FOLLOW2UNFOLLOW|短视频|广告营销案例【ADGuider广告指南】

FOLLOW2UNFOLLOW

案例简介：描述活动/条目 2011年是波多黎各历史上最暴力的一年，登记了 1,136 起谋杀，每 30.5 居民中有 100,000 起谋杀。尽管政府做出了任何努力，波多黎各的年轻人还是被暴力所吸引，不受当局的影响。波多黎各政府将不得不尝试一种更个人化和相关的方法来帮助他们失去的年轻人。我们创建了第一个推特活动，使用真实囚犯的真实推特作为犯罪威慑。我们把这个项目命名为 FOLLOW2UNFOLLOW ME，很明显，这种互动集中在从别人的可怕错误中吸取教训。追随者会与被定罪的重罪犯互动，并真正体验监狱到底有多悲惨。理想情况下，不要追随他们的脚步。我们为三名囚犯提供了互联网接入，这样他们就可以设置推特账户，并向追随者分享他们日常生活的严酷。人们在一系列独特而充满情感的囚犯故事中做出选择。举行了新闻发布会和媒体巡回演出，以启动这项努力。但最重要的是，我们利用与顶级媒体供应商的关系，在不投资一美元的情况下开展了多媒体活动。所有媒体供应商都同意为该项目捐赠广告库存/空间。此外，一个目标相关的多媒体活动在付费、拥有和赢得的平台上填写了 FOLLOW2UNFOLLOW ME 消息的传递。我们创建并制作了一个电视节目、广播节目/提及、广告牌、洗手间板、在线横幅和平面广告。描述客户的简报尽管许多广告活动试图阻止犯罪行为，但没有任何效果。波多黎各街头每天至少发生 3 起谋杀案。在这场国内战争的中心死去的是波多黎各的年轻人，他们和世界各地的年轻人一样，抵制权威的声音。波多黎各政府将不得不尝试一种更个人化和相关的方法来帮助他们失去的年轻人。结果我们利用与顶级媒体供应商的关系，他们同意为该项目捐赠广告库存和空间。通过 0 美元的传统媒体投资，我们获得了超过 1.1 美元的媒体收入，达到了前所未有的 90% 以上和 44% 的知名度。我们的囚犯的推特账户在发布后的一周获得了数千名粉丝，仅在两个月内就吸引了波多黎各 23% 的推特用户。最终，54% 的波多黎各年轻人表示，他们会重新考虑自己的行为，以避免犯罪。执行我们创建了第一个推特领导的活动作为犯罪威慑: FOLLOW2UNFOLLOW。我们说服波多黎各当局让 3 名囚犯可以上网，这样他们就可以建立推特账户，并与外界的普通人分享监狱的悲惨经历。我们通过新闻发布会发起了这项运动，在短短几天内，“FOLLOW2UNFOLLOW” 是新闻、推特和博客中的主要话题 -- 在波多黎各, 和世界各地。一个目标相关的多媒体活动在付费、拥有和赢得的平台上填写了 FOLLOW2UNFOLLOW 消息的传递。我们创建和制作了电视节目和广播节目/提及、广告牌、洗手间板、在线横幅和平面广告。最重要的是，我们利用了与顶级媒体供应商的关系，他们同意为该项目捐赠广告库存和空间，在不花一美元的情况下完成一场全方位的活动。形势 2011年是波多黎各历史上最暴力的一年，登记了 1,136 起谋杀案，每 30.5 名居民中有 100,000 起谋杀案，是该岛上 1940年以来最高的一年。尽管政府做出了任何努力，波多黎各的年轻人还是被暴力所吸引，不受当局的影响。波多黎各政府将不得不尝试一种更个人化和相关的方法来帮助他们失去的年轻人。我们建议，如果理性的声音没有通过，也许经验的声音会。我们的想法是以前从未在任何地方实现的: 使被定罪的罪犯和自由公民之间能够进行实时对话。战略我们转向社交媒体，它和无处不在的社交媒体一样，是年轻人的主要沟通渠道。但是我们不能简单地在这个舞台上插入更多的政府警告，这同样会被驳回; 我们必须找到一种方法，以他们自己的方式影响我们的目标。因为社交媒体的优势是一对一的联系，我们如何将我们的观众，一对一的，与暴力犯罪行为的悲惨后果联系起来？我们说服波多黎各惩教和改造部允许世界上其他监狱的东西Ld 从未允许: 在监狱中被定罪的重罪犯和街头自由公民之间的推特交流。

