本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
佛罗里达州奇迹鞭
案例简介：为什么这项工作与品牌体验和激活相关？ 虽然我们的活动在网上，印刷和商店货架上产生了最大的影响，但其核心是它是一个真实世界的事件，应该在地面上体验。我们的大部分努力都投入到专门为佛罗里达州梅奥的居民创作一个故事上 (美国其他地方的头版新闻就是这样!)。 背景 情况如何？有点可怕。Miracle Whip经历了12年的销售额下降，尽管它是一个拥有忠诚追随者的知名品牌，但它正在失去相关性 (尤其是与年轻一代)。 简报？基本上说服消费者通过任何必要的 (合法) 手段选择奇迹鞭而不是蛋黄酱。 目标？卖更多的奇迹鞭。此外，出售更多奇迹鞭。如果可能的话，卖掉更多的奇迹鞭。 描述创意 (20% 的选票) 它始于周五晚些时候的一个简单问题。“有叫梅奥的城镇吗？在那里做点什么会很有趣。" 10秒，以及快速的谷歌地图搜索，后来我们发现了佛罗里达州梅奥的小镇。它袭击了我们。 我们决定做一些像奇迹鞭的味道一样大胆和辛辣的事情，并将佛罗里达州梅奥的官方平淡无奇的名字改为佛罗里达州奇迹鞭。 我们把奇迹鞭子放回地图上，把梅奥拿走。 描述策略 (20% 的选票) 奇迹鞭有一个核心的、忠诚的消费者追随者，他们主要从父母那里继承调味品偏好。我们的挑战是在基本上有味蕾的人中间扩大奇迹鞭子消费。 所以我们的方法反映了我们的挑战，我们想走得更远，走向全国。尽管是一个超本地化的激活，我们的愿望是做一些国家会谈论的事情。在某种程度上，我们最初的目标是《今日美国》的头版和BuzzFeed等数字网站。鉴于我们的预算有限，我们依靠赢得的媒体和社交对话来交付结果。 描述执行情况 (30% 的选票) 说这场运动是构思出来并迅速实施的，这是轻描淡写的。几周内，我们与梅奥 (佛罗里达州) 市长进行了闭门会议。 在我们获得客户和当地政府的批准后，我们开始计划生产。这包括全镇烧烤，到镇上的直播地址，定制品牌服装，甚至世界著名的梅奥水塔的重命名! 就付费媒体而言，我们几乎什么都不花。我们在实地 (和远程) 制作了有机社交内容，但该活动的病毒式规模来自广泛的媒体报道。这包括无数的数字出版物，许多本地新闻片段，甚至是《今日美国》头版的一个位置。 列出结果 (30% 的选票) 至少可以说，结果很棘手。 几乎没有任何花费在付费媒体上，我们提供了超过10亿种媒体印象。几乎有400份出版物报道了我们。最重要的是，十多年来，奇迹鞭第一次看到了销售的提升。
佛罗里达州奇迹鞭
案例简介：Why is this work relevant for Brand Experience & Activation? While our campaign made its biggest impact online, in-print, and at store shelves, at its core it was a real-world event meant to be experienced on the ground. Most of our efforts were invested into creating a story specifically for the residents of Mayo, Florida (it just so happened to front page news for the rest of America!). Background The situation? Kind of dire. Miracle Whip had experienced 12 years of declining sales, and despite being a well-established brand with a loyal following, it was losing relevance (especially with younger generations). The brief? Basically convince consumers to choose Miracle Whip over mayonnaise by any (legal) means necessary. Objectives? Sell more Miracle Whip. Also, sell more Miracle Whip. And, if possible, to sell more Miracle Whip. Describe the creative idea (20% of vote) It started with a simple question on a late Friday night. "Are there any towns named Mayo? It would be fun to do something there." 10 seconds, and a quick Google Maps search, later we found the small town of Mayo, Florida. And it hit us. We decided to do something as bold and tangy as Miracle Whip's flavor and to change the officially bland name of Mayo, FL to Miracle Whip, FL. We put Miracle Whip back on the map, by taking Mayo off it. Describe the strategy (20% of vote) Miracle Whip has a core, loyal following of consumers who mainly inherited their condiment preferences from their parents. Our challenge was to broaden Miracle Whip consumption amongst basically anyone with taste buds. So our approach mirrored our challenge, we wanted to go broad and go national. Despite being a hyper-localized activation, our desire was to do something the nation would talk about. In a way, our initial target was the front page of USA Today and digital sites like BuzzFeed. Given our limited budget, we were relying on earned media and social conversation to deliver the results. Describe the execution (30% of vote) To say this campaign was ideated and implemented quickly would be an understatement. We went from idea to closed-door meetings with the mayor of Mayo, Florida within a matter of weeks. After we secured approval from the client and the local government, we went to work planning the production. This included a town-wide BBQ, livestream address to the town, custom branded clothing, and even the renaming of the world famous Mayo Water Tower! We spent next to nothing in terms of paid media. We produced organic social content on the ground (and remotely), but the viral scale of the campaign came from extensive earned media coverage. This included countless digital publications, many local news segments, and even a spot on the front page of USA Today. List the results (30% of vote) To say the least, the results were tangy. With next to nothing spent in paid media we delivered over one billion media impressions. We were covered in almost four hundred publications. And most importantly, for the first time in over a decade, Miracle Whip saw a sales lift.
