Mama Said Knock You Out|微电影|广告营销案例【ADGuider广告指南】

妈妈说把你击倒

案例简介：为什么这项工作与音乐娱乐狮子相关？使用此特定曲目会带来很多情感上的影响和我们想要在此发布的信息。为了喊出质疑塞雷娜·威廉姆斯是否能从分娩中 “回来” 并离开一段时间成为一名母亲的怀疑者，我们需要一首标志性的曲目，它的信息是众所周知的，它可以变成塞雷娜和母亲世界的一首新国歌。背景蔡斯长期以来一直是美国公开赛和塞雷娜·威廉姆斯的赞助商。但是今年很特别。塞雷娜 (Serena) 自从生下孩子奥林匹亚 (Olympia) 以来，第一次重返美国公开赛。虽然有很多品牌与妈妈并肩作战，但他们倾向于为无私或生存而不是真正的自我实现而鼓掌。但是蔡斯专注于充分利用你的东西。而塞雷娜·威廉姆斯，作为新的母亲和网球冠军，就是这方面的体现。我们的任务是展示Serena作为养育母亲和凶猛的对手的双重力量，以证明Chase不断支持母亲和所有人，因为他们更多地利用自己的东西。描述创意塞雷娜·威廉姆斯 (Serena Williams) 在拥有女儿奥林匹亚 (Olympia) 后重返网球2018年，当时媒体猜测她是否可以 “卷土重来”。我们想澄清事实: 母性不是可以 “回来” 的东西。这是可以汲取力量的东西。这部电影独特的语调结合了母亲摇篮曲的温柔触感和LL Cool J标志性的1991歌曲《妈妈说把你击倒》从瑟琳娜的家搬到网球场时的力量和力量。它将母性描绘成一种新的力量来源。Serena将视频发布在她的社交帐户上，并带有广告系列的标签 # ThisMama，邀请其他母亲分享他们的故事。描述策略临近2018美国公开赛，塞雷娜·威廉姆斯 (Serena Williams) 的回归意味着球迷们将密切关注。我们知道Serena在社交媒体上的粉丝高度投入，跟随她的母亲之旅，并在球场内外为她的生活提供支持。但是，在锦标赛之前，太多的狂热都集中在母性是否从她的比赛中夺走了一些东西。洞察力是，这不仅仅是网球: 塞雷娜·威廉姆斯 (Serena Williams) 正在发展成为一种新型的冠军。这就是为什么我们想展示Serena作为母亲的新身份如何帮助她在下一个章节中取得更多成就。我们希望这一刻能激发所有对生活有这种感觉的追逐者。让他们在想要开始自己的另一章时就想到Chase。描述执行情况为了对对话产生最大的影响，我们将精力集中在2018届美国公开赛之前以及Serena参加比赛的时间内。这部电影在34个有线电视网络上播出了587次。在电视发布之前，该作品已在Chase拥有的频道上直播: Instagram，Facebook，YouTube和Twitter。我们在纽约麦迪逊广场花园和时代广场附近的OOH促销活动中对此进行了补充。为了让母亲和Serena粉丝继续参与，我们要求Twitter上的妈妈们使用 # ThisMama标签在下一章中分享他们的工作。Serena自己通过在社交频道上发布视频来支持竞选活动，并继续在有关她的职业和母亲身份的其他鼓舞人心的帖子中使用 # ThisMama标签。描述结果大通在社交媒体上成为美国公开赛上排名第一的品牌。我们创建了18k有机社交对话。这部电影获得了8.73亿的印象，并被《今日秀》，《洛杉矶时报》，《今日美国》，《人物》杂志等报道。 # 这个妈妈过着自己的生活。我们的参与活动是对Serena推文来推动参与的推广，以38% 的速度进行了187.7k的参与。母亲们分享了他们平淡无奇的经历，这表明母性是无法恢复的。到目前为止，这是您人生中下一个最好的篇章。蔡斯相信世界各地的每个妈妈都应该听到这正是支持的信息。

妈妈说把你击倒

案例简介：Why is this work relevant for Entertainment Lions for Music? The use of this particular track carries so much of the emotional impact and the message that we wanted to put out there. To shout down the doubters who questioned if Serena Williams could “come back” from childbirth and time away to be a mom, we needed an iconic track whose message was well known and which could transform into a new anthem for Serena and the world of motherhood. Background Chase has long been a sponsor of both the US Open and Serena Williams. But this year was special. Serena was returning the US Open for the first time since having her baby, Olympia. While there are a lot of brands who do side with moms, they tend to applaud selflessness or survival over genuine self-actualization. But Chase is focused on making the most of what’s yours. And Serena Williams, as a new mother and tennis champion, is the embodiment of this. Our task was to show Serena’s dual strength as a nurturing mother and a ferocious opponent as proof of Chase’s ongoing support of mothers and all people as they make more of what's theirs. Describe the creative idea Serena Williams returned to tennis in 2018 after having her daughter Olympia amidst media speculation about whether she could make a “comeback.” We wanted to set the record straight: motherhood isn’t something to “come back” from. It’s something to draw strength from. The film’s unique tone combined the tender touch of a mother’s lullaby with the power and strength of LL Cool J’s iconic 1991 song “Mama Said Knock You Out” as it moved from Serena’s home to the tennis court. It depicted motherhood as a new source of strength. Serena posted the video on her social accounts with the campaign’s hashtag #ThisMama inviting other mothers to share their stories. Describe the strategy Approaching the 2018 US Open, Serena Williams’s return meant fans would be watching closely. We knew Serena’s fans on social media were highly engaged, followed her journey through motherhood and supported her in her life on and off the court. But too much of the frenzy ahead of the tournament was focused on whether motherhood had taken something away from her game. The insight was that this was bigger than just tennis: Serena Williams is evolving into a new kind of champion. That’s why we wanted to show how Serena’s new status as a mother helps her make even more of her next chapter. We want this moment to inspire all Chase people who feel this way about their lives. And for them to think of Chase whenever they want to start another chapter of their own. Describe the execution In order to have the greatest impact on the conversation, we focused our efforts around the time leading up to the 2018 US Open and during the duration of Serena’s time in the competition. The film aired 587 times across 34 cable TV networks. Just before the TV launch, the work went live on Chase’s owned channels: Instagram, Facebook, YouTube and Twitter. We complemented this with OOH promotions in New York near Madison Square Garden and Times Square. For continued engagement among mothers and Serena fans, we asked moms on Twitter to share what they’re taking on in their next chapters using the #ThisMama hashtag. Serena herself supported the campaign by posting the video on her social channels and continued to use the #ThisMama hashtag in additional inspirational posts about her career and motherhood. Describe the outcome Chase became the #1 most mentioned brand at the U.S. Open on social media. We created 18K organic social conversations. The film garnered 873 million earned impressions and was covered by The Today Show, Los Angeles Times, USA Today, People magazine and more. #ThisMama took on a life of its own. Our engagement campaign, a promotion of Serena’s Tweet to drive engagement, saw 187.7K engagements at a rate of 38%. Mothers shared their unvarnished experiences, showing that motherhood isn’t something to come back from. It’s the next, best chapter of your life so far. It’s exactly the message of support that Chase believes every mom everywhere should hear.