本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
扰流板金发
案例简介：为什么这项工作与媒体相关？ 挑战是在没有任何媒体预算的情况下泄露这一行动。我们的策略是创造一个可以在社交网络上传播的故事，就像在现实世界中传播的城市传奇一样: 有机地传播。 为了做到这一点，我们创造了我们的角色，他们依赖于回忆一个古老的城市传奇，一个有影响力的人的相关性，人们热切的想要巨魔的朋友，以及Instagram上已经存在的工具。 我们为Netflix创造了一个前所未有的泄露策略，成为该品牌的全球内部案例。 背景 在80年代，一个都市传奇传遍了巴西，“A loira do Banheiro” (一种血腥玛丽传奇)。在巴西版中，这个金发鬼出现在镜子里吓唬人。时至今日，她是巴西最知名的都市传奇人物。 在万圣节2018，Netflix需要泄露其恐怖发布，并选择社交网络作为主要平台。我们的目标是以有机的方式参与社交网络上围绕恐怖和万圣节主题的对话。 描述创造性的想法/见解 (投票的30%) 剧透金发女郎是一个成为社会影响者的都市传奇。 我们让她转世，用Netflix粉丝最大的恐惧来恐吓互联网: 剧透。 在真正有影响力的人 @ fernandesgabie的帮助下，我们创造了这个角色，在Netflix上最大成功的场景中侵入了镜子，给剧透了。这生成的视频被发布到instagram的个人资料，特别是为她创建: @ loiradodspoiler。为了让一切变得更加可怕，这位金发女郎开始积极关注instagram上的人，可以通过简单的评论来给人们的朋友带来破坏者。 在万圣节的一周 (25/10/18 > 31/10/2018) 中，剧透金发女郎入侵了系列的镜子，发布在她的Instagram饲料上，跟随人们，甚至发送剧透给那些想要巨魔朋友的人。 描述策略 (投票20%) 挑战是在没有任何媒体预算的情况下泄露这一行动。我们的策略是创造一个可以在社交网络上传播的故事，就像在现实世界中传播的城市传奇一样: 有机地传播。 为了做到这一点，我们创造了我们的角色依赖于回忆一个古老的城市传奇，一个有影响力的人的相关性，人们的热切想要巨魔的朋友，以及Instagram上已经存在的工具。 我们为Netflix创造了一个史无前例的泄露策略，成为该品牌的全球内部案例。 描述执行 (投票的20%) 关键时刻: 我们邀请了一位有广泛活跃粉丝基础的著名有影响力的人，并把她变成了The Spoiler Blonde。 有影响力的人开始喜欢我们的Instagram内容。 人们发现了这个简介。 我们开始在Instagram上回复粉丝。 我们开始在她的帖子和故事上发布剧透。 Netflix发布了 “我被剧透的金发女郎跟踪”，并打破了Instagram的通知标签，原因是朋友过多。 剧透金发女郎开始与名言互动。 我们在Instagram上推出了官方的GIF。245K视图在24小时内。100万不到一周。 激活结束: 我们在WhatsApp组中传播剧透。 在整个行动中，不同的内容让公众参与: 关于如何互动的常见问题解答，垂直版本的剧透，使用人们对故事的建议，邀请人们在万圣节装扮成 “the Spoiler Blonde”… 列出结果 (投票30%) 在短短一周内，仅通过有机泄露，Instagram上的 @ loiraadospolier个人资料和她的视频产生了以下结果: + 80.000追随者。 + 335.000喜欢。 + 8.300.000印象。 + 影响1.000.000人。 # LoiradoSpoiler在巴西推特上的热门话题中排名第五。 创建了几个粉丝简介作为对该角色的致敬。 最重要的是: 我们的角色在巴西的Netflix粉丝中变成了迷因、GIF和万圣节服装而成为受欢迎的文化的一部分。 在网站上搜索了扰流板金发女郎的GIF已经在网站上搜索了1000万多次 Www.giphy.com。
扰流板金发
案例简介：Why is this work relevant for Media? The challenge was to divulge this action without any media budget. Our strategy was to create a story that could be spread on social networks just like the urban legends spread in the real world: organically. To do this, we created our character counting on the recall of an old urban legend, the relevance of an influencer, people's eagerness to troll their friends and the already existing tools on Instagram. We created a unprecedented divulgence strategy for Netflix that became a worldwide in-house case of the brand. Background In the 80s an urban legend spread throughout Brazil "A loira do Banheiro" a sort of Bloody Mary Legend). In the Brazilian version, this blonde ghost appears in mirrors to frighten people. To this day she's the best known urban legend in Brazil. On Halloween 2018, Netflix needed to divulge its horror launches and chose social networks as the main platform. Our goal was to participate in an organic manner in conversations around the subject of terror and Halloween on social networks. Describe the creative idea/insights (30% of vote) The Spoiler Blonde is an urban legend that became a social influencer. We reincarnated her to terrorize the internet with Netflix fans' biggest fear: spoilers. With the help of a real influencer, @fernandesgabie, we created this character that invaded the mirrors in scenes of the greatest successes on Netflix, giving Spoilers. This generated videos that were posted to an instagram profile that was created especially for her: @loiradospoiler. To make everything even more scary, the blonde started to actively follow people on instagram and could be invoked to give spoilers to people's friends with just a simple comment. During the week of Halloween (25/10/18 > 31/10/2018) the Spoiler blonde invaded the series' mirrors, posted on her Instagram feed, followed people and even sent spoilers to those who wanted to troll their friends. Describe the strategy (20% of vote) The challenge was to divulge this action without any media budget. Our strategy was to create a story that could be spread on social networks just like the urban legends spread in the real world: