Google Translate For Refugees|短视频|广告营销案例【ADGuider广告指南】

谷歌翻译为难民

案例简介：结果 “为难民翻译” 运动不仅有助于改进产品，还促进了跨文化交流和理解。我们的信息通过社交媒体传播，并被德国最大的报纸《图片报》等传统媒体接收，这促进了覆盖面和参与度。在最初的 24 小时内，该倡议产生了 500,000 新的贡献。迄今为止，世界各地的社区已经做出了超过 500 万的贡献，远远超过了我们最初的 200 万贡献的目标。这一努力的具体影响体现在改进的阿拉伯文翻译，以及难民和援助人员在当地使用的阿拉伯文镜头。执行为了在全球范围内提高对这一努力的认识，我们推出了三个视频，邀请人们用英语、德语和阿拉伯语参与。我们通过有针对性的社交帖子、 YouTube 刊头和 Google.com 上的主页宣传片，通过自有和自有媒体放大了这一信息。这个集成的 “工具包” 吸引了数百万人到翻译社区提供翻译。概要情况: 2015 年，谷歌翻译团队在谷歌上看到大量阿拉伯语翻译，与全球难民危机相关。仅在德国，阿拉伯语 <> 德语翻译在 Android 54X 上增长 -- 这是对有助于打破语言障碍的工具需求的有力指标。简介: 我们如何让谷歌翻译更好地为难民援助人员服务，并给其他人提供帮助的方式？目标: 我们有三个主要目标: 1。提高 google2 上阿拉伯语翻译的质量。给世界各地渴望帮助的人一种方式，一种简单的与众不同的方式。加快推出阿拉伯语单词镜头，以帮助当地的难民和援助人员战略我们有工具来帮助人们向谷歌提供翻译，但需要一种传播信息的方法。我们发起了一项以德语、英语和阿拉伯语完全本地化的全球运动，旨在接触那些拥有我们最需要的语言知识的人。视频和社交媒体鼓励人们为翻译社区做出贡献，并将信息传播给其他能够提供帮助的阿拉伯语和德语使用者。我们使用自有媒体、付费媒体和盈利媒体在战略市场扩大这些努力。通过这项基层努力，我们寻求用一个共同的目标来团结世界各地的人们，并为他们提供一种无障碍的方式来发挥作用。活动描述每天，我们在 1000亿种不同的语言中翻译 103 多个单词。尽管如此大规模，谷歌翻译质量因语言而异，一些语言对，如阿拉伯语和德语，对计算机来说尤其具有挑战性。为了提高阿拉伯语翻译的质量，我们需要人和电脑联手。我们发起了一个翻译社区活动，邀请世界各地的人在谷歌上完成简单的翻译。这些众包翻译有助于训练我们的机器，从而提高阿拉伯语翻译质量，为难民和航空工作者提供更好的移动应用体验。我们设定了一个雄心勃勃的目标，200万的捐款，让社区团结起来。相关性谷歌翻译难民的努力产生了切实的成果 -- 500万的社区捐款直接反馈到产品中，以提高阿拉伯语翻译的质量。我们的媒体和激活努力邀请英语、德语和阿拉伯语使用者以一种简单但有影响力的方式分享他们的知识。在世界日益分裂，像全球难民危机这样的悲剧让人们束手无策的时候，翻译难民努力的统一和授权效应是其最大的成就。

谷歌翻译为难民

案例简介：Outcome The Translate for Refugees campaign not only helped to improve the product, but fostered intercultural communication and understanding. Our message spread through social and was picked up by traditional media like Germany’s biggest newspaper BILD, boosting reach and participation.Within the first 24 hours, the initiative generated 500,000 new contributions. To date, more than 5M contributions have been made by the community around the world, far surpassing our initial goal of 2M contributions. The tangible impact of this effort is evident in improved Arabic translation, and the addition of Word Lens in Arabic used on the ground by refugees and aid workers. Execution To raise awareness of this effort on a global scale, we launched three videos inviting people to participate in English, German and Arabic. We amplified this message with owned and earned media via targeted social posts, YouTube mastheads, and homepage promos on Google.com. This integrated “toolkit” drove millions to the Translate Community to contribute translations. Synopsis Situation:In 2015, the Google Translate team saw a massive spike in Arabic translations on Google, correlating to the global refugee crisis. In Germany alone, Arabic <> German translations grew on Android 54X — a powerful indicator of the demand for tools that help break down the language barrier. Brief:How can we can we make Google Translate work better for refugees aid workers, and give others a way to help, too?Objectives:We had three primary objectives:1. Improve the quality of Arabic translations on Google2. Give people around the world eager for a way to help, a simple way to make a difference3. Expedite the launch of Arabic Word Lens to help refugees and aid workers on the ground Strategy We had the tools in place to help people contribute translations to Google, but needed a way to spread the message. We launched a global campaign fully localized in German, English and Arabic aimed at reaching those with the language knowledge we needed the most. Videos and social media encouraged people to contribute to the Translate Community and spread the message to other Arabic and German speakers in a position to help. We use owned, paid and earned media to amplify these efforts in strategic markets. Through this grassroots effort, we sought to unify people around the world with a shared goal, and equip them with an accessible way to make a difference. Campaign Description Every day, we translate more than 100 billion words a day across 103 different languages. Despite this massive scale, Google Translate quality varies amongst languages, and some language pairs like Arabic and German, are particularly challenging for computers to crack. To improve the quality of Arabic translatios, we needed people and computers to join forces.We launched a Translate Community campaign that invited people around the world to complete simple translations on Google. These crowdsourced translations help train our machines, leading to improved Arabic translation quality and a better mobile app experience for refugees and air workers. We set an ambitious goal of two million contributions for the community to rally behind. Relevancy The Google Translate Refugee Effort produced tangible results — 5 million community contributions that were directly fed back into the product to improve quality of Arabic translations. Our media and activation efforts invited English, German, and Arabic speaker to share their knowledge in a simple but impactful way. At a time when the world is increasingly divided, and tragedies like the global refugee crisis leave people helpless, the unifying and empowering effect of the Translate Refugee Effort was its biggest achievement of all.