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铁路领带
案例简介：为什么这项工作与公关相关？ 凭借三十年的经验和 200亿份家族历史记录的收集，祖先帮助人们将他们自己记录的点联系起来，并揭开可能没有被告知的惊人故事。 在美国在如何对待他们的同胞问题上存在严重分歧的时候，地下铁路体现了联系和人们竭尽全力为陌生人做正确事情的英雄主义。铁路纽带，一个展示我们如何比我们想象的更紧密联系的故事，是及时和重要的。 背景 1865年，奴隶制在美国是合法的。被奴役的人被视为没有完全公民身份和受教育权的财产。一旦购买，他们的家庭可能会分离，他们的名字会改变，这导致许多历史丢失。 数千名奴隶沿着地下铁路、秘密路线网络和安全屋逃到了自由之地。逃跑，或者帮助奴隶逃跑，可能会导致监禁或死亡，这使得被奴役的人和那些试图帮助他们的人都没有留下他们努力的痕迹变得至关重要。一些奴隶 -- 就像我们故事中的奴隶 -- 伪装他们的性别，改变他们的名字，或者被传给白人。 随着时间的推移，这些策略也使追踪家族史变得复杂。 输入 Ancestry。作为领先的家族历史公司，Ancestry 有独特的资格使用我们的数据来发现和庆祝长期隐藏的故事。 描述创意 (20% 的选票) 出生、死亡和结婚证、人口普查记录、新闻文章、讣告和公开共享家谱的世系。 它们都是祖先无与伦比的档案的一部分。 我们在今天这个容易感到脱节的世界中展示了这些历史数据的力量。对许多人来说，寻求对你家族史的更深入了解可以帮助你感觉更有联系。 我们挖掘了我们的历史数据，以恢复逃亡奴隶后代丢失的历史，揭示以前未知的相互联系，以及帮助他们的废奴主义者的后代。我们把这些家庭聚集在一起，第一次在纽约布鲁克林的普利茅斯教堂见面，这里现在被称为地下铁路的大中央仓库。 在一部名为《铁路纽带》的简短纪录片中，个人历史记录作为自我发现的情感故事栩栩如生。 描述公关策略 (30% 的选票) 典型的家谱从今天开始，已知的名字和已建立的关系。我们没有那种奢侈。 我们从检查 1860年的记录开始，主要是报纸和讣告，最终从成千上万逃离地下铁路的奴隶到那些专门通过纽约布鲁克林的一个网络而来的奴隶。十二个祖先历史学家全职工作了几个星期，在他们追踪路径时确认了联系，许多都导致了死胡同，直到最终发现了七个家庭，他们的记录揭示了我们一直在寻找的联系。 与 SundanceTV 和 Sacha Jenkins 合作，后者是一位专注于美国身份的纪录片制作人，战略性地提供了铁路纽带的可信度和广泛分布。这种合作关系使这部电影在圣丹斯电影节首映,以及圣丹斯电视台和 AMC 的多次播出 -- 这两个节目都直接触及了 Ancestry 的受教育消费者 45 + 的目标受众，HHI 为 100,000 + 美元。 描述 PR 执行 (20% 的选票) 我们开展了一场提高认识的运动，向国家和地方媒体传播关于这部电影的信息。剧组独特的个人体验为媒体提供了对产品卓越品质的深刻洞察，以及只有祖先才能提供的无与伦比的记录深度。这场运动在圣丹斯电影节上与媒体一起拉开帷幕，最终以今天早上哥伦比亚广播公司的一个深入片段为主角，详细了解他们在拍摄期间和拍摄后的经历。 时间表: 我们在不到 8 周的时间里准备、选角、拍摄和发布了这部电影。 位置/比例: 这部纪录片在圣丹斯电视台、网上播出，预告片在影院上映。 列出结果 (30% 的选票) 您必须至少包括以下两层: 消费者体验 200万个文件视图 2.84亿 + 媒体印象 社交表现优于平均频道内容 4.5 倍。 每个人口统计中的平均类别前/类别后兴趣，+ 7%。资料来源: NRG 研究 行为改变 对祖先的搜索增加了 146% 来源: 谷歌 十分之九的非裔美国观众想更多地了解他们的家族史 -- 考虑到这些观众传统上不会因为揭露记录的障碍和/或对痛苦的恐惧而调查家族史，这是一个值得注意的统计数据发现来源: NRG 研究 业务影响 10% 的站点流量增加直接归因于 tO 电影来源: 祖先 83% 将考虑使用祖先来源: NRG 研究
铁路领带
案例简介：Why is this work relevant for PR? With three decades of experience and a collection of 20 billion family history records, Ancestry helps people connect the dots of their own records and uncover amazing stories that may not have otherwise been told. At a time when America is bitterly divided about how to treat their fellow man, the Underground Railroad embodies connection, and the heroism of people going to great lengths to do the right thing for total strangers. Railroad Ties, a story that showcases how we’re all more connected than we may think, was timely and important to tell. Background Slavery was legal in the United States until 1865. The enslaved were considered property without full citizenship and the right to an education. Once purchased, their families might be separated and their names changed, which resulted in many histories being lost. Thousands of slaves escaped to freedom along The Underground Railroad, a network of secret routes and safe houses. Escaping, or helping a slave to escape, could result in imprisonment or death, making it critical that both enslaved people and those trying to help them, left no trace of their efforts. Some slaves – like those in our story – disguised their gender, changed their name, or passed for white. These tactics also complicated tracking family histories over time. Enter Ancestry. As the leading family history company, Ancestry was uniquely qualified to use our data to uncover and celebrate long-hidden stories. Describe the creative idea (20% of vote) Birth, death and marriage certificates, census records, news articles, obituaries and generations of lineage from publicly-shared family trees. They’re all part of