The Homeless Webshop|短视频,海报/平面|广告营销案例【ADGuider广告指南】

无家可归者网上商店

案例简介：执行自从 samusosocial 丑闻以来，布鲁塞尔的无家可归者组织经历了一段艰难的时期。人们不再愿意捐钱了…… 除此之外，布鲁塞尔无家可归者的故事每年冬天都会出现在新闻中，所以公众几乎不会再注意到它。我们的战略是再次围绕无家可归问题发起积极运动。所以我们必须产生捐款，突破公关混乱，再次创造积极的运动。我们创建了无家可归者网上商店，就像它支持的无家可归者一样，没有地址。它在其他网站上寻找避难所。12月21日，我们在 Facebook 上推出了无家可归者网络商店，并附有一系列代码。我们要求大大小小的网站背后的人和组织为我们的网络商店提供 (临时) 庇护。网上商店立即在几十个博客和网站上找到了避难所。在推特上，我们联系了媒体，要求他们也提供庇护。他们做到了。举几个例子:-像 hln 这样的新闻网站。是的，拉利布雷。是的，嗯。是，sudpresse。是的，ladh。是的，sanoma。是最受欢迎的杂志，比如 dagallemaal。是的，弗莱尔。是的，玛丽克莱尔。是的，巴黎比赛。像旅游这样的品牌。是的，kyalin。是的，弗兰德斯。 bio 和几个民族品牌的活动也出现在许多其他媒体，如 MSN，Belga,布鲁兹、巴黎比赛、 Het Nieuwsblad 、 Marie Claire 、 Metro 、 Nina 、 BX1 、 Digimedia 等.假日期间，这家网上商店接待了 225.000 多名独特的游客，被称为 “比利时最重要的 7 家网上商店” 之一。除了开发网站之外，该运动没有其他预算。零媒体预算，没有一个 Facebook 帖子或推特得到赞助。所有媒体的关注和网络流量都是无家可归者网络商店的直接结果。活动描述我们创建了无家可归者网上商店，就像它支持的无家可归者一样，没有地址。它在其他网站上寻找避难所。我们要求大大小小的网站背后的人和组织为我们的网络商店提供 (临时) 庇护。他们所要做的就是在他们的网站上添加一行代码。在网上商店，你可以购买虚拟产品，比如睡袋或过夜的房间，来支持无家可归的人。支持慈善机构的创新方式，不是捐款，而是网站流量。通过依靠公众、媒体甚至企业的知名度，我们再次围绕无家可归问题发起了一场积极的运动，增加了捐款。

无家可归者网上商店

案例简介：Execution The homeless organisations in Brussels have had a difficult time since the Samusocial-scandal. People were not willing to donate money anymore… On top of that the story of the homeless people in Brussels is in the news every winter, so the public hardly notices it anymore. Our strategy was to create a positive movement around the problem of homelessness again. So we had to generate donations, break through the PR clutter and create a positive movement again. We created the Homeless Webshop, that just like the homeless it supported, had no address. And it was looking for shelter on other websites. We launched The Homeless Webshop the 21st of December on Facebook, with a line of code. We asked people and organisations behind big and small websites, to give (temporary) shelter to our webshop. The Webshop immediately found shelter on dozens of blogs and websites. On Twitter we reached out to the media, asking them to give shelter too. And they did. To name just a few: - News sites like hln.be, lalibre.be, mm.be, sudpresse.be, ladh.be, sanoma.be - The most popular magazines like dagallemaal.be, flaire.be, marieclaire.be, parismatch.be - Brands like touring.be, kyalin.be, flanders.bio and several national brands The campaign was also featured on many other media like MSN, Belga, Bruzz, Paris Match, Het Nieuwsblad, Marie Claire, Metro, Nina, BX1, Digimedia, etc... During the Holiday period the webshop received more than 225.000 unique visitors and it was called one of the 7 the ‘most important webshops in Belgium’. Apart from developing of the website, there was no other budget involved in the campaign. Zero media budget, not a single Facebook post or tweet was sponsored. All media attention and web-traffic was a direct result of the idea of the Homeless Webshop. CampaignDescription We created the Homeless Webshop, that just like the homeless it supported, had no address. And it was looking for shelter on other websites. We asked people and organisations behind big and small websites, to give (temporary) shelter to our webshop. All they had to do was add a single line of code to their site. In the webshop you could buy virtual products, like sleeping bags or a room for the night, to support the homeless. An innovative way to support a charity, not donating money, but website traffic. By counting on the public, media and even businesses for visibility, we created a positive movement around the problem of homelessness again, which increased donations.