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        Railroad Ties微电影广告营销案例

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        铁路枕木

        案例简介：为什么这项工作与PR相关？ 凭借三十年的经验和200亿的家族史记录，Ancestry帮助人们将自己的记录联系起来，并发现可能没有被告知的惊人故事。 在美国在如何对待同胞方面存在严重分歧的时候，地下铁路体现了联系，以及人们竭尽全力为陌生人做正确的事情的英雄主义。铁路联系，一个展示我们如何比我们想象的更紧密联系的故事，是及时和重要的。 背景 奴隶制在美国1865年是合法的。被奴役的人被视为没有完全公民身份和受教育权的财产。一旦购买，他们的家人可能会分开，他们的名字也会改变，这导致许多历史记录丢失。 成千上万的奴隶沿着地下铁路逃往自由，地下铁路是一个由秘密路线和安全屋组成的网络。逃跑或帮助奴隶逃跑可能会导致监禁或死亡，这使得被奴役的人和试图帮助他们的人都没有留下他们努力的痕迹变得至关重要。一些奴隶-就像我们故事中的那些-伪装他们的性别，改变他们的名字，或者通过白色。 随着时间的推移，这些策略也使追踪家族历史变得复杂。 输入祖先。作为领先的家族历史公司，Ancestry具有独特的资格，可以使用我们的数据来发现和庆祝长期隐藏的故事。 描述创意 (投票20%) 出生，死亡和结婚证书，人口普查记录，新闻文章，itu告和来自公共共享家谱的世系世代。 它们都是祖先无与伦比的档案的一部分。 我们在今天这个容易让人感觉不连贯的世界中展示了这些历史数据的力量。对许多人来说，寻求更深入地了解你的家族历史可以帮助你感觉更多的联系。 我们挖掘了我们的历史数据，以恢复逃脱的奴隶后代丢失的历史，以揭示彼此之间以及与帮助他们的废奴主义者的后代之间以前未知的联系。我们把这些家庭聚集在一起，在纽约布鲁克林的普利茅斯教堂第一次见面，现在被称为地下铁路的大中央仓库。 在一部名为《铁路纽带》的简短纪录片中，个人历史记录作为自我发现的情感故事而栩栩如生。 描述公关策略 (投票30%) 典型的家谱从今天开始，以已知的名字和已建立的关系开始。我们没有那种奢侈。 我们首先检查了1860年的记录，主要是报纸和ob告，最终从沿着地下铁路逃离的数千名奴隶缩小到专门通过纽约布鲁克林的一个网络逃离的奴隶。十二位祖先历史学家全职工作了几个星期，在追踪路径时确认了联系，许多人通向死胡同，直到最终发现了七个家庭，这些家庭的记录揭示了我们一直在寻找的联系。 与SundanceTV和Sacha Jenkins合作，他是一位专注于美国身份的纪录片作家，在战略上提供了信誉和铁路联系的广泛分布。这种合作关系使这部电影得以在圣丹斯电影节上首映，并在圣丹斯电视台和AMC上进行了多次播出-两者都以100,000美元的HHI直接达到了Ancestry的目标受众，即受过良好教育的消费者45岁以上。 描述PR执行情况 (投票20%) 我们开展了一场宣传运动，向国家和地方媒体宣传这部电影。演员独特的个人经历为媒体提供了对产品卓越质量的深刻见解，以及只有祖先才能提供的无与伦比的记录深度。该活动在圣丹斯电影节上与媒体一起拉开了序幕，并在今天早上在CBS上进行了深入的细分，其中包括后代，并详细介绍了他们在拍摄期间和拍摄后的经历。 时间轴: 我们在不到8周的时间内准备，演员，拍摄和发布了电影。 位置/比例: 该纪录片在圣丹斯电影节的电视，在线播出，并在剧院放映预告片。 列出结果 (投票30%) – 必须至少包括以下两层: 消费者体验 200万纪录片观点 2.84亿 + 媒体印象 社交表现优于平均渠道内容4.5倍。 每个人口统计的平均前/后类别兴趣，+ 7%。来源: NRG研究 行为改变 146% 增加对祖先的搜索来源: Google 十分之一的非裔美国观众想更多地了解他们的家族史-一个值得注意的统计数据，因为这个观众传统上不会调查家族史，因为发现记录的障碍和/或对痛苦发现的恐惧来源: NRG研究 业务影响 站点流量的10% 增加直接归因于t电影来源: 祖先 83% 将考虑使用祖先来源: NRG研究

