Project Revoice|短视频|广告营销案例【ADGuider广告指南】

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项目重声

案例简介：概要肌萎缩性侧索硬化症 (ALS)，也被称为运动神经元疾病，是一种进行性神经退行性疾病，影响大脑和脊髓的神经细胞。经过几年的诊断，大多数患者最终瘫痪在轮椅上，被迫通过文本到语音设备进行交流，通常是默认的 “计算机” 声音。由于声音是如此的个人化，疾病的这个阶段对患者和护理人员来说尤其困难。自从冰桶挑战为 ALS 协会筹集了超过 1.15亿美元以来，ALS/MND 社区一直渴望看到可以提高他们生活质量的突破。我们的目标是通过让患者充分利用自己真实的声音来改变人们与 ALS 的生活方式。战略基于冰桶挑战的势头，我们的目标是接触所有受 ALS 影响的人、他们的家人和利益相关者群体。我们的目标是通过高影响力媒体建立大众意识，呼吁 ALS/MND 患者采取行动记录他们的声音。我们意识到，在斯蒂芬 · 霍金去世的促使下，通过及时就 ALS/MND 进行对话，我们可以最大限度地扩大覆盖面。我们的紧迫性也是由于需要让病人在病情恶化之前迅速记录他们的声音。除了全球媒体，我们还瞄准了著名的当地媒体，包括澳大利亚和日出。这本身就是一个挑战，因为帕特是美国人，澳大利亚媒体总是寻找澳大利亚的角度。因此，我们强调澳大利亚在产生这一想法并将其带到世界上的独创性。我们的 CTA 是让病人加入 projectrevoice.org 的项目。结果 “第一周超过 100万个有机视频浏览量 (赢得媒体 -- 没有 ATL 支持)”，到第二周超过 4100万人发布, 评论通过社交渠道分享或提到 “超过 8.5亿的媒体影响力”全球超过 670 篇文章，100% 积极情绪，95% 关键信息渗透 ”媒体亮点包括 7 频道日出早餐电视 (Au) 7 频道新闻电视 (Au) o 10 频道电视 (Au) o 澳大利亚 (Au) o 《今日美国》 o 《纽约邮报》(美国) 福克斯新闻 (美国) 独立 (英国) 赫芬顿邮报 (加拿大) “Revoice 项目也得到了 MND 澳大利亚、 MND 英国和 ALS Cananda 的认可 -- 本质上, 所有主要的英语协会都支持这项倡议。“目前每周有 100 多名患者通过 www.projectrevoice.org 网站注册接受他们自己的复述。在美国，平均每周有 105 人被诊断患有 ALS。执行由于所需技术的挑战性，Revoice 项目已经开发了一年多。它于 2018年2月由 ALS 协会签署，公关团队于 3 月初飞往纽约与帕特 · 奎因和项目重播团队一起拍摄内容。在此期间，该团队协调了全球媒体的推广，签署了资产，并最终确定了公关计划。除了讲述完整项目重声故事的英雄内容视频之外，我们还创建了简短的视频内容 VNR，围绕科技和医学的专业视频内容，以及 bitesize teasers 和支持信息图表。针对主要的英语地区，我们于 3 月中旬在澳大利亚、英国、加拿大和美国推出，并在全球范围内获得报道。活动描述我们创建了 Revoice 项目，这是一个语音克隆程序，让患有 ALS 的人充分利用自己真实的声音，即使他们不再能说话。通过分析和完全再现一个人的声音的定制机器学习算法，这项技术使 ALS 患者能够用自己的声音自由自然地交流。为了给这个项目创造曝光率，我们设法再现了帕特 · 奎因的声音，他在与疾病作斗争的同时共同创立了 ALS 冰桶挑战。通过与著名的 ALS 倡导者一起发起，可以说是 ALS 协会历史上最大的故事，我们在社区内外都获得了支持和参与, 激励全世界的病人加入这个项目，接受他们自己的声音。 BriefWithProjectedOutcomes N/A 简要解释观众展望未来，这个项目将改变世界各地的人与 ALS 的生活方式，因为它使他们能够像自己一样保持沟通, 而不是通过代理机器的声音或有限的一组预先录制的短语。

