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给歌曲
案例简介：为什么这项工作与娱乐狮子音乐相关？ 波多黎各音乐的知名度如此之高，以至于 2018年，在 YouTube 上观看最多的 100 个视频中有 27 个来自波多黎各艺术家。另一方面，许多非营利组织几乎不为人所知，主要是因为它们缺乏获得知名度的经济手段。这就是为什么在给予星期二，我们利用波多黎各全球音乐影响力来帮助人类，只需在 YouTube 上使用这些波多黎各音乐视频，每天有数百万人看到,请求捐赠。 背景 捐赠星期二进入第八个年头，是一个全球捐赠日，由社交媒体和协作的力量推动。在美国感恩节后的星期二庆祝，以及广受认可的购物活动黑色星期五和网络星期一，# GivingTuesday 开启了慈善季节,当许多人关注他们的假期和年终捐赠时。自 2012 以来，来自世界各地的人们已经在 # GivingTuesday 上为多种原因付出了数百万。# GivingTuesday 已经成为一场庆祝和支持捐赠和慈善事业的运动，全年都有活动和越来越多的资源目录。2018，捐赠星期二组织的波多黎各分会要求我们帮助他们开展一场预算为 0 美元的运动。 描述创意 如果我们给社交事业和 YouTube 超级明星一样的知名度，会发生什么？考虑到这一点，我们要求世界著名的波多黎各艺术家以一种简单的方式表现出同情: 通过给他们在 YouTube 上的热门歌曲一个全新的意义。对于整个 # GivingTuesday，当数百万人搜索他们最喜欢的音乐视频时，他们的歌曲标题变成了公共服务公告,让粉丝们知道他们支持哪个原因，并邀请他们为周二的捐赠捐款。 描述策略 考虑到 2018年，在 YouTube 上观看次数最多的 100 个视频中，有 27 个视频来自波多黎各艺术家，我们要求他们以一种简单的方式表现出同情心: 通过给他们在 YouTube 上的热门标题一个全新的意义。 对于整个 # GivingTuesday，当数百万人搜索他们最喜欢的音乐视频时，他们的标题变成了公共服务公告,让粉丝们知道他们支持哪项事业，并邀请他们向 givingtuesday.org 捐款。 描述执行 2018年11月27日，10 位波多黎各音乐巨星将他们所有 YouTube 视频的标题改为他们支持的事业的名称，以及向 www.givingtuesday.org 捐款的行动号召。我们还要求他们在社交媒体上发布一条信息，告诉他们在 YouTube 上的所有歌曲都有了新的含义。在周二的捐赠活动中，全世界数百万粉丝能够看到这些波多黎各艺术家正在帮助的原因，并能够了解他们的所作所为。 描述结果 凭借 0 美元的媒体投资，Giving Songs 运动在一天内就达到了 4亿多个优酷网站，成为 Giving Tuesday 历史上最引人注目的数字运动。这一噱头是帮助全球筹集 380,000,000 美元的行动之一。
给歌曲
案例简介：Why is this work relevant for Entertainment Lions for Music? The visibility Puerto Rican music get is so enormous, that in 2018, 27 of the top 100 most watched videos on YouTube were from Puerto Ricans artists. On the other hand, many non profit organizations are hardly known, mostly because they lack the economic means to gain visibility. That's why for The Giving Tuesday, we leveraged the Puerto Rican global musical influence to help humanity, by simply using these Puerto Rican music videos on YouTube, that are seen by millions everyday, to ask for donations. Background Entering its 8th year, Giving Tuesday is a global day of giving, fueled by the power of social media and collaboration. Celebrated on the Tuesday following Thanksgiving in the U.S. and the widely recognized shopping events Black Friday and Cyber Monday, #GivingTuesday kicks off the charitable season, when many focus on their holiday and end-of-year giving. Since 2012, people from all over the world have given millions to multiple causes on #GivingTuesday. #GivingTuesday has become a movement that celebrates and supports giving and philanthropy with events throughout the year and a growing catalog of resources. On 2018, the Puerto Rican chapter of The Giving Tuesday organization asked us to help them make a campaign with $0 budget. Describe the creative idea What would happen if we gave social causes the same visibility these YouTube superstars get? With that in mind, we asked world renowned Puerto Rican artists to show compassion in a simple way: by giving their smash hit titles in YouTube a whole new meaning. For the entire #GivingTuesday, when millions of people searched for their favorite music video, their song titles turned into public service announcements, letting fans know which cause they were supporting and inviting them to make a donation for Giving Tuesday. Describe the strategy Considering that in 2018, 27 of the 100 most viewed videos on YouTube were from Puerto Rican artists, we asked them to show compassion in a simple way: by giving their smash hit titles in YouTube a whole new meaning. For the entire #GivingTuesday, when millions of people searched for their favorite music video, their titles turned into public service announcements, letting fans know which cause they were supporting and inviting them to donate to givingtuesday.org. Describe the execution On November 27th 2018, 10 Puerto Rican music superstars changed the titles of all of their YouTube videos to the names of the causes they were supporting and a call to action to donate to www.givingtuesday.org. We also asked them to post on their social media a message that they gave all their songs on YouTube a new meaning. During Giving Tuesday, millions of fans around the world were able to see the causes these Puerto Rican artists were helping and were able to learn what they did. Describe the outcome With a media investment of $0 dollars, the Giving Songs movement reached over 400 million YouTubers in just one day, making it the most visible digital campaign in the history of Giving Tuesday. This stunt was one of the actions that helped raise $380,000,000 globally.
