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IHOb
案例简介：背景 随着美国家庭用餐类别的挣扎，IHOP决定推出一系列新的汉堡，以超越早餐，并在午餐和晚餐期间增加交通流量。 任务: 从一个以煎饼闻名的品牌推出汉堡。 但是IHOP面临着不止一个挑战。首先，我们必须改变美国对IHOP只是早餐目的地的看法。其次，我们需要在其他汉堡巨头中脱颖而出。在一个已经充斥着汉堡连锁店的国家，仅仅让我们的声音被听到将是一个挑战。IHOP的广告支出不到麦当劳、汉堡王和温迪等品牌综合预算的2%。 我们需要做一些大胆和时髦的事情来窃取汉堡对话，让人们认真对待IHOP作为汉堡竞争者。 描述创意 为了证明IHOP对汉堡有多认真，他们 “正式” 改名为IHOb。 当煎饼屋即将推出新系列汉堡时，你如何让人们认真对待它？很简单。你毫无解释地将其标志性名称改为IHOb，唤醒了整个国家对怀旧品牌的潜在热爱。 我们知道这一大胆的举动会引发争议，让美国问，“IHOP是认真的吗？!” 在信息时代，我们想做不可思议的事情，让互联网蒙在鼓里一周，然后揭示b代表什么，推出一款全国性的猜谜游戏。然后，在美国人的眼里，我们发现b代表汉堡，这加剧了比上一次更大的互联网崩溃。 最后，我们利用美国的怀疑来点燃好奇心，并最终推动我们新汉堡的试用。 描述策略 虽然是一个受人喜爱的品牌，但社交倾听表明IHOP对汉堡 (48%) 的情绪低于竞争对手鲍勃 · 埃文斯 (75%) 和饼干桶 (61%)，这说明了一些事情。我们需要释放美国对IHOP的爱，并把它传递给我们的汉堡。 策略: 我们对新汉堡和煎饼一样认真。 我们需要沟通，我们对我们的新汉堡非常认真，我们正式更名为IHOb: 国际汉堡之家。 我们的方法旨在吸引美国的注意力，并分三个阶段为IHOP释放强大而休眠的情感: 戏弄改名。揭示b代表什么。保持势头以推动销售。 既然这个想法的核心是激起情感和猜测的狂热，还有什么比推特更适合作为这场运动的中心 -- 毫无根据的阴谋和咄咄逼人的观点分享的家园呢？ 描述执行 戏弄: 它始于一条神秘的六秒钟推文，显示IHOP将其P翻转到b。一周以来，我们推动了互联网历史上最大的猜谜游戏。民意测验和1:1的戏谑点燃了这场大火。实时社交听力告诉我们什么时候采取下一步行动。当怀疑情绪上升时，我们的回应是将我们的推特手柄改为 @ IHOb，并泄露了一张IHOP餐厅改变其标牌的照片。 揭示: 经过一周的期待，我们揭示了b代表汉堡!我们抓住了这一时刻，翻转了一切 -- 我们的社交渠道、搜索、维基百科 -- 甚至IHOP LinkedIn bios。 持续: 在几周的时间里，我们利用这种嗡嗡声把人们从漏斗中拉出来。我们采购证明来创建一个新的电视节目，并拦截竞争对手的客人，为他们提供免费的IHOb汉堡。 端到端的社会使我们能够成为IHOb现象中根深蒂固的混乱的引导者。 列出结果 IHOb迅速走红并成为一种文化现象，在最初的10天内产生了1.2条推文 (包括来自Chrissy Teigen，Stephen Colbert，diploo，Questlove和Cardi B的推文)。 它获得了28,000多个媒体故事，113多美元的媒体value-11x投资回报率，以及425亿多个获得的印象。它在推特上同时成为第一名、第二名和第四名，甚至超过了特朗普朝鲜峰会和网络中立裁决。IHOP在社交SOV中处于领先地位，并从那以后一直保持领先地位。 我们将IHOP对 “吃美味汉堡” 的认知从41% 大幅提升到51%，使IHOP在竞争对手中排名倒数第二。活动开始后的第一个月，IHOP汉堡销售额翻了两番，到年底，午餐和晚餐销售额持续了两倍。 该活动在IHOb之外支付了红利，2倍的口碑和80% 的广告认知度增长 (25%-45%) (通过YouGov的BrandIndex)。
IHOb
案例简介：Background With America’s family-dining category struggling, IHOP decided to launch a new line of burgers to grow beyond breakfast and drive traffic during lunch and dinner. The task: launch burgers from a brand known for pancakes. But IHOP faced more than one challenge. First and foremost, we had to shift America’s perception that IHOP was just a breakfast destination. Secondly, we needed to stand out among other burger giants. In a country already saturated with burger chains, just getting our voice heard was going to be a challenge. IHOP’s ad spend was less than two percent of the combined budgets of brands such as McDonald’s, Burger King and Wendy’s. We needed to do something bold and buzzworthy to steal the burger conversation and get people to take IHOP seriously as a burger contender. Describe the creative idea TO PROVE HOW SERIOUS IHOP WAS ABOUT BURGERS, THEY “OFFICIALLY” CHANGED THEIR NAME TO IHOb. How do you get people to take a pancake house seriously when it’s about to launch a new line of burgers? Simple. You change its iconic name to IHOb without explanation, awakening an entire country’s latent love for a nostalgic brand. We knew that this audacious move would spark controversy and get America asking, “Is IHOP serious?!” In the age of information, we wanted to do the unthinkable and keep the Internet in the dark for a week before revealing what the b stood for, unleashing a