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饥饿的声音
案例简介：为什么这项工作与 Direct 相关？ 67% 的消费者在社交媒体上与服务品牌的互动是客户服务相关的。这项活动巧妙地利用了 Instagram 相对友好的环境，并将其与即时消息直接性质的独特使用相结合。结果是一个迷人的一对一的品牌-消费者互动，导致品牌的社交互动增长超过 1165%。客户受到启发，与品牌合作，参与该品牌有史以来最具影响力和吸引力的活动。 背景 情况 Swiggy 拥有 120,000 多名送货人员，遍布 100 多个城市，每月订单 3000万单，估值 33亿美元，是印度在线食品配送市场的典型代表。像优步这样的竞争正在争夺市场份额，尤其是在 18-35 岁的年轻人中。品牌明白他们与这个年龄组的关系对长期增长至关重要。对于 Swiggy 来说，成为越来越难以达到的目标的首选从未像现在这样重要。 简介 一个典型的客户每周从 Swiggy 订购两次，这是他们在饥饿时想到的众多品牌之一。创造一个想法，利用社交媒体推动品牌参与并唤起饥饿。 目标 增加品牌 Swiggy 在其核心用户群中的偏好 (18-35 y/olds) 增加与 Swiggy 在线社区的一对一互动 在 Instagram 上增加粉丝群 围绕帮助访问 Swiggy 的品牌创造难忘的体验 描述创意 (30% 的选票) 斯吉的饥饿之声挑战 -- 使用 Instagram 上的语音笔记重现滑稽的食物形状，从斯吉那里赢得一年的食物价值。 今年 12 月，Instagram 在 Direct Messages 推出了语音笔记功能 & 与 WhatsApp 和其他平台不同，Instagram 上的语音笔记创建了与各种食物形状非常相似的视觉波形-烤肉串，比萨饼,鱼、生日蛋糕等。 参与者必须通过从各种来源捕捉古怪的声音来展示他们的创造力，而且他们经常会走极端。想想猫。想想高压锅。想想摩托车。 围绕这一挑战建立了一个完整的社会活动生态系统。其他品牌开始参与。餐馆在订单交付上打印语音黑客。操作视频在社交网站上流传。然后，Swiggy 将获胜的声音转换为一年食物的滑稽优惠券代码。谁知道滑稽的语音笔记可以创造漂亮的食物？ 描述策略 (20% 的选票) 在折扣友好和价格敏感的类别中，如食品交付，平台之间的忠诚度经常发生变化。主要受众 (21-35 y/o，城市) 也是互联网第一: 采用新社交平台功能的最快速度。如果我们想和这个年龄组交流，我们必须对他们最喜欢的平台有创造性。 但话说回来，67% 的消费者在社交媒体上的互动是与客户服务相关的。Instagram 相对友好的个性加上直接的信息传递元素，是该品牌轻松融入有趣客户参与的理想组合，不典型的社交媒体。 有了语音笔记，我们注意到 Instagram 收件箱的功能也可能被黑客攻击，以进行有趣的直接对话 -- 这是一个受欢迎的变化。其目的是为了合作互动 & 使用古怪的声音来创造更古怪的食物形状的想法与 Swiggy 的个性相匹配。 描述执行情况 (20% 的选票) Bluueeblaahhhbleehhhblueeblahblehblue: 印度最大品牌之一奇怪的胡言乱语推特。 当推特诗在为我们的推特钓鱼时，他们一点也不知道他们正在帮助发起我们有史以来最大的社交媒体活动。粉丝们很快就被介绍给五部电影，这些电影以有趣的创新方式让他们的声音音符看起来像食物的形状 & 赢得一年的食物。 超过 100 名喜剧演员，音乐家，说唱歌手，演员和 RJs 组成了该活动的影响者驱动声音和声音实验的核心团队。幕后视频有助于增加疯狂，导致更多的 UGC 和流量进入 Swiggy 的处理。我们以独特的创作为特色，并以文本或语音实时回复。反应和制作视频通过与 BigFM 等流行广播电台和 Scoopwhoop 等年轻出版商的独特合作关系从 Swiggy 总部开始直播。 所有这些，而 Instagram 阻止了我们 11 次，给了这个活动一个意想不到的公关推动。 列出结果 (30% 的选票) • 一个以食物的美丽图像而闻名的平台被食物的语音笔记取代。该活动产生了 1600万多个社交印象，超过 150,000 个基于语音笔记的对话充满了我们的收件箱。 • Swiggy 与其客户之间的直接互动增长 1165% • Swiggy 的 Instagram 达到我们Nt 涨 7700%。 • Swiggy 见证了 Instagram 粉丝 40% 的增长，导致超过 40,000 新的 18-35 岁的人加入我们的 Instagram 社区。 • Swiggy 从 Instagram 到其平台的流量激增了 2100%。 • 一个完全无意的 24% 平均增加订单的食物，类似于我们最流行的语音笔记创作。 • 我们将获胜的语音笔记变成热闹的优惠券代码，为用户提供一年的免费食物!
