Mano a Mano en el Bano|短视频|广告营销案例【ADGuider广告指南】

马诺 a 马诺 en el Bano

案例简介：描述活动/条目在推出 “老香料” 后，老香料在世界各地的年轻人中成为一个非常受欢迎的品牌。然而，在他被介绍一年后，他的声望开始消退。我们面临的挑战是扭转这种下降趋势，找到一种方法来重新点燃 “老辣妹” 和他的粉丝之间的关系。我们的想法是用 Fabio 在多媒体叙事中取代 “你的男人闻起来像你的男人”，最终让他们在互联网上争夺发言人优势。给出一些关于这个活动/条目在客户和消费者方面有多成功的想法这场运动是为了点燃对话并重新激发粉丝群: 超过 7亿的媒体印象在一周内获得 2100万的 YouTube 浏览量超过 78,000 的 “喜好” 和 Facebook 上的评论 (从 “回应” 活动中增加 211%) 超过 64,000 的推特提及,超过 98 万用户超过 500,000 的 “vots” 和 53,000 的评论在 YouTube 上推特、 YouTube 和 Facebook 上的 68,000 多个新粉丝、追随者和订户因此, 老香料现在在社交媒体上的粉丝、追随者和订户比美国政府、美国宇航局和白宫的总和还要多描述活动/条目是如何在每个渠道中按照实施顺序启动和执行的。法比奥的故事是一个非常雄心勃勃的多媒体叙事，所以我们需要一个非常详细和精心策划的方法，跨越传统和非传统渠道: 1。播种和影响者 Craigslist/LinkedIn 广告和公关影响者工具包帮助播种背景故事。2。法比奥闪电战 4 电视广告和一系列平面广告发起了法比奥的运动，并将人们推到他的 Facebook 页面、推特手柄和 YouTube 频道。3。法比奥在 YouTube 频道上播放了激怒老辣妹的额外视频内容，包括一段视频，挑战老辣妹，让他在推特推广的趋势支持下进行数字决斗。4。“马诺在厄尔巴诺的马诺” 最后，这场战斗在 YouTube 上展开，粉丝们投票给他们预期的获胜者。然后，这被扩展到各种渠道/社区，在 Google + 、 Tumblr 、 Reddit 上出现了次要情节，甚至在当地新闻频道出现了现场直播。

马诺 a 马诺 en el Bano

案例简介：Describe the campaign/entry After the launch of the 'Old Spice Guy', Old Spice became an incredibly popular brand among young guys around the world. However, a year after his introduction his popularity began to fade. Our challenge was to reverse this downward trend and find a way to rekindle the relationship between the 'Old Spice Guy' and his fans. Our idea was to replace 'The Man Your Man Could Smell Like' with Fabio in a multimedia narrative that ultimately pitted them against each other in an internet battle for spokesperson supremacy. Give some idea of how successful this campaign/entry was with both client and consumer The campaign was created to ignite conversation and re-energize the fan base: • Over 700 million earned media impressions • 21 million YouTube views in 1 week • More than 78,000 'likes' and comments on Facebook (up 211% from the “Response” campaign) • More than 64,000 mentions on Twitter, reaching over 98m users • More than 500,000 'votes' and 53,000 comments on YouTube • 68,000+ new fans, followers and subscribers on Twitter, YouTube and Facebook • As a result, Old Spice now has more fans, followers and subscribers in social media than the US government, NASA, and the White House combined Describe how the campaign/entry was launched and executed across each channel in the order of implementation. The Fabio story was a very ambitious multimedia narrative, so we needed a very detailed and orchestrated approach that spanned traditional and non-traditional channels: 1. Seeding and Influencers Craigslist/LinkedIn ads and PR influencer kits helped seed the backstory. 2. Fabio Blitz 4 TV spots and a series of print ads launched Fabio’s campaign and pushed people to his Facebook page, Twitter handle and YouTube channel. 3. Fabio Taunts Additional video content provoking the Old Spice Guy was featured on Fabio’s YouTube channel, including a video challenging the Old Spice Guy to a digital duel supported by a Twitter-promoted trend. 4. 'Mano a Mano in el Baño' Finally, the battle came to life on YouTube, where fans voted for their expected winner. This was then extended to a variety of channels/communities, with subplots emerging on Google+, Tumblr, Reddit and even a live appearance at a local news channel.