Lane Bryant #Thisbody|短视频|广告营销案例【ADGuider广告指南】

莱恩 · 布莱恩特 # 这个身体

案例简介：结果这场运动的结果以两种不同的方式表现出来。一个是社交媒体和公关的影响。YouTube 总浏览量超过 400万。Lane Bryant 主页上的浏览量超过 600万。有机公共关系印象估计为 17亿。分享和评论贯穿于社交媒体，许多女性通过使用 # thisbody 和 # thisbodywmadetoshine 标签将自己放在 “广告中”。媒体的影响是最高的。作为竞选的直接结果，阿什利 · 格雷厄姆是第一个出现在《体育画报》泳装封面上的大码模特。随后，plus size models 登上了全球时尚杂志的封面，最终登上了美国时尚杂志的封面。如果没有莱恩 · 布莱恩特的运动和它照亮了大码女性的美丽，这一切都不会发生。概要身体平等是一个巨大的问题，影响所有妇女，无论其形状、大小或种族。作为大码时尚的领导者 -- 代表 67% 女性的细分市场, 80% 的非裔美国女性和 75% 的西班牙裔女性 -- 莱恩 · 布莱恩特希望世界看到所有女性都是独一无二的美丽和性感。要做到这一点，品牌首先必须通过正面对话来重新塑造公众对大尺寸的看法。为了支持面临歧视、缺乏文化认同和持续存在的身体羞辱问题的人群，莱恩 · 布莱恩特发起了一场运动，不仅接受这些女性，而且庆祝她们。通过连续三次努力，该品牌将付费、盈利和自有媒体的力量结合起来，使 plus 尺寸看起来更加华丽, 同时塑造公众的看法，并重新定义性感与多元化的演员加大小的女人。这是一场运动，在规模庞大的社区之外产生了持久的影响，通过倡导平等和挑战对身体形象的误解，帮助大多数女性感受到自己的代表和认可。战略这一战略简单但令人生畏。改变社会对身体不符合时尚规范的女性的长期看法。老实说，在这种情况下，没有数据收集的要求。这种需要既明显又直接。这些妇女忍受了几十年来在时尚界被忽视，同时成为社会耻辱和嘲弄的对象。社交媒体的出现只会增强匿名评论者传播仇恨的能力。研究告诉我们，事实上，这些女性为自己的外表感到自豪，并认为自己很漂亮。我们的目标是毫不掩饰地表达这一点。狭隘地说，目标受众是大码女性，因为她们最终会在莱恩 · 布莱恩特购物。但更具包容性的目标是社会本身。这场运动旨在改变媒体和公众的心和思想，并以响亮的方式进行。 BriefWithProjectedOutcomes 最近在 2012，耶鲁大学进行的一项研究中，一个美国少数群体被描述为 “缓慢、无纪律和懒惰”。“这个群体？加上大码女性。从那以后，“胖羞辱” 一词已经成为我们词汇的一部分。然而，67% 的美国女性是 12 码或以上。80% 的非裔美国女性和 75% 的西班牙裔女性实际上经历了双重歧视，因为她们都是肤色/种族和体型都很大的女性。另外，大码女性在招聘和薪酬方面受到歧视。他们平均每天忍受三次羞辱身体的事件。莱恩 · 布莱恩特的 # imnoangel 和 # thisbody 运动展示了这些女性最美丽、最强大的一面。包括奥斯卡奖提名人加布里 · 西迪贝和丹妮尔 · 布鲁克斯在内的名人都强调，这些女性能够也确实达到了最高水平。莱恩 · 布莱恩特的竞选直接归功于《体育画报》泳装发行的封面和《美国时尚》的封面上第一个加号女性的出现。对于任何不符合模特般的 “完美” 的女人来说，这是迄今为止不可想象的。执行这场运动始于一个有针对性的大型户外运动，主要城市 -- 纽约地铁包裹和日落大道广告牌 -- 以穿着莱恩 · 布莱恩特内衣的大码模特为特色。当时，没有人把不同于刻板印象的尸体放在公共汽车的侧面、大型广告牌或电视广告中。我们的目标是说有更广泛的机构应该庆祝。莱恩 · 布莱恩特跟随 “我不是天使” 的 “加号是平等的” 活动，与纽约时装周一起挑战 t台上的瘦小模特。第二年，它聚焦在 “这个身体” 的标语上，以 “橙色是新的黑色” 女演员丹妮尔 · 布鲁克斯和 “珍贵” 明星加布里 · 西迪贝为特色。事实上，这场运动的引擎是社交媒体。这个创意旨在激活大型社区，它以令人印象深刻的方式做到了这一点。