饥饿的声音
案例简介：Why is this work relevant for Direct? 67% of consumer interaction on social media with service brands are customer service related. This campaign cleverly utilized Instagram’s comparatively friendlier environment and combined it with a unique use of the direct nature of instant messaging. The result was a fascinating one-on-one brand-consumer interaction that resulted in upwards of a 1165% growth in the brand’s social interactions. Customer’s were inspired to collaborate with the brand to participate in what turned out to be the brand’s most impactful and engaging campaign ever. Background Situation Swiggy with its fleet of 120,000+ delivery personnel across 100+ cities, 30 million orders per month and 3.3 billion dollar valuation is the poster-child of India’s online food-delivery market. Its’ competition like Uber Eats are fighting for market share, especially among 18-35 y/olds. Brands understand that their relationship with this age cohort is critical to long-term growth. Its never been more important for Swiggy to be the preferred choice for an increasingly hard-to-reach target. Brief A typical customer orders from Swiggy twice a week and it is one among the many brands they think about when they're hungry. Create an idea that drives brand engagement and evoke hunger using social media. Objectives Increase preference of Brand Swiggy among its core user-base (18-35 y/olds) Increase one-on-one engagement with Swiggy’s online communities Increase fan-base on Instagram Create memorable experiences around the brand that aid visits to Swiggy Describe the creative idea (30% of vote) Swiggy’s Voice Of Hunger Challenge - Recreate hilarious food shapes using voice notes on Instagram, win a year's worth of food from Swiggy. This December, Instagram launched the voice note feature in Direct Messages & unlike WhatsApp and other platforms, voice notes on Instagram created visual waveforms that closely resembled all kinds of food shapes – kebab skewers, pizzas, fish, birthday cakes, etc. Participants had to show-case their creativity by capturing wacky sounds from various sources and ever so often, they went overboard. Think cats. Think pressure-cookers. Think motor cycles. An entire eco-system of social activity was created around the challenge. Other brands started participating. Restaurants printed voice hacks on order deliveries. How-to videos did the rounds on social. Swiggy then converted winning sounds into hilarious coupon codes for a year’s worth of food. Who knew beautiful looking food could be created by hilarious voice notes? Describe the strategy (20% of vote) In a discount friendly & price sensitive category like food delivery, there is frequent shift in loyalty between platforms. The primary audience (21-35 y/o, urban) is also an internet-first one: the quickest to adopt new social platform features. If we wanted to communicate with this age cohort, we had to get creative with their favorite platforms. But then again, 67% of consumer interaction on social media are customer service related. Instagram’s comparatively friendlier personality combined with the direct element of messaging was an ideal combination for the brand to ease into fun customer engagement, atypical to usual social media. With voice notes, we noticed that Instagram inbox features could also be hacked to hold amusing direct conversations – a welcome change. The intention was for a collaborative interaction & the idea of using wacky sounds to create even wackier food shapes matched Swiggy’s personality. Describe the execution (20% of vote) Bluueeblaahhhbleehhhblueeblahblehblue: an odd gibberish tweet from one of India’s biggest brands. While Twitter-verse was trolling us for our tweet, little did they know that they were helping launch our biggest social media campaign ever. Fans were soon introduced to five films featuring hilariously innovative ways to get their voice-notes to resemble food shapes & win a year’s worth of food. Over 100 Comedians, musicians, rappers, actors and RJs formed the core team of influencers driving voice and sound experiments for the campaign. Behind-the-scene videos were instrumental in upping the crazy, resulting in even more UGC and traffic to Swiggy’s handle. We featured unique creations and replied in real-time with either text or voice. Reaction & making-of videos went live from Swiggy HQ through unique partnerships with popular radio stations like BigFM, and young publishers like Scoopwhoop. All this, while Instagram blocked us 11 times giving the campaign an unexpected PR-push. List the results (30% of vote) • A platform known for beautiful images of food was taken over by voice notes of food instead. The campaign generated 16 million+ Social Impressions and over 150,000 voice note based conversations filled our inbox. • 1165% growth in direct interactions between Swiggy and its customers • Swiggy’s Instagram reach went up 7700%. • Swiggy witnessed a 40% rise in Instagram followers resulting in over 40,000+ new 18-35 year olds joining our Instagram community. • Swiggy amassed a 2100% spike in traffic to its platform from Instagram. • A totally unintentional 24% average increase in orders for food resembling our most popular voice note creations. • We turned winning voice notes into hilarious coupon codes, giving users their ticket to a year's worth of free food!
