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# 称重
案例简介：活动描述 在一部强大的在线电影中，我们要求女性开始权衡真正重要的事情-她们的生活成就-代替她们的身体。# WeighThis电影在大厅中间的规模上开幕。“你称什么？” 这个问题出现在屏幕上，因为女性担心地接近它。在被告知他们要谈论自己的成就而不是衡量自己之后，他们显然松了一口气。女人们描述了她们引以为豪的事情: 她们做了什么，她们去了哪里，生活中的人们。这些例子建立了情感高潮。屏幕上出现文字，询问女性: “如果你要权衡什么，权衡什么才是重要的。” 然后，我们看到女性胜利地将她们成就的象征放在秤上，观众随后被邀请在社交媒体上分享她们希望如何用 # WeighThis标签来衡量。 结果 # WeighThis是Lean Cuisine整体周转策略不可或缺的一部分，尽管媒体支出同比下降近56%，但该品牌六年来的首次销售增长在很大程度上做出了贡献。自从最初的 # WeighThis视频发布以来，该品牌已经连续41周实现了同比正面销售。这部电影获得了即时和病毒式的成功，33% 提高了正面品牌的认知度，并减少了负面对话的份额，4%，从上一年的25% 份额。同样重要的是，精益美食开始了针对女性的公开对话，以权衡生活中重要的事情。有关更多信息，请访问www.awardmaterial.com/WeighThis 战略 通过对精益美食消费者的社会细分和品牌感知分析，我们发现精益美食对话具有功能性且缺乏情感相关性。此外，通过我们的研究，我们看到该品牌的核心女性目标是过着有成就的生活，但面对的社会仍然只根据她的外表来判断她。这些见解是我们的主要驱动力，我们开始了一项使命，即改变围绕健康和保健的对话，并促进围绕精益美食作为一个不仅仅是节食的品牌的对话。我们需要激励世界各地的女性以不同的方式衡量自己，并开始关于体重和价值观念的真实讨论。当其他利用女性赋权的品牌专注于女性挣扎的东西 (自信、外表) 时，我们专注于女性引以为豪的东西。 执行 我们在Lean Cuisine的Facebook，Twitter和YouTube频道上发布了 # WeighThis视频2015年6月，要求女性权衡生活中真正重要的事情，而不是规模上的数字。而且，我们鼓励女性分享使用 # WeighThis标签进行称重的方式。在一周内，该视频获得了600万多个观看次数和数千个回复。反响如此之大，我们希望继续进行社交对话，并纪念世界各地女性的共同之处。因此，我们委托一位受欢迎的女艺术家来说明收到的实际规模的评论，并在纽约市的中央车站内建造了一个巨大的装置。通过这一努力，第二部 # WeighThis电影诞生了，我们在元旦在Facebook，Twitter和YouTube上发布了这部电影，当时人们的决议主要集中在饮食和减肥上。 概要 2015年，精益美食开始了对所有接触点的品牌和产品进行大修-从为产品注入新的口味和好处到新的包装，新的电视宣传活动和重新设计的网站。但这还不够。精益美食的核心消费者是一个忙碌、有成就的女人 -- 一个经常不得不剥夺自己健康的女人，为生活的其他方面腾出空间。一个每天都能完成伟大成就的女人，但仍然经常不是根据这些成就来判断，而是根据她的外表来判断。精益美食希望成为更大的文化对话的一部分，这与仅关注外观的观念背道而驰，使女性能够权衡真正重要的事物。由于精益美食需要帮助改变其对数字的看法，因此我们的目标是进行情感社交对话，以突出品牌的新定位，并最终推动产品的销售。
# 称重
案例简介：Campaign Description In a powerful online film, we asked women to start weighing what really matters – their life accomplishments – in lieu of their bodies.The #WeighThis film opens on a scale in the middle of a grand hall. The question “What do you weigh?” appears on the screen as women apprehensively approach it. After being told that they are to speak on their accomplishments rather than weigh themselves, they are visibly relieved. The women describe the things they are proud of: What they’ve done, where they’ve gone, the people in their lives. The examples build to an emotional climax. Text appears on screen asking women: “If you’re going to weigh something, weigh what matters.” We then see women triumphantly place symbols of their accomplishments on the scale as viewers are then invited to share in social media how they would like to be weighed with the hashtag #WeighThis. Outcome #WeighThis was an integral part of Lean Cuisine’s holistic turnaround strategy and largely contributed to the brand seeing its first sales increase in six years despite nearly a 56% decline in media spend year-over-year. And since the original #WeighThis video launched, the brand has seen 41 straight weeks of positive year-over-year sales.The film was an instant and viral success, contributing to a 33% increase in positive brand perception, and reducing share of negative conversations to 4%, from the previous year’s share of 25%. Just as important, Lean Cuisine started an open dialogue for women around weighing what matters in life.For more information, visit www.awardmaterial.com/WeighThis Strategy Through social segmentation of the Lean Cuisine consumer and brand perception analysis, we discovered Lean Cuisine conversations were functional and lacking emotional relevance.Further, through our research we saw the brand’s core female target was leading an accomplished life, but facing a society that continued to only judge her by her appearance. With these insights as our key drivers, we set off on a mission to change the conversation around health and wellness, and promote conversation around Lean Cuisine as a brand that is about more than just dieting. We needed to inspire women everywhere to weigh themselves differently and begin authentic discussions about weight and value perception. While other brands tapping into female empowerment focused on what