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这些东西
案例简介：为什么这项工作与公关相关？ 这个案例展示了一个故事，其中宜家通过听取有特殊需求的人的见解并激活代表性不足的社区，设法进入了一个全新的市场。 ？宜家决定为有特殊需要的人提供其标志性家具。该机构对简报的回应是创建一系列残疾附加组件，使宜家产品易于使用。这些附加组件可在商店和在线上免费下载。为此，宜家与两个领先的非政府组织MILBAT和Access Israel合作。为了促进这一点，我们的策略是接触那些自己患有残疾的社交媒体影响力-并可以将我们的故事传达给他们的社区。我们传达了人类的故事，真实的残疾人生活以及宜家产品的附加产品可以给他们的生活带来的好处。 ？从以色列开始，通过英国独立、美国华盛顿邮报、快速公司、CNN Espanol、The Verge等主要标题的有机媒体报道，成为一个全球性的故事。这帮助我们有机地激活了来自不同市场的影响者和微观影响者，从阿什顿·库彻 (Ashton Kutcher) 等个人开始。从那时起，我们进入了当地社区，推动了该项目的采用。该活动在全球范围内吸引了500万人，PR价值为400万美元。该活动网站获得了来自世界各地127个国家的访问和下载。 背景 世界上十分之一的人患有运动残疾。对于他们来说，我们认为理所当然的日常任务 (例如打开灯，从沙发上站起来) 是日常的挣扎。 作为世界上最大的家具品牌，我们知道，我们的工作是做出真正的改变，通过向被忽视的观众提供标志性的宜家产品，他们通常会因为医疗化、有限规模的设计解决方案而被过度收费。 简介很简单: 弥合宜家产品与残疾人的特殊需求之间的鸿沟。 活动目标: 1.为宜家家具系列中的残疾人创建解决方案。 2.将解决方案传达给残疾人的预期特定受众。 3.通过建立知名度并围绕可访问性问题进行对话，激发对品牌的积极情绪。 描述创意 (投票20%) 该机构没有创建一个特殊的产品系列，这将是更昂贵的，不容易扩展，该机构决定提出一系列附加组件，使标志性的宜家产品可访问。 利用用户本身的见解，我们创建了13个附加组件，可轻松组装在宜家最具标志性的家具上，使残疾人可以使用。从沙发提升腿更容易提升，到灯按钮放大或枕套超级拉链。 我们使它在虚拟和物理上完全可访问: 附加组件是开源的，可随时随地进行3d打印。为了使残疾人能够观看，触摸和体验，我们在宜家商店中建造了第一个无障碍空间。 描述公关策略 (投票30%) 尽管ThisAbles最初是由宜家以色列发起的一项本地倡议，但事实证明，它是一种全球洞察力，使我们的故事与媒体和相关社区有机地传播。 因此，我们的策略侧重于让观众讲述他们的故事。我们以轻松乐观的语气聘请了 “有特殊需要的人” 作为我们沟通的英雄。 另一方面，巧妙地瞄准最广泛的媒体-远远超出设计或生活方式-打破健康公关的障碍，进入主流媒体的核心。 描述PR执行 (投票20%) 我们制作了一个简单、真实、纯粹的人类视频，展示了不同的有特殊需求的人，并专注于我们的英雄埃尔达，一个残疾的以色列人。Eldar谈到了他在自己家里面临的挑战，之后我们主要从视觉上展示了Eldar如何通过我们的新附加组件体验到真正的变化。 通过有针对性的编辑策略，我们为数十个国家/地区的各种出版物 (技术，设计，文化趋势) 提供了定制的PR-pitch，因此他们可以快速有效地创建有意义的故事，而无需任何资金。 列出结果 (投票30%)，必须至少包括以下两个层: 从以色列开始的事情，通过国际有机媒体的报道被证明是一个全球性的故事。媒体确实涵盖了非常广泛的领域，从《华盛顿邮报》 (the Washington Post)，《独立报》 (The Independent) 到《快速公司》 (Fast Company)，《边缘》 (The Verge)，引发了不同的对话: 从积极思考和社会责任，到产品创新和数字技术。媒体对我们的产品使用了鼓舞人心的、改变游戏规则的描述: 来自 “民主化” 和 “革命”，并将宜家视为勇敢的自我攻击ing品牌，开箱即用，为有需求的人提供突破性的解决方案。 这推动了a级名人的有机合作伙伴关系，例如分享我们项目的阿什顿·库彻 (Ashton Kutcher)，并使他的积极技术组织创建了自己的产品展示。特殊需求微影响者通过在当地社区传播，进一步扩大了我们的信息。 来自127国家/地区的45,000多人访问了我们的网站并下载了附加组件。我们的合作伙伴-非营利无障碍组织的网站访问量也1500% 增加。最终，宜家网站的流量增加了28，5%，280,000个独立访问者比去年的活动多。该活动在全球范围内吸引了4.89亿人，其媒体价值为400万美元。 最重要的是，与2018年同期相比，支持产品的销售额增长了37%，而总收入增长了33%。
这些东西
案例简介：Why is this work relevant for PR? This case presents a story in which IKEA managed to tap into a completely new market by listening to insights from people with special needs, and activating underrepresented communities. ?IKEA decided to make its iconic furniture accessible for people with special needs. The agency response to the brief was to create a range of disability add-ons that make IKEA products accessible. The add-ons were available in store and online, to download, free of charge. To do this, IKEA partnered with two leading NGOs MILBAT and Access Israel. To promote this, our strategy was to reach out to social media influences who suffer from disabilities themselves - and could deliver our story to their communities. We communicated human stories, of real people living with disability and the benefits the add-ons to the IKEA products can bring to their lives. ?What started in Israel, became a global story through organic media coverage by major titles like Independent in UK, Washington Post in US, Fast Company, CNN Espanol, The Verge, etc... This helped us to organically activate influencers and micro-influencers, from different markets, starting with individuals such as Ashton Kutcher. From then on, we tapped into the local communities, driving the adoption of the project. The campaign reached 500M people globally with a PR value of $4M. And the campaign website received visits and downloads from 127 countries world wide. Background 1 in 10 people in the world suffer from motor disabilities. For them daily tasks we take for granted (like turning on the light, getting up from a sofa) are an everyday struggle. As the biggest furniture brand in the world, we knew that it’s our job to make a real change, by giving access to the iconic IKEA products to an overlooked audience, who is often over-charged for what are often medicalized, limited scale design solutions. The brief was straightforward: to bridge the gap between IKEA’s products and the special needs of people with disabilities. Campaign objectives: 1. Create a solution for people with disabilities in the IKEA furniture range. 