Aussie News Today|短视频|广告营销案例【ADGuider广告指南】

今日澳洲新闻

案例简介：概要国际青年旅行者 (18-30 岁) 是澳大利亚经济的重要游客、收入和劳动力来源。在 210万人口中，青年旅行者占所有国际游客到澳大利亚的 25%，占所有国际游客消费的 46% (1870 亿美元)。最重要的是，他们比任何其他目标群体停留时间更长、消费更多、旅行更广泛。这将收入分散到需要游客和劳动力的困难地区。近年来，由于来自新的 “可测量的、前卫的目的地” 的竞争，去澳大利亚的青年游客数量日益减少。澳大利亚旅游业需要做一些社交活动来激励新一代年轻人再次摆脱困境。目标是提高对澳大利亚作为青年目的地的认识，并增加计划在未来 18 个月旅行的年轻人的意愿。战略计划去 14,000 英里外的目的地工作假期是一个很大的承诺。我们的数据显示，我们的目标青年旅行者 (18-30 岁) 受到启发，并通过社交媒体进行计划。我们需要一种引人入胜的方式来利用这一点，同时建立澳大利亚的案例。在建立一个用我们的好消息来对抗坏消息的新闻网络时，我们需要与社交平台和媒体所有者合作，在微观层面上进行计划、购买和优化。我们与 Buzzfeed 合作，将内容整合到他们的平台中，并挖掘他们从当地运营中获得的知识，根据市场定制我们的所有内容。我们还与 Facebook 和 Instagram 合作，利用现场直播、故事和选择性媒体支出来扩大有机覆盖范围，并在我们的观众中添加标签。最后，我们使用了来自 StudentUniverse 和 STA Travel 的零售合作伙伴支出来扩大我们的覆盖范围，并降低我们的每个销售线索的成本。相关性澳大利亚旅游局今天启动了澳大利亚新闻，以吸引世界上的年轻人。为了做到这一点，他们需要一场具有高度针对性的全球媒体运动，每天都与当地新闻和流行文化相关。媒体计划，可以实时发布反应内容，并随着我们重新定位而演变内容和消息。一部媒体内容剧赢得了关注，并为全球活动创造了比我们适度的媒体支出更大的观众。一种媒体策略，以及在多种语言、多种社交平台上出现的程序化购买，但从未与死亡、灾难或悲剧一起出现。结果今天的澳大利亚新闻将世界上的坏消息变成了澳大利亚旅游业的好消息。到目前为止，我们已经达到了全球 3.16亿年轻人，获得了 1800万次观看，平均观看时间超过 25 秒，视频平均长度为 35 秒。顶级视频获得了 662,000 次有机观看和 2,400 股。澳大利亚新闻成为新闻，从 530万个媒体剪辑和故事辛迪加中获得了 900 美元的传统媒体报道，因为我们的故事被世界各地的媒体报道。最重要的是，我们的内容转换漏斗让我们的观众从娱乐到考虑、规划和预订，自推出以来，有超过 200,000 个新的线索和年轻人的预订。这是去年同期的三倍。我们早期的跟踪还发现，去澳大利亚旅行的意向增加了 12%。执行发布前: 我们通过宣布 BuzzFeed 合作关系和全球搜索来自主要国际市场的影响者记者来取笑这项活动。这发生在 BuzzFeed 的全球网络。发布: 澳大利亚新闻今天在悉尼海港大桥上发布了一份实时公告。这个和发布的新闻宣传片在付费的 Facebook 、 Instagram 、 Twitter 、 YouTube 和世界各地的媒体上得到了支持。势头: 我们一直在，直到一分钟的新闻故事和反应内容推出，并继续找到并以编程方式与我们的上下文语言引擎对抗坏消息。我们为每个社交平台量身定制内容，并通过媒体投资、有机传播、本土 Taboola 广告和 BuzzFeed 合作创作和支持购买。行动: 我们通过根据人们喜欢的内容重新定位他们，从内容转向转换。我们还使用了我们的好消息指数来匹配学生宇宙旅行交易和当地的坏消息。活动描述为了让年轻人摆脱所有的厄运和阴霾，我们今天发布了澳大利亚新闻。作为一个与众不同的社交媒体新闻频道，它与世界青年分享了澳大利亚丰富的好消息。从我们的研究中，我们知道 87% 的千禧一代在社交媒体上得到他们的新闻，所以我们反击了他们在哪里闲逛的坏消息的轰炸。只要我们的上下文语言引擎发现了不好的东西，我们就可以在多种语言、多种平台上实时编程地提供好消息。我们有来自澳大利亚每个角落的故事，这让我们能够根据内容重新定位有特定体验路线的人他们互动过。我们还利用我们的好消息指数向附近的年轻人提供学生宇宙交易。为了将今天的澳大利亚新闻带到世界各地，我们与 BuzzFeed 建立了世界第一的影响者、内容共享和媒体合作伙伴关系。