nationwide guessing game. Then, with the eyes of America watching, we revealed that the b stood for burgers, fueling an even bigger Internet meltdown than the last. In the end, we harnessed America’s disbelief to ignite curiosity and ultimately, drive trial of our new burgers. Describe the strategy Although a beloved brand, social listening showed IHOP had lower sentiment with burgers (48%) than competitors Bob Evans (75%) and Cracker Barrel (61%) and that’s saying something. We needed to unlock America’s love for IHOP and channel it to our burgers. The strategy: we’re as serious about our new burgers as we are about our pancakes. We needed to communicate that we’re so serious about our new burgers, we’re officially rebranding as IHOb: International House of Burgers. Our approach was designed to grab America’s attention and unlock powerful yet dormant emotions for IHOP in three phases: Tease the name change. Reveal what the b stands for. Sustain momentum to drive sales. And since the core of the idea was centered on stoking a frenzy of emotion and speculation, what better place than Twitter as the hub for the campaign—the home of unfounded conspiracies and aggressive opinion sharing? Describe the execution TEASE: It started with a cryptic six-second tweet showing IHOP flipping its P to a b. For a week, we fueled the biggest guessing game in Internet history. Polls and 1:1 banter stoked the fire. Real-time social listening told us when to make our next move. When skepticism rose, we responded by changing our Twitter handle to @IHOb and leaking a photo of an IHOP restaurant changing its signage. REVEAL: After a week of anticipation, we revealed that the b stood for BURGERS! We seized the moment by flipping everything—our social channels, search, Wikipedia—even IHOP LinkedIn bios. SUSTAIN: Over several weeks, we capitalized on the buzz to pull people through the funnel. We sourced testimonials to create a new TV spot and intercepted competitors’ guests to offer them free IHOb burgers. End-to-end social allowed us to become conductors of the cultivated chaos that was the IHOb phenomenon. List the results IHOb went viral and became a cultural phenomenon, generating 1.2M tweets in the first 10 days (including tweets from Chrissy Teigen, Stephen Colbert, Diplo, Questlove and Cardi B). It garnered 28,000+ media stories, $113+ million in earned media value—11x ROI—and over 42.5 billion earned impressions. It trended at #1, #2 and #4 simultaneously on Twitter, even out-trending the Trump North Korea Summit and Net Neutrality Rulings. IHOP took the category lead in social SOV and has held it since. We dramatically increased IHOP’s perception for “having great burgers” from 41% to 51%, catapulting IHOP from last to second place among competitors. IHOP quadrupled burger sales during the first month following the campaign launch and sustained 2x lunch and dinner sales through end of year. The campaign paid dividends beyond IHOb, with 2x word-of-mouth and 80% increase (25%-45%) in ad awareness (via YouGov’s BrandIndex).