项目重声

案例简介：Synopsis Amyotrophic Lateral Sclerosis (ALS), also known as Motor Neurone Disease, is a progressive neurodegenerative disease that affects nerve cells in the brain and the spinal cord. Within a couple of years of diagnosis, most patients end up paralysed in a wheelchair and forced to communicate via text-to-speech devices, typically with a default 'computer' voice. Since voices are so deeply personal this stage of the disease is particularly difficult for patients and caregivers. Ever since the Ice Bucket Challenge raised over $115 million dollars for the ALS Association, the ALS/MND community has been eager to see breakthroughs that can improve their quality of life. Our goal was to change the way people live with ALS by giving sufferers the full use of their own authentic voices. Strategy Building on the momentum of the Ice Bucket Challenge, we aimed to reach a mass audience across all those affected by ALS, their families and stakeholder groups. Our aim was to build mass awareness through high impact media, with a call to action for ALS/MND sufferers to record their voices. We realized we could maximize coverage by building on timely conversations about ALS/MND, prompted by the death of Stephen Hawking. Our urgency was also driven by the need to get patients recording their voices quickly, before they deteriorated too much. As well as global media, we targeted prestigious local media, including The Australian and Sunrise. This in itself presented a challenge as Pat was American, and Australian media always look for the Australian angle. We therefore highlighted Australian ingenuity in generating this idea and taking it to the world. Our CTA was for patients to join the program at projectrevoice.org. Outcome " Over one million organic video views in the first week (earned media - without ATL support) " By week two over 41 million people had posted, commented shared or mentioned the campaign across social channels " Over 850 million earned media reach " Over 670 articles written globally with 100% positive sentiment and 95% key message penetration " Media highlights included o 2 x Channel 7 Sunrise breakfast TV (Au) o Channel 7 News TV (Au) o Channel 10 TV (Au) o The Australian (Au) o USA Today (US) o NY Post (US) o Fox News (US) o The Independent (UK) o Huffington Post (Canada) " Project Revoice was also endorsed by MND Australia, MND UK and ALS Cananda - in essence, all key English speaking associations supported the initiative. " Currently over 100 patients a week are signing up to receive their own Revoice via the www.projectrevoice.org website. On average, 105 people a week are diagnosed with ALS in the United States. Execution Due to the challenging nature of the technology required, Project Revoice was in development for over a year. It was signed off by the ALS Association in February 2018 and the PR team flew to NYC to film content with Pat Quinn and the Project Revoice team in early March. During this time the team coordinated the global media roll out, signed off assets and finalized the PR plan. In addition to the hero content video that told the full Project Revoice story, we created short form video content, VNR, specialist video content around tech and medicine, along with bitesize teasers and supporting infographics. Targeting key English-speaking territories, we launched in Australia, the UK, Canada and the US in mid- March and secured coverage around the globe. CampaignDescription We created Project Revoice, a voice cloning program that gives people with ALS the full use of their own authentic voices, even after they can no longer physically speak. With a custom machine learning algorithm that analyses and completely recreates a person's voice, this technology gives ALS patients the ability to communicate freely and naturally in their own voice. To create exposure for the program, we managed to recreate the voice of Pat Quinn, who co-founded the ALS Ice Bucket Challenge while fighting the disease himself. By launching with a famous ALS advocate known for - arguably - the biggest story in ALS Association history, we rallied support and engagement both within the community and beyond, inspiring patients across the world to join the program to receive their own Revoice. BriefWithProjectedOutcomes N/A BriefExplanation Audience Going forward, this program will change how people live with ALS around the world as it enables them to keep communicating as themselves, rather than through a proxy machine voice or a limited set of pre-recorded phrases.