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佛罗里达州奇迹鞭子
案例简介：为什么这项工作与品牌体验和激活相关？ 虽然我们的活动在网上、印刷和商店货架上产生了最大的影响，但从本质上讲，这是一场真实世界的活动，意在实地体验。我们的大部分努力都投入到专门为佛罗里达州梅奥的居民创造一个故事上 (恰好是美国其他地区的头版新闻!)。 背景 情况如何？有点可怕。Miracle Whip经历了12年的销售下滑，尽管它是一个老牌品牌，拥有忠实的追随者，但它正在失去相关性 (尤其是与年轻一代)。 简报？基本上说服消费者通过任何必要的 (法律) 手段选择奇迹鞭子而不是蛋黄酱。 目标？卖更多的奇迹鞭子。另外，卖更多的奇迹鞭子。如果可能的话，卖更多的奇迹鞭子。 描述创意 (投票20%) 从周五深夜的一个简单问题开始。“有没有叫梅奥的城镇？在那里做点什么会很有趣。” 10秒钟后，通过快速的Google地图搜索，我们发现了佛罗里达州梅奥的小镇。它击中了我们。 我们决定做一些像奇迹鞭子的味道一样大胆而浓郁的事情，并将佛罗里达州梅奥的正式名称更改为佛罗里达州奇迹鞭子。 我们把奇迹鞭子放回地图上，把蛋黄酱摘下来。 描述策略 (投票20%) 奇迹鞭子拥有核心的忠实追随者，他们主要从父母那里继承了调味品的偏好。我们面临的挑战是在基本上任何有味蕾的人中扩大奇迹鞭子的消费。 因此，我们的方法反映了我们的挑战，我们想走得更远，走向全国。尽管是一种超本地化的激活，但我们的愿望是做一些国家会谈论的事情。在某种程度上，我们最初的目标是《今日美国》的头版和BuzzFeed等数字网站。鉴于我们有限的预算，我们依靠赢得的媒体和社交对话来交付结果。 描述执行 (投票30%) 说这项运动是有想法的，并迅速实施是轻描淡写的。在几周内，我们与佛罗里达州梅奥市市长从想法到闭门会议。 在获得客户和当地政府的批准后，我们开始计划生产。这包括全镇范围的烧烤、镇上的直播地址、定制品牌服装，甚至是世界著名的梅奥水塔的更名! 就付费媒体而言，我们几乎一无所获。我们在地面 (和远程) 上制作了有机的社交内容，但是该活动的病毒式规模来自广泛的媒体报道。这包括无数的数字出版物，许多本地新闻片段，甚至是《今日美国》头版上的一个位置。 列出结果 (投票30%) 至少可以说，结果是令人兴奋的。 在付费媒体上几乎没有花费，我们提供了10亿多个媒体印象。几乎400出版物都报道了我们。最重要的是，奇迹鞭子十多年来第一次看到了销售额的提升。
佛罗里达州奇迹鞭子
案例简介：Why is this work relevant for Brand Experience & Activation? While our campaign made its biggest impact online, in-print, and at store shelves, at its core it was a real-world event meant to be experienced on the ground. Most of our efforts were invested into creating a story specifically for the residents of Mayo, Florida (it just so happened to front page news for the rest of America!). Background The situation? Kind of dire. Miracle Whip had experienced 12 years of declining sales, and despite being a well-established brand with a loyal following, it was losing relevance (especially with younger generations). The brief? Basically convince consumers to choose Miracle Whip over mayonnaise by any (legal) means necessary. Objectives? Sell more Miracle Whip. Also, sell more Miracle Whip. And, if possible, to sell more Miracle Whip. Describe the creative idea (20% of vote) It started with a simple question on a late Friday night. "Are there any towns named Mayo? It would be fun to do something there." 10 seconds, and a quick Google Maps search, later we found the small town of Mayo, Florida. And it hit us. We decided to do something as bold and tangy as Miracle Whip's flavor and to change the officially bland name of Mayo, FL to Miracle Whip, FL. We put Miracle Whip back on the map, by taking Mayo off it. Describe the strategy (20% of vote) Miracle Whip has a core, loyal following of consumers who mainly inherited their condiment preferences from their parents. Our challenge was to broaden Miracle Whip consumption amongst basically anyone with taste buds. So our approach mirrored our challenge, we wanted to go broad and go national. Despite being a hyper-localized activation, our desire was to do something the nation would talk about. In a way, our initial target was the front page of USA Today and digital sites like BuzzFeed. Given our limited budget, we were relying on earned media and social conversation to deliver the results. Describe the execution (30% of vote) To say this campaign was ideated and implemented quickly would be an understatement. We went from idea to closed-door meetings with the mayor of Mayo, Florida within a matter of weeks. After we secured approval from the client and the local government, we went to work planning the production. This included a town-wide BBQ, livestream address to the town, custom branded clothing, and even the renaming of the world famous Mayo Water Tower! We spent next to nothing in terms of paid media. We produced organic social content on the ground (and remotely), but the viral scale of the campaign came from extensive earned media coverage. This included countless digital publications, many local news segments, and even a spot on the front page of USA Today. List the results (30% of vote) To say the least, the results were tangy. With next to nothing spent in paid media we delivered over one billion media impressions. We were covered in almost four hundred publications. And most importantly, for the first time in over a decade, Miracle Whip saw a sales lift.
