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除了出生
案例简介：概要 特奥会是一种独特而有目的的体育赛事，人们往往会把它与残奥会和其他体育赛事混为一谈，因为他们看不到一个明显的分化因素。这导致人们对特奥会的目的和与社会的相关性缺乏了解。正因为如此，我们决定发起一场运动，目的是向人们展示特奥会的重要性，因为它通过智力残疾人的体育运动来促进社会包容。所有这些都是为了让世界成为一个更加包容和快乐的地方，让每个人都知道，无论任何特定的条件，我们每个人都有一个地方。 执行 我们的社交媒体活动围绕国家兄弟日、 4月10日和接下来的一周 (4月17日结束) 展开。为了最大限度地提高嗡嗡声并保持对话的活力，我们在同一天联系了媒体。在国家兄弟日的过程中，以及接下来的一周，我们被源源不断的主要出版物吸引住了。但是，特奥会第一次接到媒体的电话，要求公布这个位置。新闻媒体有机地希望分享这个吸引了我们 Facebook 观众的心和情感的地方。 结果 目标受众: 我们开始与目标受众 -- 有社会意识的 14-25 岁青年 -- 传播我们的信息，并取得了成功。我们的电影与 18-24 岁的女性产生了异常强烈的共鸣。18-24 岁的女性是我们在 Facebook 上的头号观众。媒体结果:-随着视频在第二天又获得 300万次观看，它已经正式走红。截至 5月19日，“出生在远方” 已经被浏览了 1100万多次，接触了 2850万多人。它已经在 Facebook 上分享了 116,000 多次。《邮报》的 2,500 多条评论称，这段视频激励他们去参加特殊奥运会 -- 第一周, 《出生的分离》在 6 个社交媒体平台上引发了 12 毫米的对话 -- 60 毫米的公关印象 -- 所有这些都没有付费媒体 -- 出生的分离在 ESPN 和 ABC 上免费运行 -- 但最重要的是新闻媒体正在向我们伸出援手 战略 特奥会和该机构将《国家兄弟姐妹日》确定为社会播撒这部电影的绝佳机会。特奥会有一个强大的家庭组成部分，因为我们的许多志愿者和支持者有一个智力残疾的兄弟姐妹或家庭成员。我们在推特和 Facebook 上绘制了之前的国家兄弟日对话，这表明特奥会可以以真实的方式进入一个实时的文化时刻。我们知道我们的目标，有社会意识的 14-25 岁的年轻人，会利用社交节日来炫耀自己的兄弟姐妹关系。由于我们没有付费媒体，我们依靠粉丝社区的口碑通过他们自己的渠道传播我们的信息。我们决定推出这部电影，只利用标签 # NationalSiblingDay 和一个简短的信息来庆祝家庭的包容性。
除了出生
案例简介：Synopsis Special Olympics is a unique and purposeful sports event which people tend to confuse with the Paralympic games and other sport events because they don’t see a a clear differentiation factor. This leads to a poor understanding of Special Olympics purpose and relevance for society. Because of this, we decided to create a campaign with the objective of showing people that Special Olympics importance relies in the fact that it promotes social inclusion trough sports for people with Intellectual disability. All this in order to make the world a more inclusive and cheerful place, letting everyone know, that each one of us has a place no matter any particular conditions. Execution Our social media campaign was centered around National Sibling Day, April 10, and the following week (ending April 17th). To maximize buzz and keep the conversation alive, we reached out to media outlets the same day. Over the course of National Sibling Day, and the week following, we were picked up by a steady stream of major publications. But for the first time, Special Olympics was receiving press calls to publish the spot. Press outlets were organically looking to share the spot that had captured the hearts and emotions of our Facebook audience. Outcome Target audience: We set out to spread our message with our target audience, socially-conscious youth 14-25, and succeeded. Our film resonated exceptionally strongly with Women 18-24. Women 18-24 were our top audience on Facebook for the spot. Media Outcomes:-As the video garnered another three million views on Day 2 it had officially gone viral. As of May 19, “Born Apart” has been viewed more than 11 million times and reached over 28.5 million people. It has been shared on Facebook over 116,000 times. Many of the post’s more than 2,500 comments say the video inspired them to go and volunteer for Special Olympics-First week, “Born Apart” sparked 12 MM conversations across 6 social media platforms-60 MM PR Impressions-All with No paid media-Born Apart ran free on ESPN and ABC-But the most important thing was that press outlets were reaching out to us Strategy Special Olympics and the agency identified National Siblings Day as the perfect opportunity to socially-seed the film. There is a strong family component to Special Olympics, as many of our volunteers and supporters have a sibling or family member with an intellectual disability. We mapped out previous National Sibling Day conversations on Twitter and Facebook, which suggested that Special Olympics could tap into a real-time cultural moment in an authentic way. We knew our target, socially-conscious youth 14-25, would be tapping into the social holiday to show off their own sibling bonds. Since we have no paid media, we rely on word-of-mouth within our fan community to spread our message through their own channels. We decided to launch the film tapping only into the hashtag #NationalSiblingDay and a brief message celebrating the inclusive nature of families.