2. Communicate the solution to the intended specific audience of people with disabilities. 3. Spark a positive sentiment about the brand by building awareness and generating a conversation around the issue of accessibility. Describe the creative idea (20% of vote) Instead of creating a special line of products, which will be more expensive and not easily scalable, the agency decided to propose a series of add-ons that make iconic IKEA products accessible. Tapping into insights from the users themselves, we created 13 add-ons, easily assembled on IKEA’s most iconic furniture, making it accessible for people with disabilities. From Sofa elevating-legs for easier ascend, to lamp button-enlargement or super-zipper for pillow-covers. We made it fully accessible, virtually and physically: the add-ons are open-sourced, available for 3d printing, anywhere, anytime. And to enable people with disabilities to watch, touch and experience, we constructed the first-ever accessible space in IKEA stores. Describe the PR strategy (30% of vote) Although ThisAbles started as a local initiative by IKEA Israel, proved to be a global insight making our story spread organically with the media and in the relevant communities. Our strategy was therefore focusing on letting the audience tell their out story. We have employed “people with special needs” as heroes of our communication, in a lighthearted and optimistic tone of voice. On the other hand, smartly targeting the broadest range of media - far beyond design or life-style – to break the barriers of health PR, and get into the core of MAINSTREAM media. Describe the PR execution (20% of vote) We crafted a simple, authentic and purely-human video, showing different people with special needs, and focusing on our hero, Eldar, a disabled Israeli. Eldar talked about the challenges he faces at his own home, and afterwards we showed, mostly visually, how Eldar experiences a real change with our new add-ons. Through a targeted editorial strategy, we delivered a customized PR-pitch for a wide range of publications (technology, design, culture trends), across dozens of countries, so they can quickly and effectively create a meaningful story, with no money needed. List the results (30% of vote) must include at least two of the following tiers: What started in Israel, proved to be a global story through international organic media coverage. Media indeed covered a very broad range of sectors, from the Washington Post, The Independent, to Fast Company, The Verge, sparking diverse conversations: from positive thinking and social responsibility, to product innovation and digital technology. Media used inspiring, game-changing descriptions for our products: from “democratization” and “revolution” and presented IKEA as a brave self-hacking brand that thinks out of the box to deliver a ground-breaking solution for people with needs. This drove organic partnerships from A-list celebrities, as Ashton Kutcher, who shared our project, and made his positive-technology organization create their own showcase of our products. Special needs micro-influencers further amplified our message, by spreading in their local communities. More than 45,000 people from 127 countries visited our website and downloaded the add-ons. We also had a 1500% increase in number of visits to the websites of our partners - non-profit accessibility organizations. Finally, IKEA website had a 28,5% traffic increase with 280,000 unique visitors more than last year’s campaign. The campaign reached 489 million people globally with an earned media value of $4 millions. Most importantly, the sales of the supported products grew by 37% in volume, while the overall revenue grew by 33% versus the same period in 2018.
