No Label: The World's First Transgender Beer|短视频|广告营销案例【ADGuider广告指南】

无标签: 世界上第一代变性啤酒

案例简介：战略我们的主要目标受众是伦敦的啤酒爱好者: 热爱手工运动和尝试新啤酒的人。但是我们也有一个非常明确的 Soho LGBTQI + 社区的额外观众 -- 毕竟，我们在他们附近开了一家酒吧。可信度是关键。因此，我们与总部位于 Soho 的 LGBTQI + 集团建立了伙伴关系，“最古怪的人” 甚至把他们的标志放在瓶子上。我们与他们密切合作，以了解接触 (而不是意外冒犯) 跨性别社区的语言和媒体目标，以及变性人慈善机构和事业的捐赠。在获得了 LGBTQI + 标题的积极报道后，如《态度》、《同性恋时报》、《粉红新闻》和《女主角杂志》，我们很快就能够将 LGBTQI + 支持的故事带到主流国家在线, 印刷和广播媒体，以接触伦敦啤酒爱好者的主要观众。执行除了发明并命名无标签，我们还开展了一场赢得媒体宣传活动，以提高对 Soho 场地和产品销售的认识。我们在 Soho 酒吧和餐馆发布会上接待了 100 多名记者、博客作者和影响者，还有 500 名公众，他们都可以享受一瓶无牌酒。而且，对于那些不能去 Soho 的人来说，啤酒在全球所有的 BrewDog 酒吧都有销售。BrewDog 还在其在线商店上列出了该产品，我们通过社交帖子和博客评论，从跨社区和主流列表/食品和饮料商店吸引了流量。我们与 Queerest of The Queer 合作制作消息，这导致了 LGBTQI + 媒体的广泛正面报道。最后，消费者媒体关系运动在短短 72 小时内就导致了 300 多条全球报道。相关性首先，这是一场公关活动，由一家公关机构发起，专门利用赚来的媒体来接触和吸引观众，讲述品牌的故事。但是为什么我们认为它配得上公关狮子？!嗯，公关机构很少会创造性地利用一种科学异常，其结果是为全球零售发明了一种新产品!该产品的销售不仅为失去权力的群体筹集了数千英镑，而且还提供了一种可信的新方法，向 11亿多人讲述我们客户的故事。结果第一层: 在一个一贯忽视少数群体的类别中, 没有一个标签允许啤酒品牌 BrewDog 与新的受众建立平等关系，成为世界上第一个站出来支持跨社区的品牌之一。第二层: 我们适度的 5,000 英镑费用让 11亿的机会通过 308 件公关报道在 72 小时内听到 “没有标签”。我们甚至有几个头版。我们用来酿造 No 标签的独特啤酒花确保了 100% 的覆盖率提到了酿酒工艺，酿酒狗的关键信息目标。3 级: 没有标签现在已经卖完了。超过 9,500 瓶的销售为变性人筹集了超过 6,000 英镑的资金。活动描述我们发现了一种啤酒花植物，在合适的条件下，可以表现出两性畸形。一种真正可以改变性别的啤酒花。这给了我们一个想法.结果是 “没有标签”。没有标签是世界上第一个 “变性啤酒” -- 一种完全用啤酒花酿造的啤酒，经历了男女两性的性别变化。它的创建是为了让 BrewDog 有力地表达对一群经常被大啤酒品牌忽视的人的支持, 同时允许我们向消费者观众谈论精酿啤酒配料和精酿啤酒工艺。为了表明它致力于成为 Soho 的一部分, 通过出售 9,500 瓶无标签而获得的所有利润都通过我们与 Soho 的 LGBTQI + 集团 “最奇怪的人” 的合作关系捐赠给变性人慈善机构。概要英国最大的精酿啤酒品牌 BrewDog 正在伦敦 Soho 开设一家新的酒吧和餐厅。但是我们的简报不是让人们通过新场地的门。作为邮政编码中唯一的专业精酿啤酒酒吧，我们已经有了准备好的啤酒爱好者。相反，我们的简报是利用这次发布作为一个机会来讲述英国最热情的酒精品牌的故事，把重点放在是什么让 BrewDog 与众不同,温和的工业啤酒制造商。BrewDog 是啤酒爱好者的品牌，不管他们的方向、性别或如何识别。它在 Soho 的到来 -- 英国的 LGBTQI + 震中 -- 为我们提供了一个绝佳的机会来打击包容性和容忍度，并庆祝那些主要被大啤酒品牌忽视的啤酒饮用者。

