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        UNIQUE BREEDS短视频广告营销案例

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        独特品种

        案例简介：描述客户的简报 Territorio de Zaguates 是一个致力于拯救被遗弃的狗的非营利组织。问题是，尽管人们对拯救狗的兴趣越来越大，但收养的数量却没有。发生这种情况是因为到达收容所的 94% 的狗是混合品种，当涉及到选择宠物时，它们被认为与纯种相比价值较低。 我们的目标是那些考虑拥有宠物，但没有考虑在他们的选择范围内的混合品种的人。 我们的目标是通过提高混种狗的感知价值的策略，增加我们客户的收养数量。 促进发展 为了增加混种狗的价值，这将直接导致收养数量的增加，犬类专家从避难所中挑选了狗，并破译了它们内部的品种。这一点，加上每只狗细节的魔力，催生了 “独特的繁殖者”。 
 推广混种狗作为纯种，是一项综合运动的核心要素，该运动传达了一个明确的信息: 当你收养一只杂种狗时，你就会收养一个独特的品种。 使用的每个频道都会引导人们进入我们的 Facebook 页面，从中协调收养。 结果 在一个 4000.000 人口的国家，经过 45 天的竞选: 收养人数增长 1.400%: 活动前每月收养人数: 10 人 (过去 2 年平均每月收养人数)，活动期间和活动后每月收养人数: 150 人。 收容所的总人口减少了 35%。 混合品种获得了 457,000 美元的公关价值，并成为社交媒体的热门话题，在 Facebook 上获得: 510.484 总互动: 454.884 喜欢。 45.081 评论。 10.582 股。 127% 谈论。 该活动促使主要赞助品牌加入进来，并支付所有的 Territorio de Zaguates 费用。 与产品/服务的相关性 这种创造性的策略是基于展示这些狗的美丽和特征，首次向公众展示它们是不可重复的标本，在世界上是独一无二的。为了与这个想法保持一致，我们精心挑选了媒体，在这些媒体中，通常很少看到这种类型的狗: 狗节目、宠物交易会和电视节目。 这些策略中的每一个都是为了提高这些动物的感知价值，包括所有等待在 Territorio de Zaguates 采用的混种狗。

        独特品种

        案例简介：Describe the brief from the client Territorio de Zaguates is a non-profit organization dedicated to rescuing abandoned dogs. The problem is that while the interest in dog rescuing grows, the number of adoptions doesn’t. This happens because 94% of the dogs that arrive to the shelter are mixed breeds and when it comes down to choosing a pet, they are considered less valuable compared to purebreds. We targeted people who were considering owning a pet, but didn't consider mixed breeds within their alternatives. Our goal was to increase the number of adoptions for our client, through a strategy that would raise mixed breed dogs perceived value. Promotion Development To increase the value of mixed breed dogs which would result directly in an increase in the number of adoptions, canine experts selected dogs from the refuge and deciphered the breeds present within them. That, plus the magic of a detail in every dog, gave birth to 'Unique Breeds'. 
 The promotion of mixed breed dogs as purebreds, was the central element of an integrated campaign with a clear message: When you adopt a mutt, you adopt a unique breed. Each channel used, led people to our Facebook page, from which adoptions were coordinated. Results In a 4.000.000 population country and after 45 days of campaign: • Adoptions grew by 1.400%: Number of adoptions per month before the campaign: 10 (average monthly adoptions in the past 2 years), adoptions per month during and after the campaign: 150. Shelter’s total population was reduced 35%. • Mixed breeds obtained U$457,000 in PR value and became a hot topic in social media, obtaining on Facebook: 510.484 total interactions: 454.884 likes. 45.081 comments. 10.582 shares. 127% talking about. • The campaign prompted major sponsor brands to join in and cover all of Territorio de Zaguates expenses. Relevancy to Product/Service The creative strategy was based on showing the beauty and characteristics of these dogs, displayed for the first time to the public as unrepeatable specimens and unique in the world. To be consistent with this idea, we carefully selected media in which it is usually uncommon to see this type of dog: dog shows, pet fairs and tv shows. Each of these tactics were designed to raise the perceived value of these animals, including all the mix breed dogs waiting to be adopted in Territorio de Zaguates.

