Marriage Market Takeover|短视频|广告营销案例【ADGuider广告指南】

婚姻市场收购

案例简介：战略公关和媒体战略是与创造性的想法一起形成的。利用我们对中国观众的了解，我们利用影响者来传播我们的信息。在中国，口碑是不可或缺的，因为 48% 的人不太可能查看品牌内容，除非它来自可信的圈子。为了推动参与和创造势头，我们还决定采取内而外的方法, 这意味着外部世界必须意识到盛怒问题，中国人民必须意识到外部世界已经注意到。我们想避免对中国文化的妖魔化，而是提出一个重要的话题，并利用它来启动每个大陆的讨论，因为对女性的压力是一个普遍的问题。我们决定在电影中扮演真实的女性。结果到目前为止，这部电影在全球有 2500万多次观看，展示了该信息的普遍吸引力。从福布斯、英国广播公司和美国有线电视新闻网到 Buzzfeed 、 Mashable 、赫芬顿邮报和 Elle，超过 2000 篇社论文章，总共有超过 20亿篇。这个故事已经传播到各大洲的 54 个国家，并在中国取得了巨大成功，成为有史以来第一个在 6.5亿用户的微博上排名前十的趋势。它也在新闻频道上出现，结果是超过 650 万次社交活动，SK-II 的 YouTube 用户增加了一倍多。最重要的是，成千上万的女性社交媒体帖子谈论了这场运动是如何产生真正效果的。我们制造了如此多的嗡嗡声，以至于宣传盛怒任期的国有媒体不能忽视对这场运动的演讲。活动描述我们想给压力下结婚的女人一个声音，并为他们找到一种象征性的方式来发表声明。婚姻市场是压力以物质形式显现的地方。妇女们站在那里似乎是合适的。我们建立了一个装置，用单身女性的个性化信息取代了约会广告，宣称她们很高兴独立，这与媒体描绘的形象相反。为了创造一个故事，我们拍摄了一部由四个单身女性和她们的父母组成的纪录片。我们使用的是真正的女性，而不是演员，这使得目标观众更容易交流。许多女性在面对这种压力时感到孤独，通过使用真正的女性，我们可以打击这种观念。这部电影是作为一种工具制作的，人们可以用来提高认识。执行我们在上海人民公园的婚姻市场创建了一个装置，在那里我们用单身女性的声明取代了约会广告, 宣称他们很高兴独立，不会仅仅为了取悦别人而结婚。然后，我们和四名妇女及其父母一起拍摄了一部纪录片。这部电影是为了成为人们可以用来提高认识的工具而创作的。毕竟，分享一部电影比自己开始辩论更容易，尤其是对于这个禁忌主题，这部电影在中国视频托管网站优酷网首映, 腾讯和 YouTube。支持这部电影的是中国和国际影响者，他们分享了这部电影，并帮助在博客、推特和中国微博网站微博上传播了这个消息。然后，我们对这些女性进行了幕后采访，为中国婚姻观的细微差别提供了更深刻的见解。概要 SK-II 是一个国际知名的护肤品牌，希望在中国市场占据更大份额。但在中国，化妆品广告往往是理性的，名人关注。“使用这种面霜，获得完美无瑕的皮肤，就像这位电影明星一样。为了脱颖而出，SK-II 想做一些有情感品质的事情。他们已经建立了 # changedestiny -- 一个旨在激励女性塑造她们皮肤命运的运动。我们的想法是将这场运动提升到包括 “生活命运”。为了实现这一目标，我们前往中国对目标群体中的女性进行采访。Sheng Nu 的标签，意思是 “剩女”，以及结婚的压力，有时以牺牲他们的职业和独立为代价，成为他们生活中的一个大问题。目标是改变对 Sheng Nus 的看法，挑战我们看待世界各地单身女性的方式。相关性在这场运动中，公关战略从一开始就被真正整合了。利用我们对中国观众工作方式的洞察，我们量身定制了一个策略，旨在在中国和世界其他地方的社交媒体上获得巨大的吸引力。目标是推动参与并开始全球辩论。事实上，这部电影是在 50 多个国家写的，中国官方媒体一直在宣传我们反对的盛怒标签，他们别无选择，只能讨论讨论, 清楚地表明我们成功了。

