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夏季圣经
案例简介：执行 我们发起了最终的挑战: 使用潜望镜和推特，多力多滋挑战 lad圣经充分利用他们的夏夜, 去伊比沙岛度假 12 小时，第二天上午9点前回来工作。但它并没有停在那里。一旦 lad圣经在伊比沙岛，我们就继续提供挑战，所有这些都是为了鼓励人们一起享受快乐时光，并证明 lad圣经真的是 “为胆小鬼”。这些挑战从潜入游泳池的爆炸，到在最受欢迎的俱乐部之一接管 DJ。Doritos 与 lad圣经合作，提供了另外四个共同创作的内容。这包括鼓励 lad圣经员工充分利用午餐时间的另一个挑战。我们用彩弹枪武装他们，用专业相机，几袋多力多滋，然后让他们制造一些混乱。 概要 Doritos 的销售额在下降，该品牌希望提高相关性，并与千禧一代的核心受众联系起来，这些受众不太可能信任传统广告。多力多滋正在寻找一个重新点燃品牌的新方向。向 “大胆的” 问好。“大胆的人” 的定位是通过拥抱计划外的生活和生活在当下来激励公众表现得更大胆，其结果将导致与你的伴侣的传奇时代! 我们明白，要向千禧一代的观众可靠地传达这一点，我们必须证明我们是大胆的，而不仅仅是说出来。 结果 由此产生的极其积极的情绪、参与和销售证明，多力多滋已经成功地交付了千禧一代观众想要看到的一切内容: 令人兴奋的、令人愤慨的、原创的，最重要的是，大胆的。由于分享、喜欢和转发，这些内容产生了 3000万的印象。事实上, 对于 12 小时假期挑战，这种情绪非常积极，以至于我们希望我们的观众在大屏幕上看到这一内容 -- 接下来的一周，我们在夏季大片上映前在精选影院放映了这一内容 “珠穆朗玛峰”, 每个座位都有一袋多力多滋。最重要的是，我们的内容带来了业务增长。该品牌增长了 7%，2015年有 100万个新家庭购买多力多滋，而 2014。计量经济学表明，在这种合作关系上每花 1 英镑，就能实现 11 英镑的销售回报。 战略 了解到千禧一代每天使用多个社交媒体网站的可能性比普通人群高 82% (来源: TGI), 我们合谋与 LADbible 建立一种强有力的伙伴关系，以最相关和最有趣的方式向我们的观众传达。关键是确保每个挑战在每个社交平台上以最真实的方式传达，观众可以通过他们喜欢的社交平台跟踪每个挑战。例如，观众可以通过潜望镜、 Snapchat 和 Twitter 实时跟踪每个挑战，或者通过 YouTube 和 Facebook 观看经过编辑的长格式内容。最后，我们不只是想让圣经证明他们是大胆的 -- 我们也想让公众这样做。因此，在整个夏季合作中，我们要求人们将他们的 “大胆” 视频分享给 lad圣经，以赢得最终的荣誉，被冠以 “夏季小伙子” 的称号。 活动描述 我们必须证明什么是 “大胆”。如果多力多滋能被视为展示了 lad圣经的大胆行为 (他有 1100万个 Facebook 喜欢的强大的社交追随者), 然后我们的 16-34 名观众将不得不认真对待我们的新定位。整个夏天，我们创造了夏季圣经,Lad圣经网站上的一个中心，容纳了来自世界各地最鼓舞人心的大胆时刻，并通过两个品牌的社交来源推出。作为合作伙伴关系的一部分，我们创造了一系列挑战，这些挑战将会激发 lad圣经的 “内心大胆”。挑战从自发的 12 小时假期去伊比沙岛 (随之而来的是进一步的挑战)，到挑战 lad圣经，通过给他们送一些彩弹枪来充分利用他们的午休时间。这些挑战在社交媒体上现场直播，每一次挑战都有大量观众参与。 相关性 Doritos 和 lad圣经发起了一场运动，旨在通过一系列策划和共同创作的内容来娱乐和吸引千禧一代的观众。每一篇创作的内容都是为每个社交平台量身定制的，这样我们的观众就可以以最吸引他们的方式消费。由此产生的情绪、参与和销售证明，多力多滋成功地交付了千禧一代观众想要看到的一切内容; 令人兴奋的、令人愤慨的和原创的。这项活动为多力多滋和 lad圣经如何与未来的营销活动的千禧一代接触树立了新的基准。
夏季圣经
案例简介：Execution We kicked the partnership off with the ultimate challenge: using Periscope and Twitter, Doritos challenged The LADbible to make the most of their summer evening, by going on a 12 hour holiday to Ibiza and being back at work by 9am the next day. But it didn’t stop there. Once The LADbible were in Ibiza we continued to deliver challenges, all with the aim to encourage fun times together and proving that The LADbible were really ‘For The Bold’. These challenges ranged from dive bombing into a pool, to taking over a DJ set at one of the most popular clubs. Doritos worked with The LADbible to deliver four more co-created pieces of content. This included another challenge to encourage The LADbible employees to make the most of their lunch hour. We armed them with paintball guns, Go Pro cameras, bags of Doritos and then let them create some mayhem. Synopsis Doritos sales were in decline and the brand wanted to drive relevance and connect with its millennial core audience who are less likely to trust traditional advertising. Doritos were looking for a new direction that was going to reignite the brand. Say hello to ‘For The Bold’. ‘For The Bold’ is positioned to inspire the public to behave bolder by embracing the unplanned and living in the moment, the result of which will lead to legendary times with your mates!We understood that to communicate this credibly to a millennial audience, we had to prove we were for the bold, not just say it. Outcome The resulting extremely positive sentiment, engagement and sales proved that Doritos had