Born Apart
案例简介：概要 特奥会是一种独特而有目的的体育赛事，人们往往会把它与残奥会和其他体育赛事混为一谈，因为他们看不到一个明显的分化因素。这导致人们对特奥会的目的和与社会的相关性缺乏了解。正因为如此，我们决定发起一场运动，目的是向人们展示特奥会的重要性，因为它通过智力残疾人的体育运动来促进社会包容。所有这些都是为了让世界成为一个更加包容和快乐的地方，让每个人都知道，无论任何特定的条件，我们每个人都有一个地方。 执行 我们的社交媒体活动围绕国家兄弟日、 4月10日和接下来的一周 (4月17日结束) 展开。为了最大限度地提高嗡嗡声并保持对话的活力，我们在同一天联系了媒体。在国家兄弟日的过程中，以及接下来的一周，我们被源源不断的主要出版物吸引住了。但是，特奥会第一次接到媒体的电话，要求公布这个位置。新闻媒体有机地希望分享这个吸引了我们 Facebook 观众的心和情感的地方。 结果 目标受众: 我们开始与目标受众 -- 有社会意识的 14-25 岁青年 -- 传播我们的信息，并取得了成功。我们的电影与 18-24 岁的女性产生了异常强烈的共鸣。18-24 岁的女性是我们在 Facebook 上的头号观众。媒体结果:-随着视频在第二天又获得 300万次观看，它已经正式走红。截至 5月19日，“出生在远方” 已经被浏览了 1100万多次，接触了 2850万多人。它已经在 Facebook 上分享了 116,000 多次。《邮报》的 2,500 多条评论称，这段视频激励他们去参加特殊奥运会 -- 第一周, 《出生的分离》在 6 个社交媒体平台上引发了 12 毫米的对话 -- 60 毫米的公关印象 -- 所有这些都没有付费媒体 -- 出生的分离在 ESPN 和 ABC 上免费运行 -- 但最重要的是新闻媒体正在向我们伸出援手 战略 特奥会和该机构将《国家兄弟姐妹日》确定为社会播撒这部电影的绝佳机会。特奥会有一个强大的家庭组成部分，因为我们的许多志愿者和支持者有一个智力残疾的兄弟姐妹或家庭成员。我们在推特和 Facebook 上绘制了之前的国家兄弟日对话，这表明特奥会可以以真实的方式进入一个实时的文化时刻。我们知道我们的目标，有社会意识的 14-25 岁的年轻人，会利用社交节日来炫耀自己的兄弟姐妹关系。由于我们没有付费媒体，我们依靠粉丝社区的口碑通过他们自己的渠道传播我们的信息。我们决定推出这部电影，只利用标签 # NationalSiblingDay 和一个简短的信息来庆祝家庭的包容性。
Born Apart
案例简介：Synopsis Special Olympics is a unique and purposeful sports event which people tend to confuse with the Paralympic games and other sport events because they don’t see a a clear differentiation factor. This leads to a poor understanding of Special Olympics purpose and relevance for society. Because of this, we decided to create a campaign with the objective of showing people that Special Olympics importance relies in the fact that it promotes social inclusion trough sports for people with Intellectual disability. All this in order to make the world a more inclusive and cheerful place, letting everyone know, that each one of us has a place no matter any particular conditions. Execution Our social media campaign was centered around National Sibling Day, April 10, and the following week (ending April 17th). To maximize buzz and keep the conversation alive, we reached out to media outlets the same day. Over the course of National Sibling Day, and the week following, we were picked up by a steady stream of major publications. But for the first time, Special Olympics was receiving press calls to publish the spot. Press outlets were organically looking to share the spot that had captured the hearts and emotions of our Facebook audience. Outcome Target audience: We set out to spread our message with our target audience, socially-conscious youth 14-25, and succeeded. Our film resonated exceptionally strongly with Women 18-24. Women 18-24 were our top audience on Facebook for the spot. Media Outcomes:-As the video garnered another three million views on Day 2 it had officially gone viral. As of May 19, “Born Apart” has been viewed more than 11 million times and reached over 28.5 million people. It has been shared on Facebook over 116,000 times. Many of the post’s more than 2,500 comments say the video inspired them to go and volunteer for Special Olympics-First week, “Born Apart” sparked 12 MM conversations across 6 social media platforms-60 MM PR Impressions-All with No paid media-Born Apart ran free on ESPN and ABC-But the most important thing was that press outlets were reaching out to us Strategy Special Olympics and the agency identified National Siblings Day as the perfect opportunity to socially-seed the film. There is a strong family component to Special Olympics, as many of our volunteers and supporters have a sibling or family member with an intellectual disability. We mapped out previous National Sibling Day conversations on Twitter and Facebook, which suggested that Special Olympics could tap into a real-time cultural moment in an authentic way. We knew our target, socially-conscious youth 14-25, would be tapping into the social holiday to show off their own sibling bonds. Since we have no paid media, we rely on word-of-mouth within our fan community to spread our message through their own channels. We decided to launch the film tapping only into the hashtag #NationalSiblingDay and a brief message celebrating the inclusive nature of families.
除了出生
暂无简介
Born Apart
暂无简介
基本信息
- 广告战役： #特殊人奥林匹克-网络-e432#
- 广告品牌： 特殊人奥林匹克
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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