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奥运妈妈
案例简介：活动描述 每个伟大的运动员背后都有一个敬业的母亲的努力。所以在里约奥运会期间，我们决定让他们成为我们的明星。虽然所有的摄像机都关注运动员的表现，但宝洁关注的是他们成功的无情支持者: 他们的妈妈。 结果 我们用别人没有捕捉到的内容抓住了巴西人的心，他们与故事联系得如此紧密，以至于我们的一个视频成为了奥运会期间最共享的品牌内容。有史以来第一次，Globo Esporte 使用一篇品牌内容作为社论。这 16 个视频获得了超过 7000万的联合浏览量，并吸引了 20亿的品牌印象。运动员的母亲成为流行文化中的角色，其中一个在电视直播中教巴西人她的新圣歌。该活动产生了 65 个投资回报率，这是宝洁在巴西有史以来最好的表现。 战略 我们的目标受众广泛，但他们都有一个共同点，那就是对母亲一生中为孩子所做的努力深表感谢。Globo.com 与这些观众有着深厚的关系，因为它不仅是人们寻找新闻的数字频道，也是任何与流行文化相关的频道。因此，我们与他们合作，利用他们的影响力来创造和传播内容，让巴西人几乎每天都与这个品牌联系在一起。 相关性 在里约奥运会期间，P & G 与巴西最大的数字媒体播放器 Globo.com 合作，利用四名 P & G 赞助运动员的母亲制作实时内容。我们的一个视频成为奥运会期间最受欢迎的品牌内容，运动员的母亲成为流行文化中的角色。其中一人在电视直播中教巴西人她的新圣歌，她儿子的粉丝也成为了她的粉丝。 执行 由于我们与 Globo.com 的合作，我们进入了竞技场，并且能够非常密切地跟踪运动员的妈妈。在每场比赛中，都有一个摄像组被分配来记录运动员的母亲经历的情感过山车。游戏一完成，我们就动态编辑了内容，并使用 Globo.com 在他们的媒体渠道中传播, 包括 Globo Esporte -- 巴西最大的体育门户网站，在 Facebook 上拥有 800万多名粉丝。我们的内容位于 globo.com 的一个热门网站上，所以当人们访问门户网站时，他们会被提供实时观看妈妈的反应。 概要 宝洁是巴西领先的家用产品公司，但为了在里约奥运会期间真正与巴西观众联系, 他们必须超越全球电视广告，拿出与当地市场相关的内容
奥运妈妈
案例简介：CampaignDescription Behind every great athlete there’s the effort of a dedicated mother. So during the Rio Olympics, we decided to make them our stars. While all cameras focused on athletes’ performance, P&G focused on the relentless supporters of their success: their moms. Outcome We grabbed Brazilians by the heart with content no one else has captured, and they connected with the stories so deeply that one of our videos became the most shared branded content during the Olympics. For the first time ever, Globo Esporte used a piece of branded content as an editorial piece. The 16 videos received over 70 million combined views and attracted 2 billion brand impressions. The mother of the athletes became characters in pop culture and one of them went on live TV to teach Brazilians her new chant. The campaign generated ROI of 65, P&G’s best performance ever in Brazil. Strategy Our target audience was wide, but the one thing they all had in common was a deep appreciation for the effort that mothers dedicate to their children throughout their lives. Globo.com has a deep relationship with this audience, as it’s not only the digital channel people look to for news, but also anything pop culture related. So we teamed up with them and used their reach to create and spread content that made Brazilians connect with the brand almost every day of the Olympics. Relevancy During the Rio Olympic Games, P&G teamed up with Brazil’s largest digital media player - Globo.com - to create real time content using the mothers of four P&G sponsored athletes. One of our videos became the most shared branded content during the Olympics and the mother of the athletes became characters in the pop culture. One of them went on live TV to teach Brazilians her new chant and the fans of her son became her fans as well. Execution Thanks to our partnership with Globo.com, we gained access to the arenas and were able to follow the moms of the athletes very closely. At every game, a camera crew was allocated to document the emotional rollercoaster the mothers of the athletes go through. As soon as a game was finished, we edited the content on the fly and used Globo.com to spread it throughout their media channels, including Globo Esporte – Brazil’s largest sports portal with more than 8 million followers on Facebook. Our content sat on a hotsite within globo.com so when people accessed the portal, they were offered to watch the moms’ reactions in real time. Synopsis P&G is the leading household products company in Brazil, but in order to really connect with the Brazilian audience during the Rio Games, they had to go beyond the global TV ad and come up with content that was relevant to the local market
Olympic Moms