organically. To do this, we created our character counting on the recall of an old urban legend, the relevance of an influencer, people's eagerness to troll their friends and the already existing tools on Instagram. We created a unprecedented divulgence strategy for Netflix that became a worldwide in-house case of the brand. Describe the execution (20% of vote) Key moments: We invited a famous influencer with a wide active fan base and turned her into The Spoiler Blonde. The influencer starts liking our Instagram content. People discovered the profile. We started replying to fans on Instagram. We started posting spoilers on her posts and stories. Netflix posted "I'm being stalked by the Spoiler Blonde" and broke Instagram's notifications tab due to the excessive number of friends tagging each other. The Spoiler Blonde started interacting with famous accounts. We launched official GIFs on Instagram. 245K views in 24 hours. 1 million in less than a week. End of activation: we spread spoilers in WhatsApp groups. Different contents throughout the action kept the public engaged: FAQ on how to interact, spoilers in vertical versions, using people's suggestions for stories, inviting people to dress as "The Spoiler Blonde" on Halloween… List the results (30% of vote) In just one week and only through organic divulgence, the @loiradospolier profile on Instagram and her videos generated the following results: +80.000 followers. +335.000 likes. +8.300.000 impressions. + 1.000.000 people impacted. #loiradoSpoiler was in fifth place in Brazil's trending topics on Twitter. Several fan profiles were created as a tribute to the character. And the main thing: our character became part of popular culure by turning into a meme, GIFs and even a Halloween costume among the Netflix fans in Brazil. The GIFs for the Spoiler Blonde have been searched over 10 million times on the site www.giphy.com.
The Spoiler Blonde
案例简介：为什么这项工作与媒体相关？ 挑战是在没有任何媒体预算的情况下泄露这一行动。我们的策略是创造一个可以在社交网络上传播的故事，就像在现实世界中传播的城市传奇一样: 有机地传播。 为了做到这一点，我们创造了我们的角色，他们依赖于回忆一个古老的城市传奇，一个有影响力的人的相关性，人们热切的想要巨魔的朋友，以及Instagram上已经存在的工具。 我们为Netflix创造了一个前所未有的泄露策略，成为该品牌的全球内部案例。 背景 在80年代，一个都市传奇传遍了巴西，“A loira do Banheiro” (一种血腥玛丽传奇)。在巴西版中，这个金发鬼出现在镜子里吓唬人。时至今日，她是巴西最知名的都市传奇人物。 在万圣节2018，Netflix需要泄露其恐怖发布，并选择社交网络作为主要平台。我们的目标是以有机的方式参与社交网络上围绕恐怖和万圣节主题的对话。 描述创造性的想法/见解 (投票的30%) 剧透金发女郎是一个成为社会影响者的都市传奇。 我们让她转世，用Netflix粉丝最大的恐惧来恐吓互联网: 剧透。 在真正有影响力的人 @ fernandesgabie的帮助下，我们创造了这个角色，在Netflix上最大成功的场景中侵入了镜子，给剧透了。这生成的视频被发布到instagram的个人资料，特别是为她创建: @ loiradodspoiler。为了让一切变得更加可怕，这位金发女郎开始积极关注instagram上的人，可以通过简单的评论来给人们的朋友带来破坏者。 在万圣节的一周 (25/10/18 > 31/10/2018) 中，剧透金发女郎入侵了系列的镜子，发布在她的Instagram饲料上，跟随人们，甚至发送剧透给那些想要巨魔朋友的人。 描述策略 (投票20%) 挑战是在没有任何媒体预算的情况下泄露这一行动。我们的策略是创造一个可以在社交网络上传播的故事，就像在现实世界中传播的城市传奇一样: 有机地传播。 为了做到这一点，我们创造了我们的角色依赖于回忆一个古老的城市传奇，一个有影响力的人的相关性，人们的热切想要巨魔的朋友，以及Instagram上已经存在的工具。 我们为Netflix创造了一个史无前例的泄露策略，成为该品牌的全球内部案例。 描述执行 (投票的20%) 关键时刻: 我们邀请了一位有广泛活跃粉丝基础的著名有影响力的人，并把她变成了The Spoiler Blonde。 有影响力的人开始喜欢我们的Instagram内容。 人们发现了这个简介。 我们开始在Instagram上回复粉丝。 我们开始在她的帖子和故事上发布剧透。 Netflix发布了 “我被剧透的金发女郎跟踪”，并打破了Instagram的通知标签，原因是朋友过多。 剧透金发女郎开始与名言互动。 我们在Instagram上推出了官方的GIF。245K视图在24小时内。100万不到一周。 激活结束: 我们在WhatsApp组中传播剧透。 在整个行动中，不同的内容让公众参与: 关于如何互动的常见问题解答，垂直版本的剧透，使用人们对故事的建议，邀请人们在万圣节装扮成 “the Spoiler Blonde”… 列出结果 (投票30%) 在短短一周内，仅通过有机泄露，Instagram上的 @ loiraadospolier个人资料和她的视频产生了以下结果: + 80.000追随者。 + 335.000喜欢。 + 8.300.000印象。 + 影响1.000.000人。 # LoiradoSpoiler在巴西推特上的热门话题中排名第五。 创建了几个粉丝简介作为对该角色的致敬。 最重要的是: 我们的角色在巴西的Netflix粉丝中变成了迷因、GIF和万圣节服装而成为受欢迎的文化的一部分。 在网站上搜索了扰流板金发女郎的GIF已经在网站上搜索了1000万多次 Www.giphy.com。
The Spoiler Blonde
