Donate The Bars|短视频|广告营销案例【ADGuider广告指南】

本案例默认翻译为中文，点击可切换回原语言

已切换成原语言，点击可翻译成中文

捐赠酒吧

案例简介：概要大多数作为 Atados 中心一部分的非政府组织都负担不起媒体为他们的慈善机构提供的空间。我们必须找到新的方法来获得他们应得的关注，将他们与每天消费数字内容的观众联系起来，并提高对他们事业的认识。执行我们设计了一个可以用于移动设备或桌面的平台，用户可以上传自己的垂直拍摄的视频，选择加入该项目的非政府组织之一, 将它们转换成水平格式，并将它们上传到用户的 YouTube 频道，并在黑条中显示一条关于一个好的原因的信息。该网站以三种不同的语言 (英语、葡萄牙语和西班牙语) 推出，为希望加入并利用这一新平台提高对其事业的认识的非政府组织提供了一个区域。战略大多数有这两个黑条的视频不是由大型 YouTube 频道和创作者上传的，而是由普通用户上传的。这些产生内容的用户是我们需要参与这项活动的人，没有巴勒斯坦权力机构付费的媒体预算。我们通过展示每个人，从 YouTube 名人到只有几个追随者的人，都可以以一种简单、快速和无成本的方式帮助一项事业。每个捐赠酒吧的视频都让观众意识到这个项目，鼓励更多的人加入进来。结果 615.000 + 捐赠小时/12.300.000 印象/R$ 1.200.000，00 在赢得媒体/50 + 项目中的非政府组织活动描述 YouTube 上发布的每六个视频中就有一个两边都有黑条。这是因为，当 YouTube 用户发布不符合他们比例标准的视频时，大部分是用智能手机拍摄的，该平台将视频夹在两个黑条之间。“捐赠酒吧” 利用这些未使用的空间，将它们转化为非政府组织的广告机会。他们成了免费的数字广告牌。

捐赠酒吧

案例简介：Synopsis Most NGOs that are a part of the Atados hub can’t afford space in the media for their charities. We had to find new ways to get the attention they deserve, to connect them with audiences that consume digital content on a daily basis, and raise awareness of their causes. Execution We designed a platform that could be used on either mobile devices or desktops, where users could upload their own vertically-filmed videos, choose one of the NGOs that joined the project, convert them into the horizontal format, and upload them to the user's YouTube channel with a message for a good cause in the black bars. The website was launched in three different languages (English, Portuguese and Spanish) and features an area for NGOs that want to join in and use this new platform to raise awareness of their causes. Strategy Most videos that have these two black bars were not uploaded by big YouTube channels and creators, but by common users. These users, who generate content, were the ones we needed to engage in this campaign, without having a pa paid media budget. We did so by showing that everybody, from YouTube celebrities to people with just a few followers, could help a cause in an easy, quick and costless way. And each video with donated bars made its audience aware of the project, encouraging more people to join in. Outcome 615.000+ DONATED HOURS / 12.300.000 IMPRESSIONS / R$ 1.200.000,00 IN EARNED MEDIA / 50+ NGOs IN THE PROJECT Campaign Description One out of every six videos posted on YouTube has black bars on both sides. That happens because, when YouTube users post a video that does not conform to their ratio standards, mostly filmed with smartphones, the platform sandwiches the video between two black bars. “Donate the Bars” leverages these unused spaces by transforming them into ad opportunities for NGOs. They became free digital billboards.