莱恩 · 布莱恩特 # 这个身体

案例简介：Outcome The results of the campaign manifested themselves in two distinct ways. One was the social media and PR impact. Total YouTube views exceeded four million. Views on the Lane Bryant homepage were over six million. Organic PR impressions were estimated at 1.7 billion. Sharing and commentary went across social media and many women put themselves “in the ads” by using the #thisbody and #thisbodywasmadetoshine hashtags. Impact in media was at the highest level. As a direct result of the campaign, Ashley Graham was the first plus size model to appear on the cover of the Sports Illustrated Swimsuit issue. Subsequently, plus size models were featured on the cover of fashion magazines worldwide culminating in the cover of American Vogue. None of this would have happened without the Lane Bryant campaign and the light it shined on the beauty of plus size women. Synopsis Body equality is a societal issue that impacts all women, regardless of shape, size or ethnicity. As the leader in plus sized fashion - a segment representing 67% of women, 80% of African American women and 75% of Hispanic women - Lane Bryant wanted the world to see all women are uniquely beautiful and sexy. To do this, the brand first had to re-shape public perception around plus size by taking the conversation head-on. In support of a population faced with discrimination, lack of cultural acceptance and the ongoing issue of body shaming, Lane Bryant ignited a campaign for not only accepting these women, but celebrating them. Through three consecutive efforts, the brand has combined the power of paid, earned and owned media to make plus size look gorgeous, while shaping public perception and redefining sexy with a diverse cast of plus sized women. It’s a movement that has made an enduring impact well beyond the plus sized community, helping a majority of women to feel represented and validated by championing equality and challenging misperceptions around body image. Strategy The strategy was simple yet daunting. To change society’s long-held view of women whose bodies don’t conform to fashion norms. To be honest, there was no requirement for data-gathering in this case. The need was both obvious and immediate. These women had endured decades of being ignored in the world of fashion while being the object of shame and mockery in society. The advent of social media only amplified the ability of anonymous commenters to spread hate. Research told us that in fact, these women took pride in their appearance and viewed themselves as beautiful. Our goal was to express that in an unabashed fashion. Narrowly, the target audience was plus size women as they would ultimately shop at Lane Bryant. But the more inclusive target was society itself. This campaign was designed to change hearts and minds across media and the public and it did so in resounding fashion. BriefWithProjectedOutcomes As recently as 2012, one US minority group was described in a study conducted by Yale University as “slow, undisciplined and lazy.” The group? Plus size women. Since then, the term “fat shaming” has become part of our vocabulary. Yet, 67 percent of American women are a size 12 or above. 80 percent of African-American women and 75 percent of Hispanic women effectively experience double discrimination by being both women of color/ethnicity and plus size. Plus size women experience discrimination in hiring and compensation. They endure an average of three body-shaming incidents per day. Lane Bryant’s #imnoangel and #thisbody campaigns showed these women at their most beautiful and powerful. Including celebrities like Academy Award nominee Gabourey Sidibe and Danielle Brooks reinforced that these women can and do achieve at the highest levels. The Lane Bryant campaign was directly credited with the appearance of the first plus woman on the cover of the Sports Illustrated Swimsuit issue and the cover of American Vogue. This was heretofore unimaginable for any woman who didn’t conform to model-like “perfection.” Execution The campaign began with a targeted, large-scale outdoor campaign in major cities —New York City subway wraps and Sunset Boulevard billboards—that featured plus-size models wearing Lane Bryant’s lingerie. At the time, there wasn't anyone putting bodies that were different than the stereotype on the sides of buses, in large-scale billboards or in television ads. The goal was to say there's a much broader range of bodies that should be celebrated. Lane Bryant followed "I’m No Angel" with the "Plus Is Equal" campaign, timed with New York Fashion Week to challenge the stick-skinny models on the catwalks. The next year, it focused on the "This Body" tagline, featuring "Orange Is the New Black" actress Danielle Brooks and “Precious” star Gabourey Sidibe. In fact, the engine for the campaign was, by design, social media. The creative was meant to activate the plus size community and it did so in impressive fashion.