The Baby Stroller Test-Ride by Contours|短视频|广告营销案例【ADGuider广告指南】

婴儿推车试搭的轮廓

案例简介：活动描述我们为我们最畅销的婴儿车《幸福》制作了一个成人大小的复制品，并邀请购物者尝试。我们通过创建高度可共享的特殊数字/移动内容，并通过付费 Facebook 、 Twitter 、潜望镜和 YouTube 进行社会化，拦截了父母的预存储。我们知道，展示成年人被推在婴儿车里可能会引起消费者的共鸣，尤其是第一次父母。我们拍摄了成人婴儿车试驾，在这种环境中，我们可以最好地拦截购物者 -- 公园和店内婴儿车部门。结果婴儿推车试坐赚的轮廓 580 毫米媒体的印象, 在购物者进入商店之前，将我们的社交对话份额提高 26 percent 个百分点，并加快对我们产品的有机搜索兴趣，最终导致销售额增长 15%。考虑到我们的预算，我们本来可以提供不到 10 毫米的轮廓幸福婴儿车印象。相反，在不到一个月，我们赚了 479 毫米印象的公关，网络，并在店内家长观看和分享我们的社会所构成的网络视频 (53 毫米的意见; 134K 股)。这个想法和视频传播到超过 35 个国家，并被世界各地的 284 家新闻机构接受,其中包括在《今日秀》、《早安美国》和《 MSN 》上的亮相，在美国各地安排了更多的现场亮相。执行 2016年4月，我们在芝加哥地区的婴儿商店和公园进行了婴儿车试驾。我们制作了一部引人入胜的在线电影，介绍并邀请更多的人参与婴儿车的轮廓测试。因为我们在如此小的预算下运营付费社交媒体，我们利用一个伟大的创意的力量来赢得社交参与，有机搜索兴趣, 网站和新闻平台上的媒体报道。我们的现场体验活动得到了在线电影、通过推特和脸谱网以及其他社交媒体的直播支持。概要作为一个优质品牌，Contours 自豪地制造了非常安全和舒适的婴儿车。为父母购买婴儿车可能是一个挑战，原因有很多，但是一个经常被忽视的购买婴儿车的考虑因素是婴儿的感觉。这是因为婴儿不能说出他们的舒适水平或偏好，平均尺寸的成年人不能自己适应婴儿车来亲身体验。轮廓需要一个创造性的解决方案，提高人们的认识，并向父母展示轮廓幸福婴儿车是该类别中最安全、最舒适的婴儿车。由于预算有限，我们需要一个在目标受众中产生大量嗡嗡声和参与的想法，这样他们就可以帮助在网上传播这个词。相关性婴儿车轮廓试驾作为独一无二的产品演示，在视觉上令人惊叹的媒介中，可以在全球任何文化中理解。轮廓是一个杂乱无章、竞争激烈、分散的高级婴儿车类别中的一个小玩家，有一个非常有趣的情况: 父母，他们是决策者, 永远不能确定他们正在为他们的婴儿购买最安全和最舒适的产品。因此，我们必须创造一个独特的公关噱头，让父母相信轮廓婴儿车是他们最好的选择。战略我们的主要目标是购买新婴儿车的美国父母。数据显示，美国大约 90% 的新妈妈是千禧一代，他们重视非凡的体验，并在品牌中寻找四个方面: 真实性、意义、独特性和创新。以这一知识为指导，我们必须创造一种方法，让妈妈们 “试骑” 婴儿车，以感受他们孩子的感受。我们通过创造一个不寻常的体验来实现这一点: 婴儿车轮廓试驾。我们的解决方案是把产品变成一个独特的媒体催化剂, 我们在电影中拍摄了一段视频，该视频在网上分享，介绍并邀请更多的人参加婴儿推车的轮廓测试。

婴儿推车试搭的轮廓

案例简介：CampaignDescription We created an exact adult-size replica of one of our best-selling baby strollers, the Bliss, and invited shoppers to try it.We intercepted parents pre-store by creating highly shareable special digital/mobile content and socialized it via paid Facebook, Twitter, Periscope, and YouTube. We knew that showing adults being pushed around in a baby stroller was likely going to resonate with consumers, and especially first-time parents. We captured the adult stroller test-ride in environments where we could best intercept shoppers – parks and the baby stroller department in-store. Outcome The Baby Stroller Test-Ride earned Contours 580MM media impressions, increasing our social share of conversation 26 percentage points and accelerating organic search interest in our product BEFORE shoppers ever got into a store – ultimately leading to a 15% increase in sales. We would have otherwise delivered less than 10MM impressions of the Contours Bliss Stroller given our budget. Instead, in less than one month, we earned 479MM impressions across PR, online, and in-store as networks of parents viewed and shared our social video (53MM views; 134K shares).The idea and video spread to more than 35 countries and was picked up by 284 news outlets around the world, which included appearances on the Today Show, Good Morning America, and MSN with more live appearances scheduled around the US. Execution We conducted the Baby Stroller Test-Ride in baby stores and parks around the Chicago area in April 2016. We created an engaging online film that introduced and invited more people to participate in the Baby Stroller Test-Ride by Contours.Because we were operating on such a small budget for paid social media, we leveraged the power of a great creative idea to earn social engagement, organic search interest, and media coverage on sites and news platforms. Our live experiential events were supported with an online film, live broadcasts via Twitter and Facebook, and through other social media. Synopsis As a premium brand, Contours is proud to make extremely safe and comfortable baby strollers. Stroller-shopping for parents can be a challenge for many reasons, but an often-overlooked stroller-buying consideration is how the baby feels. This is because babies can’t verbalize their comfort levels or preferences, and average-size adults can’t fit into strollers themselves to experience it firsthand.Contours needed a creative solution that would raise awareness and show parents how the Contours Bliss Stroller is the safest and most comfortable stroller in the category. As budgets were limited, we needed an idea that would generate a lot of buzz and engagement among our target audience, so they would help spread the word online. Relevancy The Baby Stroller Test-Ride by Contours serves as a one-of-a-kind product demo, in a visually stunning medium that can be understood in any culture across the globe. Contours is a small player in a cluttered, highly competitive and fragmented premium stroller category, with a very interesting circumstance: parents, who are the decision makers, can never be sure they are buying the safest and most comfortable product for their babies. Therefore, we had to create a distinctive PR stunt to engage and convince parents that Contours strollers are the best option for them. Strategy Our primary target is U.S. parents who are in the market for buying a new stroller. Data shows that roughly 90% of new moms in America are Millennials who value remarkable experiences and look for four aspects in brands: authenticity, meaningfulness, uniqueness and innovation. Using this knowledge as our guide, we had to create a way to allow moms to “test ride” the stroller in order to feel what their baby feels. We achieved this by creating an unusual experience: the Baby Stroller Test-Ride by Contours. Our solution was to turn the product into a unique media catalyst, which we captured on film to create a video that was shared online to introduce and invite more people to participate in the Baby Stroller Test-Ride by Contours.