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另一方面
案例简介：概要 Lowe's 是世界第二大家居装修零售商。近年来，他们利用社交视频帮助人们发现改善家园的新方法，取得了巨大成功。这方面的一个例子是他们在 Instagram 上的延时 DIY 电影系列，被称为 Hypermade。这一切都是关于时尚的 DIY 设计，并已被证明非常受千禧一代的欢迎。所以我们的目标是找到一种新的令人惊讶的方式来继续在 Instagram 上的对话，但这次是关于家庭维护的话题。 执行 在分屏格式中，顶部直立的一半以非常夸张的方式显示忽略你的家的效果。而颠倒的下半部分以一种简单的方式展示了如何照顾它。例如，一个侧面的视频重点是清洁你的排水沟。在直立的视频中，你会看到树叶随着时间的推移在排水沟里堆积起来，直到排水沟变得如此满是碎片，向下的管道突然断了下来，从窗户里掉下来。这反过来又成为不想要的浣熊的完美接入点。然后，当所有这些都在顶部播放时，下面的分屏中倒影的是一个人平静地演示清洁它们所需的简单步骤。我们故意把这两半镜像在一起,它们几乎是一个图像。这有助于减少分心，让他们更容易观看。 结果 在短短一周内，这些视频的浏览量超过 140万次，获得了 5,500 个赞，这使得它们成为 Lowe 迄今为止最具成本效益的社交视频活动。公众的反馈非常积极，有数百条免费评论。最终，创新的设计让我们把滚轮变成了旋转器，并改变了人们看待 Instagram 的方式。 活动描述 大多数人只是在 Instagram 上滚动付费广告，所以我们需要一种方法让他们暂停和参与。在 Instagram 上，屏幕被锁定。所以，如果你把手机 180 度，内容就会随之转动。所以我们找到了一种利用这一点的方法。我们将视频格式分成两半。顶部视频播放，而下半部分播放，upside-down.So 观看底部视频的唯一方法是转动手机。 战略 虽然网上有许多枯燥的操作视频，但这些视频对 Instagram 来说永远不够引人注目。因此，为了激励人们接受 DIY，我们需要确保另一方面的概念是信息丰富的，非常有趣/令人惊讶。
另一方面
案例简介：Synopsis Lowe’s is the second-largest home improvement retailer in the world. In recent years, they’ve achieved great success using social videos to help people discover new ways to improve their homes.One example of this is their time-lapse DIY film series on Instagram known as Hypermade. It’s all about stylish DIY designs and has proven to be incredibly popular with millennials.So our objective was to find a new and surprising way to continue the dialogue on Instagram, but this time on the topic of home maintenance. Execution In the split-screen format, the top upright half shows the effects of neglecting your home in a very exaggerated way. While the upside down bottom half demonstrates, in a straightforward way, how to care for it. For example, one Flipside video focuses on cleaning your gutters. In the upright video, you see leaves build up in the gutter over time until, finally, the gutter becomes so laden with debris, the down-pipe snaps and crashes through the window. This, in turn, makes the perfect access point for an unwanted raccoon.Then, while all this is playing out up top, mirrored upside down in the split-screen below is a person calmly demonstrating the simple steps required to clean them.We deliberately mirrored the two halves so that, when seen together, they appear almost as a single image. This helps reduce distraction and makes them easier to watch. Outcome In just one week, the videos clocked over 1.4 million views and received 5,500 likes, making them Lowe’s most cost-effective social video campaign to date.The public feedback was overwhelmingly positive, with hundreds of complimentary comments.Ultimately, the innovative design allowed us to turn scrollers into spinners and changed the way people look at the Instagram. Campaign Description Most people just scroll right past paid advertising on Instagram, so we needed a way to get them to pause and engage.On Instagram, the screen is locked. So, if you turn the phone 180 degrees, the content turns with it.So we found a way to use this to our advantage.We split the video format into two halves. The top video playedupright, while the bottom half played upside-down.So the only way to view the bottom video was to turn the phone around. Strategy While there are many dry how-to videos online, these would never be compelling enough for Instagram.So, to inspire the demographic to take on DIY, we needed to ensure the FlipSide concept was informative and incredibly entertaining/surprising.
