本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
扰流板金发
案例简介：为什么这项工作与媒体相关？ 挑战是在没有任何媒体预算的情况下透露这一行动。我们的策略是创造一个可以在社交网络上传播的故事，就像现实世界中传播的都市传说一样: 有机地。 为了做到这一点，我们创造了我们的角色，依靠回忆一个古老的城市传奇，影响者的相关性，人们渴望巨魔他们的朋友以及Instagram上已经存在的工具。 我们为网飞创造了前所未有的泄露战略，成为该品牌的全球内部案例。 背景 在 80 年代，一个城市传奇传遍了巴西 “A loira do Banheiro”，一种血腥的玛丽传奇)。在巴西版本中，这个金发碧眼的幽灵出现在镜子中，是为了吓唬人。直到今天，她还是巴西最著名的城市传奇人物。 在万圣节 2018，Netflix需要透露其恐怖发布，并选择社交网络作为主要平台。我们的目标是以有机的方式参与社交网络上围绕恐怖和万圣节主题的对话。 描述创意/见解 (30% 的选票) 剧透金发女郎是一个成为社会影响者的城市传奇。 我们转世给她，用网飞粉丝最大的恐惧: 剧透来恐吓互联网。 在一个真正有影响力的人 @ fernandesgabie的帮助下，我们创造了这个角色，在网飞最成功的场景中侵入了镜子，给了剧透。这生成了一些视频，这些视频被发布到专门为她创建的instagram个人资料中: @ loiradospoiler。为了让一切变得更加可怕，金发女郎开始积极关注instagram上的人，只需简单的评论就可以被用来给人们的朋友剧透。 在万圣节的一周 (25/10/18 > 31/10/2018) 期间，剧透金发女郎侵入了该系列的镜子，张贴在她的Instagram feed上，跟踪人，甚至向那些想巨魔朋友的人发送剧透。 描述策略 (20% 的选票) 挑战是在没有任何媒体预算的情况下透露这一行动。我们的策略是创造一个可以在社交网络上传播的故事，就像现实世界中传播的都市传说一样: 有机地。 为了做到这一点，我们创造了我们的角色，依靠回忆一个古老的城市传奇，影响者的相关性，人们渴望巨魔他们的朋友以及Instagram上已经存在的工具。 我们为网飞创造了前所未有的泄露战略，成为该品牌的全球内部案例。 描述执行情况 (20% 的选票) 关键时刻: 我们邀请了一位有着广泛活跃粉丝群的著名影响者，并把她变成了扰流板金发女郎。 影响者开始喜欢我们的Instagram内容。 人们发现了侧写。 我们开始在Instagram上回复粉丝。 我们开始在她的帖子和故事上发布剧透。 网飞发布了 “我被剧透金发女郎跟踪”，并打破了Instagram的通知标签，因为太多的朋友互相标记。 剧透金发女郎开始与著名的账户互动。 我们在Instagram上推出了官方gif。在 24 小时内 245K视图。不到一周 100万。 激活结束: 我们在WhatsApp群组中传播剧透。 整个行动中的不同内容让公众保持参与: 关于如何互动的常见问题解答，垂直版本的剧透，使用人们对故事的建议，邀请人们在万圣节穿成 “剧透金发女郎”… 列出结果 (30% 的选票) 在短短一周内，仅通过organic divulgence，Instagram上的 @ loiraadospolier档案和她的视频产生了以下结果: + 80.000 追随者。 + 335.000 个喜欢。 + 8.300.000 印象。 + 1.000.000 人受到影响。 # LoiradoSpoiler在巴西推特热门话题中排名第五。 创建了几个粉丝档案作为对角色的致敬。 最重要的是: 我们的角色成为了流行文化的一部分，成为了巴西网飞粉丝的迷因、礼物甚至万圣节服装。 剧透金发女郎的礼物已经在网站上搜索了 1000万多次 Www.giphy.com。
扰流板金发
案例简介：Why is this work relevant for Media? The challenge was to divulge this action without any media budget. Our strategy was to create a story that could be spread on social networks just like the urban legends spread in the real world: organically. To do this, we created our character counting on the recall of an old urban legend, the relevance of an influencer, people's eagerness to troll their friends and the already existing tools on Instagram. We created a unprecedented divulgence strategy for Netflix that became a worldwide in-house case of the brand. Background In the 80s an urban legend spread throughout Brazil "A loira do Banheiro" a sort of Bloody Mary Legend). In the Brazilian version, this blonde ghost appears in mirrors to frighten people. To this day she's the best known urban legend in Brazil. On Halloween 2018, Netflix needed to divulge its horror launches and chose social networks as the main platform. Our goal was to participate in an organic manner in conversations around the subject of terror and Halloween on social networks. Describe the creative idea/insights (30% of vote) The Spoiler Blonde is an urban legend that became a social influencer. We reincarnated her to terrorize the internet with Netflix fans' biggest fear: spoilers. With the help of a real influencer, @fernandesgabie, we created this character that invaded the mirrors in scenes of the greatest successes on Netflix, giving Spoilers. This generated videos that were posted to an instagram profile that was created especially for her: @loiradospoiler. To make everything even more scary, the blonde started to actively follow people on instagram and could be invoked to give spoilers to people's friends with just a simple comment. During the week of Halloween (25/10/18 > 31/10/2018) the Spoiler blonde invaded the series' mirrors, posted on her Instagram feed, followed people and even sent spoilers to those who wanted to troll their friends. Describe the strategy (20% of vote) The challenge was to divulge this action without any media budget. Our strategy was to create a story that could be spread on social networks just like the urban legends spread in the real world: organically. To do