successfully delivered content that was everything a millennial audience wanted to see: exciting, outrageous, original, and most of all, BOLD. The content generated 30 million earned impressions thanks to shares, likes and retweets. In fact, the sentiment was so overwhelmingly positive for the 12 hour holiday challenge that we wanted our audience to see this content on the big screen – the following week we showed it in select cinemas before the big summer blockbuster “Everest”, with every seat accompanied by a bag of Doritos. Most importantly, our content had delivered business growth. The brand grew by 7% with 1 million new households buying Doritos in 2015 vs 2014. Econometrics demonstrated that for every £1 spent on this partnership, it delivered £11 back in sales. Strategy Understanding that millennials are 82% more likely than the general population to use multiple social media sites every day (source: TGI), we conspired to deliver a supercharged partnership with The LADbible that would be delivered in the most relevant and entertaining way to our audiences. The key was to ensure each challenge was communicated in its most authentic way across every social platform and that audiences could follow each challenge through their preferred social platform. For example audiences could follow each challenge in real time through Periscope, Snapchat and Twitter, or watch an edited long-form piece of content through YouTube and Facebook.Finally, we didn’t just want The LADbible to prove they were bold – we wanted the public to as well. So throughout the summer partnership, we asked people to share their ‘bold’ videos to The LADbible to win the ultimate accolade, being crowned as ‘LADs of the summer’. Campaign Description We had to demonstrate what it was to be ‘bold’. If Doritos could be seen to be bringing out bold behaviour of The LADbible (who had a strong social following with 11 million Facebook likes), then our 16-34 audience would have to take our new positioning seriously.Over the summer we created The SUMMERbible, a hub on The LADbible website that housed the most inspirational bold moments from around the world and pushed out through both brands’ social feeds. As part of the partnership we created a series of challenges that would bring out The LADbible’s ‘inner bold’. The challenges ranged from going on a spontaneous 12 hour holiday to Ibiza (where further challenges ensued), to challenging The LADbible to make the most of their lunch break by sending them some paintball guns. These challenges played out live across social media and saw a hugely engaged audience following every challenge. Relevancy Doritos and The LADbible created a campaign that was designed to entertain and engage a millennial audience through a series of curated and co-created content. Each piece of created content was tailored to each and every social platform so that our audience could consume in a way that most appealed to them. The resulting sentiment, engagement and sales proved that Doritos had successfully delivered content that was everything a millennial audience wanted to see; exciting, outrageous, and original. This campaign set a new benchmark for how Doritos and The LADbible will engage with millennials for future marketing campaigns.