无标签: 世界上第一代变性啤酒

案例简介：Strategy Our primary target audience were London-based beer lovers: people who love the craft movement and love trying new beer. But we also had a very clearly defined additional audience of Soho’s LGBTQI+ community – after all, we were opening a bar in their neighbourhood. Credibility was key. We therefore brokered a partnership with Soho-based LGBTQI+ group, “Queerest of The Queer” who even put their logo on the bottle. We worked closely with them to understand the language and media targeting with which to reach (and not accidentally offend) the trans community and which transgender charities and causes to donate to. Having secured positive coverage in LGBTQI+ titles such as Attitude, Gay Times, Pink News and Diva Mag we were then quickly able to take a LGBTQI+ endorsed story to mainstream national online, print and broadcast media so as to reach our primary audience of London based beer lovers. Execution In addition to inventing and naming No Label, we also delivered an earned media campaign to drive awareness of the Soho venue and sales of the product. We hosted over 100 journalists, bloggers and influencers at the Soho bar and restaurant launch along with 500 members of the public, all of whom got to enjoy a bottle of No Label. And, for those who couldn't make it to Soho, the beer went on sale globally at all of BrewDog's bars. BrewDog also listed the product on its online store which we drove traffic to via social posts and blogger reviews, from both the trans community and mainstream listings / food and drink outlets. We worked with Queerest of The Queer to produce messaging which resulted in widespread positive coverage in LGBTQI+ media.Finally, a consumer media relations campaign resulted in over 300 pieces of global coverage in just 72 hours. Relevancy First and foremost, this was a PR campaign created by a PR agency that exclusively used earned media to reach and engage an audience and tell a brand’s story. But why do we think it's worthy of a PR Lion?! Well, it’s not often that a PR agency gets to creatively exploit a scientific anomaly, the result of which was the invention of a new product for global retail! Not only did sale of the product raise thousands of pounds for disempowered groups but it also provided a credible new way to tell our client’s story to over 1.1billion people. Outcome Tier 1:In a category that consistently ignores minority groups, No Label allowed beer brand BrewDog to build equity with new audiences and become one of the first brands in the world to stand up and champion the trans community. Tier 2:Our modest £5,000 fee returned a reach of 1.1billion opportunities to hear about No Label in 72 hours via 308 pieces of PR coverage. We even got a couple of front pages.The unique hops we used to brew No Label ensured that 100% of coverage made reference to the craft brewing process, BrewDog’s key messaging objective. Tier 3:No Label has now sold out. Over 9,500 bottles sold raised in excess of £6,000 for transgender causes. Campaign Description We discovered a breed of hop plant that, under the right conditions, could exhibit hermaphroditism. A breed of hop plant that could actually change sex. And that gave us an idea... The result was "No Label". No Label is the world’s first ‘transgender beer’ – a beer brewed exclusively with hops that had undergone a male-female hermaphroditic sex change. It was created to allow BrewDog to powerfully voice its support for a group of individuals who are too often ignored by big beer brands, while at the same time giving us permission to talk about craft beer ingredients and the craft brewing process to a consumer audience. To show its commitment to being part of the fabric of Soho, all profit raised via the sale of 9,500 bottles of No Label were donated to transgender charities via a partnership we brokered with Soho-based LGBTQI+ group ‘Queerest Of The Queer’. Synopsis The UK’s biggest craft beer brand, BrewDog, was launching a new bar and restaurant in London’s Soho. But our brief wasn’t about getting people through the door of the new venue. As the only specialist craft beer bar in the postcode, we already had a ready and waiting audience of beer enthusiasts.Instead, our brief was to use the launch as an opportunity to tell the story of the UK’s most passionate alcohol brand, putting a focus on what sets BrewDog apart from the big, bland industrial beer makers. Namely, quality ingredients and the craft brewing process.BrewDog is a brand for beer lovers, regardless of their orientation, gender or how they identify. Its arrival in Soho – the UK’s LGBTQI+ epicentre - afforded us the perfect opportunity to strike a blow for inclusivity and tolerance and celebrate the beer drinkers who are largely ignored by big beer brands.