women struggled with (confidence, appearance), we focused on what women were proud of. Execution We launched the #WeighThis video June 2015 on Lean Cuisine’s Facebook, Twitter and YouTube channels asking women to weigh the things in life that truly matter more than the number on a scale. And, we encouraged women to share the ways in which they would like to be weighed using the hashtag #WeighThis. Within one week, the video garnered more than 6 million views and thousands of responses. With a response so great, we wanted to continue the conversation in social and memorialize what women around the world shared. So, we commissioned a popular female artist to illustrate comments received on actual scales and built an enormous installation inside New York City’s Grand Central Station. From this effort a second #WeighThis film was born, which we launched on Facebook, Twitter and YouTube on New Year’s Day – a time when resolutions by and large center on diet and weight loss. Synopsis In 2015, Lean Cuisine embarked on a brand and product overhaul across all touchpoints – from infusing the products with new flavors and benefits, to new packaging, a new TV campaign and a redesigned website. But that wasn’t enough. Lean Cuisine’s core consumer is a busy, accomplished woman – a woman who often has to deprioritize her own wellness to make room for the other aspects of her life. A woman who accomplishes great things every day, yet is still so often judged not by these accomplishments, but by her appearance. Lean Cuisine wanted to be a part of a larger cultural conversation going against this notion of focusing only on appearance, empowering women to weigh what truly matters.As Lean Cuisine needed help shifting its perception in digital, our objective was to generate emotional social conversation to highlight the brand's new positioning, and ultimately drive sales for the product.
#weighthis
案例简介：活动描述 在一部强大的在线电影中，我们要求女性开始权衡真正重要的事情-她们的生活成就-代替她们的身体。# WeighThis电影在大厅中间的规模上开幕。“你称什么？” 这个问题出现在屏幕上，因为女性担心地接近它。在被告知他们要谈论自己的成就而不是衡量自己之后，他们显然松了一口气。女人们描述了她们引以为豪的事情: 她们做了什么，她们去了哪里，生活中的人们。这些例子建立了情感高潮。屏幕上出现文字，询问女性: “如果你要权衡什么，权衡什么才是重要的。” 然后，我们看到女性胜利地将她们成就的象征放在秤上，观众随后被邀请在社交媒体上分享她们希望如何用 # WeighThis标签来衡量。 结果 # WeighThis是Lean Cuisine整体周转策略不可或缺的一部分，尽管媒体支出同比下降近56%，但该品牌六年来的首次销售增长在很大程度上做出了贡献。自从最初的 # WeighThis视频发布以来，该品牌已经连续41周实现了同比正面销售。这部电影获得了即时和病毒式的成功，33% 提高了正面品牌的认知度，并减少了负面对话的份额，4%，从上一年的25% 份额。同样重要的是，精益美食开始了针对女性的公开对话，以权衡生活中重要的事情。有关更多信息，请访问www.awardmaterial.com/WeighThis 战略 通过对精益美食消费者的社会细分和品牌感知分析，我们发现精益美食对话具有功能性且缺乏情感相关性。此外，通过我们的研究，我们看到该品牌的核心女性目标是过着有成就的生活，但面对的社会仍然只根据她的外表来判断她。这些见解是我们的主要驱动力，我们开始了一项使命，即改变围绕健康和保健的对话，并促进围绕精益美食作为一个不仅仅是节食的品牌的对话。我们需要激励世界各地的女性以不同的方式衡量自己，并开始关于体重和价值观念的真实讨论。当其他利用女性赋权的品牌专注于女性挣扎的东西 (自信、外表) 时，我们专注于女性引以为豪的东西。 执行 我们在Lean Cuisine的Facebook，Twitter和YouTube频道上发布了 # WeighThis视频2015年6月，要求女性权衡生活中真正重要的事情，而不是规模上的数字。而且，我们鼓励女性分享使用 # WeighThis标签进行称重的方式。在一周内，该视频获得了600万多个观看次数和数千个回复。反响如此之大，我们希望继续进行社交对话，并纪念世界各地女性的共同之处。因此，我们委托一位受欢迎的女艺术家来说明收到的实际规模的评论，并在纽约市的中央车站内建造了一个巨大的装置。通过这一努力，第二部 # WeighThis电影诞生了，我们在元旦在Facebook，Twitter和YouTube上发布了这部电影，当时人们的决议主要集中在饮食和减肥上。 概要 2015年，精益美食开始了对所有接触点的品牌和产品进行大修-从为产品注入新的口味和好处到新的包装，新的电视宣传活动和重新设计的网站。但这还不够。精益美食的核心消费者是一个忙碌、有成就的女人 -- 一个经常不得不剥夺自己健康的女人，为生活的其他方面腾出空间。一个每天都能完成伟大成就的女人，但仍然经常不是根据这些成就来判断，而是根据她的外表来判断。精益美食希望成为更大的文化对话的一部分，这与仅关注外观的观念背道而驰，使女性能够权衡真正重要的事物。由于精益美食需要帮助改变其对数字的看法，因此我们的目标是进行情感社交对话，以突出品牌的新定位，并最终推动产品的销售。
#weighthis