this, we created our character counting on the recall of an old urban legend, the relevance of an influencer, people's eagerness to troll their friends and the already existing tools on Instagram. We created a unprecedented divulgence strategy for Netflix that became a worldwide in-house case of the brand. Describe the execution (20% of vote) Key moments: We invited a famous influencer with a wide active fan base and turned her into The Spoiler Blonde. The influencer starts liking our Instagram content. People discovered the profile. We started replying to fans on Instagram. We started posting spoilers on her posts and stories. Netflix posted "I'm being stalked by the Spoiler Blonde" and broke Instagram's notifications tab due to the excessive number of friends tagging each other. The Spoiler Blonde started interacting with famous accounts. We launched official GIFs on Instagram. 245K views in 24 hours. 1 million in less than a week. End of activation: we spread spoilers in WhatsApp groups. Different contents throughout the action kept the public engaged: FAQ on how to interact, spoilers in vertical versions, using people's suggestions for stories, inviting people to dress as "The Spoiler Blonde" on Halloween… List the results (30% of vote) In just one week and only through organic divulgence, the @loiradospolier profile on Instagram and her videos generated the following results: +80.000 followers. +335.000 likes. +8.300.000 impressions. + 1.000.000 people impacted. #loiradoSpoiler was in fifth place in Brazil's trending topics on Twitter. Several fan profiles were created as a tribute to the character. And the main thing: our character became part of popular culure by turning into a meme, GIFs and even a Halloween costume among the Netflix fans in Brazil. The GIFs for the Spoiler Blonde have been searched over 10 million times on the site www.giphy.com.
The Spoiler Blonde
案例简介：为什么这项工作与媒体相关？ 挑战是在没有任何媒体预算的情况下透露这一行动。我们的策略是创造一个可以在社交网络上传播的故事，就像现实世界中传播的都市传说一样: 有机地。 为了做到这一点，我们创造了我们的角色，依靠回忆一个古老的城市传奇，影响者的相关性，人们渴望巨魔他们的朋友以及Instagram上已经存在的工具。 我们为网飞创造了前所未有的泄露战略，成为该品牌的全球内部案例。 背景 在 80 年代，一个城市传奇传遍了巴西 “A loira do Banheiro”，一种血腥的玛丽传奇)。在巴西版本中，这个金发碧眼的幽灵出现在镜子中，是为了吓唬人。直到今天，她还是巴西最著名的城市传奇人物。 在万圣节 2018，Netflix需要透露其恐怖发布，并选择社交网络作为主要平台。我们的目标是以有机的方式参与社交网络上围绕恐怖和万圣节主题的对话。 描述创意/见解 (30% 的选票) 剧透金发女郎是一个成为社会影响者的城市传奇。 我们转世给她，用网飞粉丝最大的恐惧: 剧透来恐吓互联网。 在一个真正有影响力的人 @ fernandesgabie的帮助下，我们创造了这个角色，在网飞最成功的场景中侵入了镜子，给了剧透。这生成了一些视频，这些视频被发布到专门为她创建的instagram个人资料中: @ loiradospoiler。为了让一切变得更加可怕，金发女郎开始积极关注instagram上的人，只需简单的评论就可以被用来给人们的朋友剧透。 在万圣节的一周 (25/10/18 > 31/10/2018) 期间，剧透金发女郎侵入了该系列的镜子，张贴在她的Instagram feed上，跟踪人，甚至向那些想巨魔朋友的人发送剧透。 描述策略 (20% 的选票) 挑战是在没有任何媒体预算的情况下透露这一行动。我们的策略是创造一个可以在社交网络上传播的故事，就像现实世界中传播的都市传说一样: 有机地。 为了做到这一点，我们创造了我们的角色，依靠回忆一个古老的城市传奇，影响者的相关性，人们渴望巨魔他们的朋友以及Instagram上已经存在的工具。 我们为网飞创造了前所未有的泄露战略，成为该品牌的全球内部案例。 描述执行情况 (20% 的选票) 关键时刻: 我们邀请了一位有着广泛活跃粉丝群的著名影响者，并把她变成了扰流板金发女郎。 影响者开始喜欢我们的Instagram内容。 人们发现了侧写。 我们开始在Instagram上回复粉丝。 我们开始在她的帖子和故事上发布剧透。 网飞发布了 “我被剧透金发女郎跟踪”，并打破了Instagram的通知标签，因为太多的朋友互相标记。 剧透金发女郎开始与著名的账户互动。 我们在Instagram上推出了官方gif。在 24 小时内 245K视图。不到一周 100万。 激活结束: 我们在WhatsApp群组中传播剧透。 整个行动中的不同内容让公众保持参与: 关于如何互动的常见问题解答，垂直版本的剧透，使用人们对故事的建议，邀请人们在万圣节穿成 “剧透金发女郎”… 列出结果 (30% 的选票) 在短短一周内，仅通过organic divulgence，Instagram上的 @ loiraadospolier档案和她的视频产生了以下结果: + 80.000 追随者。 + 335.000 个喜欢。 + 8.300.000 印象。 + 1.000.000 人受到影响。 # LoiradoSpoiler在巴西推特热门话题中排名第五。 创建了几个粉丝档案作为对角色的致敬。 最重要的是: 我们的角色成为了流行文化的一部分，成为了巴西网飞粉丝的迷因、礼物甚至万圣节服装。 剧透金发女郎的礼物已经在网站上搜索了 1000万多次 Www.giphy.com。
The Spoiler Blonde