Ancestry’s unsurpassed archives. We demonstrated the power of this historical data in today’s easy-to-feel-disconnected world. For many, seeking a deeper understanding of your family history can help you feel more connected. We mined our historical data to recover the lost histories of the descendants of escaped slaves to reveal previously-unknown connections to each other, and to the descendants of the abolitionists who helped them along the way. We brought these families together to meet for the first time at Plymouth Church in Brooklyn, New York, now known as the Grand Central Depot of the Underground Railroad. In a short-form documentary called Railroad Ties, individual historical records came to life as emotional stories of self-discovery. Describe the PR strategy (30% of vote) The typical family tree starts today with known names and established relationships. We didn’t have that luxury. We started by examining records from 1860, predominantly newspapers and obituaries, ultimately narrowing from the thousands of slaves escaping along the Underground Railroad to those who specifically came through a single network in Brooklyn, NY. Twelve Ancestry historians worked full- time for several weeks, confirming connections as they traced paths, many leading to dead-ends until finally unearthing seven families whose records revealed the connections we’d been searching for. Working with SundanceTV and Sacha Jenkins, a documentarian who focuses on identity in America, strategically lent credibility and broad distribution of Railroad Ties. This partnership allowed the film to premiere at the Sundance Film Festival, as well multiple airings on Sundance TV and AMC – both of which squarely reach Ancestry’s target audience of educated consumers 45+ with HHI of $100,000+. Describe the PR execution (20% of vote) We embarked on an awareness campaign to spread the word about the film with national and local media. The uniquely personal experiences of the cast provided media with deep insight to the superior quality of the product and unparalleled depth of records only Ancestry can provide. The campaign kicked-off with media at the Sundance Film Festival and culminated with an in-depth segment on CBS This Morning featuring the descendants and a detailed dive into their experience during and after filming. Timeline: We prepped, cast, shot and posted the film in under 8- weeks. Placement/Scale: The documentary aired at Sundance on television, online, and a trailer ran in theaters. List the results (30% of vote) must include at least two of the following tiers: CONSUMER EXPERIENCE 2 million documentary views 284 million+ media impressions Social outperformed average channel content by 4.5x. Average pre-/post- category interest in every demographic, +7%. Source: NRG study BEHAVIOR CHANGE 146% increase in searches for Ancestry Source: Google 9 in 10 African American viewers wanted to know more about their family history – a notable statistic given this audience traditionally does not look into family history due to obstacles uncovering records and/or the fear of painful discoveries Source: NRG study BUSINESS IMPACT 10% increase in site traffic directly attributed to the film Source: Ancestry 83% would consider using Ancestry Source: NRG study
Railroad Ties
