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表情符号
案例简介：活动描述 可口可乐以其传播快乐的独特理念而闻名于世，该品牌在波多黎各面临多项挑战，尤其是其核心目标青少年和年轻人。由于来自年轻和 “前卫” 品牌的竞争加剧，青少年市场变得特别混乱。年轻的成年人已经开始离开这个类别，并且没有在对软饮料越来越挑剔的社交媒体环境中积极参与品牌。在有限的预算下，我们需要接触年轻消费者 (13-29)，并将他们与可口可乐的价值观重新联系起来。对目标习惯的研究揭示了我们的主要见解: 表情符号已经成为移动时代的主导语言。全球语言监测 2014年12月的一项研究显示，心脏和爱情表情符号的使用超过了任何语言的实际 “单词”。我们的策略: 幸福的通用品牌成为第一个在其网址中使用表情符号的品牌。WS 域名代表每一个传达快乐的表情符号，然后在社交媒体、户外甚至我们自己的瓶子上发布我们新的网址。定制的表情域是为各种当地名人和影响者创建的，它们在社交媒体和博客上与粉丝分享。然后，我们允许粉丝在我们的网站上创建他们自己定制的表情符号 URL，并将其分配给他们首选的网站或社交账户。我们还接触了传统媒体、科技和文化博客，导致当地和国际媒体的广泛报道。 客户简报或目标 目标: 推动积极的对话，在社交媒体上产生观众参与，并将目标与品牌价值重新联系起来。目标: 将目标受众参与度提高 75% 将网站访问量提高 100% 在页面中注册至少 6,000 人产生积极的媒体和至少 1000万的印象。研究表明，我们 76.7% 的目标主要通过移动设备连接到互联网。研究资料来源: 中小企业数字研究 2015。波多黎各所有类别的领先数字研究。 有效性 对于青少年来说引入表情符号网址并给他们一个机会为自己赢得一个表情符号是一种独特的方式来消除社交媒体噪音，并让他们发现使用网络表达自己的新方法。对于年轻人来说，一个简单的地址变化有助于提醒他们创新、有趣和异想天开的感觉，这首先帮助他们爱上了这个品牌。输出/意识:-目标受众参与度提高 200% 以上。 -3,000 美元的投资在当地媒体获得了超过 500,000 美元的价值。 10000万赢得了全球的印象。 -覆盖超过 400 个博客-在 120 多个国家共享。行动/商业 -- 在 48 小时内增加了超过 1,000%-10,000 注册网站访问者的网站访问量。 执行 可口可乐买了。WS (我们微笑) 为每一个传达快乐的表情符号域名，然后在社交媒体、户外甚至我们自己的瓶子上发布我们新的网址。我们没有直接链接到网站，而是在赞助帖子上发布了网址的图片，鼓励持怀疑态度的用户自己确认它们的有效性。定制的表情域是为各种当地名人和影响者创建的，它们在社交媒体和博客上与粉丝分享。然后，我们允许粉丝在我们的网站上创建他们自己定制的表情符号 URL，并将其分配给他们首选的网站或社交账户。我们还接触了传统媒体，强调这场运动的更广泛的文化和技术影响，创造了成功的媒体。然后，科技和文化博客被联系到了,导致当地和国际媒体的广泛报道。 结果 投资 3,000 美元购买网址，这是一个低成本视频和编程简单的网站，在当地媒体获得了超过 500,000 美元的收入，在全球至少 1,000,000 美元。这个想法很快被 Mashable 和 VentureBeat 等科技网站以及包括《时代》杂志和《华盛顿邮报》在内的主流媒体接受。到活动结束时，表情符号已经在 120 多个国家共享，总共获得了 10000万个媒体印象。 相关性 可口可乐以其传播快乐的独特理念而闻名于世。该品牌在波多黎各面临着几个挑战，尤其是其核心目标青少年和年轻人。由于来自年轻和 “前卫” 品牌的竞争加剧，青少年市场变得特别混乱。年轻的成年人已经开始离开这个类别，并且没有在对软饮料越来越挑剔的社交媒体环境中积极参与品牌。在有限的预算下，我们需要接触年轻消费者 (13-29)，并将他们与可口可乐的价值观重新联系起来。 战略 对我们的目标使用手机的研究揭示了我们的主要见解: 表情符号已经成为 th 的主导语言E 移动时代。全球语言监测 2014年12月的一项研究显示，心脏和爱情表情符号的使用超过了任何语言的实际 “单词”。我们的策略是: 幸福的通用品牌成为第一个在其网址中使用表情符号的品牌。我们的目标是高度精通技术的消费者，他们通过移动设备保持联系。对他们来说，表情符号已经成为与朋友、家人和追随者交流的正常方式。他们精通社交媒体，并怀疑那些试图在网上给他们留下深刻印象的品牌。我们的表情符号运动是不同的: 它展示了一种新的、令人惊讶的使用表情符号的方式，并让他们有机会创造自己的表情符号。
表情符号
案例简介：Campaign Description Coca-Cola is known and beloved around the world, with its unique ideas that spread happiness.The brand face several challenges in Puerto Rico, especially among its core target of teens and young adults. The market for teens has become especially cluttered due to increased competition from younger and “edgier” brands. The young adult segment had begun to leave the category and was not engaging positively with the brand in a social media environment that had grown increasingly critical of soft drinks.With a limited budget, we needed to reach young consumers (13-29) and reconnect them with Coca-Cola’s values. Research on our target’s habits revealed our key insight: Emoji have become the dominant language of the mobile age. A December 2014 study by the Global Language Monitor revealed that the Heart and Love emoji were used more than any actual 'word’ from any language. Our strategy: The universal brand of happiness becomes the first to use Emoji in its URL.Coca-Cola bought .WS domains for every emoji that conveyed happiness, then advertised our new web addresses on social media, outdoor, and even on our own bottles. Custom emoji domains were created for various local celebrities and influencers, which shared with their fans on their social media and blogs. We then allowed fans to create their own custom emoji URL on our website, which they assigned to their preferred website or social account.We also reached traditional media, tech and culture bloggers leading to widespread coverage in both local and international media. Client Brief Or Objective Goal: Drive positive conversations, generate audience engagement on social media and reconnected target with brand’s values.Objectives:•Increase target audience engagement by 75%•Increase website visits by 100%•Register at least 6,000 people in the page•Generate positive earned media and a minimum