The Summerbible
案例简介：执行 我们发起了最终的挑战: 使用潜望镜和推特，多力多滋挑战 lad圣经充分利用他们的夏夜, 去伊比沙岛度假 12 小时，第二天上午9点前回来工作。但它并没有停在那里。一旦 lad圣经在伊比沙岛，我们就继续提供挑战，所有这些都是为了鼓励人们一起享受快乐时光，并证明 lad圣经真的是 “为胆小鬼”。这些挑战从潜入游泳池的爆炸，到在最受欢迎的俱乐部之一接管 DJ。Doritos 与 lad圣经合作，提供了另外四个共同创作的内容。这包括鼓励 lad圣经员工充分利用午餐时间的另一个挑战。我们用彩弹枪武装他们，用专业相机，几袋多力多滋，然后让他们制造一些混乱。 概要 Doritos 的销售额在下降，该品牌希望提高相关性，并与千禧一代的核心受众联系起来，这些受众不太可能信任传统广告。多力多滋正在寻找一个重新点燃品牌的新方向。向 “大胆的” 问好。“大胆的人” 的定位是通过拥抱计划外的生活和生活在当下来激励公众表现得更大胆，其结果将导致与你的伴侣的传奇时代! 我们明白，要向千禧一代的观众可靠地传达这一点，我们必须证明我们是大胆的，而不仅仅是说出来。 结果 由此产生的极其积极的情绪、参与和销售证明，多力多滋已经成功地交付了千禧一代观众想要看到的一切内容: 令人兴奋的、令人愤慨的、原创的，最重要的是，大胆的。由于分享、喜欢和转发，这些内容产生了 3000万的印象。事实上, 对于 12 小时假期挑战，这种情绪非常积极，以至于我们希望我们的观众在大屏幕上看到这一内容 -- 接下来的一周，我们在夏季大片上映前在精选影院放映了这一内容 “珠穆朗玛峰”, 每个座位都有一袋多力多滋。最重要的是，我们的内容带来了业务增长。该品牌增长了 7%，2015年有 100万个新家庭购买多力多滋，而 2014。计量经济学表明，在这种合作关系上每花 1 英镑，就能实现 11 英镑的销售回报。 战略 了解到千禧一代每天使用多个社交媒体网站的可能性比普通人群高 82% (来源: TGI), 我们合谋与 LADbible 建立一种强有力的伙伴关系，以最相关和最有趣的方式向我们的观众传达。关键是确保每个挑战在每个社交平台上以最真实的方式传达，观众可以通过他们喜欢的社交平台跟踪每个挑战。例如，观众可以通过潜望镜、 Snapchat 和 Twitter 实时跟踪每个挑战，或者通过 YouTube 和 Facebook 观看经过编辑的长格式内容。最后，我们不只是想让圣经证明他们是大胆的 -- 我们也想让公众这样做。因此，在整个夏季合作中，我们要求人们将他们的 “大胆” 视频分享给 lad圣经，以赢得最终的荣誉，被冠以 “夏季小伙子” 的称号。 活动描述 我们必须证明什么是 “大胆”。如果多力多滋能被视为展示了 lad圣经的大胆行为 (他有 1100万个 Facebook 喜欢的强大的社交追随者), 然后我们的 16-34 名观众将不得不认真对待我们的新定位。整个夏天，我们创造了夏季圣经,Lad圣经网站上的一个中心，容纳了来自世界各地最鼓舞人心的大胆时刻，并通过两个品牌的社交来源推出。作为合作伙伴关系的一部分，我们创造了一系列挑战，这些挑战将会激发 lad圣经的 “内心大胆”。挑战从自发的 12 小时假期去伊比沙岛 (随之而来的是进一步的挑战)，到挑战 lad圣经，通过给他们送一些彩弹枪来充分利用他们的午休时间。这些挑战在社交媒体上现场直播，每一次挑战都有大量观众参与。 相关性 Doritos 和 lad圣经发起了一场运动，旨在通过一系列策划和共同创作的内容来娱乐和吸引千禧一代的观众。每一篇创作的内容都是为每个社交平台量身定制的，这样我们的观众就可以以最吸引他们的方式消费。由此产生的情绪、参与和销售证明，多力多滋成功地交付了千禧一代观众想要看到的一切内容; 令人兴奋的、令人愤慨的和原创的。这项活动为多力多滋和 lad圣经如何与未来的营销活动的千禧一代接触树立了新的基准。
The Summerbible
案例简介：Execution We kicked the partnership off with the ultimate challenge: using Periscope and Twitter, Doritos challenged The LADbible to make the most of their summer evening, by going on a 12 hour holiday to Ibiza and being back at work by 9am the next day. But it didn’t stop there. Once The LADbible were in Ibiza we continued to deliver challenges, all with the aim to encourage fun times together and proving that The LADbible were really ‘For The Bold’. These challenges ranged from dive bombing into a pool, to taking over a DJ set at one of the most popular clubs. Doritos worked with The LADbible to deliver four more co-created pieces of content. This included another challenge to encourage The LADbible employees to make the most of their lunch hour. We armed them with paintball guns, Go Pro cameras, bags of Doritos and then let them create some mayhem. Synopsis Doritos sales were in decline and the brand wanted to drive relevance and connect with its millennial core audience who are less likely to trust traditional advertising. Doritos were looking for a new direction that was going to reignite the brand. Say hello to ‘For The Bold’. ‘For The Bold’ is positioned to inspire the public to behave bolder by embracing the unplanned and living in the moment, the result of which will lead to legendary times with your mates!We understood that to communicate this credibly to a millennial audience, we had to prove we were for the bold, not just say it. Outcome The resulting extremely positive sentiment, engagement and sales proved that Doritos had successfully delivered content that was everything a millennial audience wanted to