案例简介：为什么这项工作与公关相关？ 凭借三十年的经验和 200亿份家族历史记录的收集，祖先帮助人们将他们自己记录的点联系起来，并揭开可能没有被告知的惊人故事。 在美国在如何对待他们的同胞问题上存在严重分歧的时候，地下铁路体现了联系和人们竭尽全力为陌生人做正确事情的英雄主义。铁路纽带，一个展示我们如何比我们想象的更紧密联系的故事，是及时和重要的。 背景 1865年，奴隶制在美国是合法的。被奴役的人被视为没有完全公民身份和受教育权的财产。一旦购买，他们的家庭可能会分离，他们的名字会改变，这导致许多历史丢失。 数千名奴隶沿着地下铁路、秘密路线网络和安全屋逃到了自由之地。逃跑，或者帮助奴隶逃跑，可能会导致监禁或死亡，这使得被奴役的人和那些试图帮助他们的人都没有留下他们努力的痕迹变得至关重要。一些奴隶 -- 就像我们故事中的奴隶 -- 伪装他们的性别，改变他们的名字，或者被传给白人。 随着时间的推移，这些策略也使追踪家族史变得复杂。 输入 Ancestry。作为领先的家族历史公司，Ancestry 有独特的资格使用我们的数据来发现和庆祝长期隐藏的故事。 描述创意 (20% 的选票) 出生、死亡和结婚证、人口普查记录、新闻文章、讣告和公开共享家谱的世系。 它们都是祖先无与伦比的档案的一部分。 我们在今天这个容易感到脱节的世界中展示了这些历史数据的力量。对许多人来说，寻求对你家族史的更深入了解可以帮助你感觉更有联系。 我们挖掘了我们的历史数据，以恢复逃亡奴隶后代丢失的历史，揭示以前未知的相互联系，以及帮助他们的废奴主义者的后代。我们把这些家庭聚集在一起，第一次在纽约布鲁克林的普利茅斯教堂见面，这里现在被称为地下铁路的大中央仓库。 在一部名为《铁路纽带》的简短纪录片中，个人历史记录作为自我发现的情感故事栩栩如生。 描述公关策略 (30% 的选票) 典型的家谱从今天开始，已知的名字和已建立的关系。我们没有那种奢侈。 我们从检查 1860年的记录开始，主要是报纸和讣告，最终从成千上万逃离地下铁路的奴隶到那些专门通过纽约布鲁克林的一个网络而来的奴隶。十二个祖先历史学家全职工作了几个星期，在他们追踪路径时确认了联系，许多都导致了死胡同，直到最终发现了七个家庭，他们的记录揭示了我们一直在寻找的联系。 与 SundanceTV 和 Sacha Jenkins 合作，后者是一位专注于美国身份的纪录片制作人，战略性地提供了铁路纽带的可信度和广泛分布。这种合作关系使这部电影在圣丹斯电影节首映,以及圣丹斯电视台和 AMC 的多次播出 -- 这两个节目都直接触及了 Ancestry 的受教育消费者 45 + 的目标受众，HHI 为 100,000 + 美元。 描述 PR 执行 (20% 的选票) 我们开展了一场提高认识的运动，向国家和地方媒体传播关于这部电影的信息。剧组独特的个人体验为媒体提供了对产品卓越品质的深刻洞察，以及只有祖先才能提供的无与伦比的记录深度。这场运动在圣丹斯电影节上与媒体一起拉开帷幕，最终以今天早上哥伦比亚广播公司的一个深入片段为主角，详细了解他们在拍摄期间和拍摄后的经历。 时间表: 我们在不到 8 周的时间里准备、选角、拍摄和发布了这部电影。 位置/比例: 这部纪录片在圣丹斯电视台、网上播出，预告片在影院上映。 列出结果 (30% 的选票) 您必须至少包括以下两层: 消费者体验 200万个文件视图 2.84亿 + 媒体印象 社交表现优于平均频道内容 4.5 倍。 每个人口统计中的平均类别前/类别后兴趣，+ 7%。资料来源: NRG 研究 行为改变 对祖先的搜索增加了 146% 来源: 谷歌 十分之九的非裔美国观众想更多地了解他们的家族史 -- 考虑到这些观众传统上不会因为揭露记录的障碍和/或对痛苦的恐惧而调查家族史，这是一个值得注意的统计数据发现来源: NRG 研究 业务影响 10% 的站点流量增加直接归因于 tO 电影来源: 祖先 83% 将考虑使用祖先来源: NRG 研究
Railroad Ties
案例简介：Why is this work relevant for PR? With three decades of experience and a collection of 20 billion family history records, Ancestry helps people connect the dots of their own records and uncover amazing stories that may not have otherwise been told. At a time when America is bitterly divided about how to treat their fellow man, the Underground Railroad embodies connection, and the heroism of people going to great lengths to do the right thing for total strangers. Railroad Ties, a story that showcases how we’re all more connected than we may think, was timely and important to tell. Background Slavery was legal in the United States until 1865. The enslaved were considered property without full citizenship and the right to an education. Once purchased, their families might be separated and their names changed, which resulted in many histories being lost. Thousands of slaves escaped to freedom along The Underground Railroad, a network of secret routes and safe houses. Escaping, or helping a slave to escape, could result in imprisonment or death, making it critical that both enslaved people and those trying to help them, left no trace of their efforts. Some slaves – like those in our story – disguised their gender, changed their name, or passed for white. These tactics also complicated tracking family histories over time. Enter Ancestry. As the leading family history company, Ancestry was uniquely qualified to use our data to uncover and celebrate long-hidden stories. Describe the creative idea (20% of vote) Birth, death and marriage certificates, census records, news articles, obituaries and generations of lineage from publicly-shared family trees. They’re all part of Ancestry’s unsurpassed archives. We demonstrated the power of this historical data in today’s easy-to-feel-disconnected world. For many, seeking a deeper understanding of your family