ThisAbles
案例简介：为什么这项工作与公关相关？ 这个案例展示了一个故事，其中宜家通过听取有特殊需求的人的见解并激活代表性不足的社区，设法进入了一个全新的市场。 ？宜家决定为有特殊需要的人提供其标志性家具。该机构对简报的回应是创建一系列残疾附加组件，使宜家产品易于使用。这些附加组件可在商店和在线上免费下载。为此，宜家与两个领先的非政府组织MILBAT和Access Israel合作。为了促进这一点，我们的策略是接触那些自己患有残疾的社交媒体影响力-并可以将我们的故事传达给他们的社区。我们传达了人类的故事，真实的残疾人生活以及宜家产品的附加产品可以给他们的生活带来的好处。 ？从以色列开始，通过英国独立、美国华盛顿邮报、快速公司、CNN Espanol、The Verge等主要标题的有机媒体报道，成为一个全球性的故事。这帮助我们有机地激活了来自不同市场的影响者和微观影响者，从阿什顿·库彻 (Ashton Kutcher) 等个人开始。从那时起，我们进入了当地社区，推动了该项目的采用。该活动在全球范围内吸引了500万人，PR价值为400万美元。该活动网站获得了来自世界各地127个国家的访问和下载。 背景 世界上十分之一的人患有运动残疾。对于他们来说，我们认为理所当然的日常任务 (例如打开灯，从沙发上站起来) 是日常的挣扎。 作为世界上最大的家具品牌，我们知道，我们的工作是做出真正的改变，通过向被忽视的观众提供标志性的宜家产品，他们通常会因为医疗化、有限规模的设计解决方案而被过度收费。 简介很简单: 弥合宜家产品与残疾人的特殊需求之间的鸿沟。 活动目标: 1.为宜家家具系列中的残疾人创建解决方案。 2.将解决方案传达给残疾人的预期特定受众。 3.通过建立知名度并围绕可访问性问题进行对话，激发对品牌的积极情绪。 描述创意 (投票20%) 该机构没有创建一个特殊的产品系列，这将是更昂贵的，不容易扩展，该机构决定提出一系列附加组件，使标志性的宜家产品可访问。 利用用户本身的见解，我们创建了13个附加组件，可轻松组装在宜家最具标志性的家具上，使残疾人可以使用。从沙发提升腿更容易提升，到灯按钮放大或枕套超级拉链。 我们使它在虚拟和物理上完全可访问: 附加组件是开源的，可随时随地进行3d打印。为了使残疾人能够观看，触摸和体验，我们在宜家商店中建造了第一个无障碍空间。 描述公关策略 (投票30%) 尽管ThisAbles最初是由宜家以色列发起的一项本地倡议，但事实证明，它是一种全球洞察力，使我们的故事与媒体和相关社区有机地传播。 因此，我们的策略侧重于让观众讲述他们的故事。我们以轻松乐观的语气聘请了 “有特殊需要的人” 作为我们沟通的英雄。 另一方面，巧妙地瞄准最广泛的媒体-远远超出设计或生活方式-打破健康公关的障碍，进入主流媒体的核心。 描述PR执行 (投票20%) 我们制作了一个简单、真实、纯粹的人类视频，展示了不同的有特殊需求的人，并专注于我们的英雄埃尔达，一个残疾的以色列人。Eldar谈到了他在自己家里面临的挑战，之后我们主要从视觉上展示了Eldar如何通过我们的新附加组件体验到真正的变化。 通过有针对性的编辑策略，我们为数十个国家/地区的各种出版物 (技术，设计，文化趋势) 提供了定制的PR-pitch，因此他们可以快速有效地创建有意义的故事，而无需任何资金。 列出结果 (投票30%)，必须至少包括以下两个层: 从以色列开始的事情，通过国际有机媒体的报道被证明是一个全球性的故事。媒体确实涵盖了非常广泛的领域，从《华盛顿邮报》 (the Washington Post)，《独立报》 (The Independent) 到《快速公司》 (Fast Company)，《边缘》 (The Verge)，引发了不同的对话: 从积极思考和社会责任，到产品创新和数字技术。媒体对我们的产品使用了鼓舞人心的、改变游戏规则的描述: 来自 “民主化” 和 “革命”，并将宜家视为勇敢的自我攻击ing品牌，开箱即用，为有需求的人提供突破性的解决方案。 这推动了a级名人的有机合作伙伴关系，例如分享我们项目的阿什顿·库彻 (Ashton Kutcher)，并使他的积极技术组织创建了自己的产品展示。特殊需求微影响者通过在当地社区传播，进一步扩大了我们的信息。 来自127国家/地区的45,000多人访问了我们的网站并下载了附加组件。我们的合作伙伴-非营利无障碍组织的网站访问量也1500% 增加。最终，宜家网站的流量增加了28，5%，280,000个独立访问者比去年的活动多。该活动在全球范围内吸引了4.89亿人，其媒体价值为400万美元。 最重要的是，与2018年同期相比，支持产品的销售额增长了37%，而总收入增长了33%。
ThisAbles
案例简介：Why is this work relevant for PR? This case presents a story in which IKEA managed to tap into a completely new market by listening to insights from people with special needs, and activating underrepresented communities. ?IKEA decided to make its iconic furniture accessible for people with special needs. The agency response to the brief was to create a range of disability add-ons that make IKEA products accessible. The add-ons were available in store and online, to download, free of charge. To do this, IKEA partnered with two leading NGOs MILBAT and Access Israel. To promote this, our strategy was to reach out to social media influences who suffer from disabilities themselves - and could deliver our story to their communities. We communicated human stories, of real people living with disability and the benefits the add-ons to the IKEA products can bring to their lives. ?What started in Israel, became a global story through organic media coverage by major titles like Independent in UK, Washington Post in US, Fast Company, CNN Espanol, The Verge, etc... This helped us to organically activate influencers and micro-influencers, from different markets, starting with individuals such as Ashton Kutcher. From then on, we tapped into the local communities, driving the adoption of the project. The campaign reached 500M people globally with a PR value of $4M. And the campaign website received visits and downloads from 127 countries world wide. Background 1 in 10 people in the world suffer from motor disabilities. For them daily tasks we take for granted (like turning on the light, getting up from a sofa) are an everyday struggle. As the biggest furniture brand in the world, we knew that it’s our job to make a real change, by giving access to the iconic IKEA products to an overlooked audience, who is often over-charged for what are often medicalized, limited scale design solutions. The brief was straightforward: to bridge the gap between IKEA’s products and the special needs of people with disabilities. Campaign objectives: 1. Create a solution for people with disabilities in the IKEA furniture range. 