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# Hypermade
案例简介：结果 简而言之，# HyperMade是Lowe 's发布的性能最好的社交媒体内容。社交网站上最受欢迎的内容是 # HyperMade的目标之一是接触更年轻的观众，因此我们在每个视频中都包含了千禧天才。使用的人才的结合，年轻用户对移动视频的吸收 (尤其是在社交媒体和Instagram上)，# HyperMade中的家居装修项目的可访问性 (无论是在执行成本和时间方面，还是在Facebook上的付费媒体目标方面)所有这些都导致 # HyperMade成为该品牌用来接触千禧一代的最受欢迎的内容。情绪也非常积极，并明确表示 # HyperMade为Lowe 's提供了一种新的有效方式，将项目灵感和讲故事带入生活。 大纲 Lowe的家居装修是世界上第二大家居装修零售商，利用社交媒体帮助人们发现改善家居和生活的新方法。视觉> TEXTLowe需要让一代千禧一代 -- 也就是 “未来的购房者” -- 成为Lowe的忠诚者。从以前在移动/社交视频方面的成功努力中，劳了解到千禧一代是视觉学习者 -- 他们最受启发的是看到某人做某事，而不是阅读文本。为千禧一代重新发明操作方法视频Lowe 's决定为千禧一代重新发明操作方法视频-在hyperspeed-short-从社交媒体上的移动视频，这将有助于吸引目标劳氏。我们称这场运动为 “# HyperMade” 目标受众是24-35岁的新手，移动第一的千禧一代，他们仍在学习家居装修的诀窍。 策略 自从人们第一次开始在电影中捕捉事件以来，延时视频就已经存在了 -- 这种技术并不新鲜。所以，问题是: Lowe 's如何使用Hyperlapse应用程序创建15秒的延时视频来激励人们做这些家庭装修项目？数据灵感？行动答案是在数据中，以及我们如何确定流行和趋势的家居装修项目。我们查看了Lowe其他品牌内容的表现。我们在Lowes.com、Facebook (我们有超过300万粉丝) 、Instagram和其他社交平台上查看了我们项目内容的参与率。此外，与Pinterest合作提供的数据有助于确定该平台上最受欢迎的家居装修项目类型。了解最受欢迎的室内和室外项目，这是一个宝贵的洞察力来指导我们的努力。 执行 简短的STORYTELLINGEach # HyperMade视频展示了一个已完成的项目是如何结合在一起并在某人的家中看起来的。一些简单的数学显示了每次执行的机会: Hyperlapse应用程序允许捕获视频并将其速度提高到正常速度的12倍。因为我们想在Instagram上发布视频，所以我们只能捕捉3分钟的 “实时” 动作，因为，通过Hyperlapse，3分钟的视频速度高达正常速度的12倍，我们可以发布15秒的视频。这些视频以1:1广场的形式在Instagram上推广，然后以16:9的格式在Facebook和在线视频上分享和推广。因为Lowe 's激励人们真正为自己做这些项目，在Tumblr上创建了一个在线内容中心，提供有关每个项目所需工具和材料的详细操作说明和信息。 市场活动描述 操作方法视频已经存在很长时间了，但是我们需要 # HyperMade来连接我们的目标，他们在那里花了很多时间。对于Lowe 's来说，这意味着Instagram.ENTERTAINMENT + UTILITY = VALUEOf当然，我们知道我们需要创建引人注目的视频来值得人们关注.即使只是15秒。虽然娱乐是任何内容成功的基石，但我们也知道我们需要将娱乐与有用的项目建议结合起来，为我们的社区提供价值。引人注目的短形式操作视频当Instagram推出其Hyperlapse应用程序时，突然有一种简单的方法来捕捉高质量的延时视频。凭借其内置的视频稳定性，Hyperlapse视频可以提供大量的运动，手机摄像头仍然可以捕捉到漂亮的效果。
# Hypermade
案例简介：Outcome Simply put, #HyperMade is the best-performing social media content ever published by Lowe’s.THE MOST POPULAR CONTENT ON SOCIAL TO DATEOne of the goals of #HyperMade was to reach a younger audience and so we include millennial talent in each of the videos. The combination of the talent used, the uptake of mobile video by younger users (especially on social media and Instagram), the accessibility of the home improvement projects featured in #HyperMade (both in terms of cost and time to execute and the paid media targeting on Facebook) all resulted in #HyperMade being the most popular content the brand has ever used to reach millennials.Sentiment was also overwhelmingly positive and made it clear that #HyperMade has provided Lowe’s with a new and effective way to bring project inspiration and storytelling to life. Synopsis Lowe’s Home Improvement is the second-largest home improvement retailer in the world and uses social media to help people discover new ways to improve their homes and their lives.VISUAL > TEXTLowe’s needed to get a generation of millennials – aka “future home buyers” – to become Lowe’s loyalists. From previously successful efforts in mobile/social video, Lowe’s learned that millennials are visual learners – they’re most inspired by seeing someone do something rather than by reading text. REINVENTING HOW-TO VIDEO FOR MILLENNIALSSo Lowe’s decided to reinvent the how-to video for the millennial generation – at hyperspeed – short-from mobile videos on social media that would help draw the target to Lowe’s. We called the campaign “#HyperMade.”The target audience was novice do-it-yourself-ers, mobile-first Millennials aged 24-35, who are still learning the ropes of home improvement. Strategy DRIVING