What Lives Inside|短视频|广告营销案例【ADGuider广告指南】

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什么生活在里面

案例简介：执行为了回报创意信息，并向我们的目标受众提供意想不到的内容/体验，我们充当内容分销商，而不是媒体规划者。在探索了一系列具有高有机成分的数字视频广播公司之间的关系后，我们能够与 Hulu 建立独家分销伙伴关系, 它像其他原创节目一样推广和主持我们的电影内容。为了推出这部电影，导演罗伯特 · 斯特罗姆伯格邀请观众通过 Instagram 、推特和 whatlivesinside 为这部电影贡献他们自己的想法。结果正如预期的那样，我们的目标受众会同时奖励英特尔和戴尔品牌以及他们的平板电脑产品。我们鼓励超过 1.5 的社交互动，6,000 的用户提交，1,150 篇新闻文章，超过 43 毫米的美国总浏览量。Millward Brown 品牌研究的初步结果表明，在英特尔和戴尔品牌好感度 (+ 7.5%), 感知这些品牌 “拥有最好的产品特征” (+ 13.4%)，是 “我钦佩” (+ 10.7%)，是 “创新公司” (+ 20.5%)最后，购买戴尔 Venue 8 平板电脑 (+ 10.4%) 的意向是搭便车。战略我们的目标是利用标志性的 “英特尔 Inside” 身份，通过提高 A25-34 千禧一代受众的品牌好感度、感知度和购买意愿，支持戴尔 Venue 平板电脑的推出。这种洞察力源于消费者行为和市场弱点的交叉; 研究表明，全世界的年轻人都在寻求赋权，越来越多地使用技术来寻找他们的生活方式, 然而，世界领先的科技品牌在增强权能方面做得很少。通过将娱乐和社会参与融合在一起，我们让英特尔/戴尔平板电脑成为互动故事的主角，赋予观众力量。

什么生活在里面

案例简介：Execution To pay off the creative message and deliver unexpected content/experiences to our target audience, we acted as content distributors instead of media planners. After exploring relationships among a short list of digital video broadcasters with high organic composition of our target, we were able to develop an exclusive distribution partnership with Hulu, which promoted and hosted our film content as it would any other original programming. To launch the film, director Robert Stromberg invited the audience to contribute their own creature ideas for the film via Instagram, Twitter and whatlivesinside.comwith the hashtag #whatlivesinside Outcome As anticipated, our target audience rewarded both Intel & Dell brands, as well as their tablet product. We encouraged over 1.5MM social interactions, 6,000 user submissions, 1,150 articles in the press, over 43MM total views in the US. Initial results from a brand study by Millward Brown identified strong lifts from a control to exposed audience in Intel& Dell brand favorability (+7.5%), perception these brands “have the best set of product features” (+13.4%), are brands “I admire” (+10.7%), are “innovative companies” (+20.5%) and finally a lift in intent to purchase the Dell Venue 8 tablet (+10.4%). Strategy Our objective was to leverage the iconic “Intel Inside” identity and support the launch of the Dell Venue Tablet by increasing brand favorability, perception and purchase intent among A25-34 Millennial audience. The insight was born from the intersection of consumer behaviors and a marketplace weakness; research showed that young people worldwide are in search of empowerment and increasingly use technology to find their way through life, yet the world’s leading tech brands have done little to foster empowerment. By blending entertainment and social participation, we made the Intel/Dell tablet a main character in an interactive story that empowered our audience.