案例简介：Why is this work relevant for Media? The challenge was to divulge this action without any media budget. Our strategy was to create a story that could be spread on social networks just like the urban legends spread in the real world: organically. To do this, we created our character counting on the recall of an old urban legend, the relevance of an influencer, people's eagerness to troll their friends and the already existing tools on Instagram. We created a unprecedented divulgence strategy for Netflix that became a worldwide in-house case of the brand. Background In the 80s an urban legend spread throughout Brazil "A loira do Banheiro" a sort of Bloody Mary Legend). In the Brazilian version, this blonde ghost appears in mirrors to frighten people. To this day she's the best known urban legend in Brazil. On Halloween 2018, Netflix needed to divulge its horror launches and chose social networks as the main platform. Our goal was to participate in an organic manner in conversations around the subject of terror and Halloween on social networks. Describe the creative idea/insights (30% of vote) The Spoiler Blonde is an urban legend that became a social influencer. We reincarnated her to terrorize the internet with Netflix fans' biggest fear: spoilers. With the help of a real influencer, @fernandesgabie, we created this character that invaded the mirrors in scenes of the greatest successes on Netflix, giving Spoilers. This generated videos that were posted to an instagram profile that was created especially for her: @loiradospoiler. To make everything even more scary, the blonde started to actively follow people on instagram and could be invoked to give spoilers to people's friends with just a simple comment. During the week of Halloween (25/10/18 > 31/10/2018) the Spoiler blonde invaded the series' mirrors, posted on her Instagram feed, followed people and even sent spoilers to those who wanted to troll their friends. Describe the strategy (20% of vote) The challenge was to divulge this action without any media budget. Our strategy was to create a story that could be spread on social networks just like the urban legends spread in the real world: organically. To do this, we created our character counting on the recall of an old urban legend, the relevance of an influencer, people's eagerness to troll their friends and the already existing tools on Instagram. We created a unprecedented divulgence strategy for Netflix that became a worldwide in-house case of the brand. Describe the execution (20% of vote) Key moments: We invited a famous influencer with a wide active fan base and turned her into The Spoiler Blonde. The influencer starts liking our Instagram content. People discovered the profile. We started replying to fans on Instagram. We started posting spoilers on her posts and stories. Netflix posted "I'm being stalked by the Spoiler Blonde" and broke Instagram's notifications tab due to the excessive number of friends tagging each other. The Spoiler Blonde started interacting with famous accounts. We launched official GIFs on Instagram. 245K views in 24 hours. 1 million in less than a week. End of activation: we spread spoilers in WhatsApp groups. Different contents throughout the action kept the public engaged: FAQ on how to interact, spoilers in vertical versions, using people's suggestions for stories, inviting people to dress as "The Spoiler Blonde" on Halloween… List the results (30% of vote) In just one week and only through organic divulgence, the @loiradospolier profile on Instagram and her videos generated the following results: +80.000 followers. +335.000 likes. +8.300.000 impressions. + 1.000.000 people impacted. #loiradoSpoiler was in fifth place in Brazil's trending topics on Twitter. Several fan profiles were created as a tribute to the character. And the main thing: our character became part of popular culure by turning into a meme, GIFs and even a Halloween costume among the Netflix fans in Brazil. The GIFs for the Spoiler Blonde have been searched over 10 million times on the site www.giphy.com.
扰流板金发
暂无简介
The Spoiler Blonde
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
