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男人可以吗...？
案例简介：概要 57% 的英国男人被告知 “真正的” 男人应该如何表现。诸如 “好人完成最后一次”，“真正的男人不会cry” 和 “男人起来” 之类的东西57% 的英国男人都被告知真正的男人应该如何表现。Lynx (英国的Axe名称) 致力于帮助年轻人摆脱传统的男性理想。但是，当年轻人害怕谈论自己的男子气概时，Lynx将如何帮助？ 战略 作为回应，我们的策略是: 通过在他们正在寻找的媒体上对他们想到的问题提供令人信服的答案，引发关于男性气质和当今千禧一代男性面临的问题的更广泛的对话。这激发了 “男人可以吗……”，这是由搜索数据推动的有影响力的运动。我们的Google data insights不仅为广告系列的媒体策略提供了信息，而且实际上改变了广告内容，创建了完全由搜索数据创建的以媒体为主导的内容和影响者策略。现在，当年轻人向Google寻求帮助时，Lynx会在那里帮助回答他们最常问的问题: “男人可以…… 吗？” 问题。但是，我们如何才能为这些问题提供真实的答案，并避免看起来像另一个品牌将自己附着在目标导向的事业上？答案在于谁回答了问题。 相关性 这场运动不仅仅是在媒体上执行的，它的创造性执行受到了媒体的启发。“男人可以吗？” 搜索数据分析推动了这一点。 结果 英国18-34岁男性的84% 看到了 “对男人来说还可以吗……” 运动。增加Lynx的搜索量300%。和21.4% 的广告召回。成千上万的男人意识到，他们 “对男人来说还可以吗……” 的答案是肯定的，这是可以的。 执行 我们用24个特别制作的视频回答了最常见的google “男人可以吗...” 问题，其中有18位有影响力的人体现了现代英国男性气概的广度。这些有影响力的人包括受欢迎的youtuber以及演员Will Poulter和世界重量级冠军Anthony Joshua等山猫大使。该活动是通过付费在线视频格式分发的。通过回答英国24个最常被问到的 “男人可以吗……” 问题，我们保证了较高的有机搜索排名。 运动描述 我们解决方案的灵感来自搜索数据分析。我们分析了年轻人寻求答案的一个地方的数据: 谷歌。我们对年轻人在谷歌上搜索的问题的数据分析表明，他们的不安全感有多远。在前25个列表中，您可能会遇到一些问题，例如男人可以与其他人一起尝试吗？但除此之外，大多数人甚至都不认为需要提出的问题，包括: “男人做饭可以吗？'和' 男人穿粉红色可以吗？'。很明显，有毒的男性气质比我们预期的还要恶毒。
男人可以吗...？
案例简介：Synopsis 57% of British men have been told how a ‘real’ man should behave. Stuff like ‘Nice Guys Finish Last’, ‘Real Men Don’t Cry’ and ‘Man Up’ 57% of British men have been told how a real man should behave. Lynx – the UK name for Axe - is dedicated to helping young men shed traditional ideals of masculinity. But when young men are afraid to talk about their masculinity, how could Lynx help? Strategy In response, our strategy was; TO SPARK A WIDER CONVERSATION ABOUT MASCULINITY AND THE ISSUES FACING MILLENNIAL MEN TODAY BY PLACING COMPELLING ANSWERS TO THE QUESTIONS THAT WERE ON THEIR MIND IN THE MEDIA THEY WERE SEARCHING FOR THEM IN. This inspired ‘Is it ok for guys…’ an influencer campaign fuelled by search data. Our Google data insights not only informed the media strategy for the campaign, they actually changed the advertising content, creating a media-led content and influencer strategy that was created entirely from search data. Now, when young men resorted to Google for help, Lynx would be there to help answer their most commonly asked ‘Is it ok for guys…?’ questions. But how could we deliver authentic answers to these questions and avoid looking like just another brand attaching themselves to a purpose-led cause? The answer lay in WHO answered the questions. Relevancy This campaign wasn’t just executed in media, its creative execution was inspired by media. ‘Is it ok for guys?’ was fuelled by search data analysis. Outcome ‘Is it ok for guys…’ campaign was seen by 84% of 18-34-year-old men in the UK. Increasing Lynx’s search volume by 300%. And Ad recall by 21.4%. And hundreds of thousands of men realised that the answer to their ‘Is it ok for guys…’ questions was Yes, it IS OK. Execution We answered the most commonly Googles ‘Is it ok for guys...’ questions with 24 specially-made videos, featuring 18 influencers who embodied the breadth of modern British masculinity. These influencers included popular YouTubers as well as Lynx ambassadors like actor Will Poulter and World Heavyweight Champion Anthony Joshua. The campaign was distributed through paid online video formats. And by answering 24 of the most-asked ‘Is it ok for guys…’ questions in the UK, we guaranteed high organic search rankings. CampaignDescription The inspiration for our solution came from search data analysis. We analysed data from the one place young men DO seek answers: Google. Our data analysis of the questions being Googled by young men showed just how far-reaching their insecurities were. On the Top 25 list were questions you may expect like Is it ok for guys to experiment with other guys?’ but beyond that, lay questions that most people wouldn’t think even needed to be asked, including: ‘Is it OK for guys to cook?’ and ‘Is it OK for guys to wear pink?’. It was apparent that Toxic Masculinity was an even more malevolent force than we anticipated.
Is it OK for guys...?