Flipside
案例简介：概要 Lowe's 是世界第二大家居装修零售商。近年来，他们利用社交视频帮助人们发现改善家园的新方法，取得了巨大成功。这方面的一个例子是他们在 Instagram 上的延时 DIY 电影系列，被称为 Hypermade。这一切都是关于时尚的 DIY 设计，并已被证明非常受千禧一代的欢迎。所以我们的目标是找到一种新的令人惊讶的方式来继续在 Instagram 上的对话，但这次是关于家庭维护的话题。 执行 在分屏格式中，顶部直立的一半以非常夸张的方式显示忽略你的家的效果。而颠倒的下半部分以一种简单的方式展示了如何照顾它。例如，一个侧面的视频重点是清洁你的排水沟。在直立的视频中，你会看到树叶随着时间的推移在排水沟里堆积起来，直到排水沟变得如此满是碎片，向下的管道突然断了下来，从窗户里掉下来。这反过来又成为不想要的浣熊的完美接入点。然后，当所有这些都在顶部播放时，下面的分屏中倒影的是一个人平静地演示清洁它们所需的简单步骤。我们故意把这两半镜像在一起,它们几乎是一个图像。这有助于减少分心，让他们更容易观看。 结果 在短短一周内，这些视频的浏览量超过 140万次，获得了 5,500 个赞，这使得它们成为 Lowe 迄今为止最具成本效益的社交视频活动。公众的反馈非常积极，有数百条免费评论。最终，创新的设计让我们把滚轮变成了旋转器，并改变了人们看待 Instagram 的方式。 活动描述 大多数人只是在 Instagram 上滚动付费广告，所以我们需要一种方法让他们暂停和参与。在 Instagram 上，屏幕被锁定。所以，如果你把手机 180 度，内容就会随之转动。所以我们找到了一种利用这一点的方法。我们将视频格式分成两半。顶部视频播放，而下半部分播放，upside-down.So 观看底部视频的唯一方法是转动手机。 战略 虽然网上有许多枯燥的操作视频，但这些视频对 Instagram 来说永远不够引人注目。因此，为了激励人们接受 DIY，我们需要确保另一方面的概念是信息丰富的，非常有趣/令人惊讶。
Flipside
案例简介：Synopsis Lowe’s is the second-largest home improvement retailer in the world. In recent years, they’ve achieved great success using social videos to help people discover new ways to improve their homes.One example of this is their time-lapse DIY film series on Instagram known as Hypermade. It’s all about stylish DIY designs and has proven to be incredibly popular with millennials.So our objective was to find a new and surprising way to continue the dialogue on Instagram, but this time on the topic of home maintenance. Execution In the split-screen format, the top upright half shows the effects of neglecting your home in a very exaggerated way. While the upside down bottom half demonstrates, in a straightforward way, how to care for it. For example, one Flipside video focuses on cleaning your gutters. In the upright video, you see leaves build up in the gutter over time until, finally, the gutter becomes so laden with debris, the down-pipe snaps and crashes through the window. This, in turn, makes the perfect access point for an unwanted raccoon.Then, while all this is playing out up top, mirrored upside down in the split-screen below is a person calmly demonstrating the simple steps required to clean them.We deliberately mirrored the two halves so that, when seen together, they appear almost as a single image. This helps reduce distraction and makes them easier to watch. Outcome In just one week, the videos clocked over 1.4 million views and received 5,500 likes, making them Lowe’s most cost-effective social video campaign to date.The public feedback was overwhelmingly positive, with hundreds of complimentary comments.Ultimately, the innovative design allowed us to turn scrollers into spinners and changed the way people look at the Instagram. Campaign Description Most people just scroll right past paid advertising on Instagram, so we needed a way to get them to pause and engage.On Instagram, the screen is locked. So, if you turn the phone 180 degrees, the content turns with it.So we found a way to use this to our advantage.We split the video format into two halves. The top video playedupright, while the bottom half played upside-down.So the only way to view the bottom video was to turn the phone around. Strategy While there are many dry how-to videos online, these would never be compelling enough for Instagram.So, to inspire the demographic to take on DIY, we needed to ensure the FlipSide concept was informative and incredibly entertaining/surprising.
另一方面
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