Help a dane|短视频|广告营销案例【ADGuider广告指南】

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帮助丹麦人

案例简介：概要每年都有成千上万的丹麦人去阳光明媚的目的地度假。不幸的是，他们中的许多人带着晒伤回家，这增加了皮肤癌的风险。每天都有丹麦人死于皮肤癌。经过丹麦 10 年的阳光安全运动，我们需要一个新的策略来让丹麦人改变他们的阳光习惯。战略我们知道，如果我们能让世界谈论丹麦人和他们的阳光习惯，丹麦媒体会接受的。因此，为了招募尽可能多的志愿者，我们用精心策划的公关和有针对性的社交媒体工作来补充五部呼吁电影，以便在五个度假目的地创造一个嗡嗡声。在电影中使用 (糟糕的) 当地语言是一个故意的技巧，以吸引社交媒体用户的注意力，他们发现这些发音很滑稽，足以分享和评论。然后，我们敦促感兴趣的当地人成为帮助丹麦人的志愿者，并向他们提供宣传材料，如海报和传单，在目的地分发。这反过来又为我们提供了很多内容，我们可以用这些内容来瞄准丹麦的丹麦人。结果超过 12.000 人 -- 来自西班牙、意大利、法国、希腊和泰国 -- 报名成为帮助丹麦志愿者。他们下载了我们的活动材料，在丹麦人最喜欢的度假目的地分发，给了我们一个远远超出媒体预算的范围。帮助丹麦人从一个公关噱头成长为一个真正的运动，拥有超过 200.000 的社交份额和 24亿的媒体印象。但更重要的是，63% 的丹麦人说，他们现在还记得帮助丹麦人运动的结果是防晒。这些电影引发了大量用户生成的欺骗、视频回复和内容。尤其是一段希腊恶搞视频走红，并在希腊社交媒体奖上获得金牌。执行我们的上诉电影在网上疯传，并被世界各地的黄金时段新闻报道，一夜之间，丹麦的阳光习惯被谈论到了这个小镇。这项运动在社交媒体上迅速传播，12.000 人报名成为志愿者。一些志愿者学习丹麦语并制作他们自己的视频回复，丹麦驻外大使馆也加入了我们的事业。当地企业和酒店为丹麦人提供特殊的防晒服务，并免费发放防晒霜，当地药店引导丹麦游客更好地防晒，皮肤科医生为丹麦人提供免费的胎记检查。正如我们所预测的那样，所有这些故事都作为有价值的新闻故事回到了丹麦，同时我们使用用户生成的内容来娱乐和教育我们的丹麦目标群体。我们还与丹麦国家电视台的《天气报告》合作，在整个夏天将这些内容作为每周的特色节目。活动描述丹麦是一个小国，我们喜欢听到世界对我们的评价。我们的想法是向丹麦人最喜欢的度假目的地发出求助呼吁，因为我们知道如果它能招募志愿者并引起人们的注意, 丹麦的记者和博客作者会把这个故事带回丹麦。在被晒黑的唱诗班的协助下，电视和电台名人 Mikael Berthelsen 用当地语言向泰国、西班牙、希腊、意大利和法国人民发出了衷心的呼吁: 在阳光下帮助丹麦人。感兴趣的当地人可以报名成为帮助丹麦人的志愿者。这个想法是，一群志愿者可以比在小预算下购买媒体引起更多的关注。 BriefWithProjectedOutcomes 在这种情况下没有简要解释观众帮助丹麦人是一项阳光安全运动，通过让世界谈论丹麦的阳光习惯，成功地改变了丹麦人口的终身行为。压倒性的 63% 的丹麦人说，由于这场运动，他们现在还记得假期的重要防晒措施。

帮助丹麦人

案例简介：Synopsis Every year thousands of Danes travel to sunny destinations on holiday. Unfortunately, many of them return home with sunburns that increase the risk of skin cancer. And every day a Dane dies from cancer in the skin. After 10 years of sun safety campaigns in Denmark, we needed a new strategy to make the Danes change their sun habits. Strategy We knew that if we could make the World talk about Danes and their sun habits, the Danish media would pick it up. So to recruit as many volunteers as possible, we supplemented the five appeal-films with carefully orchestrated PR and targeted social media work in order to create a buzz on the five holiday destinations. The use of (poor) local languages in the films was a deliberate trick to get attention from social media users who found the pronunciations comical enough to share and comment on. We then urged interested locals to become Help a Dane volunteers and supplied them with campaign material like posters and flyers to distribute on destination. This in turn provided us with a lot of content that we could then use to target the Danes back in Denmark. Outcome More than 12.000 people - from Spain, Italy, France, Greece and Thailand - signed up to become Help a Dane volunteers. They downloaded our campaign material to distribute on the Danes’ favorite holiday destinations, giving us a reach that far exceeded our media budget. Help a Dane grew from a PR stunt to an actual movement with more than 200.000 social shares and 2.4 billion media impressions. But more importantly, 63% of Danes say they now remember sun protection as a result of the Help a Dane campaign. The films sparked an abundance of user-generated spoofs, video replies and content. One Greek spoof video in particular went viral and won gold at the Greek Social Media Awards. Execution Our appeal films went viral and got picked up by primetime news all over the world, and overnight, Danish sun habits were talk of the town. The campaign spread quickly on social media and 12.000 people signed up as volunteers. Some volunteers learned Danish and produced their own video replies, and Danish embassies abroad joined our cause. Local businesses and hotels made special sun-offers for Danes and handed out free sunscreen, local pharmacies guided Danish tourists to better sun safety and dermatologists offered free birthmark check-ups for Danes. And exactly as we had predicted, all these stories returned to Denmark as valuable news stories while we used the user-generated content to entertain and educate our Danish target group. We also did a partnership with the weather report on Danish national tv to use the content as a weekly feature through the summer. CampaignDescription Denmark is a small country, and we love to hear what the World says about us. Our idea was to send out an appeal for help to the Danes’ favorite holiday destinations, knowing that if it could recruit volunteers and create attention out there, Danish journalists and bloggers would pick up on it and bring the story back to Denmark. Assisted by a sunburned choir, tv- and radio personality Mikael Berthelsen read out a heartfelt appeal in local languages to the people of Thailand, Spain, Greece, Italy and France: Help a Dane in the sun. Interested locals could sign up to become Help A Dane volunteers. The idea was that an army of volunteers could create a lot more attention than bought media on a small budget. BriefWithProjectedOutcomes None in this case BriefExplanation Audience Help a Dane is a sun safety campaign that succeeded in changing lifelong behavior in the Danish population by getting the World to talk about Danish sun habits. An overwhelming 63% of Danes say they now remember vital sun protection on holiday as a result of the campaign.