THE TV STAR THAT SAVED MILLIONS OF DOGS|短视频|广告营销案例【ADGuider广告指南】

拯救了数百万条狗的电视明星

案例简介：结果和有效性在展会期间，Pedigree 的市场份额增加了 1.1% (Q1 2011 比 2010)同期，渗透率增长了 1.3%。Kymba 8,000 的收养申请。每月访问 Pedigree.com。 ar 在节目期间从 6,000 增长到 89,000 Kymba 视频在 YouTube 上有 58,000 的浏览量 + 70 个自发的 Facebook 团体提议 Kymba 成为老大哥赢家 + 30 篇报纸免费文章 (离线和在线)优化了一个小预算 (71,500 美元)，并取得了超过 2,000,000 的影响，60% 电视覆盖范围 (+ 26% vs.计划) 谱系决定在下一个老大哥版中包括另一只被遗弃的狗。创意执行当狗 Kymba 进入老大哥的房子时，我们首先引起了人们的注意。电视节目和横幅通过领养比赛帮助 Kymba 找到了一个新家。在 Kymba 的首次亮相中，该节目获得了本赛季的最高收视率，社交媒体对话爆发，创造了一个意想不到的趋势话题。标签和脸谱网团体出现在同一个晚上。参与者需要照顾狗并训练她。Kymba 和居民之间的日常互动包括粉丝分享视频和评论狗的生活，讨论谁将是理想的主人; 狗的生活蔓延到 30 多个网站和印刷媒体。观众要求电视节目管理人员将她在房子里的存在延长八周 (最初的计划是三周)。Kymba 成为第四名决赛选手，她在节目中的最后一天是收视率最高的一集。见解、战略和想法在阿根廷，10 只狗中有 8 只被遗弃。当养狗的新鲜感逐渐消失时，绝大多数人都两岁了。原因是什么？主人从来没有问过自己: 我真的想要一只狗吗？为了与直接影响狗更好生活的事业保持一致，我们需要向阿根廷人表明，养狗是一项重大责任。为了避免被遗弃，我们需要教育人们每天照顾狗的奉献精神。与此同时，我们需要提高 25-45 岁女性对小狗食品的品牌认知度。如果有一个阿根廷人每天关注的电视节目，那就是老大哥 (分享 40%)。我们介绍了一只一直在等待收养的收容所狗，这样观众就可以帮助我们找到最好的爱家，同时也教观众如何教育/照顾狗。

拯救了数百万条狗的电视明星

案例简介：Results and Effectiveness • During the show, Pedigree’s share of market increased 1.1% (Q1 2011 vs. 2010) and penetration grew 1.3% in the same period • 8,000 adoption applications for Kymba • Monthly visits to Pedigree.com.ar grew from 6,000 to 89,000 during the show • Kymba video had 58,000 views on YouTube • +70 spontaneous Facebook groups proposed Kymba as a Big Brother winner • + 30 free articles in newspapers (offline and online) • Optimised a small budget (USD 71,500) and achieved more than 2,000,000 impacts, 60% TV reach (+ 26% vs. planned) Pedigree has decided to include another abandoned dog in the next Big Brother Edition. Creative Execution We first sparked awareness when the dog – Kymba – entered the Big Brother House. TV spots and banners helped find a new home for Kymba through an adoption contest. In Kymba’s first appearance, the show achieved the highest ratings in the season and social media conversations exploded, creating an unexpected trend topic. Hashtags and Facebook groups appeared the same night. The participants needed to care for the dog and train her. The daily interactions between Kymba and the inhabitants involved the fans sharing videos and commenting on the dog’s life, discussions about who would be the ideal owner; the life of the dog spread to more than 30 websites and print media. The audience asked the TV-program management to extend her presence in the house for eight weeks (the original plan was three weeks). Kymba became the fourth finalist and her last day on the show was the most-viewed episode. Insights, Strategy and the Idea In Argentina, 8 out of 10 dogs are abandoned. The vast majority are two years-old, when the novelty of having a dog wears off. The reason? Owners never asked themselves: Do I REALLY want a dog? Aligning with a cause that directly impacts dogs lives for the better, we needed to show Argentinians that having a dog is a major responsibility. To avoid abandonment we needed to educate people on the daily dedication of caring for a dog. At the same time, we needed to increase brand awareness of puppy food products on women 25-45. If there is one TV show that Argentinians follow every day it’s Big Brother (share 40%). We introduced a shelter dog that has been waiting for adoption into the house so the audience could help us find the best loving home while also teaching viewer’s how to educate/take care of a dog.