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牛奶砰
案例简介：战略 主播一直以家庭购物者的身份与妈妈们交流。牛奶有助于他们抚养强壮健康的孩子。但是品牌情绪受到了影响，因为除了狭窄的目标受众之外，很少有人觉得主播很有趣。这场运动是关于在观众最需要牛奶的时候与他们联系。如果我们能真正找到与年轻人的共同点，并促使他们认为牛奶是相关的, 我们可以改变他们对锚的看法，让新一代青少年在关键时刻在饮食中获得足够的钙。青少年很快就会发出不真实的声音。因此，我们没有告诉我们的观众该做什么或想什么，而是以一种新鲜而引人注目的方式打开了真正复杂的牛奶科学。我们用诗歌和艺术合作让牛奶再次令人难忘和凉爽。 概要 在我们生命的前 13 年，我们完全按照父母的吩咐去做。在接下来的 13 年里，我们做的恰恰相反。当父母的影响在下降的时候，青少年时代实际上是身体最需要牛奶的重要营养的时候。Anchor 相信每个新西兰人都需要最好的营养来发挥他们的全部潜力，但是传统上他们的交流主要针对妈妈。我们需要一种新的方式来接触新的观众，所以这项运动旨在在生活的这个重要时刻直接联系青少年。 结果 86% 的目标观众通过我们的数字渠道观看了我们的电影，在一个只有 1.5 人的国家，这场运动有 450万视频观看量。Facebook 的完成率比行业基准高出 7 倍。鉴于观众的平均注意力广度，这尤其令人印象深刻。自竞选活动启动以来，在主播的 YouTube 频道上花费的时间增加了两倍多。短期销售业绩不是这次活动的关键目标，因为我们认为建立长期品牌效应更有价值。在参与活动后，我们看到了 79% 积极的品牌情绪的成功迹象。我们的 Instagram 粉丝在第一周增加了 9.4%，Snapchat 粉丝自活动开始以来增加了 44%。在看完电影后，主持人的独立意识超过了 80%，这证明如果你有一个引人入胜的故事，你不需要用你的品牌来打击青少年。 执行 世界冠军大满贯诗人哈里 · 贝克写了三首关于牛奶的诗，每一首都以一种新的方式让它栩栩如生。“由内而外” 是一篇关于牛奶中营养成分的文章，这些成分会让你的骨骼变得强壮，并解释牛奶是如何富含重要的矿物质和营养的。“真实” 探索了在庆祝精心制作的自拍的文化中，没有什么比真正真实的微笑更美丽、更暴露或更令人沮丧。牛奶有助于自然长出明亮健康的牙齿，所以这首诗是对展示它们的时刻的颂歌。“空白画布” 重塑了牛奶作为一种力量的无处不在 -- 它不是标准和无聊的，而是一幅空白画布，赋予青少年实现潜力的力量。 活动描述 三首关于牛奶的当代诗歌激励青少年做自己，创造自己对力量的定义。该活动采取了一种破坏性的方法来接触更年轻的观众，并将牛奶与传统上在快速消费品类别中的感知方式重新组合起来。
牛奶砰
案例简介：Strategy Anchor have always communicated with mums as the household shopper. Milk was relevant in helping them raise strong and healthy kids. But brand sentiment suffered, because few people outside of the narrow target audience felt that Anchor was interesting. This campaign was about connecting with a hard to reach audience at a time when they need milk the most. If we could genuinely find common ground with young people, and prompt them see milk as being relevant, we could transform their perception of Anchor and empower a new generation of teens to get enough calcium in their diet at a critical time.Teenagers are quick to call out the inauthentic. So instead of telling our audience what to do, or think, we unpacked the genuine and complex science of milk in a fresh and compelling way. We used poetry and artistic collaborations to make milk memorable and cool again. Synopsis For the first 13 years of our lives we do exactly what our parents tell us. For the next 13, we do the exact opposite. At a time when parental influence is on the decline, the teenage years are actually when the body needs the vital nutrition of milk the most. Anchor believes every New Zealander needs the best nutrition to reach their full potential, but have traditionally aimed their communications predominantly at mums. We needed a fresh way to reach a new audience, so this campaign was designed to connect directly teenagers at this important time of life. Outcome 86% of the target audience watched our films across our digital channels and the campaign had 1.5M video views in a country of just 4.5 million. Facebook completion rates were 7x better than the industry benchmark. Particularly impressive given the average attention span of our audience. Since campaign launch, time spent on Anchor’s YouTube channel has more than tripled. Short-term sales results weren’t a key objective for this campaign, as we believed there