IHOb
案例简介：背景 随着美国家庭用餐类别的挣扎，IHOP决定推出一系列新的汉堡，以超越早餐，并在午餐和晚餐期间增加交通流量。 任务: 从一个以煎饼闻名的品牌推出汉堡。 但是IHOP面临着不止一个挑战。首先，我们必须改变美国对IHOP只是早餐目的地的看法。其次，我们需要在其他汉堡巨头中脱颖而出。在一个已经充斥着汉堡连锁店的国家，仅仅让我们的声音被听到将是一个挑战。IHOP的广告支出不到麦当劳、汉堡王和温迪等品牌综合预算的2%。 我们需要做一些大胆和时髦的事情来窃取汉堡对话，让人们认真对待IHOP作为汉堡竞争者。 描述创意 为了证明IHOP对汉堡有多认真，他们 “正式” 改名为IHOb。 当煎饼屋即将推出新系列汉堡时，你如何让人们认真对待它？很简单。你毫无解释地将其标志性名称改为IHOb，唤醒了整个国家对怀旧品牌的潜在热爱。 我们知道这一大胆的举动会引发争议，让美国问，“IHOP是认真的吗？!” 在信息时代，我们想做不可思议的事情，让互联网蒙在鼓里一周，然后揭示b代表什么，推出一款全国性的猜谜游戏。然后，在美国人的眼里，我们发现b代表汉堡，这加剧了比上一次更大的互联网崩溃。 最后，我们利用美国的怀疑来点燃好奇心，并最终推动我们新汉堡的试用。 描述策略 虽然是一个受人喜爱的品牌，但社交倾听表明IHOP对汉堡 (48%) 的情绪低于竞争对手鲍勃 · 埃文斯 (75%) 和饼干桶 (61%)，这说明了一些事情。我们需要释放美国对IHOP的爱，并把它传递给我们的汉堡。 策略: 我们对新汉堡和煎饼一样认真。 我们需要沟通，我们对我们的新汉堡非常认真，我们正式更名为IHOb: 国际汉堡之家。 我们的方法旨在吸引美国的注意力，并分三个阶段为IHOP释放强大而休眠的情感: 戏弄改名。揭示b代表什么。保持势头以推动销售。 既然这个想法的核心是激起情感和猜测的狂热，还有什么比推特更适合作为这场运动的中心 -- 毫无根据的阴谋和咄咄逼人的观点分享的家园呢？ 描述执行 戏弄: 它始于一条神秘的六秒钟推文，显示IHOP将其P翻转到b。一周以来，我们推动了互联网历史上最大的猜谜游戏。民意测验和1:1的戏谑点燃了这场大火。实时社交听力告诉我们什么时候采取下一步行动。当怀疑情绪上升时，我们的回应是将我们的推特手柄改为 @ IHOb，并泄露了一张IHOP餐厅改变其标牌的照片。 揭示: 经过一周的期待，我们揭示了b代表汉堡!我们抓住了这一时刻，翻转了一切 -- 我们的社交渠道、搜索、维基百科 -- 甚至IHOP LinkedIn bios。 持续: 在几周的时间里，我们利用这种嗡嗡声把人们从漏斗中拉出来。我们采购证明来创建一个新的电视节目，并拦截竞争对手的客人，为他们提供免费的IHOb汉堡。 端到端的社会使我们能够成为IHOb现象中根深蒂固的混乱的引导者。 列出结果 IHOb迅速走红并成为一种文化现象，在最初的10天内产生了1.2条推文 (包括来自Chrissy Teigen，Stephen Colbert，diploo，Questlove和Cardi B的推文)。 它获得了28,000多个媒体故事，113多美元的媒体value-11x投资回报率，以及425亿多个获得的印象。它在推特上同时成为第一名、第二名和第四名，甚至超过了特朗普朝鲜峰会和网络中立裁决。IHOP在社交SOV中处于领先地位，并从那以后一直保持领先地位。 我们将IHOP对 “吃美味汉堡” 的认知从41% 大幅提升到51%，使IHOP在竞争对手中排名倒数第二。活动开始后的第一个月，IHOP汉堡销售额翻了两番，到年底，午餐和晚餐销售额持续了两倍。 该活动在IHOb之外支付了红利，2倍的口碑和80% 的广告认知度增长 (25%-45%) (通过YouGov的BrandIndex)。
IHOb
案例简介：Background With America’s family-dining category struggling, IHOP decided to launch a new line of burgers to grow beyond breakfast and drive traffic during lunch and dinner. The task: launch burgers from a brand known for pancakes. But IHOP faced more than one challenge. First and foremost, we had to shift America’s perception that IHOP was just a breakfast destination. Secondly, we needed to stand out among other burger giants. In a country already saturated with burger chains, just getting our voice heard was going to be a challenge. IHOP’s ad spend was less than two percent of the combined budgets of brands such as McDonald’s, Burger King and Wendy’s. We needed to do something bold and buzzworthy to steal the burger conversation and get people to take IHOP seriously as a burger contender. Describe the creative idea TO PROVE HOW SERIOUS IHOP WAS ABOUT BURGERS, THEY “OFFICIALLY” CHANGED THEIR NAME TO IHOb. How do you get people to take a pancake house seriously when it’s about to launch a new line of burgers? Simple. You change its iconic name to IHOb without explanation, awakening an entire country’s latent love for a nostalgic brand. We knew that this audacious move would spark controversy and get America asking, “Is IHOP serious?!” In the age of information, we wanted to do the unthinkable and keep the Internet in the dark for a week before revealing what the b stood for, unleashing a nationwide guessing game. Then, with the eyes of America watching, we revealed that