Miracle Whip, Florida
案例简介：为什么这项工作与品牌体验和激活相关？ 虽然我们的活动在网上，印刷和商店货架上产生了最大的影响，但其核心是它是一个真实世界的事件，应该在地面上体验。我们的大部分努力都投入到专门为佛罗里达州梅奥的居民创作一个故事上 (美国其他地方的头版新闻就是这样!)。 背景 情况如何？有点可怕。Miracle Whip经历了12年的销售额下降，尽管它是一个拥有忠诚追随者的知名品牌，但它正在失去相关性 (尤其是与年轻一代)。 简报？基本上说服消费者通过任何必要的 (合法) 手段选择奇迹鞭而不是蛋黄酱。 目标？卖更多的奇迹鞭。此外，出售更多奇迹鞭。如果可能的话，卖掉更多的奇迹鞭。 描述创意 (20% 的选票) 它始于周五晚些时候的一个简单问题。“有叫梅奥的城镇吗？在那里做点什么会很有趣。" 10秒，以及快速的谷歌地图搜索，后来我们发现了佛罗里达州梅奥的小镇。它袭击了我们。 我们决定做一些像奇迹鞭的味道一样大胆和辛辣的事情，并将佛罗里达州梅奥的官方平淡无奇的名字改为佛罗里达州奇迹鞭。 我们把奇迹鞭子放回地图上，把梅奥拿走。 描述策略 (20% 的选票) 奇迹鞭有一个核心的、忠诚的消费者追随者，他们主要从父母那里继承调味品偏好。我们的挑战是在基本上有味蕾的人中间扩大奇迹鞭子消费。 所以我们的方法反映了我们的挑战，我们想走得更远，走向全国。尽管是一个超本地化的激活，我们的愿望是做一些国家会谈论的事情。在某种程度上，我们最初的目标是《今日美国》的头版和BuzzFeed等数字网站。鉴于我们的预算有限，我们依靠赢得的媒体和社交对话来交付结果。 描述执行情况 (30% 的选票) 说这场运动是构思出来并迅速实施的，这是轻描淡写的。几周内，我们与梅奥 (佛罗里达州) 市长进行了闭门会议。 在我们获得客户和当地政府的批准后，我们开始计划生产。这包括全镇烧烤，到镇上的直播地址，定制品牌服装，甚至世界著名的梅奥水塔的重命名! 就付费媒体而言，我们几乎什么都不花。我们在实地 (和远程) 制作了有机社交内容，但该活动的病毒式规模来自广泛的媒体报道。这包括无数的数字出版物，许多本地新闻片段，甚至是《今日美国》头版的一个位置。 列出结果 (30% 的选票) 至少可以说，结果很棘手。 几乎没有任何花费在付费媒体上，我们提供了超过10亿种媒体印象。几乎有400份出版物报道了我们。最重要的是，十多年来，奇迹鞭第一次看到了销售的提升。
Miracle Whip, Florida
案例简介：Why is this work relevant for Brand Experience & Activation? While our campaign made its biggest impact online, in-print, and at store shelves, at its core it was a real-world event meant to be experienced on the ground. Most of our efforts were invested into creating a story specifically for the residents of Mayo, Florida (it just so happened to front page news for the rest of America!). Background The situation? Kind of dire. Miracle Whip had experienced 12 years of declining sales, and despite being a well-established brand with a loyal following, it was losing relevance (especially with younger generations). The brief? Basically convince consumers to choose Miracle Whip over mayonnaise by any (legal) means necessary. Objectives? Sell more Miracle Whip. Also, sell more Miracle Whip. And, if possible, to sell more Miracle Whip. Describe the creative idea (20% of vote) It started with a simple question on a late Friday night. "Are there any towns named Mayo? It would be fun to do something there." 10 seconds, and a quick Google Maps search, later we found the small town of Mayo, Florida. And it hit us. We decided to do something as bold and tangy as Miracle Whip's flavor and to change the officially bland name of Mayo, FL to Miracle Whip, FL. We put Miracle Whip back on the map, by taking Mayo off it. Describe the strategy (20% of vote) Miracle Whip has a core, loyal following of consumers who mainly inherited their condiment preferences from their parents. Our challenge was to broaden Miracle Whip consumption amongst basically anyone with taste buds. So our approach mirrored our challenge, we wanted to go broad and go national. Despite being a hyper-localized activation, our desire was to do something the nation would talk about. In a way, our initial target was the front page of USA Today and digital sites like BuzzFeed. Given our limited budget, we were relying on earned media and social conversation to deliver the results. Describe the execution (30% of vote) To say this campaign was ideated and implemented quickly would be an understatement. We went from idea to closed-door meetings with the mayor of Mayo, Florida within a matter of weeks. After we secured approval from the client and the local government, we went to work planning the production. This included a town-wide BBQ, livestream address to the town, custom branded clothing, and even the renaming of the world famous Mayo Water Tower! We spent next to nothing in terms of paid media. We produced organic social content on the ground (and remotely), but the viral scale of the campaign came from extensive earned media coverage. This included countless digital publications, many local news segments, and even a spot on the front page of USA Today. List the results (30% of vote) To say the least, the results were tangy. With next to nothing spent in paid media we delivered over one billion media impressions. We were covered in almost four hundred publications. And most importantly, for the first time in over a decade, Miracle Whip saw a sales lift.
佛罗里达州奇迹鞭
暂无简介
Miracle Whip, Florida
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