案例简介：Campaign Description In a powerful online film, we asked women to start weighing what really matters – their life accomplishments – in lieu of their bodies.The #WeighThis film opens on a scale in the middle of a grand hall. The question “What do you weigh?” appears on the screen as women apprehensively approach it. After being told that they are to speak on their accomplishments rather than weigh themselves, they are visibly relieved. The women describe the things they are proud of: What they’ve done, where they’ve gone, the people in their lives. The examples build to an emotional climax. Text appears on screen asking women: “If you’re going to weigh something, weigh what matters.” We then see women triumphantly place symbols of their accomplishments on the scale as viewers are then invited to share in social media how they would like to be weighed with the hashtag #WeighThis. Outcome #WeighThis was an integral part of Lean Cuisine’s holistic turnaround strategy and largely contributed to the brand seeing its first sales increase in six years despite nearly a 56% decline in media spend year-over-year. And since the original #WeighThis video launched, the brand has seen 41 straight weeks of positive year-over-year sales.The film was an instant and viral success, contributing to a 33% increase in positive brand perception, and reducing share of negative conversations to 4%, from the previous year’s share of 25%. Just as important, Lean Cuisine started an open dialogue for women around weighing what matters in life.For more information, visit www.awardmaterial.com/WeighThis Strategy Through social segmentation of the Lean Cuisine consumer and brand perception analysis, we discovered Lean Cuisine conversations were functional and lacking emotional relevance.Further, through our research we saw the brand’s core female target was leading an accomplished life, but facing a society that continued to only judge her by her appearance. With these insights as our key drivers, we set off on a mission to change the conversation around health and wellness, and promote conversation around Lean Cuisine as a brand that is about more than just dieting. We needed to inspire women everywhere to weigh themselves differently and begin authentic discussions about weight and value perception. While other brands tapping into female empowerment focused on what women struggled with (confidence, appearance), we focused on what women were proud of. Execution We launched the #WeighThis video June 2015 on Lean Cuisine’s Facebook, Twitter and YouTube channels asking women to weigh the things in life that truly matter more than the number on a scale. And, we encouraged women to share the ways in which they would like to be weighed using the hashtag #WeighThis. Within one week, the video garnered more than 6 million views and thousands of responses. With a response so great, we wanted to continue the conversation in social and memorialize what women around the world shared. So, we commissioned a popular female artist to illustrate comments received on actual scales and built an enormous installation inside New York City’s Grand Central Station. From this effort a second #WeighThis film was born, which we launched on Facebook, Twitter and YouTube on New Year’s Day – a time when resolutions by and large center on diet and weight loss. Synopsis In 2015, Lean Cuisine embarked on a brand and product overhaul across all touchpoints – from infusing the products with new flavors and benefits, to new packaging, a new TV campaign and a redesigned website. But that wasn’t enough. Lean Cuisine’s core consumer is a busy, accomplished woman – a woman who often has to deprioritize her own wellness to make room for the other aspects of her life. A woman who accomplishes great things every day, yet is still so often judged not by these accomplishments, but by her appearance. Lean Cuisine wanted to be a part of a larger cultural conversation going against this notion of focusing only on appearance, empowering women to weigh what truly matters.As Lean Cuisine needed help shifting its perception in digital, our objective was to generate emotional social conversation to highlight the brand's new positioning, and ultimately drive sales for the product.
# 称重
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#weighthis
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