Underheard in New York|短视频|广告营销案例【ADGuider广告指南】

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纽约的秘密

案例简介：描述活动/条目: 我们的机构受到纽约市救援团的挑战，以提高对全球无家可归问题的认识。我们在纽约开发了 underhearted，其目标是首先帮助边缘化的无家可归者为自己说话，然后激励世界倾听。我们确认了四名无家可归的人，并为他们设置了推特账户和预付费手机，提供无限短信服务。我们让他们通过向推特发送短信，向世界广播他们的故事，来发布他们的生活经历。我们在他们的推特上添加了一个在纽约被忽视的品牌流，它聚集了四个参与者的推特。我们还开发了一个微网站，并维护了一个每日博客，详细阐述推特的故事，并提供关于四个人的需求、困难和梦想的视频和书面内容。除了创建一个由 18,000 多名推特粉丝组成的网络，并获得超过 10000万个无偿的媒体印象，纽约的 underhead 还为每个参与者取得了离散的结果。社区成员自愿提供财政和无价的礼物，从 metrocards 到重新连接一个男人和他的家人。描述客户的简报: 纽约 “秘密” 运动的目标是帮助边缘化的无家可归者为自己说话，并激励世界倾听。在实现了通过推特给参与者一个声音的最初目标后，我们通过在世界各地发展一个由 18,000 多名推特粉丝组成的社区来提高对无家可归问题的认识, 并继续利用这个社区为四名参与者取得真正的成果，强调他们独特的叙述，以进一步提高认识。我们实施了媒体和传播战略，在所有渠道赢得了超过 10000万的媒体印象。战略: 在纽约发起的秘密运动的传播目标是集中关注纽约市和世界其他地方的无家可归问题。激发创造性策略的洞察力是无家可归的人经常被别人忽视或回避。我们的策略是给无家可归者一个声音，以改变人们的看法，并为将在外部世界继续存在的在线社区创造安慰。通过给无家可归的纽约人一个突出的平台和必要的技术工具来讲述他们的故事, 纽约的秘密通过 21 世纪的方法提高了对无家可归问题的认识，并允许其他人通过在线互动获得关于无家可归状况的真实观点。通过改变对无家可归者的看法，纽约的秘密迫使观众通过在线参与、志愿服务或捐赠与无家可归者进行不同的互动。执行: 纽约的秘密推特流从 2011年2月2日开始，参与者继续使用他们的手机发推特，尽管不再与纽约的秘密联系 (从 2011年3月2日开始)。我们维护了聚合推特流和博客，并在长达一个月的活动中创建新内容。该运动的机制和参与原则按计划进行，社区的反应远远超出了最初的预期。在纽约，underhearted 继续充当中介，接受参与者的捐赠、礼物等。情况: 从 2009年1月到 2010年1月，纽约市内没有庇护的人的总数估计增加了 34%。纽约市救援任务每天晚上为 100 名临时客人提供床位，但最终还是在打一场失败的仗。为了扩大和服务越来越多的无家可归的纽约人，纽约市救援团要求我们的机构制定和实施一场基于挣得而不是付费媒体的成本效益的宣传运动。结果: 纽约的 underhead 超过了可衡量的目标，在全球所有频道获得了超过 10000万的媒体印象，此外还培养了一个由 18,000 多名推特粉丝组成的社区，他们在一个月内向参与者发送了超过 9,000 条信息。赢得媒体产生了超过 600 条评论和超过 13,000 的社交媒体份额。我们还为四个参与者实现了离散的个人成果，社区对捐赠接受机制的需求需要在纽约被忽视，以适应这些需求。该活动还获得了 98% 的有利情绪评级。

纽约的秘密

案例简介：Describe the campaign/entry: Our agency was challenged by the New York City Rescue Mission to raise awareness of the worldwide homelessness problem. We developed Underheard in New York with the objectives of first helping members of the marginalized homeless population speak for themselves and then, inspiring the world to listen. We identified four homeless men and set them up with Twitter accounts and prepaid phones with unlimited text messaging service. We asked them to tweet about their life experiences by sending text messages to Twitter, broadcasting their stories to the world. We supplemented their Twitter feeds with a branded Underheard in New York stream which aggregated the tweets of the four participants. We also developed a micro-site and maintained a daily blog to articulate the tweeters’ stories in detail and provide video and written content about the needs, difficulties and dreams of the four men. In addition to creating a network of over 18,000 Twitter followers and earning over 100 million unpaid media impressions, Underheard in New York also achieved discrete results for each participant. Members of the community volunteered gifts both financial and priceless, from metrocards to reconnecting a man and his family. Describe the brief from the client: The campaign goal for Underheard in New York is to help the marginalized homeless population speak for themselves and inspire the world to listen. After achieving the initial goal of giving the participants a voice through Twitter, we raised awareness of homelessness by developing a community of over 18,000 Twitter followers across the world, and continued to leverage this community to achieve real outcomes for the four participants, highlighting their emphasizing their unique narratives to further raise awareness. We implemented a media and propagation strategy which earned over 100 million media impressions across all channels. The Strategy: The communications objective underlying the Underheard in New York campaign is to concentrate awareness on the homelessness problem in New York City and other locations worldwide. The insight motivating the creative strategy is that homeless people are often ignored or avoided by others. Our strategy was to give the Homeless a voice in order to change perception and create comfort with the online community that will continue in the outside world. By giving homeless New Yorkers a prominent platform and the technological tools necessary to tell their stories, Underheard in New York raises awareness of homelessness through 21st century methods and allows others to gain an authentic perspective on the condition of homelessness through on-line interaction. By changing the perception of homelessness, Underheard in New York compels the audience to interact with the homeless differently through on-line engagement, volunteerism or donation. Execution: The Underheard in New York Twitter streams began on February 2, 2011 and the participants continue to use their phones to tweet, though no longer associated with Underheard in New York (from March 2, 2011). We maintained the aggregating Twitter stream and blog and created new content throughout the month-long campaign. The mechanics and engagement principles of the campaign ran according to plan and the community response far exceeded initial expectations. Underheard in New York continues to act as a mediary in its role to receive donations, gifts, etc on the participants’ behalves. The Situation: Between Jan. 2009 and Jan. 2010 the total number of unsheltered individuals within New York City rose an estimated 34%. New York City Rescue Mission provides beds to 100 transient guests every night, but is ultimately fighting a losing battle. In order to expand and serve an increasing population of homeless New Yorkers, New York City Rescue Mission asked our agency to develop and implement a cost-effective awareness campaign based on earned rather than paid media. Results: Underheard in New York exceeded measurable goals by earning over 100 million media impressions across all channels worldwide in addition to fostering a community of over 18,000 Twitter followers who sent over 9,000 messages to the participants within one month. Earned media generated over 600 comments and more than 13,000 social media shares. We also achieved discrete personal outcomes for the four participants, and the community demand for donation acceptance mechanisms required Underheard in New York to adapt to fit these needs. The campaign also achieved a 98% favourable sentiment rating.