CALIFORNIA MILK PROCESSING BOARD|短视频|广告营销案例【ADGuider广告指南】

加州牛奶加工委员会

案例简介：结果虽然无法说明直销结果，但最近的消费研究表明，定向增长约 7.5%。此外，跟踪显示，“积极态度” 和 “帮助你睡得更好” 得到了有效的沟通，并通过成为非感知和广告感知西班牙裔 (+ 28%) 之间最大增量的属性得到了证明。就传统的绩效指标而言，我们可以报告作为活动直接结果的大量参与。 Facebook 粉丝增加了 34,000 (+ 61%)。社交媒体参与率为 3.94% (比行业平均水平高 18 倍)。 YouTube 上近 30,000 的视频浏览量。 • 超过 6,000 的故事书下载。近 80% 的 Shazam 活动与移动网站进一步互动。创意执行我们将 “是睡觉的时候了” 的活动放在多个接触点上，确保以正确的心态和正确的时间共同努力达到我们的目标消费者。电视 -- 与西班牙裔母亲每晚观看他们最喜欢的肥皂剧一样，我们封锁了两个最大的西班牙语电视网。 SHAZAM -- 我们与 Shazam 合作，利用妈妈在看电视时使用智能手机的倾向。一旦 Shazam 识别了视频和歌曲，父母就可以下载故事书，重新播放视频，留下评论并与朋友分享。广播-W 播出: 下午晚些时候和晚上早些时候有 15 个点，以增加调谐。故事书 -- 我们通过《牧师》杂志在加州的儿科办公室分发了 140,000 本故事书。这些书的数字版本在 Facebook 上提供，展示、搜索和社交媒体支持这些书。坏消息 -- 由于早餐场合分散和饮料选择越来越多，美国牛奶消费量几十年来一直在下降。好消息 -- 多年营销牛奶的好处阻止了加州的下降。我们的运动引入了 “积极” 的情感领域，超越了牛奶的理性利益。考虑和消费在拉丁美洲达到了历史最高水平。挑战 -- 我们还能在早餐场合 “挤奶” 多少？解决方案 -- 利用媒体在就寝时间创造一个新的仪式。有了父母努力平衡工作和家庭需求的洞察力，我们和妈妈们交流说，晚上喝牛奶会帮助他们的孩子睡得更好，同时创造一种亲密的活动。让人想起拉丁美洲常用的电视片段，我们开发了动画视频《我该睡觉了》，以及一系列将牛奶消费融入故事的双语睡前故事。

加州牛奶加工委员会

案例简介：Results While direct sales results cannot be stated, the most recent consumption study indicates directional increases of around 7.5%. Moreover, the tracking revealed that a 'positive attitude' and 'helps you sleep better' were effectively communicated, proven by being the attributes with the greatest delta between non-aware and ad aware Hispanics (+28%). In terms of traditional performance metrics, we can report a substantial engagement as a direct result of the campaign. • Facebook fans increased by over 34,000 (+61%). • Social media engagement rate was 3.94% (18x stronger than industry average). • Nearly 30,000 video views on YouTube. • Over 6,000 storybook downloads. • Nearly 80% of Shazam engagements further interacted with the mobile site. Creative Execution We placed the 'It's Time to Go to Bed' campaign across multiple touch points ensuring that the combined effort reached our intended consumer in the right mindset and at exactly the right time. TELEVISION - Aligning with Hispanic Moms nightly viewing of their favorite soap-operas, we road-blocked the two largest Spanish language television networks. SHAZAM - We partnered with Shazam to leverage moms' propensity to use their smart phone while watching TV. Once Shazam identified the video and song, parents could download the storybooks, re-play the video, leave comments and share with friends. RADIO - W aired :15 spots in the late afternoon and early evening to increase tune-in. STORYBOOKS - We distributed 140,000 storybooks at pediatricians' offices though out California via 'Ser Padres' magazine. Digital versions of the books were made available on Facebook with display, search and social media driving to them. Bad news - U.S. milk consumption has been declining for decades, thanks to fragmented breakfast occasions and growing drink options. Good news - years of marketing Milk's benefits stemmed the decline in CA. Our campaign introduced the emotional territory of 'Positivity', beyond milk rational benefits. Consideration and consumption reached an all time high with CA Latinos. Challenge - how much further could we 'milk' the breakfast occasion? Solution - Leverage media to create a new ritual around BEDTIME. With the insight that parents were struggling to balance the demands of work and family, we communicated to Moms that milk at night would help their kids sleep better, while creating a bonding activity. Reminiscent of TV segments that are commonly used in Latin America, we developed the animated video 'It's Time to Go to Bed,' and a series of bilingual bedtime storybooks that integrated milk consumption into the story.