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和我谈论社交
案例简介：概要 大多数品牌对真正与他们的社交媒体观众实时接触感到不安，但是温迪的社区管理是全方位的，每天都喜欢粉丝和顽皮的仇敌。我们通过将一致、对话和时髦的声音与热门、相关的幽默和俏皮的讽刺相结合来做到这一点。这个公式让温迪的社会存在和社区管理团队在其社会社区中做了一些非常惊人的事情。仅在过去的一年里，温迪的社交活动就帮助品牌在文化上具有相关性, 根据互联网的要求，将温迪变成自己的在线影响者，参与热门话题和流行文化对话。 战略 我们品牌健康评分和普遍受欢迎程度的一个重要因素是在 “温迪是像我这样的人的品牌” 这一指标上得到高度评价。 “我们的声音必须熟悉，我们需要让观众参与对他们来说有趣和有意义的话题和对话。同样重要的是，我们的接触和接触是有机驱动的。我们希望我们真实的互动能引起消费者的共鸣，让他们代表我们分享。 结果 ？46,693,974 新的约会？963,921 新追随者？发送了 119,454 条推文？Wingstop 说唱战的官方胜利者 (BuzzFeed)？我们偷拍？在 iTunes 嘻哈/说唱排行榜上排名第三？在我们的推特 Reddit AMA 上有 9,095 条评论，使它成为过去一年评论最多的有机品牌 AMA (没有被讨厌)？27,000 使用 # NationalRoastDay，把一个虚构的假期变成一个真正的假期？我们向其他冷冻麦当劳菜单上的 4.75亿获得媒体展示的 139 位置，包括美国，福克斯新闻和美联社的？致敬导致 80% 的搜索增加温迪的推特？贡品导致 113% (从 150万增加到 320万) 提及温迪的人数逐年增加？品牌资产估值师分化 300% 的增长有助于整体品牌资产的提升 执行 温迪在推特的出现是几年来提炼品牌声音并在其中寻找社会相关性的结果。去年，我们找到了机会，创造了时刻，甚至发现自己被别人带入了时刻。通过简单的推文，我们创造了头条新闻，并以永远在线和随时准备好而闻名。 活动描述 当你帮助一条关于你的鸡块的推特成为有史以来转发最多的推特时，你接下来会做什么？@ Wendys 的答案: 一切。你继续以以前闻所未闻的方式与客户互动。你用诙谐的推特结束了竞争的牛肉。你参加说唱战，做电影评论，你发现自己在一个没有人能在不提温迪的情况下谈论社交媒体的地方。我们停止寻找时刻，开始为自己创造它们 (甚至是国家假日)。通过温迪的推特，该品牌成为了经常被模仿的具有一致和持续的品牌声音的影响者。提高我们的声誉和追随者的数量已经把温迪的作品从老式的权利带到下一代的心中。
和我谈论社交
案例简介：Synopsis Most brands are skittish about genuinely engaging in real time with their social media audiences, but Wendy’s community management is all-in, loving on fans and playfully roasting haters every day. We’ve done it by combining a consistent, conversational and sassy voice with topical, relevant humor and playful sarcasm. This formula has allowed Wendy’s social presence and community management team to do some pretty amazing things with its social community. Over the past year alone, Wendy’s social presence has helped make the brand culturally relevant, turning Wendy’s into its own online influencer to engage in trending topics and pop culture conversations at the internet’s request. Strategy An important factor in our brand health scores and general popularity is being rated highly on the metric “Wendy’s is a brand for people like me.” Our voice must be familiar and we need to engage our audience in topics and conversations that are interesting and meaningful to them. It’s also important that our reach and exposure are driven organically. We want our authentic interactions to strike a chord with consumers so they want to share on our behalf. Outcome ? 46,693,974 new engagements ? 963,921 new followers ? 119,454 tweets sent ? Official victor of Wingstop rap battle (BuzzFeed) ? We Beefin? charted No. 3 on iTunes Hip-Hop/Rap charts ? 9,095 comments on our Twitter Reddit AMA, making it the most commented organic brand AMA in the past year (without getting hated on) ? 27,000 uses of #NationalRoastDay, turning a made-up holiday into a real one ? Our tribute to the remaining frozen beef on McDonald’s menu resulted in 475 million earned media impressions from 139 placements, including USA Today, Fox News and The Associated Press ? The tribute led to an 80 percent increase in searches for Wendy’s Twitter ? The tribute led to a 113 percent (from 1.5 million to 3.2 million) increase in mentions of Wendy’s year over year ? 300 percent increase in brand asset valuator differentiation contributed to a lift in overall brand equity Execution Wendy’s Twitter presence is the result of refining a brand voice over several years, and finding social relevance within it. Last year we found opportunities and created moments, and even found ourselves brought into moments by others. Through simple tweets, we created headlines and a reputation for being always on and always ready. CampaignDescription When you help a tweet about your chicken nuggets become the most retweeted tweet of all time, what do you do next? The answer for @Wendys: everything. You continue to interact with customers in ways previously unheard of. You put an end to competitive beef with witty tweets. You get in rap battles, you do movie reviews, and you find yourself in a place where no one can talk about social media without mentioning Wendy’s. We stopped searching for moments and started creating them (and even national holidays) for ourselves. With Wendy’s Twitter, the brand became the influencer with a consistent and continuous brand voice that is often imitated. Growing our reputation and follower count has taken Wendy’s from Old-fashioned right into the hearts of the next generation.