history can help you feel more connected. We mined our historical data to recover the lost histories of the descendants of escaped slaves to reveal previously-unknown connections to each other, and to the descendants of the abolitionists who helped them along the way. We brought these families together to meet for the first time at Plymouth Church in Brooklyn, New York, now known as the Grand Central Depot of the Underground Railroad. In a short-form documentary called Railroad Ties, individual historical records came to life as emotional stories of self-discovery. Describe the PR strategy (30% of vote) The typical family tree starts today with known names and established relationships. We didn’t have that luxury. We started by examining records from 1860, predominantly newspapers and obituaries, ultimately narrowing from the thousands of slaves escaping along the Underground Railroad to those who specifically came through a single network in Brooklyn, NY. Twelve Ancestry historians worked full- time for several weeks, confirming connections as they traced paths, many leading to dead-ends until finally unearthing seven families whose records revealed the connections we’d been searching for. Working with SundanceTV and Sacha Jenkins, a documentarian who focuses on identity in America, strategically lent credibility and broad distribution of Railroad Ties. This partnership allowed the film to premiere at the Sundance Film Festival, as well multiple airings on Sundance TV and AMC – both of which squarely reach Ancestry’s target audience of educated consumers 45+ with HHI of $100,000+. Describe the PR execution (20% of vote) We embarked on an awareness campaign to spread the word about the film with national and local media. The uniquely personal experiences of the cast provided media with deep insight to the superior quality of the product and unparalleled depth of records only Ancestry can provide. The campaign kicked-off with media at the Sundance Film Festival and culminated with an in-depth segment on CBS This Morning featuring the descendants and a detailed dive into their experience during and after filming. Timeline: We prepped, cast, shot and posted the film in under 8- weeks. Placement/Scale: The documentary aired at Sundance on television, online, and a trailer ran in theaters. List the results (30% of vote) must include at least two of the following tiers: CONSUMER EXPERIENCE 2 million documentary views 284 million+ media impressions Social outperformed average channel content by 4.5x. Average pre-/post- category interest in every demographic, +7%. Source: NRG study BEHAVIOR CHANGE 146% increase in searches for Ancestry Source: Google 9 in 10 African American viewers wanted to know more about their family history – a notable statistic given this audience traditionally does not look into family history due to obstacles uncovering records and/or the fear of painful discoveries Source: NRG study BUSINESS IMPACT 10% increase in site traffic directly attributed to the film Source: Ancestry 83% would consider using Ancestry Source: NRG study
铁路领带
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Railroad Ties
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基本信息
- 广告战役： #Ancestry.com-影视-1243#
- 广告品牌： Ancestry.com
- 发布日期： 2000
- 行业领域： 公共事业
- 媒体类别： 微电影
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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