A Jewel For A Refugee|短视频|广告营销案例【ADGuider广告指南】

难民的宝石

案例简介：概要丹麦出台了所谓的 “珠宝法”，该法使政府能够从难民手中没收珠宝和贵重物品。这项法律在挪威得到了广泛的关注，尤其是当挪威政府随后提出更严格的法案时。NOAS 想解决他们对此的担忧，但有一个困难随着更多的知名组织成为焦点，媒体也注意到了这一点。简报是在不使用任何付费媒体的情况下让 NOAS 被听到，并鼓励挪威人在提议的法案中站出来相关性挪威寻求庇护者组织 (NOAS) 是难民辩论的专家，希望解决他们对挪威政府严厉法律提案的关切, 但是随着更多的知名组织成为焦点，媒体很难被注意到。使用公关，我们没有任何媒体支出。挪威人，包括普通人、有影响力的人和政治家，都反对提议的法案。结果小而不为人知的组织 NOAS 在所有国家媒体中被定位为该领域的专家。随着人们在个人层面上与这个话题相关，激烈的辩论变得更加人性化。# Ajewelforarefugee 不仅引起了人们对这些提议的更多关注，还引起了人们热情洋溢的抗议。这场运动筹集的资金是整个 2015 的三倍。没有任何媒体支出，结果显示超过 450 人在 NOAS 自己的平台上观看了视频。这是挪威人口的 86%。包括大规模的媒体报道，NOAS 覆盖了挪威 30% 以上的地区。活动描述我们想改变珠宝法的象征意义，并采取人们可以联系和支持的立场。通过 # ajewelfoarefugee 运动，NOAS 鼓励挪威人捐赠他们自己的个人珠宝来表达他们对难民的支持。通过使用社交媒体，他们可以发布珠宝的照片，并讲述他们是如何获得珠宝的背后的故事，以及为什么他们现在想捐赠珠宝。虽然我们知道放弃珍贵的东西是一个很高的门槛，只是想象这样做的感觉, 会让人们觉得他们好像在难民的鞋子里 -- 哪怕只是一会儿。这将是一个非常有力的信息。这些珠宝最终在一个盛大的展览上展示了他们的故事，并被拍卖。执行我们在 Facebook 上推出了名人的电影，然后鼓励我们的大使分享它 -- 尽可能在社交媒体上获得有机的接触。来自不同社区的发言人对这项运动变得非常重要，我们与媒体密切合作，给他们新的角度，这样我们就可以尽可能广泛地传播这项运动。当这个案件在社交媒体上爆发时，它本身就变成了一个故事。当新的重要人物捐赠他们的珠宝时，我们向媒体提供了多个故事和角度。通过这样做，NOAS 登上了直播节目、电视辩论，并被全国所有报纸的专栏报道。这种广泛的关注是系统媒体管理的结果。战略我们利用赠送自己珠宝的挪威名人，让国家媒体了解此次发布会的情况。名人鼓励人们做同样的事情，通过这样做，也反对提议的法案。虽然捐赠珠宝的著名政治家、喜剧演员、演员和音乐家得到了大量的新闻报道，但我们也通过在自己的平台和媒体上跟踪和分享他们的故事，让普通挪威人成为英雄。由于案件的重要性，甚至主教和市长也想通过放弃他们最亲爱的财产来做出贡献。

难民的宝石

案例简介：Synopsis Denmark had introduced the so-called “jewelry law”, a law that enables the government to seize jewelry and valuables from the refugees. The law got massive attention in Norway, especially when the Norwegian government followed up by proposing bills that was even stricter.NOAS wanted to address their concern about this, but had a hard time being noticed in the media as more well-known organisations got the spotlight.The brief was to make NOAS heard without using any paid media and encourage Norwegians to stand up aginst the proposed bills Relevancy The Norwegian Organisation for Asylum Seekers (NOAS) are experts on the refugee debate and wanted to address their concern about the Norwegian governments harsh law proposals, but had a hard time being noticed in the media as more well-known organisations got the spotlight.Using PR we made NOAS heard without any media spend. Norwegians, both common people, influencers and politicians took a stand against the proposed bills. Outcome The small and unknown organization NOAS got positioned as an expert on the field in all national medias. The heated debate became more human as people related to the subject on a personal level. Not only did #ajewelforarefugee led to increased attention around the proposals, but also to heartwarming protests from people. The campaign raised three times as much money as the entire 2015. Without any media spending, results show that over 450 k viewed the video on NOAS own platforms. That is 8,6 % of the Norwegian population. Including the massive media coverage, NOAS reached over 30 percent of Norway. Campaign Description We wanted to change the symbolism of jewelry law and take a stand that people could relate to and support. With the campaign #ajewelforarefugee, NOAS encouraged Norwegians to donate their own, personal jewelry to show their support for the refugees. By using social media they could post photos of their jewelry and tell the story behind how they got it and why they now wanted to donate it. While we knew that the action of giving away something precious was a high threshold, the feeling of just imagening doing it, would make people feel as if they were in the refugees shoes - even for just a moment. And that would be a very powerful message.The jewelry was finally put on display with their stories on a grand exhibition and auctioned off for the cause. Execution We launched the film of the celebrities on Facebook and then encouraged our ambassadors to share it - getting as much organic reach in social media as possible.Since we wanted to reach the general population, spokespersons from different communities became very crucial for the campaign to get noticed.We worked closely with the media and gave them new angles so we could spread the campaign as widely as possible. When the case exploded on social media, it became a story in itself. And when new important people donated their jewelry, we provided the media with multiple stories and angles. By doing so, NOAS made it onto live broadcasts, TV debates and got covered in all the countrys newspapers columns. The extensive attention was the result of systematic media management. Strategy We used Norwegian celebrities which gave away their own jewelry, in order to get national media on the case for the launch. The celebrities encouraged people to do the same and by doing so, also taking a stand against the bills proposed.While famous politicians, comedians, actors and musicians which donated jewelry got massive press coverage, we also made common Norwegians heroes by following up and sharing their stories on our own platforms and to media. Even bishops and mayors wanted to contribute by giving their dearest possessions away due to the importance of the case.