Voice Of Hunger
案例简介：为什么这项工作与 Direct 相关？ 67% 的消费者在社交媒体上与服务品牌的互动是客户服务相关的。这项活动巧妙地利用了 Instagram 相对友好的环境，并将其与即时消息直接性质的独特使用相结合。结果是一个迷人的一对一的品牌-消费者互动，导致品牌的社交互动增长超过 1165%。客户受到启发，与品牌合作，参与该品牌有史以来最具影响力和吸引力的活动。 背景 情况 Swiggy 拥有 120,000 多名送货人员，遍布 100 多个城市，每月订单 3000万单，估值 33亿美元，是印度在线食品配送市场的典型代表。像优步这样的竞争正在争夺市场份额，尤其是在 18-35 岁的年轻人中。品牌明白他们与这个年龄组的关系对长期增长至关重要。对于 Swiggy 来说，成为越来越难以达到的目标的首选从未像现在这样重要。 简介 一个典型的客户每周从 Swiggy 订购两次，这是他们在饥饿时想到的众多品牌之一。创造一个想法，利用社交媒体推动品牌参与并唤起饥饿。 目标 增加品牌 Swiggy 在其核心用户群中的偏好 (18-35 y/olds) 增加与 Swiggy 在线社区的一对一互动 在 Instagram 上增加粉丝群 围绕帮助访问 Swiggy 的品牌创造难忘的体验 描述创意 (30% 的选票) 斯吉的饥饿之声挑战 -- 使用 Instagram 上的语音笔记重现滑稽的食物形状，从斯吉那里赢得一年的食物价值。 今年 12 月，Instagram 在 Direct Messages 推出了语音笔记功能 & 与 WhatsApp 和其他平台不同，Instagram 上的语音笔记创建了与各种食物形状非常相似的视觉波形-烤肉串，比萨饼,鱼、生日蛋糕等。 参与者必须通过从各种来源捕捉古怪的声音来展示他们的创造力，而且他们经常会走极端。想想猫。想想高压锅。想想摩托车。 围绕这一挑战建立了一个完整的社会活动生态系统。其他品牌开始参与。餐馆在订单交付上打印语音黑客。操作视频在社交网站上流传。然后，Swiggy 将获胜的声音转换为一年食物的滑稽优惠券代码。谁知道滑稽的语音笔记可以创造漂亮的食物？ 描述策略 (20% 的选票) 在折扣友好和价格敏感的类别中，如食品交付，平台之间的忠诚度经常发生变化。主要受众 (21-35 y/o，城市) 也是互联网第一: 采用新社交平台功能的最快速度。如果我们想和这个年龄组交流，我们必须对他们最喜欢的平台有创造性。 但话说回来，67% 的消费者在社交媒体上的互动是与客户服务相关的。Instagram 相对友好的个性加上直接的信息传递元素，是该品牌轻松融入有趣客户参与的理想组合，不典型的社交媒体。 有了语音笔记，我们注意到 Instagram 收件箱的功能也可能被黑客攻击，以进行有趣的直接对话 -- 这是一个受欢迎的变化。其目的是为了合作互动 & 使用古怪的声音来创造更古怪的食物形状的想法与 Swiggy 的个性相匹配。 描述执行情况 (20% 的选票) Bluueeblaahhhbleehhhblueeblahblehblue: 印度最大品牌之一奇怪的胡言乱语推特。 当推特诗在为我们的推特钓鱼时，他们一点也不知道他们正在帮助发起我们有史以来最大的社交媒体活动。粉丝们很快就被介绍给五部电影，这些电影以有趣的创新方式让他们的声音音符看起来像食物的形状 & 赢得一年的食物。 超过 100 名喜剧演员，音乐家，说唱歌手，演员和 RJs 组成了该活动的影响者驱动声音和声音实验的核心团队。幕后视频有助于增加疯狂，导致更多的 UGC 和流量进入 Swiggy 的处理。我们以独特的创作为特色，并以文本或语音实时回复。反应和制作视频通过与 BigFM 等流行广播电台和 Scoopwhoop 等年轻出版商的独特合作关系从 Swiggy 总部开始直播。 所有这些，而 Instagram 阻止了我们 11 次，给了这个活动一个意想不到的公关推动。 列出结果 (30% 的选票) • 一个以食物的美丽图像而闻名的平台被食物的语音笔记取代。该活动产生了 1600万多个社交印象，超过 150,000 个基于语音笔记的对话充满了我们的收件箱。 • Swiggy 与其客户之间的直接互动增长 1165% • Swiggy 的 Instagram 达到我们Nt 涨 7700%。 • Swiggy 见证了 Instagram 粉丝 40% 的增长，导致超过 40,000 新的 18-35 岁的人加入我们的 Instagram 社区。 • Swiggy 从 Instagram 到其平台的流量激增了 2100%。 • 一个完全无意的 24% 平均增加订单的食物，类似于我们最流行的语音笔记创作。 • 我们将获胜的语音笔记变成热闹的优惠券代码，为用户提供一年的免费食物!