2. Communicate the solution to the intended specific audience of people with disabilities. 3. Spark a positive sentiment about the brand by building awareness and generating a conversation around the issue of accessibility. Describe the creative idea (20% of vote) Instead of creating a special line of products, which will be more expensive and not easily scalable, the agency decided to propose a series of add-ons that make iconic IKEA products accessible. Tapping into insights from the users themselves, we created 13 add-ons, easily assembled on IKEA’s most iconic furniture, making it accessible for people with disabilities. From Sofa elevating-legs for easier ascend, to lamp button-enlargement or super-zipper for pillow-covers. We made it fully accessible, virtually and physically: the add-ons are open-sourced, available for 3d printing, anywhere, anytime. And to enable people with disabilities to watch, touch and experience, we constructed the first-ever accessible space in IKEA stores. Describe the PR strategy (30% of vote) Although ThisAbles started as a local initiative by IKEA Israel, proved to be a global insight making our story spread organically with the media and in the relevant communities. Our strategy was therefore focusing on letting the audience tell their out story. We have employed “people with special needs” as heroes of our communication, in a lighthearted and optimistic tone of voice. On the other hand, smartly targeting the broadest range of media - far beyond design or life-style – to break the barriers of health PR, and get into the core of MAINSTREAM media. Describe the PR execution (20% of vote) We crafted a simple, authentic and purely-human video, showing different people with special needs, and focusing on our hero, Eldar, a disabled Israeli. Eldar talked about the challenges he faces at his own home, and afterwards we showed, mostly visually, how Eldar experiences a real change with our new add-ons. Through a targeted editorial strategy, we delivered a customized PR-pitch for a wide range of publications (technology, design, culture trends), across dozens of countries, so they can quickly and effectively create a meaningful story, with no money needed. List the results (30% of vote) must include at least two of the following tiers: What started in Israel, proved to be a global story through international organic media coverage. Media indeed covered a very broad range of sectors, from the Washington Post, The Independent, to Fast Company, The Verge, sparking diverse conversations: from positive thinking and social responsibility, to product innovation and digital technology. Media used inspiring, game-changing descriptions for our products: from “democratization” and “revolution” and presented IKEA as a brave self-hacking brand that thinks out of the box to deliver a ground-breaking solution for people with needs. This drove organic partnerships from A-list celebrities, as Ashton Kutcher, who shared our project, and made his positive-technology organization create their own showcase of our products. Special needs micro-influencers further amplified our message, by spreading in their local communities. More than 45,000 people from 127 countries visited our website and downloaded the add-ons. We also had a 1500% increase in number of visits to the websites of our partners - non-profit accessibility organizations. Finally, IKEA website had a 28,5% traffic increase with 280,000 unique visitors more than last year’s campaign. The campaign reached 489 million people globally with an earned media value of $4 millions. Most importantly, the sales of the supported products grew by 37% in volume, while the overall revenue grew by 33% versus the same period in 2018.
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