Stacy's Stands With You|短视频|广告营销案例【ADGuider广告指南】

史黛西支持你

案例简介：概要几十年来，女性一直在为平等而奋斗。也许几个世纪。但是今年，全世界有 500万人在同一天游行支持这个梦想。在七大洲，人们携带手写的标志，成为历史性游行和妇女运动的普遍象征。 stacy's Pita Chips 是一个由一位名叫 Stacy Madison 的女企业家创立的品牌，她最初是从波士顿的一辆小型三明治推车里开始销售自己的薯片的。尽管 Stacy's 多年来发起了许多项目来帮助女厨师和企业主, 他们想找到一种方法，将他们的支持扩展到烹饪领域之外，帮助所有女性在这个关键时刻采取行动。一个由一个女人开始的品牌，以一个女人的名字命名，受到女人的喜爱，她想找到一种方式来纪念那些游行的人，并支持那些继续为自己的信仰而战的人。执行这场运动始于采购历史性游行中携带的真实标志和艺术品。我们还与艺术家和活动家合作，创作了大胆的新作品，象征着妇女运动的持续努力。我们总共选择了 11 个设计来为三月 (女性历史月) 创建我们的限量版 Stacy 包装系列。在发布之前，我们与 Snapchat 合作设计了一系列定制的 snap 代码，让你可以直接从包里打电话给当地的国会代表。3月8日，我们向为国际妇女节示威的人群发布了我们所有的包。我们还在 online 在线发布了它们。所有的袋子都在六个小时内被认领，示威人群用我们的产品打电话给国会，让他们的声音被听到。结果竞选活动收到了 7.65亿个印象，仅仅 6 小时内就有 10,000 个包在网上被认领,筹集 100,000 美元用于加强 -- 这是该组织收到的最大捐赠。我们关于 “Stacy's stand You” 活动的视频是该品牌有史以来表现最好的内容。我们把包装变成了激进主义的新平台，并创造了第一个给国会打电话的筹码包。战略赋予女性权力一直是史黛西品牌 DNA 的一部分。从一辆小型波士顿食品车到一个家庭品牌，史黛西的皮塔薯条之所以成为今天的样子，是因为一个女人的辛勤工作和热情。由于该品牌的消费者基础主要是女性，我们想找到一种方法，在真正最重要的时候站在她们身边。通过我们的包装，我们放大了争取被听到的女性的声音，实际上让人们能够从我们的袋子里与他们的国会领导人联系起来。我们在三月妇女历史月期间的启动有助于重新点燃势头，激励妇女继续前进。活动描述为了纪念妇女历史月，Stacy's 用妇女游行中携带的真实标志中的艺术创造了一种新的袋子系列。除了采购真正的游行标志，我们还与艺术家和活动家合作，创作新的艺术作品，其中包含了妇女运动的力量和无尽的决心。我们在国际妇女节向示威人群发放了袋子。但是包装不仅仅是展示鼓舞人心的文字和插图 -- 它实际上使人们能够采取行动。我们与 Snapchat 合作设计了定制的快照代码，当扫描时，使用地理标记直接从袋子里打电话给你当地的国会代表。所有的袋子也可以在 online 在线免费获得。每订购一个包，史黛西就向妇女非营利组织捐款 10 美元，该组织指导资源不足的社区的年轻女性，并为她们提供上大学所需的资源。

史黛西支持你

案例简介：Synopsis Women have been fighting for equality for decades. Perhaps centuries. But this year, five million people around the world marched on the same day in support of this dream. Across seven continents, people carried handwritten signs that became a universal symbol for the historic march and women’s movement.Stacy’s Pita Chips is a brand founded by a female entrepreneur named Stacy Madison, who first began selling her chips out of a small sandwich cart in Boston. Though Stacy’s has initiated many programs over the years to help female chefs and business owners, they wanted to find a way to extend their support beyond the culinary field to help all women take action in this critical time. A brand started by a woman, named after a woman and beloved by women wanted to find a way to honor those who marched and support those who continue to fight for their beliefs. Execution The campaign began with sourcing real signs and artwork that were carried in the historic march. We also collaborated with artists and activists to create bold new pieces that symbolized the ongoing efforts of the women’s movement. We chose 11 designs in total to create our line of limited-edition Stacy’s packaging for the month of March (Women’s History Month). Prior to the launch, we partnered with Snapchat to design a series of custom snap codes that let you call your local congressional representative right from the bag. On March 8, we released our entire collection of bags to crowds demonstrating for International Women’s Day. We also launched them online at StacysStandsWithYou.com. All bags were claimed in six hours, and crowds demonstrating used our product to call Congress and make their voices heard. Outcome The campaign received 765 million impressions.Ten thousand bags were claimed online in just six hours, raising $100,000 for Step Up—the largest donation the organization has ever received.Our video about the “Stacy’s Stands With You” campaign was the best performing piece of content ever posted by the brand.We turned packaging into a new platform for activism and created the first bag of chips to ever call Congress. Strategy Empowering women has always been part of the Stacy’s brand DNA. From a small Boston food cart to a household brand, Stacy’s Pita Chips is what it is today because of the hard work and passion of one woman. Since the brand’s consumer base is primarily women, we wanted to find a way to stand beside them in a time when it truly matters most. With our packaging, we amplified the voices of women fighting to be heard and actually enabled people to connect with their congressional leaders right from our bag. Our launch during Women’s History Month in March helped to reignite momentum and inspire women to keep marching on. CampaignDescription In honor of Women’s History Month, Stacy’s created a new line of bags using art from real signs carried in the Women’s March. In addition to sourcing real march signs, we also collaborated with artists and activists to create new pieces of art that encompassed the power and endless determination of the women’s movement. We released the bags to crowds demonstrating on International Women’s Day. But the packaging didn’t just showcase inspiring words and illustrations—it actually enabled people to take action. We partnered with Snapchat to design custom snap codes that, when scanned, used geotargeting to call your local congressional representative right from the bag.All bags were also available online for free at StacysStandsWithYou.com. For every bag ordered, Stacy’s donated $10 to women’s nonprofit organization Step Up, which mentors young women from under-resourced communities and provides them with the resources they need to attend college.