The World's Most Successful Recruitment Video|短视频|广告营销案例【ADGuider广告指南】

世界上最成功的招聘视频:

案例简介：概要新西兰警方在 2021年前要实现积极的招募目标，具体侧重于女性新兵和各种新兵。这是因为在 2017年初，新西兰警方 80% 是白人，70% 是男性。因此，警务专员承认警察部队受到无意识偏见的影响。因此，为了纠正这种多样性和性别不平衡，我们开始改变警察的形象，吸引各种各样的新兵，并与我们的社区建立更好的关系。但是要做到这一点，我们需要找到不同的方法来吸引更多样化的新兵，这样新西兰就可以有一支更好地反映他们服务的社区的警察队伍。有限的预算意味着我们可以让媒体接触到我们想接触的所有不同社区，所以我们必须聪明地理解我们如何与公众联系。我们需要利用警察现有的资产，需要我们的信息由不同社区能够认同和信任的人传递，通过一种真正与不同性别交谈的语气, 文化和社区。战略我们需要更多的女性，毛利人、亚洲人和太平洋人。但是许多人认为你需要变得强壮有力，甚至是男性和白人，才能加入警方。所以，我们使用了来自所有种族和身体类型的女性和男性官员，以表明没有一种新西兰警察。我们想向人们展示他们的文化和个性是他们的力量 -- 以及人们需要在街上看到的东西。我们利用有影响力的人来吸引他们的追随者，并利用社交媒体作为视频的主要分发点，以便创造更多的分享和对潜在新人的标签。我们用我们的新品牌标识和警车在街道上放置移动广告牌，以表明我们对我们每天组织的社区的支持。所有的沟通都鼓励潜在的新兵迈出第一步，参观 newcops.co.nz 结果 2017年11月26日下午4点，招聘视频发布在新西兰警方的 Facebook 页面上。到下午5点，它被所有主要的新西兰新闻频道接收到。到第二天上午10点，它已经积累了价值超过 400万美元的媒体收入。然后它在世界各地传播开来，被世界上所有主要的新闻网络所接收。在它发布的一周内，它已经达到 9180万人。它还在最初的 24 小时内看到了一个月的查询，是 YouTube 和 Facebook 上的头号热门视频, 获得了 31,422% 的媒体支出回报，重要的是，对新警察的访问增加了 898%。公司。新西兰我们的品牌重塑开始了对话，并被社会和媒体报道,但最重要的是，这是有史以来女性新兵人数最多的一次，而且各种档案数量增加了 615%。执行在有限的预算下，我们把所有的鸡蛋都投入到生产预算中，尽可能制作最好的视频。但这只给我们留下了 20 万美元的媒体支出。我们相信并希望视频的内容足以产生自己的公关。因此，通过在新西兰警方的 Facebook 页面上发布一篇帖子，发给他们的 150,000 名追随者，我们将招募视频推向了世界。我们还要求视频中的社会影响者，以及警方的 12,000 名工作人员，通过他们自己的社交媒体页面分享视频。我们的品牌重塑同时推出，警车皮肤在不同的场合更换，不断提醒我们，我们总是在更换，寻找能够有所作为的新兵。活动描述我们的主要交流内容是一段招聘视频，以一名毛利女军官为主角，主演了 70 多名不同的真实军官，以及许多社会影响者 -- 来自 LGBTIQ + 图标, 电台 dj (受毛利和太平洋观众欢迎) 和两名也是世界橄榄球冠军的女军官。我们还更新了我们的品牌形象，这是 25 年来的第一次，引入了本土设计，将警察的雪佛龙图案变成了传统的编织图库图库面板。我们重新设计了官方警车，自豪地展示了毛利人的 “警察” 字样，以及象征 “潮流转折” 的设计, “代表警方通过与 M 合作取得更好结果的目标？ ori。我们还为骄傲周重新改装了我们的汽车，把彩虹警车放在街上。每个接触点都以与观众相关的语气说话，吸引不同的社区和文化。 BriefWithProjectedOutcomes 新西兰 (也称为 Aotearoa) 是独一无二的，因为它有两首毛利语和英语平等的国歌。这种情况代表了文化和语言在这个国家的重要性，但它也表明，不同的文化和社区如何走到一起，有时会有分歧。即使我们是我们的遗产和文化的骄傲的国家, 当谈到新西兰警察的代表时，它有点落后了 -- 2017 的统计数据显示新西兰警察 80% 是白人，70% 是男性。研究表明，警察部队的公平和现实代表性至关重要。了解不同的文化，有能力与不同种族的人交流，在解决许多冲突或潜在问题方面大有帮助。随着之前活动的势头放缓，这次标准广告不会削减。