        铁路枕木

        案例简介：Why is this work relevant for PR? With three decades of experience and a collection of 20 billion family history records, Ancestry helps people connect the dots of their own records and uncover amazing stories that may not have otherwise been told. At a time when America is bitterly divided about how to treat their fellow man, the Underground Railroad embodies connection, and the heroism of people going to great lengths to do the right thing for total strangers. Railroad Ties, a story that showcases how we’re all more connected than we may think, was timely and important to tell. Background Slavery was legal in the United States until 1865. The enslaved were considered property without full citizenship and the right to an education. Once purchased, their families might be separated and their names changed, which resulted in many histories being lost. Thousands of slaves escaped to freedom along The Underground Railroad, a network of secret routes and safe houses. Escaping, or helping a slave to escape, could result in imprisonment or death, making it critical that both enslaved people and those trying to help them, left no trace of their efforts. Some slaves – like those in our story – disguised their gender, changed their name, or passed for white. These tactics also complicated tracking family histories over time. Enter Ancestry. As the leading family history company, Ancestry was uniquely qualified to use our data to uncover and celebrate long-hidden stories. Describe the creative idea (20% of vote) Birth, death and marriage certificates, census records, news articles, obituaries and generations of lineage from publicly-shared family trees. They’re all part of Ancestry’s unsurpassed archives. We demonstrated the power of this historical data in today’s easy-to-feel-disconnected world. For many, seeking a deeper understanding of your family history can help you feel more connected. We mined our historical data to recover the lost histories of the descendants of escaped slaves to reveal previously-unknown connections to each other, and to the descendants of the abolitionists who helped them along the way. We brought these families together to meet for the first time at Plymouth Church in Brooklyn, New York, now known as the Grand Central Depot of the Underground Railroad. In a short-form documentary called Railroad Ties, individual historical records came to life as emotional stories of self-discovery. Describe the PR strategy (30% of vote) The typical family tree starts today with known names and established relationships. We didn’t have that luxury. We started by examining records from 1860, predominantly newspapers and obituaries, ultimately narrowing from the thousands of slaves escaping along the Underground Railroad to those who specifically came through a single network in Brooklyn, NY. Twelve Ancestry historians worked full- time for several weeks, confirming connections as they traced paths, many leading to dead-ends until finally unearthing seven families whose records revealed the connections we’d been searching for. Working with SundanceTV and Sacha Jenkins, a documentarian who focuses on identity in America, strategically lent credibility and broad distribution of Railroad Ties. This partnership allowed the film to premiere at the Sundance Film Festival, as well multiple airings on Sundance TV and AMC – both of which squarely reach Ancestry’s target audience of educated consumers 45+ with HHI of $100,000+. Describe the PR execution (20% of vote) We embarked on an awareness campaign to spread the word about the film with national and local media. The uniquely personal experiences of the cast provided media with deep insight to the superior quality of the product and unparalleled depth of records only Ancestry can provide. The campaign kicked-off with media at the Sundance Film Festival and culminated with an in-depth segment on CBS This Morning featuring the descendants and a detailed dive into their experience during and after filming. Timeline: We prepped, cast, shot and posted the film in under 8- weeks. Placement/Scale: The documentary aired at Sundance on television, online, and a trailer ran in theaters. List the results (30% of vote) – must include at least two of the following tiers: CONSUMER EXPERIENCE 2 million documentary views 284 million+ media impressions Social outperformed average channel content by 4.5x. Average pre-/post- category interest in every demographic, +7%. Source: NRG study BEHAVIOR CHANGE 146% increase in searches for Ancestry Source: Google 9 in 10 African American viewers wanted to know more about their family history – a notable statistic given this audience traditionally does not look into family history due to obstacles uncovering records and/or the fear of painful discoveries Source: NRG study BUSINESS IMPACT 10% increase in site traffic directly attributed to the film Source: Ancestry 83% would consider using Ancestry Source: NRG study

