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玩流行音乐
案例简介：战略 大多数千禧一代认为倩碧是他们妈妈的品牌，所以我们必须向他们展示它既有趣又与他们的生活相关。我们将它定位为充满大胆色彩的口红系列，非常适合千禧一代，无论他们的情绪或情况如何，都可以用来表达自己。我们都知道千禧一代喜欢在社交媒体上表达自己。我们必须让这种唇色感觉鼓舞人心，因为他们中的许多人说颜色感觉令人生畏。根据尼尔森的说法，知道千禧一代每月花四个小时在手机上看视频，我们想用微型网站在手机上创造一些易于使用的东西, 让他们参与他们喜欢的视频内容，同时强调产品的优势。 执行 一旦我们认出了 18 岁的 Zara Larsson 的歌曲 “郁郁葱葱的生活”, 我们与索尼和格莱美奖得主萨拉姆 · 雷米等史诗唱片公司的顶级制作人合作，创作了这首歌的三种独特风格。重要的是，每种类型不仅反映了口红的情感，而且每种类型都有相同的节奏 -- 允许在切换或滑动之间保持无缝。与导演 Hiro Murai 合作，我们开发了独特的编排和环境来反映每种口红颜色。虽然 Zara 的表现各不相同，但运动控制相机在整个空间中遵循相同的路径，以进一步增强体验的无缝性。互动视频是在与流行微网站的游戏中播放的，并得到了付费媒体的支持，播放了我们的电影预告片，最显著的是尼龙、葫芦、魅力和潘多拉(特别是在美国) 以及倩碧和 Zara Larsson 从 1月到 4月的社会支持。 结果 与流行音乐一起玩的结果非常突出，表明这项活动确实引起了消费者的共鸣。这场运动导致了更多的考虑,Clinique.397% lift 在 YouTube 和 Google 上搜索 “clinique” 一词的感知和相关性 10% lift 在 youtube 观众的购买考虑中-同类最佳的美容品牌 2016年平均花费的时间为第1 quarter4 分钟在跨平台的 playwithpop.com 上，桌面-6:58 分钟移动-1:31 分钟稳定-1:55 分钟视频观看率比下降 55% 的胖乎乎的婴儿视频活动增加了 2014; 与 16% 春季倩碧流行视频活动相比，观看率提高了 2015 概要 “玩流行音乐” 是一个互动的音乐视频，由国际明星 Zara Larsson 的 “郁郁葱葱的生活” 曲目组成，让你通过改变她的倩碧口红的颜色来改变歌曲的类型。我们用索尼和史诗唱片以及格莱美奖得主萨拉姆 · 雷米等制作人制作了三个新版本的歌曲，这些歌曲与特定的口红和情感联系在一起。我们受到了心理学研究的启发，研究表明女性对穿不同唇色有不同的情绪反应。对于红色口红，你有大胆的乡村版本，我们的裸色唇色是自然的原声版本，粉色是俏皮的流行，梅子是火热的舞蹈版本。每个版本都必须是独特的，但以相同的节奏来确保我们的视频是无缝的。我们在互动音乐视频中给生活带来了每种情感，每种颜色的口红/歌曲版本 活动描述 播放流行音乐是一个互动的音乐视频，由国际明星 Zara Larsson 的 “郁郁葱葱的生活” 曲目组成，让你通过滑动来改变口红的颜色来改变歌曲的类型。这是第一个在 iphone 上运行的完整互动音乐视频，不需要任何应用程序。一个让你在手机浏览器中轻松滑动到你的心的内容。每次滑动，不仅歌曲的类型发生了变化，而且灯光、布景设计、表演、编排、衣柜也发生了变化, 音乐视频的整个情绪都发生了变化，以反映口红颜色的情感。我们受到了心理学研究的启发，研究表明女性对穿不同唇色有不同的情绪反应。例如，穿红色口红的女性报告说感觉更自信。我们的红色唇色是大胆的乡村版本,
玩流行音乐
案例简介：Strategy Most millennials think Clinique is their mom’s brand so we had to show them it’s both fun and relevant to their lives. We positioned it as a lipstick line full of bold colours perfect for millennials to use to express themselves no matter their mood or situation. We all know millennials love expressing themselves on social media. And we had to make this lip color feel inspiring because many of them said color felt intimidating. Knowing that millennials spend four hours watching video on mobile a month, according to Nielsen, we wanted to create something that was easy to use on mobile with the microsite, engaged them with video content that they’d love, all while highlighting the product benefits throughout. Execution Once we identified our song “Lush Life” by 18 year old Zara Larsson, we worked with top producers at Sony and Epic Records like Grammy winner Salaam Remi to create three more unique genres of the song. It was important that each genre not only reflect the emotion of the lipstick but that each had the same tempo- allowing for the seamlessness between toggling or swiping.Working with director Hiro Murai we developed unique choreography and environments to reflect each lipstick color. While Zara’s performance varied in each, a motion controlled camera followed the same path throughout the space to further enhance the seamlessness of the experience.The interactive video was hosted within the Play With Pop microsite and backed with paid media placements running our film trailers most notably on Nylon, Hulu, Glamour & Pandora (within the US specifically) as well as social support from both Clinique and Zara Larsson lasting from January through April. Outcome Results for Play With Pop were pretty outstanding and show that the campaign really resonated with consumers. The campaign lead to increased consideration, perception and relevance for Clinique.397% lift in search for the term “clinique” on YouTube and Google during campaign time period 10% lift in purchase consideration for youtube viewers – best-in-class for beauty brands in 2016 1st quarter4 minute average time spent on playwithpop.com across platformsDesktop - 6:58 minutesMobile - 1:31 minutesTablet - 1:55 minutesVideo view rate increased by 55% compared to Fall 2014 Chubby Baby