Giving Songs
案例简介：为什么这项工作与娱乐狮子音乐相关？ 波多黎各音乐的知名度如此之高，以至于 2018年，在 YouTube 上观看最多的 100 个视频中有 27 个来自波多黎各艺术家。另一方面，许多非营利组织几乎不为人所知，主要是因为它们缺乏获得知名度的经济手段。这就是为什么在给予星期二，我们利用波多黎各全球音乐影响力来帮助人类，只需在 YouTube 上使用这些波多黎各音乐视频，每天有数百万人看到,请求捐赠。 背景 捐赠星期二进入第八个年头，是一个全球捐赠日，由社交媒体和协作的力量推动。在美国感恩节后的星期二庆祝，以及广受认可的购物活动黑色星期五和网络星期一，# GivingTuesday 开启了慈善季节,当许多人关注他们的假期和年终捐赠时。自 2012 以来，来自世界各地的人们已经在 # GivingTuesday 上为多种原因付出了数百万。# GivingTuesday 已经成为一场庆祝和支持捐赠和慈善事业的运动，全年都有活动和越来越多的资源目录。2018，捐赠星期二组织的波多黎各分会要求我们帮助他们开展一场预算为 0 美元的运动。 描述创意 如果我们给社交事业和 YouTube 超级明星一样的知名度，会发生什么？考虑到这一点，我们要求世界著名的波多黎各艺术家以一种简单的方式表现出同情: 通过给他们在 YouTube 上的热门歌曲一个全新的意义。对于整个 # GivingTuesday，当数百万人搜索他们最喜欢的音乐视频时，他们的歌曲标题变成了公共服务公告,让粉丝们知道他们支持哪个原因，并邀请他们为周二的捐赠捐款。 描述策略 考虑到 2018年，在 YouTube 上观看次数最多的 100 个视频中，有 27 个视频来自波多黎各艺术家，我们要求他们以一种简单的方式表现出同情心: 通过给他们在 YouTube 上的热门标题一个全新的意义。 对于整个 # GivingTuesday，当数百万人搜索他们最喜欢的音乐视频时，他们的标题变成了公共服务公告,让粉丝们知道他们支持哪项事业，并邀请他们向 givingtuesday.org 捐款。 描述执行 2018年11月27日，10 位波多黎各音乐巨星将他们所有 YouTube 视频的标题改为他们支持的事业的名称，以及向 www.givingtuesday.org 捐款的行动号召。我们还要求他们在社交媒体上发布一条信息，告诉他们在 YouTube 上的所有歌曲都有了新的含义。在周二的捐赠活动中，全世界数百万粉丝能够看到这些波多黎各艺术家正在帮助的原因，并能够了解他们的所作所为。 描述结果 凭借 0 美元的媒体投资，Giving Songs 运动在一天内就达到了 4亿多个优酷网站，成为 Giving Tuesday 历史上最引人注目的数字运动。这一噱头是帮助全球筹集 380,000,000 美元的行动之一。
Giving Songs
案例简介：Why is this work relevant for Entertainment Lions for Music? The visibility Puerto Rican music get is so enormous, that in 2018, 27 of the top 100 most watched videos on YouTube were from Puerto Ricans artists. On the other hand, many non profit organizations are hardly known, mostly because they lack the economic means to gain visibility. That's why for The Giving Tuesday, we leveraged the Puerto Rican global musical influence to help humanity, by simply using these Puerto Rican music videos on YouTube, that are seen by millions everyday, to ask for donations. Background Entering its 8th year, Giving Tuesday is a global day of giving, fueled by the power of social media and collaboration. Celebrated on the Tuesday following Thanksgiving in the U.S. and the widely recognized shopping events Black Friday and Cyber Monday, #GivingTuesday kicks off the charitable season, when many focus on their holiday and end-of-year giving. Since 2012, people from all over the world have given millions to multiple causes on #GivingTuesday. #GivingTuesday has become a movement that celebrates and supports giving and philanthropy with events throughout the year and a growing catalog of resources. On 2018, the Puerto Rican chapter of The Giving Tuesday organization asked us to help them make a campaign with $0 budget. Describe the creative idea What would happen if we gave social causes the same visibility these YouTube superstars get? With that in mind, we asked world renowned Puerto Rican artists to show compassion in a simple way: by giving their smash hit titles in YouTube a whole new meaning. For the entire #GivingTuesday, when millions of people searched for their favorite music video, their song titles turned into public service announcements, letting fans know which cause they were supporting and inviting them to make a donation for Giving Tuesday. Describe the strategy Considering that in 2018, 27 of the 100 most viewed videos on YouTube were from Puerto Rican artists, we asked them to show compassion in a simple way: by giving their smash hit titles in YouTube a whole new meaning. For the entire #GivingTuesday, when millions of people searched for their favorite music video, their titles turned into public service announcements, letting fans know which cause they were supporting and inviting them to donate to givingtuesday.org. Describe the execution On November 27th 2018, 10 Puerto Rican music superstars changed the titles of all of their YouTube videos to the names of the causes they were supporting and a call to action to donate to www.givingtuesday.org. We also asked them to post on their social media a message that they gave all their songs on YouTube a new meaning. During Giving Tuesday, millions of fans around the world were able to see the causes these Puerto Rican artists were helping and were able to learn what they did. Describe the outcome With a media investment of $0 dollars, the Giving Songs movement reached over 400 million YouTubers in just one day, making it the most visible digital campaign in the history of Giving Tuesday. This stunt was one of the actions that helped raise $380,000,000 globally.
给歌曲
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Giving Songs
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基本信息
- 广告战役： ##GIVINGTUESDAY-推广与活动-97d2#
- 广告品牌： #GIVINGTUESDAY
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 活动
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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