Unbeatable Branded Drama|海报/平面|广告营销案例【ADGuider广告指南】

无与伦比的品牌戏剧

案例简介：见解、战略和想法: 根据使用试验，联合利华的 CLEAR 是市场上性能最好的去屑洗发水，但在中国，消费者对该品牌的参与度很低。我们面临的挑战是通过在中国年轻的成年消费者中建立更强的情感联系来改变这一点。当然，如果我们是一个时尚或科技品牌，这项任务会容易得多，但是为去屑品牌创造一个追随者显然要困难得多。拥有 13亿人口的中国是一个竞争激烈的国家，我们的目标受众每天都有压力去竞争从地位到配偶到工作的一切。在这个竞争激烈的环境中，个人形象是成功的重要驱动力。我们还了解到，中国消费者渴望当地名人的形象，经常通过电视剧来生活。这些见解使我们认识到，清晰品牌必须从个人护理品牌转变为 “赢家品牌”。创意执行: 我们希望以一种独特而引人注目的方式传达 CLEAR 是 “胜利者的品牌”，因此我们不再使用传统的个人护理广告，如电视广告和杂志。相反，我们开发了一款量身定制的品牌电视剧，将 CLEAR 完全融入内容中。这部名为《无与伦比》的 36 集电视剧在时尚的白领环境中展示了许多年轻、成功的角色。我们把这作为一项重大的文化活动，确保黄金时段的安置 -- 这是任何戏剧的最大银团网络，拥有五个领先的卫星频道，包括中国前六名的在线视频网站。我们还围绕该系列开发了一个完全集成的社交媒体战略，在该战略中，故事被赋予了深度，并在在线角色博客、在线论坛、社交社区和微博中展开。我们的激活包括原创主题曲和音乐视频，15 秒的 TVC，使用无与伦比的明星，幕后内容，在线直播采访和聊天，粉丝论坛, 一款社交网络游戏、无与伦比的微博、主题店内促销和 48 小时公关闪电战。结果和有效性: 该节目创造了一个大规模的跟踪 -- 无论是在线还是离线。超过 4.47亿的中国人在电视上观看了无与伦比的比赛 -- 占总人口的 3分之1。《无敌》被评为中国电视剧的顶级品牌。超过 7.2亿个在线视频视图被提供，4800万个搜索。1300万人关注了无敌微博，无敌是该节目首播后一天内第三个最受欢迎的推特术语。90% 的无与伦比的观众正确地将 CLEAR 与该节目联系起来。在播出的月份，CLEAR 的市场份额创下历史新高，比前一年的平均水平增长了 24%。ROMI 超过 740%，成为联合利华在中国最成功的活动。显然，在所有方面都是 “不可战胜的”!

无与伦比的品牌戏剧

案例简介：Insights, Strategy and the Idea: UNILEVER’s CLEAR is the best performing anti-dandruff shampoo in the market according to usage trials, but consumer engagement with the brand is low in China. Our challenge was to change this by creating a stronger emotional connection amongst young adult Chinese consumers. Of course, this task would be much easier if we were a fashion or technology brand, but to create a following for an anti-dandruff brand is obviously much more difficult. With 1.3 billion people, China is a fiercely competitive nation and our target audience are pressured daily to compete for everything from status to spouses to jobs. In this competitive environment, personal image is a very important driver for success. We also learnt that Chinese consumers aspired to the image of local celebrities, often living their lives through TV dramas. These insights led us to our communications strategy that the CLEAR brand must move away from a personal care brand to being positioned as ‘a brand for winners’. Creative Execution: We wanted to communicate that CLEAR is ‘a brand for winners’ in a unique and compelling way so we moved beyond using traditional personal care advertising like TV ads and magazines. Instead, we developed a tailor-made branded TV drama where we fully integrated CLEAR into the content. Titled Unbeatable, the 36 episode TV drama featured plenty of young, successful characters in a fashionable white-collar environment. We made this a major cultural event, securing prime time placement - the largest syndicated network of any drama with five leading satellite channels including China’s top-six online video sites. We also developed a fully integrated social media strategy around the series where the story was given depth and unfolded across online character-blogs, online-forums, social-communities and microblogs. Our activation included an original theme song and music video, a 15 sec TVC using Unbeatable stars, behind the scenes content, live online cast interviews and chat, fan-forums, a social-network game, Unbeatable microblog, thematic in-store promotions and a 48 hour PR blitz at launch. Results and Effectiveness: The show created a mass following - both on and offline. Over 447 million Chinese watched Unbeatable on TV – one third of the population. Unbeatable was rated the top branded drama on Chinese TV. Over 720 million online video views were delivered, with 48 million searches. 13 million people followed the Unbeatable micro-blog and Unbeatable was the third most popular tweet term within a day of the show’s debut. 90% of Unbeatable viewers correctly associated CLEAR with the show. In the month of broadcast, CLEAR’s market share set a record high, increasing 24% versus the previous year’s average. ROMI was over 740%, making it UNILEVER’s most successful campaign in China. Clearly “Unbeatable” on all fronts!