was more value in building long term brand affection. We saw the first signs of success with 79% positive brand sentiment after engaging with the campaign. Our Instagram followers increased 9.4% in the first week, and Snapchat followers increased 44% since the start of the campaign. Unaided awareness of Anchor was more than 80% after watching the films, proving you don’t need to hammer teenagers over the head with your branding if you’ve got an engaging story. Execution World Champ Slam Poet Harry Baker wrote three poems about milk, each one bringing it to life in a fresh way. “Inside-out” is a piece about the ingredients in milk which grow strong bones for a lifetime, and the words explain how milk is packed with vital minerals and nutrients. “Real” explores how in a culture of celebrating the carefully crafted selfie, there is nothing more beautiful, more revealing, or more disarming than a real authentic smile. Milk helps to naturally grow bright and healthy teeth, so this poem is an ode to the moments when they’re put on show. “Blank Canvas” reframes the ubiquity of milk as a strength – it’s not standard and boring, but a blank canvas that empowers teenagers to achieve their potential. CampaignDescription Three contemporary poems written about milk that inspire teenagers to be themselves and create their own definition of strength.The campaign takes a disruptive approach to reach a younger audience, and reframe how milk from how it’s traditionally been perceived within the FMCG category.
Milk Slams
案例简介：战略 主播一直以家庭购物者的身份与妈妈们交流。牛奶有助于他们抚养强壮健康的孩子。但是品牌情绪受到了影响，因为除了狭窄的目标受众之外，很少有人觉得主播很有趣。这场运动是关于在观众最需要牛奶的时候与他们联系。如果我们能真正找到与年轻人的共同点，并促使他们认为牛奶是相关的, 我们可以改变他们对锚的看法，让新一代青少年在关键时刻在饮食中获得足够的钙。青少年很快就会发出不真实的声音。因此，我们没有告诉我们的观众该做什么或想什么，而是以一种新鲜而引人注目的方式打开了真正复杂的牛奶科学。我们用诗歌和艺术合作让牛奶再次令人难忘和凉爽。 概要 在我们生命的前 13 年，我们完全按照父母的吩咐去做。在接下来的 13 年里，我们做的恰恰相反。当父母的影响在下降的时候，青少年时代实际上是身体最需要牛奶的重要营养的时候。Anchor 相信每个新西兰人都需要最好的营养来发挥他们的全部潜力，但是传统上他们的交流主要针对妈妈。我们需要一种新的方式来接触新的观众，所以这项运动旨在在生活的这个重要时刻直接联系青少年。 结果 86% 的目标观众通过我们的数字渠道观看了我们的电影，在一个只有 1.5 人的国家，这场运动有 450万视频观看量。Facebook 的完成率比行业基准高出 7 倍。鉴于观众的平均注意力广度，这尤其令人印象深刻。自竞选活动启动以来，在主播的 YouTube 频道上花费的时间增加了两倍多。短期销售业绩不是这次活动的关键目标，因为我们认为建立长期品牌效应更有价值。在参与活动后，我们看到了 79% 积极的品牌情绪的成功迹象。我们的 Instagram 粉丝在第一周增加了 9.4%，Snapchat 粉丝自活动开始以来增加了 44%。在看完电影后，主持人的独立意识超过了 80%，这证明如果你有一个引人入胜的故事，你不需要用你的品牌来打击青少年。 执行 世界冠军大满贯诗人哈里 · 贝克写了三首关于牛奶的诗，每一首都以一种新的方式让它栩栩如生。“由内而外” 是一篇关于牛奶中营养成分的文章，这些成分会让你的骨骼变得强壮，并解释牛奶是如何富含重要的矿物质和营养的。“真实” 探索了在庆祝精心制作的自拍的文化中，没有什么比真正真实的微笑更美丽、更暴露或更令人沮丧。牛奶有助于自然长出明亮健康的牙齿，所以这首诗是对展示它们的时刻的颂歌。“空白画布” 重塑了牛奶作为一种力量的无处不在 -- 它不是标准和无聊的，而是一幅空白画布，赋予青少年实现潜力的力量。 活动描述 三首关于牛奶的当代诗歌激励青少年做自己，创造自己对力量的定义。该活动采取了一种破坏性的方法来接触更年轻的观众，并将牛奶与传统上在快速消费品类别中的感知方式重新组合起来。
Milk Slams