video campaign; View rate increased by 16% compared to the Spring 2015 Clinique Pop video campaign Synopsis “Play With Pop” is an interactive music video featuring international star Zara Larsson’s “Lush Life” track that let’s you change the genre of the song simply by changing the color of her Clinique lipstick. We produced three new versions of the song with Sony and Epic Records and producers like Grammy winner Salaam Remi that were tied to a specific lipstick and emotion. We were inspired by psychology research that shows women have different emotional responses to wearing different lipcolors. For the red lipstick, you got the bold country version, our nude lip color was a natural acoustic version, pink was a playful pop and plum was a fiery dance version. Each version had to be unique, but with the same pacing to ensure our video was seamless. And we brought each emotion to life in our interactive music video where each color of lipstick/song version Campaign Description Play With Pop is an interactive music video featuring international star Zara Larsson’s “Lush Life” track that let’s you change the genre of the song simply by swiping to change the color of the lipstick. It was a first of it’s kind as the first full interactive music video to run in-line on the iphone - no app needed. One that let you swipe to your hearts content in your mobile phone browser without a hitch. With each swipe, not only did the genre of the song change but the lighting, set design, performance, choreography, wardrobe, the entire mood of the music video all changes to reflect the emotion of the lipstick color. We were inspired by psychology research that shows women have different emotional responses to wearing different lipcolors. For instance, women who wear red lipstick report feeling more confident. Our red lip color was a bold country version,
Play With Pop
案例简介：战略 大多数千禧一代认为倩碧是他们妈妈的品牌，所以我们必须向他们展示它既有趣又与他们的生活相关。我们将它定位为充满大胆色彩的口红系列，非常适合千禧一代，无论他们的情绪或情况如何，都可以用来表达自己。我们都知道千禧一代喜欢在社交媒体上表达自己。我们必须让这种唇色感觉鼓舞人心，因为他们中的许多人说颜色感觉令人生畏。根据尼尔森的说法，知道千禧一代每月花四个小时在手机上看视频，我们想用微型网站在手机上创造一些易于使用的东西, 让他们参与他们喜欢的视频内容，同时强调产品的优势。 执行 一旦我们认出了 18 岁的 Zara Larsson 的歌曲 “郁郁葱葱的生活”, 我们与索尼和格莱美奖得主萨拉姆 · 雷米等史诗唱片公司的顶级制作人合作，创作了这首歌的三种独特风格。重要的是，每种类型不仅反映了口红的情感，而且每种类型都有相同的节奏 -- 允许在切换或滑动之间保持无缝。与导演 Hiro Murai 合作，我们开发了独特的编排和环境来反映每种口红颜色。虽然 Zara 的表现各不相同，但运动控制相机在整个空间中遵循相同的路径，以进一步增强体验的无缝性。互动视频是在与流行微网站的游戏中播放的，并得到了付费媒体的支持，播放了我们的电影预告片，最显著的是尼龙、葫芦、魅力和潘多拉(特别是在美国) 以及倩碧和 Zara Larsson 从 1月到 4月的社会支持。 结果 与流行音乐一起玩的结果非常突出，表明这项活动确实引起了消费者的共鸣。这场运动导致了更多的考虑,Clinique.397% lift 在 YouTube 和 Google 上搜索 “clinique” 一词的感知和相关性 10% lift 在 youtube 观众的购买考虑中-同类最佳的美容品牌 2016年平均花费的时间为第1 quarter4 分钟在跨平台的 playwithpop.com 上，桌面-6:58 分钟移动-1:31 分钟稳定-1:55 分钟视频观看率比下降 55% 的胖乎乎的婴儿视频活动增加了 2014; 与 16% 春季倩碧流行视频活动相比，观看率提高了 2015 概要 “玩流行音乐” 是一个互动的音乐视频，由国际明星 Zara Larsson 的 “郁郁葱葱的生活” 曲目组成，让你通过改变她的倩碧口红的颜色来改变歌曲的类型。我们用索尼和史诗唱片以及格莱美奖得主萨拉姆 · 雷米等制作人制作了三个新版本的歌曲，这些歌曲与特定的口红和情感联系在一起。我们受到了心理学研究的启发，研究表明女性对穿不同唇色有不同的情绪反应。对于红色口红，你有大胆的乡村版本，我们的裸色唇色是自然的原声版本，粉色是俏皮的流行，梅子是火热的舞蹈版本。每个版本都必须是独特的，但以相同的节奏来确保我们的视频是无缝的。我们在互动音乐视频中给生活带来了每种情感，每种颜色的口红/歌曲版本 活动描述 播放流行音乐是一个互动的音乐视频，由国际明星 Zara Larsson 的 “郁郁葱葱的生活” 曲目组成，让你通过滑动来改变口红的颜色来改变歌曲的类型。这是第一个在 iphone 上运行的完整互动音乐视频，不需要任何应用程序。一个让你在手机浏览器中轻松滑动到你的心的内容。每次滑动，不仅歌曲的类型发生了变化，而且灯光、布景设计、表演、编排、衣柜也发生了变化, 音乐视频的整个情绪都发生了变化，以反映口红颜色的情感。我们受到了心理学研究的启发，研究表明女性对穿不同唇色有不同的情绪反应。例如，穿红色口红的女性报告说感觉更自信。我们的红色唇色是大胆的乡村版本,
Play With Pop