of 10 million impressions.Research showed that 76.7% of our target primarily connects to the Internet via mobile device. Research Source: SME Digital Study 2015. Puerto Rico’s lead digital study for all categories. Effectiveness For teens, introducing an emoji URL and giving them a chance to win one for themselves was a unique way to cut through the social media noise and allowing them to discover new ways of using the web to express themselves. For young adults, a simple change in address served to remind them of the innovative, fun and whimsical sensibilities that helped them fall in love with the brand in the first place.OUTPUT/AWARENESS: -Increased target audience engagement by over 200%.-A $3,000 dollar investment generated over $500,000 worth in earned local media.-100 million earned global impressions.-Covered by over 400 blogs-Shared in over 120 countries.ACTION/BUSINESS-Increased website visits by over 1,000%-10,000 registered site visitors in under 48 hours. Execution Coca-Cola bought .WS (We Smile) domains for every emoji that conveyed happiness, then advertised our new web addresses on social media, outdoor, and even on our own bottles. Rather than linking directly to the site, we posted pictures of the web addresses on sponsored posts, encouraging skeptical users to confirm their validity for themselves.Custom emoji domains were created for various local celebrities and influencers, which shared with their fans on their social media and blogs. We then allowed fans to create their own custom emoji URL on our website, which they assigned to their preferred website or social account.We also reached traditional media highlighting the broader cultural and technological impact of the campaign, generating earned media.Then, tech and culture bloggers were reached, leading to widespread coverage in both local and international media. Outcome A $3,000 dollar investment for buying URLs, a low cost video and programming simple site generated over $500,000 worth in earned local media and at least $1,000,000 globally. The idea was soon picked up by technology websites such as Mashable and VentureBeat, as well as mainstream outlets, including Time Magazine and the Washington Post. By the end of the campaign, Emoticoke had been shared in over 120 countries, achieving a total of 100 million earned media impressions. Relevancy Coca-Cola is known and beloved around the world with its unique ideas that spread happiness.The brand face several challenges in Puerto Rico, especially among its core target of teens and young adults. The market for teens has become especially cluttered due to increased competition from younger and “edgier” brands. The young adult segment had begun to leave the category and was not engaging positively with the brand in a social media environment that had grown increasingly critical of soft drinks.With a limited budget, we needed to reach young consumers (13-29) and reconnect them with Coca-Cola’s values. Strategy Research on our target’s use of mobile revealed our key insight: Emoji have become the dominant language of the mobile age. A December 2014 study by the Global Language Monitor revealed that the Heart and Love emoji were used more than any actual 'word’ from any language. Our strategy: The universal brand of happiness becomes the first to use Emoji in its URL.Our target are highly tech-savvy consumers who remain connected via mobile devices. For them, emoji have become a normal way to communicate with friends, family and followers. They are well-versed in social media and are suspicious of brands that try to “co-opt their language” in an attempt to impress them online. Our Emoticoke campaign was different: rather than co-opting emoji, it showcased a new and surprising way to use them, and gave them the opportunity to do so by allowing them to create their own.
