I Will What I Want|短视频|广告营销案例【ADGuider广告指南】

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我会做我想要的

案例简介：简要解释钛-我将我想要的东西被创造出来，通过庆祝所有违背期望的女性，忽略外界判断的噪音，来改变盔甲下的超级男性形象。活动描述 Under Armour 是运动服装市场上的新星，但其超级男性化已经成为女性两极分化的障碍。我们的简报是与 20 至 35 岁的运动女性联系，以建立盔甲下的时尚和赋权。我会创造我想要的东西，通过庆祝所有无视期望的女性，忽视外界判断的噪音，来改变《盔甲下》的超级男性形象。我们的数字本地目标从她认识的人那里获得线索: 教练、家庭、朋友和影响者。为了让她了解情况，我们需要创建一个社交对话，让她周围的人都在谈论。我们创建了一个以社交媒体为核心的完全集成的多渠道平台。以米斯蒂 · 科普兰鼓舞人心的个人故事作为品牌电影在线推出，针对可共享性进行了优化。接下来，我们签下了一个我们知道会被评判的女人，超模吉赛尔 · 布恩辰。我们在纽约时装周前夕宣布了意想不到的合作关系，每个人都有话要说。因此，我们在电视广告和网络直播体验中使用了人们真实的在线评论。影响者被利用，包括装甲运动员。与此同时，我们在大众网络和出版物上获得了米丝蒂和吉赛尔的全国新闻报道和露面，包括由吉米 · 法伦、早安美国和纽约时报主演的《今夜秀》。“我想要什么” 综合运动成功地让超级男性化的盔甲下成为女性运动愿望的象征，创造了 50亿的媒体印象和超过 3500万美元的媒体收入。时尚和赋权得分增长了 900%，女性销售额增长了 28%。有效性我们上了她的雷达。 -产生了 50亿个媒体印象。 -赢得媒体 3500万美元。 -UA 的社会意识提高了 107.9%-UA.com 的流量增加了 41%，我们在她的短名单上。增加购买意向增加了 324%，Under Armour 的风格和授权得分增加了 900%。我们得到了她的生意。女性销售额增长了 28%。Under Armour 已经超过了阿迪达斯，现在在全球仅次于耐克美国实施我们创建了一个完全集成的多渠道平台，旨在优化共享和参与。我们的推出计划是为了创造两个高峰对话。第一个是米斯蒂 · 科普兰鼓舞人心的个人故事。米丝蒂不是注定要成为芭蕾舞演员的。但会战胜命运。接下来，我们签下了一个我们知道会被评判的女人，超模吉赛尔 · 布恩辰。我们在纽约时装周前夕宣布了意想不到的合作关系。正如我们预期的那样，每个人都有话要说，所以我们在电视广告和实时网络体验中使用了人们真实的在线评论。 -电视/电影/户外和在线视频推动了人们的意识。 -实时在一个网站上进行关于单个角色的整个社交讨论的实时网络体验。-米丝蒂 · 科普兰和吉赛尔 · 布恩琴的出场，包括由吉米 · 法伦主演的《今夜秀》、《早安美国》和《纽约时报》。相关性 Under Armour 是运动服装市场上的新星，但其超级男性形象已经成为女性两极分化的障碍。我们的简报是通过将 Under Armour 确立为时尚和赋权的方式，与 20 至 35 岁的运动女性联系起来。我们观察了今天女性更大的文化背景，发现她们被不断的矛盾压力包围着。但是威尔，一个女人的内在力量，给了她克服一切的力量。我要庆祝那些无视期望、忽视外界评判的女性。我们与《我将》的目标首先是，了解她的情况: 她从她认识的人那里获得线索: 教练、家人、朋友和有影响力的人。我们需要创造一种文化对话，让她周围的人谈论《盔甲下》。登上她的简短名单: 我们需要证明《盔甲下》是时尚和赋权的。

我会做我想要的

案例简介：Brief Explanation Titanium - I WILL WHAT I WANT was created to change Under Armour’s uber masculine image, by celebrating all women defying expectations and ignoring the noise of outside judgments. Campaign Description Under Armour is a rising star in the sports apparel market, but its uber-masculine had become a polarizing barrier to women. Our brief was to connect with 20- to 35-year-old athletic women to establish Under Armour as stylish and empowering.I WILL WHAT I WANT was created to change Under Armour’s uber-masculine image by celebrating all women defying expectations and ignoring the noise of outside judgments.Our digitally native target takes cues from people she knows: trainers, family, friends and influencers. To get on her radar, we needed to create a social conversation that got the people around her talking about Under Armour. We created a fully integrated, multi-channel platform with social media at the core. Launching with Misty Copeland’s inspiring personal story as a brand film online, optimized for sharability. Next, we signed a woman we knew would be judged, supermodel Gisele Bündchen. We announced the unexpected partnership on the eve of New York Fashion Week, and everyone had something to say. So we used people’s real online comments in our TV ads and live web experience.Every asset was designed to be picked up by press. Influencers were leveraged, including Under Armour athletes. Simultaneously we secured national press coverage and appearances by Misty and Gisele across mass network and publications, including The Tonight Show Starring Jimmy Fallon, Good Morning America and the New York Times. The I WILL WHAT I WANT integrated campaign successfully made uber-masculine Under Armour a symbol of women’s athletic aspiration, generating 5 billion media impressions and over $35 million in earned media. Style and Empowerment scores increased by 900% and Women’s sales lifted 28%. Effectiveness We got on her radar.-Generated 5 billion media impressions.-$35 million in earned media.-Increased social awareness of UA by 107.9%- Increased Traffic to UA.com by 41%We got on her short list.Increased purchase intent by 324%Increased Under Armour’s Style and Empowerment scores by 900%.We got her business.Women’s sales lifted 28%.Under Armour has overtaken Adidas and is now second to Nike in the U.S. Implementation We created a fully integrated, multi-channel platform that was designed to optimize sharability and participation. Our rollout plan was crafted to create two spikes of conversation. The first featured Misty Copeland’s inspiring personal story. Misty was not predestined to be a ballerina. But will trumps fate. Next, we signed a woman we knew would be judged, supermodel Gisele Bündchen. We announced the unexpected partnership on the eve of New York Fashion Week. As we anticipated everyone had something to say, so we used people’s actual online comments in our TV ads and a real time web experience.-TV/Cinema/ OOH and Online Video drove awareness.- A live web experience with the entire social discussion about a single persona happen on one website in real time. - Appearances by Misty Copeland and Gisele Bündchen including The Tonight Show Starring Jimmy Fallon, Good Morning America and the New York Times.- Influencers were leveraged, including Under Armour athletes. Relevancy Under Armour is a rising star in the sports apparel market, but its uber-masculine image had become a polarizing barrier to women. Our brief was to connect with 20- to 35-year-old athletic women by establishing Under Armour as both stylish and empowering.We looked at the larger cultural context of women today and found that they are surrounded by constant, contradicting pressures. But will, a woman’s inner-strength, gives her the power to overcome all. I WILL WHAT I WANT celebrates women who defy expectations and ignore the noise of outside judgments. Our objectives with I WILL WHAT I WANT were firstly, Get on her radar: She takes cues from people she knows: trainers, family, friends and influencers. We needed to create a cultural conversation that gets people around her talking about Under Armour.Get on her short list: We needed to prove Under Armour is stylish and empowering.