Miracle Whip, Florida
案例简介：为什么这项工作与品牌体验和激活相关？ 虽然我们的活动在网上、印刷和商店货架上产生了最大的影响，但从本质上讲，这是一场真实世界的活动，意在实地体验。我们的大部分努力都投入到专门为佛罗里达州梅奥的居民创造一个故事上 (恰好是美国其他地区的头版新闻!)。 背景 情况如何？有点可怕。Miracle Whip经历了12年的销售下滑，尽管它是一个老牌品牌，拥有忠实的追随者，但它正在失去相关性 (尤其是与年轻一代)。 简报？基本上说服消费者通过任何必要的 (法律) 手段选择奇迹鞭子而不是蛋黄酱。 目标？卖更多的奇迹鞭子。另外，卖更多的奇迹鞭子。如果可能的话，卖更多的奇迹鞭子。 描述创意 (投票20%) 从周五深夜的一个简单问题开始。“有没有叫梅奥的城镇？在那里做点什么会很有趣。” 10秒钟后，通过快速的Google地图搜索，我们发现了佛罗里达州梅奥的小镇。它击中了我们。 我们决定做一些像奇迹鞭子的味道一样大胆而浓郁的事情，并将佛罗里达州梅奥的正式名称更改为佛罗里达州奇迹鞭子。 我们把奇迹鞭子放回地图上，把蛋黄酱摘下来。 描述策略 (投票20%) 奇迹鞭子拥有核心的忠实追随者，他们主要从父母那里继承了调味品的偏好。我们面临的挑战是在基本上任何有味蕾的人中扩大奇迹鞭子的消费。 因此，我们的方法反映了我们的挑战，我们想走得更远，走向全国。尽管是一种超本地化的激活，但我们的愿望是做一些国家会谈论的事情。在某种程度上，我们最初的目标是《今日美国》的头版和BuzzFeed等数字网站。鉴于我们有限的预算，我们依靠赢得的媒体和社交对话来交付结果。 描述执行 (投票30%) 说这项运动是有想法的，并迅速实施是轻描淡写的。在几周内，我们与佛罗里达州梅奥市市长从想法到闭门会议。 在获得客户和当地政府的批准后，我们开始计划生产。这包括全镇范围的烧烤、镇上的直播地址、定制品牌服装，甚至是世界著名的梅奥水塔的更名! 就付费媒体而言，我们几乎一无所获。我们在地面 (和远程) 上制作了有机的社交内容，但是该活动的病毒式规模来自广泛的媒体报道。这包括无数的数字出版物，许多本地新闻片段，甚至是《今日美国》头版上的一个位置。 列出结果 (投票30%) 至少可以说，结果是令人兴奋的。 在付费媒体上几乎没有花费，我们提供了10亿多个媒体印象。几乎400出版物都报道了我们。最重要的是，奇迹鞭子十多年来第一次看到了销售额的提升。
Miracle Whip, Florida
案例简介：Why is this work relevant for Brand Experience & Activation? While our campaign made its biggest impact online, in-print, and at store shelves, at its core it was a real-world event meant to be experienced on the ground. Most of our efforts were invested into creating a story specifically for the residents of Mayo, Florida (it just so happened to front page news for the rest of America!). Background The situation? Kind of dire. Miracle Whip had experienced 12 years of declining sales, and despite being a well-established brand with a loyal following, it was losing relevance (especially with younger generations). The brief? Basically convince consumers to choose Miracle Whip over mayonnaise by any (legal) means necessary. Objectives? Sell more Miracle Whip. Also, sell more Miracle Whip. And, if possible, to sell more Miracle Whip. Describe the creative idea (20% of vote) It started with a simple question on a late Friday night. "Are there any towns named Mayo? It would be fun to do something there." 10 seconds, and a quick Google Maps search, later we found the small town of Mayo, Florida. And it hit us. We decided to do something as bold and tangy as Miracle Whip's flavor and to change the officially bland name of Mayo, FL to Miracle Whip, FL. We put Miracle Whip back on the map, by taking Mayo off it. Describe the strategy (20% of vote) Miracle Whip has a core, loyal following of consumers who mainly inherited their condiment preferences from their parents. Our challenge was to broaden Miracle Whip consumption amongst basically anyone with taste buds. So our approach mirrored our challenge, we wanted to go broad and go national. Despite being a hyper-localized activation, our desire was to do something the nation would talk about. In a way, our initial target was the front page of USA Today and digital sites like BuzzFeed. Given our limited budget, we were relying on earned media and social conversation to deliver the results. Describe the execution (30% of vote) To say this campaign was ideated and implemented quickly would be an understatement. We went from idea to closed-door meetings with the mayor of Mayo, Florida within a matter of weeks. After we secured approval from the client and the local government, we went to work planning the production. This included a town-wide BBQ, livestream address to the town, custom branded clothing, and even the renaming of the world famous Mayo Water Tower! We spent next to nothing in terms of paid media. We produced organic social content on the ground (and remotely), but the viral scale of the campaign came from extensive earned media coverage. This included countless digital publications, many local news segments, and even a spot on the front page of USA Today. List the results (30% of vote) To say the least, the results were tangy. With next to nothing spent in paid media we delivered over one billion media impressions. We were covered in almost four hundred publications. And most importantly, for the first time in over a decade, Miracle Whip saw a sales lift.
佛罗里达州奇迹鞭子
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Miracle Whip, Florida
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