世界上最成功的招聘视频:

案例简介：Synopsis New Zealand Police have aggressive recruitment targets to achieve by 2021, with a specific focus on female recruits and diverse recruits. That’s because at the start of 2017, New Zealand Police was 80% white and 70% male. As a result of this, the Police Commissioner admitted the police force had been influenced by unconscious bias. So, to correct this diversity and gender imbalance, we set out to change the image of the police, by attracting a diverse range of recruits and building better relationships with our communities. But to do this we needed to find different ways to attract a more diverse range of recruits, so New Zealand could have a police force that better reflects the communities they serve. Limited budget meant we could afford the media to reach all the different communities we wanted to reach, so we had to be smart with how we connected with the public. We needed to make use of the Police’s existing assets and needed our message to be delivered by people that diverse communities could identify with and trust, by a tone that really spoke to different genders, cultures and communities. Strategy We wanted more women, Maori, Asian, and Pacifica recruits. But many believe that you need to be big and muscly, even male and white, to join the police. So, we used female and male officers from all ethnicities and body types, to show there’s no one type of New Zealand cop. We wanted to show people that their culture and personality was their strength - And what the people needed to see out on the streets. We used influencers to appeal to their followers, and used social media as the video’s main distribution point, in order to create more sharing, and tagging of potential recruits. And we used our new brand identity and police cars to put mobile billboards onto our streets to show our support for the communities we are amongst every day. All points of communication encouraged potential recruits to take the first step and visit newcops.co.nz Outcome At 4pm, November 26, 2017, the recruitment video was posted on New Zealand Police’s Facebook page. By 5pm, it was picked up by all major NZ news channels. By 10am the following day, it had already amassed over $4 million worth of earned media. It then went viral around the world, being picked up by all the world’s major news networks. And within a week of its release, it had reached 91.8 million people. It also saw a month’s worth of enquiries in the first 24 hours, was the number 1 trending video on YouTube and Facebook, received a 31,422% return on media spend and importantly saw an 898% increase of visits to newcops.co.nz Our rebranding started a dialogue and was covered in social and the press, but most importantly it saw an intake of the largest number of female recruits, ever, and a 615% increase in diverse profiles created. Execution With a limited budget, we put all our eggs into the production budget, to make the best video we could. But this only left us with $20K for a media spend. We believed and hoped that the content of the video would be good enough to generate its own PR. So, with a single post on New Zealand Police’s Facebook page, to their 150,000 followers, we put the recruitment video out into the world. We also asked the social influencers that starred in the video, as well as the Police’s 12,000 staff members, to share the video through their own social media pages. Our rebranding rolled out at the same time, with the police car skins changing out for different occasions, as a constant reminder that we are always changing and look for recruits that can make a difference. CampaignDescription Our main piece of communication was a recruitment video, featuring a Maori female officer as our lead and starred over 70 diverse, real officers, along with numerous social influencers – from LGBTIQ+ icons, radio DJs (popular with Maori and Pacifica audiences), and two female officers who are also World Champion Rugby players. We also refreshed our brand identity, for the first time in 25 years, to introduce indigenous designs, changing the police’s chevron pattern into a traditional woven Tukutuku panel. We redesigned the official police car, proudly displaying, “Pirihimana” the Maori word for “police,” along with designs that symbolized “the turning of the tide,” representing the Police’s objective of achieving better outcomes through working with M?ori. We also reskinned our cars for Pride Week, putting rainbow police cars on the streets. Each touch point spoke in a tone that was relevant to its audience, appealing to different communities and cultures. BriefWithProjectedOutcomes New Zealand (or Aotearoa as it’s also known) is unique for having two national anthems of equal standing – sung in both Maori and English. This sort of represents how important both cultures and languages are in this country, but it also shows that there can sometimes be a divide in how different cultures and communities come together. And even though we are a proud country of our heritage and culture, it has somewhat taken a backseat when it comes to the representation in New Zealand’s police – with 2017 stats showing NZ police is 80% white and 70% male. Research shows that a fair and realistic representation on the police force is paramount. Having an understanding of different cultures and having the ability to communicate with people of different ethnicities, goes a long way in resolving many conflicts or potential issues. With momentum from previous campaigns slowing, standard advertising would not cut it this time around.