SickKids VS: Crews|微电影|广告营销案例【ADGuider广告指南】

SickKids VS: 船员

案例简介：背景 2018是我们最雄心勃勃的筹款年-加拿大医疗保健历史上最大的筹款活动的第二年，10年中的 $ 13亿。我们需要推动大量捐款，并让潜在的新捐助者离场，以帮助我们建立新的SickKids医院。对于我们的年度综合运动，我们将精力集中在多伦多市内的亚文化上，从跑步者到银行家再到理发师，以及更多加入战斗的人。我们使用有影响力的人，社交渠道，在线，1:1和上下文相关的OOH来召集人们，并保证他们对病童的支持。描述创意 (投票30%) 对我们捐助者基础的研究表明，许多捐助者 “小组” 是通过与医院的共同兴趣和经验形成的。“柠檬水摊儿童” 、 “阿什利的天使” 和其他团体自然如雨后春笋般涌现，将他们的影响扩大到他们个人的努力之外。有一种强大的群体效应，随着群体的增长，吸引人们加入并扩大他们的整体影响力。为了利用这种行为，我们确定了使多伦多人民团结在一起的群体和亚文化。人们加入跑步和骑自行车俱乐部，他们的职业 (厨师或理发师) 可以将他们联系在一起，或者他们对时尚或狗充满热情。我们没有将目标视为同质人口 (甚至是心理特征)，而是将其分为现有的亚文化，从而为我们提供了自然的集会点，以扩展sickid的信息。我们通过将潜在的新捐助者组织成 “工作人员” 来团结他们的热情。描述策略 (投票20%) 我们的策略是通过认识到多伦多人是多种多样的: 他们来自不同的背景，有多种兴趣，生活方式和职业。为了将他们团结在SickKids后面，我们必须以真实的方式吸引他们，这激发了我们的竞选重点-影响者。我们确定了一系列影响因素 (宏观、中层和微观)，为每个因素分配了不同的目标。宏观影响者提高意识，利用他们的大追随者来扩大竞选信息。中层影响者在整个竞选过程中保持势头。最后，微观影响者推动转化，利用他们在追随者中的更高水平的信任。每个有影响力的人都会根据他们的出名来领导他们的 “团队”。例如: 奥运短跑选手安德烈·德格拉斯 (Andre Degrasse) 可以领导 “跑步者” 船员，多伦多猛龙队的弗雷德·范弗利特 (Fred Vanvleet) 可以领导 “芭蕾舞演员” 船员。最终目标是通过鼓励认捐，将有影响力的追随者转变为每月捐助者。描述执行 (投票20%) 我们聘请了52位有影响力的人在他们的 “工作人员” 中争取支持。在90天的时间里，一系列宏观、中层和微观有影响力的人进入了他们的社交平台，宣布他们支持病童，并需要建立一家新医院。自定义内容，从鼓舞人心的个人故事到挑衅性的集会哭声，在Instagram，Snapchat，Youtube，Facebook和Twitter上流传，所有有影响力的人都呼吁他们的团队中的每个人都加入SickKids战斗。影响者在整个竞选活动中被整合。他们参与了史诗般的发射视频，展示了所有独特的工作人员聚集在一起。然后，这些相同的影响者利用该内容的不同削减来提高其社交渠道的知名度和参与度，然后是推动转化的自制内容。有影响力的内容产生了对话，最终推动了在线转换体验，人们可以通过承诺支持SickKids来识别 (并代表!) 他们的特定 “团队”。列出结果 (投票30%) 今年的竞选活动继续推动 (甚至击败) SickKids迄今为止取得的令人难以置信的成功: 第1层: 媒体成果 -社交和有影响力的内容产生了令人难以置信的11,743,040印象 -不到3倍的活动中的目标或161% 提升超过目标第2层: 目标受众结果 -在线97% 积极情绪，包括 (Facebook，Instagram，YouTube等) -与现有每月捐助者的电子邮件互动增加了令人难以置信的88% 第3层-业务成果: -在90天内筹集了48,354,389美元，比去年同期增加了1000万美元 -产生了155,268个新的捐助者，与上一年相比19% 收益 -自推出以来每月捐助者增加53%，提供1590万美元的LTV -140万美元的在线捐款，与上一年相比10% 提升 -加入船员的捐赠者44% 也购买了商品，以表示对他们的支持船员请告诉我们与产品/服务分销的地方或市场有关的品牌 SickKids是加拿大多伦多的一家儿童医院，成立于1875年。他们在世界各地被称为研究和治疗的领导者，但一座老化的建筑目前阻碍了进一步发展并限制他们治疗越来越多需要他们的儿童的能力。在接下来的10年里，整个医院设施将被拆除和重建，比以往任何时候都更大、更好。但这只有在捐助者的持续支持下才会发生。过去的竞选活动已经获得了大量支持，但是今年我们需要筹集比以往任何时候都更多的资金来保证SickKids的未来，并且我们需要针对比以往更多的多伦多人。