the b stood for burgers, fueling an even bigger Internet meltdown than the last. In the end, we harnessed America’s disbelief to ignite curiosity and ultimately, drive trial of our new burgers. Describe the strategy Although a beloved brand, social listening showed IHOP had lower sentiment with burgers (48%) than competitors Bob Evans (75%) and Cracker Barrel (61%) and that’s saying something. We needed to unlock America’s love for IHOP and channel it to our burgers. The strategy: we’re as serious about our new burgers as we are about our pancakes. We needed to communicate that we’re so serious about our new burgers, we’re officially rebranding as IHOb: International House of Burgers. Our approach was designed to grab America’s attention and unlock powerful yet dormant emotions for IHOP in three phases: Tease the name change. Reveal what the b stands for. Sustain momentum to drive sales. And since the core of the idea was centered on stoking a frenzy of emotion and speculation, what better place than Twitter as the hub for the campaign—the home of unfounded conspiracies and aggressive opinion sharing? Describe the execution TEASE: It started with a cryptic six-second tweet showing IHOP flipping its P to a b. For a week, we fueled the biggest guessing game in Internet history. Polls and 1:1 banter stoked the fire. Real-time social listening told us when to make our next move. When skepticism rose, we responded by changing our Twitter handle to @IHOb and leaking a photo of an IHOP restaurant changing its signage. REVEAL: After a week of anticipation, we revealed that the b stood for BURGERS! We seized the moment by flipping everything—our social channels, search, Wikipedia—even IHOP LinkedIn bios. SUSTAIN: Over several weeks, we capitalized on the buzz to pull people through the funnel. We sourced testimonials to create a new TV spot and intercepted competitors’ guests to offer them free IHOb burgers. End-to-end social allowed us to become conductors of the cultivated chaos that was the IHOb phenomenon. List the results IHOb went viral and became a cultural phenomenon, generating 1.2M tweets in the first 10 days (including tweets from Chrissy Teigen, Stephen Colbert, Diplo, Questlove and Cardi B). It garnered 28,000+ media stories, $113+ million in earned media value—11x ROI—and over 42.5 billion earned impressions. It trended at #1, #2 and #4 simultaneously on Twitter, even out-trending the Trump North Korea Summit and Net Neutrality Rulings. IHOP took the category lead in social SOV and has held it since. We dramatically increased IHOP’s perception for “having great burgers” from 41% to 51%, catapulting IHOP from last to second place among competitors. IHOP quadrupled burger sales during the first month following the campaign launch and sustained 2x lunch and dinner sales through end of year. The campaign paid dividends beyond IHOb, with 2x word-of-mouth and 80% increase (25%-45%) in ad awareness (via YouGov’s BrandIndex).
IHOb
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IHOb
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