婚姻市场收购

案例简介：Strategy The PR and media strategy was formed together with the creative idea. Using our knowledge of the Chinese audience, we utilized influencers to spread our message. In China, word of mouth is integral as 48 percent aren’t likely to view branded content unless it comes from a trusted circle. To drive engagement and create momentum we also decided to take an inside out/outside in approach, meaning that the outside world had to be made aware of the Sheng Nu issue and that the people of China had to be made aware that the outside world had taken notice. We wanted to avoid a demonization of Chinese culture, instead raising an important topic and using it to kick-start discussions on every continent, as pressure being put on women is a universal problem. We decided to feature real women in the film. Outcome So far, the film has over 25 million views around the globe, showing the universal appeal of the message.Over 2000 editorial pieces and been featured in everything from Forbes, BBC and CNN to Buzzfeed, Mashable, Huffington Post and Elle generating a total reach of over 2 billion. The story has spread to 54 countries on all continents and proved to be a huge success in China, where it became the first ever to make the top ten trend list on the 650 million users strong Weibo. It has also been featured on news channels, with over 6,5 million social actions as a result and SK-II’s YouTube subscribers have more than doubled.Most importantly, thousands of social media posts from women talking about how the campaign has had a real effect. We created so much buzz that the state-owned media promoting the Sheng Nu term couldn’t ignore addressing the campaign. Campaign Description We wanted to give a voice to woman under pressure to marry and find a symbolic way for them to make a statement. The marriage market is a place where the pressure materializes in physical form. It seemed fitting that the women would stand their ground there. We built an installation and replaced the dating ads with personalized messages from single women, proclaiming that they’re happy being independent, contrary to the image being portrayed by media. To create a story we shot a documentary with four single women and their parents. We used real women and not actors, making it easier for the target audience to relate. Many women feel alone in facing this pressure and by using real women we could combat that notion.The film was created as a tool that people could use to raise awareness. Execution We created an installation at the marriage market in Shanghai’s People’s Park, where we replaced dating ads with statements from single women, proclaiming that they’re happy being independent and won’t marry just to please someone else. We then shot a documentary style film with four of the women and their parents. The film was created to be a tool that people could use to raise awareness. After all, it’s easier sharing a film than to start a debate on your own, especially with this taboo subject matter The film was premiered on Chinese video hosting sites Youku, Tencent as well as YouTube. Supporting the launch was Chinese and international influencers who shared the film and helped spread the word on blogs, Twitter and Chinese microblogging site Weibo. We then launched Behind the Scenes interviews with the women, providing an even greater insight into the nuances of China’s views on marriage. Synopsis SK-II is an international prestige skincare brand looking to grab a larger share of the Chinese market. But in China advertising for cosmetics is often rational and celebrity focused. “Use this cream and get flawless skin, just like this movie star.” In order to stand out, SK-II was looking to do something with emotional quality.They had already established #changedestiny – a campaign designed to inspire women to shape their skin destiny. Our idea was to elevate the campaign to include “life destiny”. To achieve this we traveled to China to conduct interviews with women in the target group. The Sheng Nu label, meaning “leftover woman”, and the pressure to marry, sometimes at the expense of their careers and independence, emerged as a big issue in their lives. The objective was to change the perception of Sheng Nus and challenge the way we view single women all over the world. Relevancy In this campaign the PR strategy was truly integrated from the beginning. Utilizing our insights of how the Chinese audience works we tailor-made a strategy that was designed to gain great traction on social media, both inside China and in the rest of the world. The goal was to drive engagement and start a global debate. The fact that the film was written about in over 50 countries and that Chinese state media, who have been promoting the Sheng Nu label we are opposing, had no choice but to address the discussions, clearly show that we succeeded.