Adopt Protection|短视频|广告营销案例【ADGuider广告指南】

采取保护

案例简介：概要每年，在美国，数百万只收容所的狗在等待被收养，超过 600,000 只被安乐死。收养活动充满了相互重叠的爱的信息。他们的差异是微妙的，但是没有新的理由，我们需要脱颖而出。为了促进养狗，我们给了美国一个充满爱心的解决方案，解决了他们担心的问题: 家庭安全。战略美国人购买枪支的首要原因是为了保护，但是研究表明，狗比枪支能防止更多的入室盗窃 (UNC，2013)。与纽约市第二次机会救援避难所合作，我们启动了第一个涉及狗的枪支回购计划。从全国收养宠物日 2018 开始，收容所将免除那些交出枪的人的收养费。枪支讨论在美国是一个非常敏感的话题，我们需要以严肃而轻松的方式传达我们的信息。结果这项运动成功地提高了人们对狗可能是最佳保护形式的认识: 在全国收养宠物周末活动期间, 75% 的纽约市第二次机会救援收容所狗被收养。100万在第一周赢得了社交媒体的印象，我们的信息与人们强烈接触，并引发了关于收养狗是否是一种保护形式的辩论。在 Twitter 上，参与率高于标准，得分为 19%，用户生成的内容非常重要，也是推动 # AdoptProtection 对话的关键。赢得媒体 700,000 美元执行与纽约市第二次机会救援庇护所合作，我们在布鲁克林卡罗尔公园举行了一次收养宠物周末的激活活动, 邀请人们考虑收养一只狗作为一种保护形式。我们还启动了枪支回购计划，邀请枪支拥有者用他们的枪支换取收养费的折扣。我们向与会者提供了关于枪支回购计划、如何以及在哪里参与的信息。通过引人入胜的信息图表海报，我们说出了为什么狗是最好的保护形式的许多原因。我们向 200 多个动物收容所、枪支管制组织和动物宣传项目发出公开邀请，邀请他们加入这项运动。活动描述狗保护你的家很好，你可能不需要任何其他形式的保护。狗是美国现存问题的一个充满爱的选择。研究表明，养狗的家庭盗窃较少。狗是窃贼试图避免的自然警报系统和威慑。 BriefWithProjectedOutcomes 枪支是一个以分裂美国而闻名的话题。狗以把美国团结在一起而闻名。尽管如此，家庭保护是美国担心的问题。这场运动将这两个不同的元素联系在一起，以前几乎没有人联系在一起。它开启了一个不经常发生的对话，当它发生时，通常充满了侮辱。争论的双方第一次就什么是理想的保护形式达成了一致。

采取保护

案例简介：Synopsis Each year, in the United States, millions of shelter dogs are waiting to get adopted and more than 600,000 are euthanized. Adoption campaigns are saturated of love messages that overlap each other. Their differences are subtle, but there are no new reasons given, we needed to stand out. To promote dog adoption, we gave America a loving solution to a problem that worries them: home security. Strategy The number one reason Americans buy guns is for protection, but studies show that dogs prevent more burglaries than guns (UNC, 2013). In partnership with New York City Second Chance Rescue shelter, we launched the first gun buyback program that involves dogs. Starting on National Adopt a Shelter Pet Day 2018, shelters will waive a percentage on adoption fees to those who surrender a gun. Gun discussion is an extremely sensitive topic in the United States, we needed to deliver our message in a serious yet light-hearted way. Outcome The campaign successfully raised awareness on the fact that dogs can be the best form of protection: During the National Adopt a Shelter Pet Weekend event, 75% of New York City Second Chance Rescue shelter dogs were adopted. With 1 million earned social media impressions on the first week, our message strongly engaged with people and ignited the debate on whether or not adopting a dog was a form of protection. On Twitter, the engagement rate was above norm with 19% score, User Generated Content was significant and key to drive the conversation around #AdoptProtection. US$ 700,000 on earned media Execution In partnership with New York City Second Chance Rescue shelter, we held an activation event on Adopt a Shelter Pet Weekend at Carroll Park, Brooklyn, inviting people to consider adopt a dog as a form of protection. We also launched the Gun Buyback program, inviting gun owners them to swap their gun for a discount on adoption fees. We provided attendees with information about the Gun Buyback program, how and where to participate on it. With engaging infographic posters, we called out the numerous reasons why a dog is the best form of protection. We extended an open invitation to over 200 animal shelters, gun-control organizations, and animal advocacy programs to join the movement. CampaignDescription Dogs protect your home so well, you might not need any other form of protection. Dogs are a loving alternative to an existing problem in America. Studies show homes with dogs are less burglarized. Dogs are a natural alarm system and deterrent that burglars try to avoid. BriefWithProjectedOutcomes Guns is a topic known for dividing America. Dogs are known for bringing America together. With this said, home protection is a problem that worries America. The campaign linked these two different elements that barely anyone had associated before. It opened a conversation that doesn’t happen often, and when it does, it’s usually full of insults. For the first time, both sides of the argument agreed on what could be an ideal form of protection.