Manboobs|短视频|广告营销案例【ADGuider广告指南】

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曼波斯

案例简介：概要 MACMA-(字面意思是乳腺癌帮助运动) 是一个非营利组织，由患有乳腺癌的妇女创建。他们的目标是通过早期诊断促进预防，逐步帮助越来越多的妇女与这种疾病作斗争。MACMA 最重要的资产是确定早期癌症检测和适当的治疗可以拯救生命。乳腺癌是女性中最受欢迎的癌症形式，每年影响阿根廷约 18,000 名女性。这意味着每八名女性中就有一名可能感染这种疾病，使其成为成年女性的头号死因。乳房自我检查 (BSE) 是早期发现的最有效方法。因为如此多的女性无视它，我们的目标是让人们意识到练习疯牛病的重要性，同时暴露在线社交网络对这类信息的明显限制。结果由于社交媒体投资低于 1000 美元，这项活动在第一周就获得了成功，获得了 4800万的浏览量。主流媒体报道，将导师的影响力扩大到更广泛的受众，远远超出阿根廷的边界，在每个大陆获得 193 million 媒体的报道。它创造了价值 1700万美元的媒体，MACMA 的粉丝群仅在发布日就增加了 20.000 名粉丝。它被分享了 700.000 多次，成为有史以来分享和观看最多的乳房自我检查考试。但这不仅仅是数字: 由于这项运动，新患者、肿瘤学家、心理学家、志愿者、捐助者和品牌加入了 MACMA，支持他们的努力, 一个非政府组织最大的成就。当地政府邀请 MACMA 加入国家乳腺癌帮助网络。活动描述很难让女性定期检查乳房来帮助预防乳腺癌。然而，他们每天平均检查手机 110 次。因此，我们决定以一种格式传播我们的信息，这种格式可以让我们在这些设备上使用社交平台来实现它。这正是我们遇到一个巨大障碍的地方: 胸部在社交媒体上不受欢迎; Facebook 和 Instagram 审查它们。他们的裸体政策，试图促进用户之间的尊重行为，在裸体方面有严格的规定。讽刺的是，当谈到癌症时，他们似乎确实有观点，“我们 (Facebook) 总是允许女性展示乳房切除术后疤痕的照片。 ”可悲的是，为时已晚。我们绝对需要展示一些胸部!如果不是女性，人类可以做肮脏的工作。执行该活动基于一系列教程视频，每个视频都以一个即将进行乳房自我检查的女性开始。当她脱掉衬衫的时候，一个男人走进框架，她 “借用” 了他的乳房，以避免审查，并一步一步地清楚地展示了这种早期检测技术。该内容最初在 Macma 的 YouTube 、 Facebook 和 Instagram 频道上发布。当地名人支持有机扩大信息范围的运动。在第二个阶段，一旦信息自由传达给人们，我们制定了一个公关计划来开始一场全球辩论，强调需要明确传达女性应该如何进行未经审查的疯牛病, 支持早期乳腺癌检测。战略尽管大多数病例发生在 40 岁之后，但年轻女性每年都会受到影响，自性发育以来，建议进行自我检查。寻找出现在她们感兴趣的平台上的最佳方式,我们专注于定义规则的边界。女性的乳头被禁止，但男性的乳头没有被纳入该法规。在互联网上，有一些网站使用图纸和视频向女性展示如何进行疯牛病。我们的目标是一场运动，在不忽视信息方面的情况下，推动人们获得更大的影响。这催生了 # manboobs4bobs 一场需要男性参与才能实现目标的预防运动。我们找到了一种逃避 Instagram 和 Facebook 等平台规则的方法。# Manboobs4bumbs 教授如何对男性胸部进行疯牛病，这种胸部不会被审查，同时培养了一场关于修改社会政策的必要辩论。

曼波斯

案例简介：Synopsis MACMA - (literally, Movement for Breast Cancer Help) is a non-profit organization founded by women who have suffered breast cancer. Their goal is to progressively help more and more women fight this disease by promoting prevention through early diagnosis. MACMA’s most important asset is the certainty that early cancer detection and appropriate treatment save lives.Breast cancer is the most popular form of cancer among women, affecting about 18,000 women per year in Argentina. That means one out of every eight women is likely to contract it, making it the number one cause of death in adult women. Breast self-examination (BSE) is the most effective method for early detection. Because so many women disregard it, our goal was to create awareness on the importance of practicing BSE while exposing the evident restrictions online social networks impose on these kinds of messages. Outcome With a social media investment below $1000 dollars, the campaign organically became a success reaching 48 million views only in the first week. Mainstream media covered it expanding the tutorials’ reach to a much wider audience, far beyond the borders of Argentina, obtaining coverage in every continent with 193 millions media impressions. It generated earned media worth $ 17 million and MACMA’s fan base grew 20.000 followers only in the launch day. It was shared over 700.000 times, becoming the most shared and viewed breast self examination exam ever. But it’s more than just numbers: as a result of the campaign, new patients, oncologists, psychologists, volunteers, benefactors, and brands joined MACMA to support their efforts, an NGO’s greatest achievement.The local government invited MACMA to be part of the national breast cancer help network. Campaign Description It’s very hard to get women to regularly check their breasts to help prevent breast cancer. However, they do check their phones an average of 110 times a day. Therefore, we decided to spread our message in a format that would grant us visibility on these devices using social platforms to achieve it. That’s precisely where we came across a huge barrier: breasts aren’t welcome on social media; Facebook and Instagram censor them. Their nudity policies, in an attempt to promote respectful behavior among users, have strict rules when it comes to nudity.Ironically enough, they do seem to have a point on view when it comes to cancer “we (Facebook) always allow photos of women showing breasts with post-mastectomy scarring.” Sadly, too late. We definitely needed to show some boobs! If it weren’t female, manboobs could do the dirty job. Execution The campaign is based on a series of tutorial videos that each begin with a woman about to perform a breast self-exam. By the moment she takes of her shirt a man steps into frame and she “borrows” his breasts to avoid censorship and demonstrate this early detection technique clearly step by step.The content was initially published on Macma’s YouTube, Facebook, and Instagram channels. Local celebrities supported the campaign to extend the scope of the message organically.In a second stage, once the message had freely reached people, we developed a PR plan to start a global debate highlighting the need to clearly communicate how women should carry out a BSE uncensored, to support early breast cancer detection. Strategy Even though most cases occur after 40 years of age, younger women are affected every year and self-examination is recommended since sexual development.Looking for the best way to appear on the platforms they are interested in, we focused on the boundaries that define the rule.Women’s nipples are banned but men’s weren’t included in that regulation.All over the internet, there are websites that use drawings and videos to show women how to perform a BSE. We were aiming at a campaign that nudged people to obtain a larger impact without overlooking the informational aspect. That gave birth to #ManBoobs4Boobs a prevention campaign requiring men’s involvement to accomplish its goal.We found a way to elude the rules on platforms such as Instagram and Facebook. #ManBoobs4Boobs teaches how to perform a BSE on men’s boobs which aren’t censored while fostering a necessary debate on modifying social policies.