今日澳洲新闻

案例简介：Synopsis International youth travellers (18-30 years old) are a vital source of visitors, income, and labour to the Australian economy. At 2.1 million people, youth travellers contribute 25% of all international visitor arrivals to Australia, and 46 per cent of all international visitor spend ($18.7bn). Most importantly, they stay longer, spend more, and travel more widely than any other target segment. This spreads the revenue to struggling regional areas in need of visitors and labour. In recent years due to competition from new ‘gramable, edgy destinations, there has been an increasing decline in youth visitors to Australia. Tourism Australia needed to do something social to motivate a new generation of young people to escape Down Under once again. The objectives were to raise awareness of Australia as a youth destination, and increase intention for young people planning to travel in the next 18 months. Strategy Planning a Working Holiday to a destination 14,000 miles away is a big commitment. Our data showed that our target - youth travellers (18-30 years) get inspired, and plan via social media. We needed an engaging way to take advantage of this, while building Australia’s case. In starting a news network that countered bad news with our good news, we needed to work with the social platforms, and media owners to plan, buy and optimise on the micro level. We worked with Buzzfeed to integrate content in their platform, and mined their learnings from local operations to tailor all of our content by market. We also partnered with Facebook and Instagram to use Live, Stories and selective media spend to grow organic reach and tagging amongst our audience. Finally we used retail partner spend from StudentUniverse and STA Travel to extend our reach and decrease our cost per lead. Relevancy Tourism Australia started Aussie News Today to lure the world's youth Down Under. To do this, they needed a highly targeted global media campaign that was contextually relevant to local news and pop culture every daily. Media plan that could release reactive content in real time, and evolved content and messaging as we retargeted. A media content play that earned attention, and built an audience bigger than our modest media spend for a global campaign. A media strategy, and programmatic buy that appeared in multiple languages, on multiple social platforms, but never appeared alongside death, disaster or tragedy. Outcome Aussie News Today turned the world’s bad news into good news for Tourism Australia. So far we've reached 316 million young people globally, earned 18 million views, with an average view time of over 25 seconds from videos averaging 35 seconds length. The top video scored 662,000 organic views and 2,400 shares. Aussie news became the news, generating $5.3 million dollars in traditional media coverage from 900 media clips and story syndications as our stories were picked up by media outlets around the world. Most importantly our content to conversion funnel took our audience from entertainment, to consideration, planning and booking with over 200,000 new leads and bookings from young people since launch. That’s three times as many as the same period last year. Our early tracking has also found a 12% increase in intention to travel to Australia. Execution Pre-launch: We teased the campaign through announcement of the BuzzFeed partnership, and the global search for influencer correspondents from key international markets. This happened across BuzzFeed's global network. Launch: Aussie News Today launched with a live bulletin on top of the Sydney Harbour Bridge. This and the launch news promo were supported in paid Facebook, Instagram, Twitter, YouTube placements, and earned media across the world. Momentum: Our always on, up to the minute news stories and reactive content rolled out, and continues to find and programmatically counter bad news with to our contextual language engine. We tailored content and buy to each social platform though media investment, organic reach, native Taboola advertising, and BuzzFeed co-creation and support. Action: We moved from content to conversion by retargeting people with itineraries based around content they liked. We also used our good news index to match StudentUniverse travel deals to local bad news. CampaignDescription To get young people to escape from all the doom and gloom, we launched Aussie News Today. A social media news channel with a difference, it shared Australia's abundance of good news with the youth of the world. From our research we knew that 87% of millennials get their news on social media, so we countered the bombardment of bad news where they hang out. Wherever our contextual language engine found bad stuff, we programmatically served good news in multiple languages, on multiple platforms and in real time. We had stories from every corner of Australia which allowed us to retarget people with experience specific itineraries based off the content they'd interacted with. We also used our good news index to offer up StudentUniverse deals to young people nearby. To take Aussie News Today to the world, we struck a world first influencer, content sharing and media partnership with BuzzFeed.