Emoticoke
案例简介：活动描述 可口可乐以其传播快乐的独特理念而闻名于世，该品牌在波多黎各面临多项挑战，尤其是其核心目标青少年和年轻人。由于来自年轻和 “前卫” 品牌的竞争加剧，青少年市场变得特别混乱。年轻的成年人已经开始离开这个类别，并且没有在对软饮料越来越挑剔的社交媒体环境中积极参与品牌。在有限的预算下，我们需要接触年轻消费者 (13-29)，并将他们与可口可乐的价值观重新联系起来。对目标习惯的研究揭示了我们的主要见解: 表情符号已经成为移动时代的主导语言。全球语言监测 2014年12月的一项研究显示，心脏和爱情表情符号的使用超过了任何语言的实际 “单词”。我们的策略: 幸福的通用品牌成为第一个在其网址中使用表情符号的品牌。WS 域名代表每一个传达快乐的表情符号，然后在社交媒体、户外甚至我们自己的瓶子上发布我们新的网址。定制的表情域是为各种当地名人和影响者创建的，它们在社交媒体和博客上与粉丝分享。然后，我们允许粉丝在我们的网站上创建他们自己定制的表情符号 URL，并将其分配给他们首选的网站或社交账户。我们还接触了传统媒体、科技和文化博客，导致当地和国际媒体的广泛报道。 客户简报或目标 目标: 推动积极的对话，在社交媒体上产生观众参与，并将目标与品牌价值重新联系起来。目标: 将目标受众参与度提高 75% 将网站访问量提高 100% 在页面中注册至少 6,000 人产生积极的媒体和至少 1000万的印象。研究表明，我们 76.7% 的目标主要通过移动设备连接到互联网。研究资料来源: 中小企业数字研究 2015。波多黎各所有类别的领先数字研究。 有效性 对于青少年来说引入表情符号网址并给他们一个机会为自己赢得一个表情符号是一种独特的方式来消除社交媒体噪音，并让他们发现使用网络表达自己的新方法。对于年轻人来说，一个简单的地址变化有助于提醒他们创新、有趣和异想天开的感觉，这首先帮助他们爱上了这个品牌。输出/意识:-目标受众参与度提高 200% 以上。 -3,000 美元的投资在当地媒体获得了超过 500,000 美元的价值。 10000万赢得了全球的印象。 -覆盖超过 400 个博客-在 120 多个国家共享。行动/商业 -- 在 48 小时内增加了超过 1,000%-10,000 注册网站访问者的网站访问量。 执行 可口可乐买了。WS (我们微笑) 为每一个传达快乐的表情符号域名，然后在社交媒体、户外甚至我们自己的瓶子上发布我们新的网址。我们没有直接链接到网站，而是在赞助帖子上发布了网址的图片，鼓励持怀疑态度的用户自己确认它们的有效性。定制的表情域是为各种当地名人和影响者创建的，它们在社交媒体和博客上与粉丝分享。然后，我们允许粉丝在我们的网站上创建他们自己定制的表情符号 URL，并将其分配给他们首选的网站或社交账户。我们还接触了传统媒体，强调这场运动的更广泛的文化和技术影响，创造了成功的媒体。然后，科技和文化博客被联系到了,导致当地和国际媒体的广泛报道。 结果 投资 3,000 美元购买网址，这是一个低成本视频和编程简单的网站，在当地媒体获得了超过 500,000 美元的收入，在全球至少 1,000,000 美元。这个想法很快被 Mashable 和 VentureBeat 等科技网站以及包括《时代》杂志和《华盛顿邮报》在内的主流媒体接受。到活动结束时，表情符号已经在 120 多个国家共享，总共获得了 10000万个媒体印象。 相关性 可口可乐以其传播快乐的独特理念而闻名于世。该品牌在波多黎各面临着几个挑战，尤其是其核心目标青少年和年轻人。由于来自年轻和 “前卫” 品牌的竞争加剧，青少年市场变得特别混乱。年轻的成年人已经开始离开这个类别，并且没有在对软饮料越来越挑剔的社交媒体环境中积极参与品牌。在有限的预算下，我们需要接触年轻消费者 (13-29)，并将他们与可口可乐的价值观重新联系起来。 战略 对我们的目标使用手机的研究揭示了我们的主要见解: 表情符号已经成为 th 的主导语言E 移动时代。全球语言监测 2014年12月的一项研究显示，心脏和爱情表情符号的使用超过了任何语言的实际 “单词”。我们的策略是: 幸福的通用品牌成为第一个在其网址中使用表情符号的品牌。我们的目标是高度精通技术的消费者，他们通过移动设备保持联系。对他们来说，表情符号已经成为与朋友、家人和追随者交流的正常方式。他们精通社交媒体，并怀疑那些试图在网上给他们留下深刻印象的品牌。我们的表情符号运动是不同的: 它展示了一种新的、令人惊讶的使用表情符号的方式，并让他们有机会创造自己的表情符号。
Emoticoke
案例简介：Campaign Description Coca-Cola is known and beloved around the world, with its unique ideas that spread happiness.The brand face several challenges in Puerto Rico, especially among its core target of teens and young adults. The market for teens has become especially cluttered due to increased competition from younger and “edgier” brands. The young adult segment had begun to leave the category and was not engaging positively with the brand in a social media environment that had grown increasingly critical of soft drinks.With a limited budget, we needed to reach young consumers (13-29) and reconnect them with Coca-Cola’s values. Research on our target’s habits revealed our key insight: Emoji have become the dominant language of the mobile age. A December 2014 study by the Global Language Monitor revealed that the Heart and Love emoji were used more than any actual 'word’ from any language. Our strategy: The universal brand of happiness becomes the first to use Emoji in its URL.Coca-Cola bought .WS domains for every emoji that conveyed happiness, then advertised our new web addresses on social media, outdoor, and even on our own bottles. Custom emoji domains were created for various local celebrities and influencers, which shared with their fans on their social media and blogs. We then allowed fans to create their own custom emoji URL on our website, which they assigned to their preferred website or social account.We also reached traditional media, tech and culture bloggers leading to widespread coverage in both local and international media. Client Brief Or Objective Goal: Drive positive conversations, generate audience engagement on social media and reconnected target with brand’s values.Objectives:•Increase target audience engagement by 75%•Increase website visits by 100%•Register at least 6,000 people in the page•Generate positive earned media and a minimum of 10 million impressions.Research showed that 76.7% of our target primarily