REAL BEAUTY SKETCHES|短视频|广告营销案例【ADGuider广告指南】

真正的美丽素描

案例简介：简要解释女性感到美丽的最大障碍是她们自己的自我感知。我们需要证明女性对自己的自我形象是错误的。我们需要向他们展示他们真正的美丽。描述客户的简报作为争取女性自尊的品牌，鸽子想让女性对自己感觉更好。只有 4% 的女性认为自己很漂亮。我们如何向其他 96% 证明他们比他们想象的更漂亮？设计过程我们叫了一位受过联邦调查局训练的素描艺术家，他以使用合成材料而闻名™犯罪目击者的方法。他采访了藏在窗帘后面的女性，并将她们的自我描述作为他绘画的基础。一幅画是基于一个女人自己的自我描述，另一幅画是基于一个陌生人对同一个女人的描述。最后，我们举办了一个比较草图的展览。女性承认，基于陌生人描述的肖像比基于自己描述的肖像更美丽、更快乐、更准确。这些草图向世界展示了女性比她们想象的更美丽的惊人证据。结果只有 10 天: 产生 30亿个媒体印象 (所有原创故事) 今日秀，早安美国，NBC 新闻《纽约时报》、《卫报》、《 Forbes.com 》、《电讯报》、《赫芬顿邮报》、《独立报》。人们不仅仅是遵循它，我们还激起了人们的参与: Mashable.com 历史上最受欢迎的文章负责超过 90% 的视频内容共享所有这些都将品牌与人们的关系推向了新的高度: -每天关于品牌的推文率增加 14,368% -430万点击到鸽子网站

真正的美丽素描

案例简介：Brief Explanation The biggest barrier to women feeling beautiful is their own self-perception. We needed to prove women wrong about their own self-image. We needed to reveal their real beauty to them. Describe the brief from the client As the brand that fights for women’s self esteem, Dove wanted to make women feel better about themselves. Only 4% of women believe they’re beautiful. How could we prove to the other 96% that they are more beautiful than they think? Design Process We called an FBI-trained sketch artist, known for using a Compositure™ Methodology with crime eyewitnesses. He interviewed women hidden behind a curtain and used their self-descriptions as the basis of his drawings. One drawing was based on a woman’s own self-description and the second on a stranger’s description of the same woman. To close, we held an exhibition comparing the sketches. Women admitted that portraits based on the strangers’ descriptions were more beautiful, happier and more accurate than the portraits based on their own descriptions. The sketches revealed to the world the striking proof that women are more beautiful than they think. Results With only 10 days: • 3 Billion media impressions generated (all original stories) • The Today show, Good Morning America, NBC news • New York Times, The Guardian, Forbes.com, The Telegraph, Huffington Post, The Independent. People didn’t just follow it, we provoked people to get involved: • The most shared article in the history of mashable.com • Responsible for more than 90% of the video content shares All of which took the brand’s relationship with people to new heights: - 14,368% increase in daily rate of tweets about the brand - 4.3 million clicks through to the Dove site