Talk Social to Me
案例简介：概要 大多数品牌对真正与他们的社交媒体观众实时接触感到不安，但是温迪的社区管理是全方位的，每天都喜欢粉丝和顽皮的仇敌。我们通过将一致、对话和时髦的声音与热门、相关的幽默和俏皮的讽刺相结合来做到这一点。这个公式让温迪的社会存在和社区管理团队在其社会社区中做了一些非常惊人的事情。仅在过去的一年里，温迪的社交活动就帮助品牌在文化上具有相关性, 根据互联网的要求，将温迪变成自己的在线影响者，参与热门话题和流行文化对话。 战略 我们品牌健康评分和普遍受欢迎程度的一个重要因素是在 “温迪是像我这样的人的品牌” 这一指标上得到高度评价。 “我们的声音必须熟悉，我们需要让观众参与对他们来说有趣和有意义的话题和对话。同样重要的是，我们的接触和接触是有机驱动的。我们希望我们真实的互动能引起消费者的共鸣，让他们代表我们分享。 结果 ？46,693,974 新的约会？963,921 新追随者？发送了 119,454 条推文？Wingstop 说唱战的官方胜利者 (BuzzFeed)？我们偷拍？在 iTunes 嘻哈/说唱排行榜上排名第三？在我们的推特 Reddit AMA 上有 9,095 条评论，使它成为过去一年评论最多的有机品牌 AMA (没有被讨厌)？27,000 使用 # NationalRoastDay，把一个虚构的假期变成一个真正的假期？我们向其他冷冻麦当劳菜单上的 4.75亿获得媒体展示的 139 位置，包括美国，福克斯新闻和美联社的？致敬导致 80% 的搜索增加温迪的推特？贡品导致 113% (从 150万增加到 320万) 提及温迪的人数逐年增加？品牌资产估值师分化 300% 的增长有助于整体品牌资产的提升 执行 温迪在推特的出现是几年来提炼品牌声音并在其中寻找社会相关性的结果。去年，我们找到了机会，创造了时刻，甚至发现自己被别人带入了时刻。通过简单的推文，我们创造了头条新闻，并以永远在线和随时准备好而闻名。 活动描述 当你帮助一条关于你的鸡块的推特成为有史以来转发最多的推特时，你接下来会做什么？@ Wendys 的答案: 一切。你继续以以前闻所未闻的方式与客户互动。你用诙谐的推特结束了竞争的牛肉。你参加说唱战，做电影评论，你发现自己在一个没有人能在不提温迪的情况下谈论社交媒体的地方。我们停止寻找时刻，开始为自己创造它们 (甚至是国家假日)。通过温迪的推特，该品牌成为了经常被模仿的具有一致和持续的品牌声音的影响者。提高我们的声誉和追随者的数量已经把温迪的作品从老式的权利带到下一代的心中。
Talk Social to Me
案例简介：Synopsis Most brands are skittish about genuinely engaging in real time with their social media audiences, but Wendy’s community management is all-in, loving on fans and playfully roasting haters every day. We’ve done it by combining a consistent, conversational and sassy voice with topical, relevant humor and playful sarcasm. This formula has allowed Wendy’s social presence and community management team to do some pretty amazing things with its social community. Over the past year alone, Wendy’s social presence has helped make the brand culturally relevant, turning Wendy’s into its own online influencer to engage in trending topics and pop culture conversations at the internet’s request. Strategy An important factor in our brand health scores and general popularity is being rated highly on the metric “Wendy’s is a brand for people like me.” Our voice must be familiar and we need to engage our audience in topics and conversations that are interesting and meaningful to them. It’s also important that our reach and exposure are driven organically. We want our authentic interactions to strike a chord with consumers so they want to share on our behalf. Outcome ? 46,693,974 new engagements ? 963,921 new followers ? 119,454 tweets sent ? Official victor of Wingstop rap battle (BuzzFeed) ? We Beefin? charted No. 3 on iTunes Hip-Hop/Rap charts ? 9,095 comments on our Twitter Reddit AMA, making it the most commented organic brand AMA in the past year (without getting hated on) ? 27,000 uses of #NationalRoastDay, turning a made-up holiday into a real one ? Our tribute to the remaining frozen beef on McDonald’s menu resulted in 475 million earned media impressions from 139 placements, including USA Today, Fox News and The Associated Press ? The tribute led to an 80 percent increase in searches for Wendy’s Twitter ? The tribute led to a 113 percent (from 1.5 million to 3.2 million) increase in mentions of Wendy’s year over year ? 300 percent increase in brand asset valuator differentiation contributed to a lift in overall brand equity Execution Wendy’s Twitter presence is the result of refining a brand voice over several years, and finding social relevance within it. Last year we found opportunities and created moments, and even found ourselves brought into moments by others. Through simple tweets, we created headlines and a reputation for being always on and always ready. CampaignDescription When you help a tweet about your chicken nuggets become the most retweeted tweet of all time, what do you do next? The answer for @Wendys: everything. You continue to interact with customers in ways previously unheard of. You put an end to competitive beef with witty tweets. You get in rap battles, you do movie reviews, and you find yourself in a place where no one can talk about social media without mentioning Wendy’s. We stopped searching for moments and started creating them (and even national holidays) for ourselves. With Wendy’s Twitter, the brand became the influencer with a consistent and continuous brand voice that is often imitated. Growing our reputation and follower count has taken Wendy’s from Old-fashioned right into the hearts of the next generation.
和我谈论社交
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Talk Social to Me
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基本信息
- 广告战役： #Wendy's-网络-39916#
- 广告品牌： Wendy's
- 发布日期： 2000
- 行业领域： 餐饮/饮食 , 餐饮连锁 , 饮食/特产
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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