Voice Of Hunger
案例简介：Why is this work relevant for Direct? 67% of consumer interaction on social media with service brands are customer service related. This campaign cleverly utilized Instagram’s comparatively friendlier environment and combined it with a unique use of the direct nature of instant messaging. The result was a fascinating one-on-one brand-consumer interaction that resulted in upwards of a 1165% growth in the brand’s social interactions. Customer’s were inspired to collaborate with the brand to participate in what turned out to be the brand’s most impactful and engaging campaign ever. Background Situation Swiggy with its fleet of 120,000+ delivery personnel across 100+ cities, 30 million orders per month and 3.3 billion dollar valuation is the poster-child of India’s online food-delivery market. Its’ competition like Uber Eats are fighting for market share, especially among 18-35 y/olds. Brands understand that their relationship with this age cohort is critical to long-term growth. Its never been more important for Swiggy to be the preferred choice for an increasingly hard-to-reach target. Brief A typical customer orders from Swiggy twice a week and it is one among the many brands they think about when they're hungry. Create an idea that drives brand engagement and evoke hunger using social media. Objectives Increase preference of Brand Swiggy among its core user-base (18-35 y/olds) Increase one-on-one engagement with Swiggy’s online communities Increase fan-base on Instagram Create memorable experiences around the brand that aid visits to Swiggy Describe the creative idea (30% of vote) Swiggy’s Voice Of Hunger Challenge - Recreate hilarious food shapes using voice notes on Instagram, win a year's worth of food from Swiggy. This December, Instagram launched the voice note feature in Direct Messages & unlike WhatsApp and other platforms, voice notes on Instagram created visual waveforms that closely resembled all kinds of food shapes – kebab skewers, pizzas, fish, birthday cakes, etc. Participants had to show-case their creativity by capturing wacky sounds from various sources and ever so often, they went overboard. Think cats. Think pressure-cookers. Think motor cycles. An entire eco-system of social activity was created around the challenge. Other brands started participating. Restaurants printed voice hacks on order deliveries. How-to videos did the rounds on social. Swiggy then converted winning sounds into hilarious coupon codes for a year’s worth of food. Who knew beautiful looking food could be created by hilarious voice notes? Describe the strategy (20% of vote) In a discount friendly & price sensitive category like food delivery, there is frequent shift in loyalty between platforms. The primary audience (21-35 y/o, urban) is also an internet-first one: the quickest to adopt new social platform features. If we wanted to communicate with this age cohort, we had to get creative with their favorite platforms. But then again, 67% of consumer interaction on social media are customer service related. Instagram’s comparatively friendlier personality combined with the direct element of messaging was an ideal combination for the brand to ease into fun customer engagement, atypical to usual social media. With voice notes, we noticed that Instagram inbox features could also be hacked to hold amusing direct conversations – a welcome change. The intention was for a collaborative interaction & the idea of using wacky sounds to create even wackier food shapes matched Swiggy’s personality. Describe the execution (20% of vote) Bluueeblaahhhbleehhhblueeblahblehblue: an odd gibberish tweet from one of India’s biggest brands. While Twitter-verse was trolling us for our tweet, little did they know that they were helping launch our biggest social media campaign ever. Fans were soon introduced to five films featuring hilariously innovative ways to get their voice-notes to resemble food shapes & win a year’s worth of food. Over 100 Comedians, musicians, rappers, actors and RJs formed the core team of influencers driving voice and sound experiments for the campaign. Behind-the-scene videos were instrumental in upping the crazy, resulting in even more UGC and traffic to Swiggy’s handle. We featured unique creations and replied in real-time with either text or voice. Reaction & making-of videos went live from Swiggy HQ through unique partnerships with popular radio stations like BigFM, and young publishers like Scoopwhoop. All this, while Instagram blocked us 11 times giving the campaign an unexpected PR-push. List the results (30% of vote) • A platform known for beautiful images of food was taken over by voice notes of food instead. The campaign generated 16 million+ Social Impressions and over 150,000 voice note based conversations filled our inbox. • 1165% growth in direct interactions between Swiggy and its customers • Swiggy’s Instagram reach went up 7700%. • Swiggy witnessed a 40% rise in Instagram followers resulting in over 40,000+ new 18-35 year olds joining our Instagram community. • Swiggy amassed a 2100% spike in traffic to its platform from Instagram. • A totally unintentional 24% average increase in orders for food resembling our most popular voice note creations. • We turned winning voice notes into hilarious coupon codes, giving users their ticket to a year's worth of free food!
饥饿的声音
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Voice Of Hunger
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