FOLLOW2UNFOLLOW

案例简介：Describe the campaign/entry The year 2011 ended as the most violent year in the history of Puerto Rico, registering 1,136 murders at a rate of 30.5 murders per 100,000 inhabitants. Despite any efforts the government had taken, Puerto Rico’s young adults were drawn to the violence and unfazed by authority.The Puerto Rico government would have to try a more personal and relevant approach to get through to the youth they were losing. We created the first Twitter campaign that uses real tweets from real inmates as a crime deterrent. We named the program FOLLOW2UNFOLLOW ME, clearly focusing this interaction on learning lessons from the dire mistakes of others. Followers would interact with convicted felons and truly experience how miserable prison really is. And, ideally, not follow in their footsteps. We provided Internet access to three inmates so they could setup Twitter accounts and share the harshness of their everyday lives to followers. People chose between a wide range of prisoner’s stories that were unique and emotionally charged. A press conference and media tour were held to launch the effort. But most importantly, we leveraged our relationship with top media vendors and made a multimedia campaign without investing a single dollar. All media vendors agreed to donate their advertising inventory/space for the project. In addition, A target relevant multimedia campaign filled out the delivery of the FOLLOW2UNFOLLOW ME message across paid, owned and earned platforms. We created and produced a TV spot, radio spots/mentions, billboards, restroom boards, online banners & print ads. Describe the brief from the client Despite numerous advertising campaigns attempting to discourage criminal behavior, nothing had worked. At least 3 murders took place on the streets of Puerto Rico each day.Dead in the center of this domestic warfare were Puerto Rico’s young adults who, like young adults everywhere, were resistant to the voices of authority. The Puerto Rico government would have to try a more personal and relevant approach to get through to the youth they were losing. Results We leveraged our relationship with top media vendors, and they agreed to donate their advertising inventory and space for the project. With a traditional media investment of $0, we got over $1.1m in earned media, with an unprecedented reach of over 90% and 44% awareness. Our inmates’ Twitter accounts got thousands of followers on the week after the launch, and in only two months they attracted 23% of Puerto Rico’s Twitter population. Ultimately, 54% of Puerto Rico’s young adults said they would reconsider their actions to avoid a life of crime. Execution We created the first-ever Twitter-lead campaign as a crime deterrent: FOLLOW2UNFOLLOW. We convinced the Puerto Rican authorities to give Internet access to 3 inmates so they could set up Twitter accounts and share how miserable prison really is with everyday people on the outside. We launched the campaign with a press conference, and within just a few days, “FOLLOW2UNFOLLOW” was the main topic of conversation in the news, in tweets and on blogs—in Puerto Rico, and across the world. A target relevant multimedia campaign filled out the delivery of the FOLLOW2UNFOLLOW message across paid, owned and earned platforms. We created and produced TV spot and radio spots/mentions, billboards, restroom boards, online banners & print ads. Most importantly, we leveraged our relationship with top media vendors, and they agreed to donate their advertising inventory and space for the project, fulfilling a full-spectrum campaign without spending a single dollar. The Situation The year 2011 ended as the most violent year in the history of Puerto Rico, registering 1,136 murders at a rate of 30.5 murders per 100,000 inhabitants, the highest on the island since 1940. Despite any efforts the government had taken, Puerto Rico’s young adults were drawn to the violence and unfazed by authority. The Puerto Rico government would have to try a more personal and relevant approach to get through to the youth they were losing. We suggested that if the voices of reason weren't getting through, perhaps the voices of experience would. Our idea was one that had never been done before, anywhere: enable a real-time dialogue between convicted criminals and free citizens. The Strategy We turned to social media, which, like social media everywhere, is the leading communication channel among young adults. But we couldn't simply interject more government warnings into this arena, which would be equally dismissed; we had to find a way to influence our target on their own terms. Because the advantage of social media is one-on-one connection, how could we connect our audience, one-on-one, with the tragic consequences of violent criminal behavior? We convinced the Puerto Rico Correctional and Rehabilitation Department to allow something that other prisons in the world would have never allowed: Twitter communication between convicted felons in prison and free citizens on the street.