案例简介：Strategy Anchor have always communicated with mums as the household shopper. Milk was relevant in helping them raise strong and healthy kids. But brand sentiment suffered, because few people outside of the narrow target audience felt that Anchor was interesting. This campaign was about connecting with a hard to reach audience at a time when they need milk the most. If we could genuinely find common ground with young people, and prompt them see milk as being relevant, we could transform their perception of Anchor and empower a new generation of teens to get enough calcium in their diet at a critical time.Teenagers are quick to call out the inauthentic. So instead of telling our audience what to do, or think, we unpacked the genuine and complex science of milk in a fresh and compelling way. We used poetry and artistic collaborations to make milk memorable and cool again. Synopsis For the first 13 years of our lives we do exactly what our parents tell us. For the next 13, we do the exact opposite. At a time when parental influence is on the decline, the teenage years are actually when the body needs the vital nutrition of milk the most. Anchor believes every New Zealander needs the best nutrition to reach their full potential, but have traditionally aimed their communications predominantly at mums. We needed a fresh way to reach a new audience, so this campaign was designed to connect directly teenagers at this important time of life. Outcome 86% of the target audience watched our films across our digital channels and the campaign had 1.5M video views in a country of just 4.5 million. Facebook completion rates were 7x better than the industry benchmark. Particularly impressive given the average attention span of our audience. Since campaign launch, time spent on Anchor’s YouTube channel has more than tripled. Short-term sales results weren’t a key objective for this campaign, as we believed there was more value in building long term brand affection. We saw the first signs of success with 79% positive brand sentiment after engaging with the campaign. Our Instagram followers increased 9.4% in the first week, and Snapchat followers increased 44% since the start of the campaign. Unaided awareness of Anchor was more than 80% after watching the films, proving you don’t need to hammer teenagers over the head with your branding if you’ve got an engaging story. Execution World Champ Slam Poet Harry Baker wrote three poems about milk, each one bringing it to life in a fresh way. “Inside-out” is a piece about the ingredients in milk which grow strong bones for a lifetime, and the words explain how milk is packed with vital minerals and nutrients. “Real” explores how in a culture of celebrating the carefully crafted selfie, there is nothing more beautiful, more revealing, or more disarming than a real authentic smile. Milk helps to naturally grow bright and healthy teeth, so this poem is an ode to the moments when they’re put on show. “Blank Canvas” reframes the ubiquity of milk as a strength – it’s not standard and boring, but a blank canvas that empowers teenagers to achieve their potential. CampaignDescription Three contemporary poems written about milk that inspire teenagers to be themselves and create their own definition of strength.The campaign takes a disruptive approach to reach a younger audience, and reframe how milk from how it’s traditionally been perceived within the FMCG category.
牛奶砰
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Milk Slams
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