connects to the Internet via mobile device. Research Source: SME Digital Study 2015. Puerto Rico’s lead digital study for all categories. Effectiveness For teens, introducing an emoji URL and giving them a chance to win one for themselves was a unique way to cut through the social media noise and allowing them to discover new ways of using the web to express themselves. For young adults, a simple change in address served to remind them of the innovative, fun and whimsical sensibilities that helped them fall in love with the brand in the first place.OUTPUT/AWARENESS: -Increased target audience engagement by over 200%.-A $3,000 dollar investment generated over $500,000 worth in earned local media.-100 million earned global impressions.-Covered by over 400 blogs-Shared in over 120 countries.ACTION/BUSINESS-Increased website visits by over 1,000%-10,000 registered site visitors in under 48 hours. Execution Coca-Cola bought .WS (We Smile) domains for every emoji that conveyed happiness, then advertised our new web addresses on social media, outdoor, and even on our own bottles. Rather than linking directly to the site, we posted pictures of the web addresses on sponsored posts, encouraging skeptical users to confirm their validity for themselves.Custom emoji domains were created for various local celebrities and influencers, which shared with their fans on their social media and blogs. We then allowed fans to create their own custom emoji URL on our website, which they assigned to their preferred website or social account.We also reached traditional media highlighting the broader cultural and technological impact of the campaign, generating earned media.Then, tech and culture bloggers were reached, leading to widespread coverage in both local and international media. Outcome A $3,000 dollar investment for buying URLs, a low cost video and programming simple site generated over $500,000 worth in earned local media and at least $1,000,000 globally. The idea was soon picked up by technology websites such as Mashable and VentureBeat, as well as mainstream outlets, including Time Magazine and the Washington Post. By the end of the campaign, Emoticoke had been shared in over 120 countries, achieving a total of 100 million earned media impressions. Relevancy Coca-Cola is known and beloved around the world with its unique ideas that spread happiness.The brand face several challenges in Puerto Rico, especially among its core target of teens and young adults. The market for teens has become especially cluttered due to increased competition from younger and “edgier” brands. The young adult segment had begun to leave the category and was not engaging positively with the brand in a social media environment that had grown increasingly critical of soft drinks.With a limited budget, we needed to reach young consumers (13-29) and reconnect them with Coca-Cola’s values. Strategy Research on our target’s use of mobile revealed our key insight: Emoji have become the dominant language of the mobile age. A December 2014 study by the Global Language Monitor revealed that the Heart and Love emoji were used more than any actual 'word’ from any language. Our strategy: The universal brand of happiness becomes the first to use Emoji in its URL.Our target are highly tech-savvy consumers who remain connected via mobile devices. For them, emoji have become a normal way to communicate with friends, family and followers. They are well-versed in social media and are suspicious of brands that try to “co-opt their language” in an attempt to impress them online. Our Emoticoke campaign was different: rather than co-opting emoji, it showcased a new and surprising way to use them, and gave them the opportunity to do so by allowing them to create their own.
表情符号
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Emoticoke
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