Imagine the Possibilities|短视频|广告营销案例【ADGuider广告指南】

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案例简介：简要解释在她 58 年的大部分时间里，芭比娃娃是一个不容错过的偶像，也是类别领导者，售出了超过十亿个娃娃。但近年来，该品牌迷失了方向，导致三年销售额稳步下降。品牌资产研究表明，所有的妈妈们看到的都是一个金发、粉红色汽车和不切实际的形象的糟糕榜样。我们的挑战很明显: 我们需要证明芭比娃娃不仅仅是一张漂亮的脸，与千禧一代对女儿的渴望不一致。我们会通过提醒妈妈们芭比娃娃最初的目的 -- 激励和培养每个女孩无限的潜力 -- 来做到这一点，并向她们展示当一个女孩玩芭比娃娃时，她会想象她能成为的一切。我们用一系列简单的、可共享的社交帖子开始了在线对话。使用标签 # ThrowBackThursday，我们强调了芭比多年来拥有的所有授权职业，并提醒我们的观众芭比被遗忘已久的女性领导力。然后我们继续努力拍摄一部电影。我们的电影把我们的观众带入了一个女孩的想象世界，因为她想象着她能成为的一切。这让千禧一代的妈妈们想起了自己玩芭比娃娃的经历 -- 认识到 20 岁时成为科学家或教师的梦想来自 4 岁时假装和芭比娃娃在一起。通过将对话从芭比娃娃的样子转移到她在小女孩身上激发的东西，我们成功地改变了千禧一代妈妈们的品牌认知, 从媒体上收回芭比的叙述，结束了连续八个季度的销售下降,芭比娃娃三年来首次回归增长。* 这项活动的成功证明了情感品牌广告在推动业务增长和引发文化中有意义的对话方面的无懈可击的力量。这证明，由洞察力策略驱动的创造性故事不仅可以改变品牌的叙事，还可以增加销售额。 * 美泰 2013-2015 年度报告和彭博-芭比娃娃的假日销售额四年来首次增长。 https://www.bloomberg.com/news/articles/2016-02-01/mattel-earnings-top-estimates-as-barbie-shows-signs-of-rebound

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案例简介：BriefExplanation For much of her 58 years, Barbie was an un-missable icon, and category leader, with over a billion dolls sold. But in recent years the brand had lost its way causing a steady three-year sales decline. Brand equity studies showed that all moms saw was a poor role model with blonde hair, a pink car, and an unrealistic figure. Our challenge was clear: We needed to prove Barbie isn’t just a pretty face at odds with Millennial moms’ aspirations for their daughters. We would do this by reminding moms of Barbie’s original purpose—inspiring and nurturing the limitless potential in every girl—and by showing them that when a girl plays with Barbie she imagines everything she can become.We started the conversation online, with a series of simple, shareable social posts. Using the hashtag #ThrowBackThursday, we highlighted all of the empowering professions Barbie had held through the years and reminded our audience of Barbie’s long forgotten female leadership. We then followed our effort with a film. Our film took our audience inside the world of a girl’s imagination, as she imagined everything she could become. It reminded Millennial moms of their own experience playing with Barbie—recognizing that the dream to become a scientist or a teacher at 20 came from pretending to be one with Barbie at four. By shifting the conversation from what Barbie looks like to what she inspires in little girls, we successfully shifted brand perception among Millennial moms, reclaimed Barbie’s narrative from the media and ended eight consecutive quarters of sales decline, returning Barbie to growth for the first time in three years.*The success of this campaign proves emotional brand advertising’s unassailable power to drive business growth and spark meaningful conversation in culture. It proves that creative storytelling driven by insightful strategy can not only transform a brand’s narrative but also increase sales.* Mattel 2013- 2015 Annual Reports and Bloomberg – Barbie’s Holiday Sales Grow for First Time in Four Years. https://www.bloomberg.com/news/articles/2016-02-01/mattel-earnings-top-estimates-as-barbie-shows-signs-of-rebound