        Railroad Ties

        案例简介：为什么这项工作与PR相关？ 凭借三十年的经验和200亿的家族史记录，Ancestry帮助人们将自己的记录联系起来，并发现可能没有被告知的惊人故事。 在美国在如何对待同胞方面存在严重分歧的时候，地下铁路体现了联系，以及人们竭尽全力为陌生人做正确的事情的英雄主义。铁路联系，一个展示我们如何比我们想象的更紧密联系的故事，是及时和重要的。 背景 奴隶制在美国1865年是合法的。被奴役的人被视为没有完全公民身份和受教育权的财产。一旦购买，他们的家人可能会分开，他们的名字也会改变，这导致许多历史记录丢失。 成千上万的奴隶沿着地下铁路逃往自由，地下铁路是一个由秘密路线和安全屋组成的网络。逃跑或帮助奴隶逃跑可能会导致监禁或死亡，这使得被奴役的人和试图帮助他们的人都没有留下他们努力的痕迹变得至关重要。一些奴隶-就像我们故事中的那些-伪装他们的性别，改变他们的名字，或者通过白色。 随着时间的推移，这些策略也使追踪家族历史变得复杂。 输入祖先。作为领先的家族历史公司，Ancestry具有独特的资格，可以使用我们的数据来发现和庆祝长期隐藏的故事。 描述创意 (投票20%) 出生，死亡和结婚证书，人口普查记录，新闻文章，itu告和来自公共共享家谱的世系世代。 它们都是祖先无与伦比的档案的一部分。 我们在今天这个容易让人感觉不连贯的世界中展示了这些历史数据的力量。对许多人来说，寻求更深入地了解你的家族历史可以帮助你感觉更多的联系。 我们挖掘了我们的历史数据，以恢复逃脱的奴隶后代丢失的历史，以揭示彼此之间以及与帮助他们的废奴主义者的后代之间以前未知的联系。我们把这些家庭聚集在一起，在纽约布鲁克林的普利茅斯教堂第一次见面，现在被称为地下铁路的大中央仓库。 在一部名为《铁路纽带》的简短纪录片中，个人历史记录作为自我发现的情感故事而栩栩如生。 描述公关策略 (投票30%) 典型的家谱从今天开始，以已知的名字和已建立的关系开始。我们没有那种奢侈。 我们首先检查了1860年的记录，主要是报纸和ob告，最终从沿着地下铁路逃离的数千名奴隶缩小到专门通过纽约布鲁克林的一个网络逃离的奴隶。十二位祖先历史学家全职工作了几个星期，在追踪路径时确认了联系，许多人通向死胡同，直到最终发现了七个家庭，这些家庭的记录揭示了我们一直在寻找的联系。 与SundanceTV和Sacha Jenkins合作，他是一位专注于美国身份的纪录片作家，在战略上提供了信誉和铁路联系的广泛分布。这种合作关系使这部电影得以在圣丹斯电影节上首映，并在圣丹斯电视台和AMC上进行了多次播出-两者都以100,000美元的HHI直接达到了Ancestry的目标受众，即受过良好教育的消费者45岁以上。 描述PR执行情况 (投票20%) 我们开展了一场宣传运动，向国家和地方媒体宣传这部电影。演员独特的个人经历为媒体提供了对产品卓越质量的深刻见解，以及只有祖先才能提供的无与伦比的记录深度。该活动在圣丹斯电影节上与媒体一起拉开了序幕，并在今天早上在CBS上进行了深入的细分，其中包括后代，并详细介绍了他们在拍摄期间和拍摄后的经历。 时间轴: 我们在不到8周的时间内准备，演员，拍摄和发布了电影。 位置/比例: 该纪录片在圣丹斯电影节的电视，在线播出，并在剧院放映预告片。 列出结果 (投票30%) – 必须至少包括以下两层: 消费者体验 200万纪录片观点 2.84亿 + 媒体印象 社交表现优于平均渠道内容4.5倍。 每个人口统计的平均前/后类别兴趣，+ 7%。来源: NRG研究 行为改变 146% 增加对祖先的搜索来源: Google 十分之一的非裔美国观众想更多地了解他们的家族史-一个值得注意的统计数据，因为这个观众传统上不会调查家族史，因为发现记录的障碍和/或对痛苦发现的恐惧来源: NRG研究 业务影响 站点流量的10% 增加直接归因于t电影来源: 祖先 83% 将考虑使用祖先来源: NRG研究