案例简介：Strategy Most millennials think Clinique is their mom’s brand so we had to show them it’s both fun and relevant to their lives. We positioned it as a lipstick line full of bold colours perfect for millennials to use to express themselves no matter their mood or situation. We all know millennials love expressing themselves on social media. And we had to make this lip color feel inspiring because many of them said color felt intimidating. Knowing that millennials spend four hours watching video on mobile a month, according to Nielsen, we wanted to create something that was easy to use on mobile with the microsite, engaged them with video content that they’d love, all while highlighting the product benefits throughout. Execution Once we identified our song “Lush Life” by 18 year old Zara Larsson, we worked with top producers at Sony and Epic Records like Grammy winner Salaam Remi to create three more unique genres of the song. It was important that each genre not only reflect the emotion of the lipstick but that each had the same tempo- allowing for the seamlessness between toggling or swiping.Working with director Hiro Murai we developed unique choreography and environments to reflect each lipstick color. While Zara’s performance varied in each, a motion controlled camera followed the same path throughout the space to further enhance the seamlessness of the experience.The interactive video was hosted within the Play With Pop microsite and backed with paid media placements running our film trailers most notably on Nylon, Hulu, Glamour & Pandora (within the US specifically) as well as social support from both Clinique and Zara Larsson lasting from January through April. Outcome Results for Play With Pop were pretty outstanding and show that the campaign really resonated with consumers. The campaign lead to increased consideration, perception and relevance for Clinique.397% lift in search for the term “clinique” on YouTube and Google during campaign time period 10% lift in purchase consideration for youtube viewers – best-in-class for beauty brands in 2016 1st quarter4 minute average time spent on playwithpop.com across platformsDesktop - 6:58 minutesMobile - 1:31 minutesTablet - 1:55 minutesVideo view rate increased by 55% compared to Fall 2014 Chubby Baby video campaign; View rate increased by 16% compared to the Spring 2015 Clinique Pop video campaign Synopsis “Play With Pop” is an interactive music video featuring international star Zara Larsson’s “Lush Life” track that let’s you change the genre of the song simply by changing the color of her Clinique lipstick. We produced three new versions of the song with Sony and Epic Records and producers like Grammy winner Salaam Remi that were tied to a specific lipstick and emotion. We were inspired by psychology research that shows women have different emotional responses to wearing different lipcolors. For the red lipstick, you got the bold country version, our nude lip color was a natural acoustic version, pink was a playful pop and plum was a fiery dance version. Each version had to be unique, but with the same pacing to ensure our video was seamless. And we brought each emotion to life in our interactive music video where each color of lipstick/song version Campaign Description Play With Pop is an interactive music video featuring international star Zara Larsson’s “Lush Life” track that let’s you change the genre of the song simply by swiping to change the color of the lipstick. It was a first of it’s kind as the first full interactive music video to run in-line on the iphone - no app needed. One that let you swipe to your hearts content in your mobile phone browser without a hitch. With each swipe, not only did the genre of the song change but the lighting, set design, performance, choreography, wardrobe, the entire mood of the music video all changes to reflect the emotion of the lipstick color. We were inspired by psychology research that shows women have different emotional responses to wearing different lipcolors. For instance, women who wear red lipstick report feeling more confident. Our red lip color was a bold country version,
玩流行音乐
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Play With Pop
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