        UNIQUE BREEDS

        案例简介：描述客户的简报 Territorio de Zaguates 是一个致力于拯救被遗弃的狗的非营利组织。问题是，尽管人们对拯救狗的兴趣越来越大，但收养的数量却没有。发生这种情况是因为到达收容所的 94% 的狗是混合品种，当涉及到选择宠物时，它们被认为与纯种相比价值较低。 我们的目标是那些考虑拥有宠物，但没有考虑在他们的选择范围内的混合品种的人。 我们的目标是通过提高混种狗的感知价值的策略，增加我们客户的收养数量。 促进发展 为了增加混种狗的价值，这将直接导致收养数量的增加，犬类专家从避难所中挑选了狗，并破译了它们内部的品种。这一点，加上每只狗细节的魔力，催生了 “独特的繁殖者”。 
 推广混种狗作为纯种，是一项综合运动的核心要素，该运动传达了一个明确的信息: 当你收养一只杂种狗时，你就会收养一个独特的品种。 使用的每个频道都会引导人们进入我们的 Facebook 页面，从中协调收养。 结果 在一个 4000.000 人口的国家，经过 45 天的竞选: 收养人数增长 1.400%: 活动前每月收养人数: 10 人 (过去 2 年平均每月收养人数)，活动期间和活动后每月收养人数: 150 人。 收容所的总人口减少了 35%。 混合品种获得了 457,000 美元的公关价值，并成为社交媒体的热门话题，在 Facebook 上获得: 510.484 总互动: 454.884 喜欢。 45.081 评论。 10.582 股。 127% 谈论。 该活动促使主要赞助品牌加入进来，并支付所有的 Territorio de Zaguates 费用。 与产品/服务的相关性 这种创造性的策略是基于展示这些狗的美丽和特征，首次向公众展示它们是不可重复的标本，在世界上是独一无二的。为了与这个想法保持一致，我们精心挑选了媒体，在这些媒体中，通常很少看到这种类型的狗: 狗节目、宠物交易会和电视节目。 这些策略中的每一个都是为了提高这些动物的感知价值，包括所有等待在 Territorio de Zaguates 采用的混种狗。

        UNIQUE BREEDS

        案例简介：Describe the brief from the client Territorio de Zaguates is a non-profit organization dedicated to rescuing abandoned dogs. The problem is that while the interest in dog rescuing grows, the number of adoptions doesn’t. This happens because 94% of the dogs that arrive to the shelter are mixed breeds and when it comes down to choosing a pet, they are considered less valuable compared to purebreds. We targeted people who were considering owning a pet, but didn't consider mixed breeds within their alternatives. Our goal was to increase the number of adoptions for our client, through a strategy that would raise mixed breed dogs perceived value. Promotion Development To increase the value of mixed breed dogs which would result directly in an increase in the number of adoptions, canine experts selected dogs from the refuge and deciphered the breeds present within them. That, plus the magic of a detail in every dog, gave birth to 'Unique Breeds'. 
 The promotion of mixed breed dogs as purebreds, was the central element of an integrated campaign with a clear message: When you adopt a mutt, you adopt a unique breed. Each channel used, led people to our Facebook page, from which adoptions were coordinated. Results In a 4.000.000 population country and after 45 days of campaign: • Adoptions grew by 1.400%: Number of adoptions per month before the campaign: 10 (average monthly adoptions in the past 2 years), adoptions per month during and after the campaign: 150. Shelter’s total population was reduced 35%. • Mixed breeds obtained U$457,000 in PR value and became a hot topic in social media, obtaining on Facebook: 510.484 total interactions: 454.884 likes. 45.081 comments. 10.582 shares. 127% talking about. • The campaign prompted major sponsor brands to join in and cover all of Territorio de Zaguates expenses. Relevancy to Product/Service The creative strategy was based on showing the beauty and characteristics of these dogs, displayed for the first time to the public as unrepeatable specimens and unique in the world. To be consistent with this idea, we carefully selected media in which it is usually uncommon to see this type of dog: dog shows, pet fairs and tv shows. Each of these tactics were designed to raise the perceived value of these animals, including all the mix breed dogs waiting to be adopted in Territorio de Zaguates.

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