        Railroad Ties

        案例简介：Why is this work relevant for PR? With three decades of experience and a collection of 20 billion family history records, Ancestry helps people connect the dots of their own records and uncover amazing stories that may not have otherwise been told. At a time when America is bitterly divided about how to treat their fellow man, the Underground Railroad embodies connection, and the heroism of people going to great lengths to do the right thing for total strangers. Railroad Ties, a story that showcases how we’re all more connected than we may think, was timely and important to tell. Background Slavery was legal in the United States until 1865. The enslaved were considered property without full citizenship and the right to an education. Once purchased, their families might be separated and their names changed, which resulted in many histories being lost. Thousands of slaves escaped to freedom along The Underground Railroad, a network of secret routes and safe houses. Escaping, or helping a slave to escape, could result in imprisonment or death, making it critical that both enslaved people and those trying to help them, left no trace of their efforts. Some slaves – like those in our story – disguised their gender, changed their name, or passed for white. These tactics also complicated tracking family histories over time. Enter Ancestry. As the leading family history company, Ancestry was uniquely qualified to use our data to uncover and celebrate long-hidden stories. Describe the creative idea (20% of vote) Birth, death and marriage certificates, census records, news articles, obituaries and generations of lineage from publicly-shared family trees. They’re all part of Ancestry’s unsurpassed archives. We demonstrated the power of this historical data in today’s easy-to-feel-disconnected world. For many, seeking a deeper understanding of your family history can help you feel more connected. We mined our historical data to recover the lost histories of the descendants of escaped slaves to reveal previously-unknown connections to each other, and to the descendants of the abolitionists who helped them along the way. We brought these families together to meet for the first time at Plymouth Church in Brooklyn, New York, now known as the Grand Central Depot of the Underground Railroad. In a short-form documentary called Railroad Ties, individual historical records came to life as emotional stories of self-discovery. Describe the PR strategy (30% of vote) The typical family tree starts today with known names and established relationships. We didn’t have that luxury. We started by examining records from 1860, predominantly newspapers and obituaries, ultimately narrowing from the thousands of slaves escaping along the Underground Railroad to those who specifically came through a single network in Brooklyn, NY. Twelve Ancestry historians worked full- time for several weeks, confirming connections as they traced paths, many leading to dead-ends until finally unearthing seven families whose records revealed the connections we’d been searching for. Working with SundanceTV and Sacha Jenkins, a documentarian who focuses on identity in America, strategically lent credibility and broad distribution of Railroad Ties. This partnership allowed the film to premiere at the Sundance Film Festival, as well multiple airings on Sundance TV and AMC – both of which squarely reach Ancestry’s target audience of educated consumers 45+ with HHI of $100,000+. Describe the PR execution (20% of vote) We embarked on an awareness campaign to spread the word about the film with national and local media. The uniquely personal experiences of the cast provided media with deep insight to the superior quality of the product and unparalleled depth of records only Ancestry can provide. The campaign kicked-off with media at the Sundance Film Festival and culminated with an in-depth segment on CBS This Morning featuring the descendants and a detailed dive into their experience during and after filming. Timeline: We prepped, cast, shot and posted the film in under 8- weeks. Placement/Scale: The documentary aired at Sundance on television, online, and a trailer ran in theaters. List the results (30% of vote) – must include at least two of the following tiers: CONSUMER EXPERIENCE 2 million documentary views 284 million+ media impressions Social outperformed average channel content by 4.5x. Average pre-/post- category interest in every demographic, +7%. Source: NRG study BEHAVIOR CHANGE 146% increase in searches for Ancestry Source: Google 9 in 10 African American viewers wanted to know more about their family history – a notable statistic given this audience traditionally does not look into family history due to obstacles uncovering records and/or the fear of painful discoveries Source: NRG study BUSINESS IMPACT 10% increase in site traffic directly attributed to the film Source: Ancestry 83% would consider using Ancestry Source: NRG study

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        Railroad Ties

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