案例简介：活动描述 每个伟大的运动员背后都有一个敬业的母亲的努力。所以在里约奥运会期间，我们决定让他们成为我们的明星。虽然所有的摄像机都关注运动员的表现，但宝洁关注的是他们成功的无情支持者: 他们的妈妈。 结果 我们用别人没有捕捉到的内容抓住了巴西人的心，他们与故事联系得如此紧密，以至于我们的一个视频成为了奥运会期间最共享的品牌内容。有史以来第一次，Globo Esporte 使用一篇品牌内容作为社论。这 16 个视频获得了超过 7000万的联合浏览量，并吸引了 20亿的品牌印象。运动员的母亲成为流行文化中的角色，其中一个在电视直播中教巴西人她的新圣歌。该活动产生了 65 个投资回报率，这是宝洁在巴西有史以来最好的表现。 战略 我们的目标受众广泛，但他们都有一个共同点，那就是对母亲一生中为孩子所做的努力深表感谢。Globo.com 与这些观众有着深厚的关系，因为它不仅是人们寻找新闻的数字频道，也是任何与流行文化相关的频道。因此，我们与他们合作，利用他们的影响力来创造和传播内容，让巴西人几乎每天都与这个品牌联系在一起。 相关性 在里约奥运会期间，P & G 与巴西最大的数字媒体播放器 Globo.com 合作，利用四名 P & G 赞助运动员的母亲制作实时内容。我们的一个视频成为奥运会期间最受欢迎的品牌内容，运动员的母亲成为流行文化中的角色。其中一人在电视直播中教巴西人她的新圣歌，她儿子的粉丝也成为了她的粉丝。 执行 由于我们与 Globo.com 的合作，我们进入了竞技场，并且能够非常密切地跟踪运动员的妈妈。在每场比赛中，都有一个摄像组被分配来记录运动员的母亲经历的情感过山车。游戏一完成，我们就动态编辑了内容，并使用 Globo.com 在他们的媒体渠道中传播, 包括 Globo Esporte -- 巴西最大的体育门户网站，在 Facebook 上拥有 800万多名粉丝。我们的内容位于 globo.com 的一个热门网站上，所以当人们访问门户网站时，他们会被提供实时观看妈妈的反应。 概要 宝洁是巴西领先的家用产品公司，但为了在里约奥运会期间真正与巴西观众联系, 他们必须超越全球电视广告，拿出与当地市场相关的内容
Olympic Moms
案例简介：CampaignDescription Behind every great athlete there’s the effort of a dedicated mother. So during the Rio Olympics, we decided to make them our stars. While all cameras focused on athletes’ performance, P&G focused on the relentless supporters of their success: their moms. Outcome We grabbed Brazilians by the heart with content no one else has captured, and they connected with the stories so deeply that one of our videos became the most shared branded content during the Olympics. For the first time ever, Globo Esporte used a piece of branded content as an editorial piece. The 16 videos received over 70 million combined views and attracted 2 billion brand impressions. The mother of the athletes became characters in pop culture and one of them went on live TV to teach Brazilians her new chant. The campaign generated ROI of 65, P&G’s best performance ever in Brazil. Strategy Our target audience was wide, but the one thing they all had in common was a deep appreciation for the effort that mothers dedicate to their children throughout their lives. Globo.com has a deep relationship with this audience, as it’s not only the digital channel people look to for news, but also anything pop culture related. So we teamed up with them and used their reach to create and spread content that made Brazilians connect with the brand almost every day of the Olympics. Relevancy During the Rio Olympic Games, P&G teamed up with Brazil’s largest digital media player - Globo.com - to create real time content using the mothers of four P&G sponsored athletes. One of our videos became the most shared branded content during the Olympics and the mother of the athletes became characters in the pop culture. One of them went on live TV to teach Brazilians her new chant and the fans of her son became her fans as well. Execution Thanks to our partnership with Globo.com, we gained access to the arenas and were able to follow the moms of the athletes very closely. At every game, a camera crew was allocated to document the emotional rollercoaster the mothers of the athletes go through. As soon as a game was finished, we edited the content on the fly and used Globo.com to spread it throughout their media channels, including Globo Esporte – Brazil’s largest sports portal with more than 8 million followers on Facebook. Our content sat on a hotsite within globo.com so when people accessed the portal, they were offered to watch the moms’ reactions in real time. Synopsis P&G is the leading household products company in Brazil, but in order to really connect with the Brazilian audience during the Rio Games, they had to go beyond the global TV ad and come up with content that was relevant to the local market
奥运妈妈
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Olympic Moms
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基本信息
- 广告战役： #宝洁-影视-7932#
- 广告品牌： 宝洁
- 发布日期： 2000
- 行业领域： 互联网服务 , 房产/家居 , 日用品/母婴
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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