SickKids VS: 船员

案例简介：Background 2018 was our most ambitious fundraising year yet - year two of the largest fundraising campaign in Canadian healthcare history, $1.3 billion over 10 years. We needed to drive significant donations and get potential new donors off the sidelines to help us build a new SickKids hospital. For our annual integrated campaign, we focused our efforts on sub-cultures within the city of Toronto from runners to bankers to barbers and more to join the fight. We used influencers, social channels, online, 1:1 and contextual OOH to rally people together and pledge their support for SickKids. Describe the creative idea (30% of vote) Research into our donor base revealed many donor “sub-groups” had formed through common interests and experiences with the hospital. The “Lemonade Stand Kids”, “Ashley’s Angels” and other groups had naturally sprung-up to expand their impact beyond their individual efforts. There’s a powerful group-effect that attracts people to join and amplify their overall reach and impact as the group grows. To capitalize on this behavior, we identified the groups and subcultures that brought the people of Toronto together around a common passion. People join running and cycling clubs, their profession (chef or barber) can bond them together or maybe they share a passion for fashion or dogs. Instead of looking at our target as a homogenous demographic (or even a psychographic profile) we divided them into existing subcultures giving us natural rally points to expand SickKids’ message. We united the passion of potential new donors by organizing them into “crews”. Describe the strategy (20% of vote) Our strategy was informed by recognizing that Torontonians are diverse: they come from various backgrounds, have a multitude of interests, lifestyles, and professions. To rally them all behind SickKids, we had to appeal to them in authentic ways, which inspired our campaign focus - influencers. We identified a range of influencers (macro, mid-tier, and micro) assigning each a different objective. Macro influencers to drive awareness, leveraging their big following to amplify campaign message. Mid-tier influencers to keep the momentum going throughout the campaign. Lastly, micro influencers to drive conversions, leveraging the higher levels of trust they have among their followers. Each influencer would lead their “crew” based on what they are famous for. For example: olympic sprinter Andre Degrasse can lead the “runners” crew, and Toronto Raptors’ Fred Vanvleet can lead the “ballers” crew. The ultimate goal was to convert influencer followers to monthly donors by encouraging pledges. Describe the execution (20% of vote) We engaged 52 influencers to rally support within their “crew.” A range of macro, mid-tier and micro influencers took to their social platforms, over a 90 day period, declaring their support of SickKids and the need to build a new hospital. Custom content, from inspirational personal stories to provocative rally cries, went out across Instagram, Snapchat, Youtube, Facebook and Twitter as all influencers called on everyone in their crew to join the SickKids fight. Influencers were integrated throughout the campaign. They were involved in the epic launch video showing all of the unique crews coming together. These same influencers then leveraged different cuts of that content to drive awareness and engagement on their social channels, followed by self-made content that drove conversions. The influencer content generated conversations that ultimately drove to an online conversion experience where people could identify (and represent!) their specific “crew” by pledging their support for SickKids. List the results (30% of vote) This year’s campaign continues drive (and even beat) the incredible success SickKids has seen to date: Tier 1: Media Outcomes - Social and influencer content generated an incredible 11,743,040 impressions - Just under 3X the campaign’s in-going target or 161% lift over goal Tier 2: Target Audience Outcomes - 97% positive sentiment online including (Facebook, Instagram, YouTube, and more) - Email engagement with existing monthly donors increased by an incredible 88% Tier 3 - Business Outcomes: - Raised $48,354,389 in 90 days, $10 million more than the same period last year - Generated 155,268 new donors, 19% gain vs. previous year - 53% increase in monthly donors since launch delivering a LTV of $15.9 million - $1.4 million in on-line donations, 10% lift vs. the previous year - 44% of donors who joined a crew also purchased merchandise to show support of their crew Please tell us about the brand in relation to the locality or market where the product/service is distributed SickKids is a children’s hospital in Toronto, Canada, founded in 1875. They are known around the world as leaders in research and treatment, but an aging building is currently holding back further advancements and limiting their ability to treat the growing number of children who need them. Over the next 10 years, the entire hospital facility will be torn down and rebuilt, bigger and better than ever. But it will only happen with the continued support of donors. Past campaigns have raised large amounts of support, but this year we needed to raise more money than ever to guarantee the future of SickKids, and we needed to target more Torontonians than ever before.