案例简介：概要 57% 的英国男人被告知 “真正的” 男人应该如何表现。诸如 “好人完成最后一次”，“真正的男人不会cry” 和 “男人起来” 之类的东西57% 的英国男人都被告知真正的男人应该如何表现。Lynx (英国的Axe名称) 致力于帮助年轻人摆脱传统的男性理想。但是，当年轻人害怕谈论自己的男子气概时，Lynx将如何帮助？ 战略 作为回应，我们的策略是: 通过在他们正在寻找的媒体上对他们想到的问题提供令人信服的答案，引发关于男性气质和当今千禧一代男性面临的问题的更广泛的对话。这激发了 “男人可以吗……”，这是由搜索数据推动的有影响力的运动。我们的Google data insights不仅为广告系列的媒体策略提供了信息，而且实际上改变了广告内容，创建了完全由搜索数据创建的以媒体为主导的内容和影响者策略。现在，当年轻人向Google寻求帮助时，Lynx会在那里帮助回答他们最常问的问题: “男人可以…… 吗？” 问题。但是，我们如何才能为这些问题提供真实的答案，并避免看起来像另一个品牌将自己附着在目标导向的事业上？答案在于谁回答了问题。 相关性 这场运动不仅仅是在媒体上执行的，它的创造性执行受到了媒体的启发。“男人可以吗？” 搜索数据分析推动了这一点。 结果 英国18-34岁男性的84% 看到了 “对男人来说还可以吗……” 运动。增加Lynx的搜索量300%。和21.4% 的广告召回。成千上万的男人意识到，他们 “对男人来说还可以吗……” 的答案是肯定的，这是可以的。 执行 我们用24个特别制作的视频回答了最常见的google “男人可以吗...” 问题，其中有18位有影响力的人体现了现代英国男性气概的广度。这些有影响力的人包括受欢迎的youtuber以及演员Will Poulter和世界重量级冠军Anthony Joshua等山猫大使。该活动是通过付费在线视频格式分发的。通过回答英国24个最常被问到的 “男人可以吗……” 问题，我们保证了较高的有机搜索排名。 运动描述 我们解决方案的灵感来自搜索数据分析。我们分析了年轻人寻求答案的一个地方的数据: 谷歌。我们对年轻人在谷歌上搜索的问题的数据分析表明，他们的不安全感有多远。在前25个列表中，您可能会遇到一些问题，例如男人可以与其他人一起尝试吗？但除此之外，大多数人甚至都不认为需要提出的问题，包括: “男人做饭可以吗？'和' 男人穿粉红色可以吗？'。很明显，有毒的男性气质比我们预期的还要恶毒。
Is it OK for guys...?
案例简介：Synopsis 57% of British men have been told how a ‘real’ man should behave. Stuff like ‘Nice Guys Finish Last’, ‘Real Men Don’t Cry’ and ‘Man Up’ 57% of British men have been told how a real man should behave. Lynx – the UK name for Axe - is dedicated to helping young men shed traditional ideals of masculinity. But when young men are afraid to talk about their masculinity, how could Lynx help? Strategy In response, our strategy was; TO SPARK A WIDER CONVERSATION ABOUT MASCULINITY AND THE ISSUES FACING MILLENNIAL MEN TODAY BY PLACING COMPELLING ANSWERS TO THE QUESTIONS THAT WERE ON THEIR MIND IN THE MEDIA THEY WERE SEARCHING FOR THEM IN. This inspired ‘Is it ok for guys…’ an influencer campaign fuelled by search data. Our Google data insights not only informed the media strategy for the campaign, they actually changed the advertising content, creating a media-led content and influencer strategy that was created entirely from search data. Now, when young men resorted to Google for help, Lynx would be there to help answer their most commonly asked ‘Is it ok for guys…?’ questions. But how could we deliver authentic answers to these questions and avoid looking like just another brand attaching themselves to a purpose-led cause? The answer lay in WHO answered the questions. Relevancy This campaign wasn’t just executed in media, its creative execution was inspired by media. ‘Is it ok for guys?’ was fuelled by search data analysis. Outcome ‘Is it ok for guys…’ campaign was seen by 84% of 18-34-year-old men in the UK. Increasing Lynx’s search volume by 300%. And Ad recall by 21.4%. And hundreds of thousands of men realised that the answer to their ‘Is it ok for guys…’ questions was Yes, it IS OK. Execution We answered the most commonly Googles ‘Is it ok for guys...’ questions with 24 specially-made videos, featuring 18 influencers who embodied the breadth of modern British masculinity. These influencers included popular YouTubers as well as Lynx ambassadors like actor Will Poulter and World Heavyweight Champion Anthony Joshua. The campaign was distributed through paid online video formats. And by answering 24 of the most-asked ‘Is it ok for guys…’ questions in the UK, we guaranteed high organic search rankings. CampaignDescription The inspiration for our solution came from search data analysis. We analysed data from the one place young men DO seek answers: Google. Our data analysis of the questions being Googled by young men showed just how far-reaching their insecurities were. On the Top 25 list were questions you may expect like Is it ok for guys to experiment with other guys?’ but beyond that, lay questions that most people wouldn’t think even needed to be asked, including: ‘Is it OK for guys to cook?’ and ‘Is it OK for guys to wear pink?’. It was apparent that Toxic Masculinity was an even more malevolent force than we anticipated.
男人可以吗...？
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Is it OK for guys...?
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