案例简介：Why is this work relevant for Media? The challenge was to divulge this action without any media budget. Our strategy was to create a story that could be spread on social networks just like the urban legends spread in the real world: organically. To do this, we created our character counting on the recall of an old urban legend, the relevance of an influencer, people's eagerness to troll their friends and the already existing tools on Instagram. We created a unprecedented divulgence strategy for Netflix that became a worldwide in-house case of the brand. Background In the 80s an urban legend spread throughout Brazil "A loira do Banheiro" a sort of Bloody Mary Legend). In the Brazilian version, this blonde ghost appears in mirrors to frighten people. To this day she's the best known urban legend in Brazil. On Halloween 2018, Netflix needed to divulge its horror launches and chose social networks as the main platform. Our goal was to participate in an organic manner in conversations around the subject of terror and Halloween on social networks. Describe the creative idea/insights (30% of vote) The Spoiler Blonde is an urban legend that became a social influencer. We reincarnated her to terrorize the internet with Netflix fans' biggest fear: spoilers. With the help of a real influencer, @fernandesgabie, we created this character that invaded the mirrors in scenes of the greatest successes on Netflix, giving Spoilers. This generated videos that were posted to an instagram profile that was created especially for her: @loiradospoiler. To make everything even more scary, the blonde started to actively follow people on instagram and could be invoked to give spoilers to people's friends with just a simple comment. During the week of Halloween (25/10/18 > 31/10/2018) the Spoiler blonde invaded the series' mirrors, posted on her Instagram feed, followed people and even sent spoilers to those who wanted to troll their friends. Describe the strategy (20% of vote) The challenge was to divulge this action without any media budget. Our strategy was to create a story that could be spread on social networks just like the urban legends spread in the real world: organically. To do this, we created our character counting on the recall of an old urban legend, the relevance of an influencer, people's eagerness to troll their friends and the already existing tools on Instagram. We created a unprecedented divulgence strategy for Netflix that became a worldwide in-house case of the brand. Describe the execution (20% of vote) Key moments: We invited a famous influencer with a wide active fan base and turned her into The Spoiler Blonde. The influencer starts liking our Instagram content. People discovered the profile. We started replying to fans on Instagram. We started posting spoilers on her posts and stories. Netflix posted "I'm being stalked by the Spoiler Blonde" and broke Instagram's notifications tab due to the excessive number of friends tagging each other. The Spoiler Blonde started interacting with famous accounts. We launched official GIFs on Instagram. 245K views in 24 hours. 1 million in less than a week. End of activation: we spread spoilers in WhatsApp groups. Different contents throughout the action kept the public engaged: FAQ on how to interact, spoilers in vertical versions, using people's suggestions for stories, inviting people to dress as "The Spoiler Blonde" on Halloween… List the results (30% of vote) In just one week and only through organic divulgence, the @loiradospolier profile on Instagram and her videos generated the following results: +80.000 followers. +335.000 likes. +8.300.000 impressions. + 1.000.000 people impacted. #loiradoSpoiler was in fifth place in Brazil's trending topics on Twitter. Several fan profiles were created as a tribute to the character. And the main thing: our character became part of popular culure by turning into a meme, GIFs and even a Halloween costume among the Netflix fans in Brazil. The GIFs for the Spoiler Blonde have been searched over 10 million times on the site www.giphy.com.
扰流板金发
暂无简介
The Spoiler Blonde
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
