MEAT SNACKING HELMET|短视频|广告营销案例【ADGuider广告指南】

肉类零食头盔

案例简介：结果在八周的时间里，销售额比去年同期增长了 65%。每花费 1 英镑，我们就产生 5.73 英镑的增量销售额。 Facebook 粉丝从 0 增加到 127,000。每样产品的成本为 0.39 英镑，是行业平均水平 2.50 英镑的 6 倍多。我们在 Facebook 上获得了 126 人对我们内容的印象，超过 3100 万人。Facebook 媒体的点击率为 0.6%，高于行业平均水平 0.04%。该活动获得了近 100 万次参与，每次参与的成本为 5 便士，而行业平均水平为 40 便士。该视频被观看超过 300万次，在 YouTube 上获得了 290,000 + 的 “喜欢”。这是一个真正的合作运动，提交了 15,000 多个想法。创意执行创建一个免提零食和游戏设备，允许玩家在不中断游戏的情况下吃冰箱攻略。我们需要以真实的方式接触玩家。因此，我们没有使用传统广告，而是与一位名为辛迪加项目的在线游戏名人合作，帮助共同创建该设备。他在 YouTube 上拥有 3.6 用户，415,000 的 Facebook 粉丝和 605,000 的推特粉丝，他不仅给了品牌信誉，还充当了我们的媒体渠道。我们要求他的追随者将他们对游戏设备的想法提交给冰箱攻略 Facebook 页面。反应令人难以置信; 超过 15,000 个想法在脸谱网、推特和 YouTube 上提交。我们的回应是发回最好的想法蓝图，这些蓝图被制成原型，供辛迪加项目测试。粉丝们在 YouTube 上随时了解 Facebook 的更新、推特和视频。经过数周的产品开发，最终工作原型由皇家海军陆战队交付给辛迪加项目。然后，他在网上向数百万粉丝 “打开” 了这个设备。肉类零食冰箱突袭者的销量在下降。我们意识到这种产品缺乏使用场合 -- 妈妈们不知道为什么要买，孩子们也不知道什么时候吃。冰箱里充满了蛋白质，比其他零食更充实。为了利用这一好处，我们选择了孩子们最需要零食的场合; 当他们从学校回家的时候，他们绝对会挨饿。我们希望放学后吃薯片的青少年吃冰箱攻略。成为课外活动的一部分意味着成为游戏文化的一部分; 61% 的青少年放学后玩电脑游戏。3分之2 的人在玩耍的时候吃东西，他们努力将这两种活动结合起来 -- 这是繁琐的，控制器变得油腻，面包屑堵塞操纵杆，生命消失了。冰箱攻略不仅比薯片更饱，对游戏玩家来说，它们是更好的零食，因为它们缺乏油脂和碎屑。简报是展示冰箱攻略作为游戏玩家的终极零食。

肉类零食头盔

案例简介：Results Over eight weeks, sales increased 65% versus the same period a year ago. For every £1 spent we generated £5.73 in incremental sales. Facebook fans went from 0 to 127,000. Cost per like was £0.39, over 6 times more efficient than the industry average of £2.50. We achieved 126m impressions of our content on Facebook with a reach of over 31m people. Facebook media generated a click-through-rate of 0.6%, above the industry average of 0.04%. The campaign received close to 1m engagements with a cost per engagement of 5p versus the industry average of 40p. The video was viewed over 3 million times, gaining 290,000+ 'Likes' on YouTube. It was a truly collaborative campaign with 15,000+ ideas submitted. Creative Execution To create a hands-free snacking and gaming device, allowing gamers to eat Fridge Raiders without disrupting their game play. We needed to reach gamers in an authentic way. So, rather than use traditional advertising we partnered with an online gaming celebrity called Syndicate Project to help co-create the device. With 3.6m subscribers on YouTube, 415,000 Facebook fans and 605,000 Twitter followers, he not only gave the brand credibility, but acted as our media channel. We asked his followers to submit their ideas for the gaming device to the Fridge Raiders Facebook page. The response was incredible; over 15,000 ideas submitted across Facebook, Twitter and YouTube. We responded by sending back blueprints of the best ideas, which were made into prototypes to be tested by Syndicate Project. Fans were kept up to date with Facebook updates, Tweets and videos on YouTube. After weeks of product development, the final working prototype was delivered to Syndicate Project by Royal Marines. He then 'unboxed' the device online to his millions of fans. Sales of Fridge Raiders, a meat snack, were in decline. We realized the product lacked a usage occasion - Mums didn't know why to buy it and kids didn't know when to eat it. Being full of protein, Fridge Raiders are more filling than other snacks. To leverage this benefit, we chose the occasion kids needed a filling snack most; the moment they arrive home from school absolutely starving. We wanted teens who ate crisps after school to eat Fridge Raiders instead. Being part of the after-school occasion meant being part of gaming culture; 61% of teens play computer games after school. Whilst two thirds of them eat while they play, they struggle to combine both activities - it's fiddly, controllers get greasy, crumbs jam the joystick and lives are lost. Not only are Fridge Raiders more filling than crisps, they are a better snack for gamers because they lack grease and crumbs. The brief was to show Fridge Raiders as the ultimate snack for gamers.