see: exciting, outrageous, original, and most of all, BOLD. The content generated 30 million earned impressions thanks to shares, likes and retweets. In fact, the sentiment was so overwhelmingly positive for the 12 hour holiday challenge that we wanted our audience to see this content on the big screen – the following week we showed it in select cinemas before the big summer blockbuster “Everest”, with every seat accompanied by a bag of Doritos. Most importantly, our content had delivered business growth. The brand grew by 7% with 1 million new households buying Doritos in 2015 vs 2014. Econometrics demonstrated that for every £1 spent on this partnership, it delivered £11 back in sales. Strategy Understanding that millennials are 82% more likely than the general population to use multiple social media sites every day (source: TGI), we conspired to deliver a supercharged partnership with The LADbible that would be delivered in the most relevant and entertaining way to our audiences. The key was to ensure each challenge was communicated in its most authentic way across every social platform and that audiences could follow each challenge through their preferred social platform. For example audiences could follow each challenge in real time through Periscope, Snapchat and Twitter, or watch an edited long-form piece of content through YouTube and Facebook.Finally, we didn’t just want The LADbible to prove they were bold – we wanted the public to as well. So throughout the summer partnership, we asked people to share their ‘bold’ videos to The LADbible to win the ultimate accolade, being crowned as ‘LADs of the summer’. Campaign Description We had to demonstrate what it was to be ‘bold’. If Doritos could be seen to be bringing out bold behaviour of The LADbible (who had a strong social following with 11 million Facebook likes), then our 16-34 audience would have to take our new positioning seriously.Over the summer we created The SUMMERbible, a hub on The LADbible website that housed the most inspirational bold moments from around the world and pushed out through both brands’ social feeds. As part of the partnership we created a series of challenges that would bring out The LADbible’s ‘inner bold’. The challenges ranged from going on a spontaneous 12 hour holiday to Ibiza (where further challenges ensued), to challenging The LADbible to make the most of their lunch break by sending them some paintball guns. These challenges played out live across social media and saw a hugely engaged audience following every challenge. Relevancy Doritos and The LADbible created a campaign that was designed to entertain and engage a millennial audience through a series of curated and co-created content. Each piece of created content was tailored to each and every social platform so that our audience could consume in a way that most appealed to them. The resulting sentiment, engagement and sales proved that Doritos had successfully delivered content that was everything a millennial audience wanted to see; exciting, outrageous, and original. This campaign set a new benchmark for how Doritos and The LADbible will engage with millennials for future marketing campaigns.
夏季圣经
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The Summerbible
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