budget, our targeting to unique audience segments using social data offered significantly less scale than Vans was accustomed to reaching, yet drove the most sales at the most efficient rate compared to Vans’ campaign averages. Background Vans needed to grow awareness and sales of their custom shoes with a working media budget of only $300,000 USD. How do you grow sales without losing your unique brand identity in a landscape dominated by two major competitors that aim to be for everyone? That was Vans’ challenge. In our campaign’s month of launch alone, there were over 75 sneaker releases, 68% from Nike and Adidas. A differentiator for Vans is its customizer. Competitors offer the ability to make custom shoes, but only provide a limited, pre-determined set of colors and options. Vans allows people to become footwear designers by uploading their own artwork to create fully personalized shoes, from sole to tongue. Describe the creative idea/insights (30% of vote) To grow, Vans needed to expand into new territories beyond Action Sports and Music. We wanted to reach “Expressive Creators,” the people behind underground culture and trends that spread. They share the same DNA as Vans in that they don’t want to be like everyone else. They are ages 13-34, trendsetters especially with fashion, and Instagram is their social media of choice (239 index). To them, creating is the purest form of expression. What we found in common among this diverse group was that they hated being boxed in. Give them a set of rules their art should follow? They’ll break ‘em. Impose limits? They’ll ignore ‘em. This led us to our insight: Expressive Creators are programmed to color outside the lines. Our idea was to design a campaign outside the lines, with an influencer and programmatic social approach as unique as each creator. Describe the strategy (20% of vote) We identified audience growth segments of illustrators, woodworkers, graphic designers, tattoo artists, landscape artists, foodie photographers, poets and cosplayers. What we found were highly relevant creators with dedicated followings, but with a universe size and scale of 13 Million, 75% less than what Vans was accustomed to reaching. Then, we identified 16 creators who were top influencers in the new-to-Vans creative territories, including Corey Divine (tattoo art) and Christopher Pointdexter (poetry). We turned these into 16 programmatic audience segments based on social data, including terms for specific artistic interests, additional artists they follow in those same spaces, and behavioral engagement around the topics. We had the influencers make custom Vans using their own artwork and develop original content about their artistic process, which they shared organically to followers on Instagram, directing to the customs tool on Vans’ site. Describe the execution (20% of vote) To increase scale, we needed to expand our content reach with promoted, paid media. We figured out a relevant way to connect Expressive Creators with the influencers’ original artistic content that avoided being commercial. We distributed each influencer’s original content as promoted Instagram posts from their handles to the 16 bespoke programmatic audience segments we developed. In total, we had 48 different pieces of content from our Influencers’ original posts that we promoted programmatically. By not sacrificing their original artistic visions, our paid approach avoided being commercial. We chose Instagram as it is the social platform of choice for Expressive Creators, with engagement double that of Facebook, and used storytelling units like GIFs and Carousels that gave the influencers more space to play. We maintained a regular cadence of posts to keep attention, maintain freshness of the content, and build momentum. List the results (30% of vote) We found influencers Vans never tapped before and created customized social content connected programmatically to audiences the brand never reached before. Our budget may have been small, but with less than $300,000 USD, we successfully got the word out about Vans truly custom customizer on Instagram and sales took off. Throughout the campaign, Awareness rose 22% and Word-of-Mouth Exposure rose 24% (more people were talking about Vans), both exceeding goal. Our campaign generated the most sales at the most efficient rate of all social campaigns Vans had run to date. Vans garnered nearly $1 Million USD in revenue directly from our Instagram campaign, as measured by Facebook’s revenue tool, with a Return-On-Ad-Spend rate of 390%, significantly outperforming Vans’ average campaign benchmarks.