INSIPRATION WITH TIME-LAPSE VIDEOTime-lapse video has existed since people first started capturing events on film – there’s nothing new about the technique. So, the question was: how could Lowe’s create 15-second time-lapse video with the Hyperlapse app to inspire people to do these home improvement projects?DATA-INFORMED INSPIRATION ? ACTION The answer was in the data and how we identified popular and trending home improvement projects. We looked at the performance of other Lowe’s branded content. We looked at engagement rates for our project content on Lowes.com, on Facebook (where we have over 3M fans) and Instagram and other social platforms. Furthermore, data provided in partnership with Pinterest helped identify the most popular types of home improvement projects on that platform. Knowing the most popular indoor and outdoor projects that were being repinned and liked was a valuable source of insight to guide our efforts. Execution SHORT-FORM STORYTELLINGEach #HyperMade video shows how a completed project comes together and looks in someone’s home. Some simple math showed the opportunity for each execution: the Hyperlapse app allows video to be captured and sped up to 12x normal speed. Since we wanted to publish the videos on Instagram, we’d be limited to capturing just 3 minutes of “real time” action because, with a 3 minute video sped up to 12x normal speed with Hyperlapse, we’d get a 15-second video we could publish.The videos were promoted on Instagram in the 1:1 square format, then shared and promoted on Facebook and online video in 16:9 format.And since Lowe’s was inspiring people to actually do these projects for themselves, an online content hub was created on Tumblr to provide detailed how-to instructions and info about the tools and materials needed for each project. Campaign Description How-to videos have been around a long time, but we needed #HyperMade to connect with our target where they’re spending a lot of their time. For Lowe’s, that meant Instagram.ENTERTAINMENT + UTILITY = VALUEOf course, we knew we needed to create compelling video to deserve people’s attention…even if it’s just for 15 seconds. And while entertainment is the cornerstone of success for any piece of content, we also knew we’d need to pair entertainment with useful project advice to provide value to our community.COMPELLING SHORT-FORM HOW-TO VIDEOWhen Instagram launched its Hyperlapse app, there was suddenly an easy way to capture high-quality time-lapse video. And with its built-in video stabilization, Hyperlapse videos could feature lots of motion and a mobile phone camera would still capture great looking results.
#hypermade
案例简介：结果 简而言之，# HyperMade是Lowe 's发布的性能最好的社交媒体内容。社交网站上最受欢迎的内容是 # HyperMade的目标之一是接触更年轻的观众，因此我们在每个视频中都包含了千禧天才。使用的人才的结合，年轻用户对移动视频的吸收 (尤其是在社交媒体和Instagram上)，# HyperMade中的家居装修项目的可访问性 (无论是在执行成本和时间方面，还是在Facebook上的付费媒体目标方面)所有这些都导致 # HyperMade成为该品牌用来接触千禧一代的最受欢迎的内容。情绪也非常积极，并明确表示 # HyperMade为Lowe 's提供了一种新的有效方式，将项目灵感和讲故事带入生活。 大纲 Lowe的家居装修是世界上第二大家居装修零售商，利用社交媒体帮助人们发现改善家居和生活的新方法。视觉> TEXTLowe需要让一代千禧一代 -- 也就是 “未来的购房者” -- 成为Lowe的忠诚者。从以前在移动/社交视频方面的成功努力中，劳了解到千禧一代是视觉学习者 -- 他们最受启发的是看到某人做某事，而不是阅读文本。为千禧一代重新发明操作方法视频Lowe 's决定为千禧一代重新发明操作方法视频-在hyperspeed-short-从社交媒体上的移动视频，这将有助于吸引目标劳氏。我们称这场运动为 “# HyperMade” 目标受众是24-35岁的新手，移动第一的千禧一代，他们仍在学习家居装修的诀窍。 策略 自从人们第一次开始在电影中捕捉事件以来，延时视频就已经存在了 -- 这种技术并不新鲜。所以，问题是: Lowe 's如何使用Hyperlapse应用程序创建15秒的延时视频来激励人们做这些家庭装修项目？数据灵感？行动答案是在数据中，以及我们如何确定流行和趋势的家居装修项目。我们查看了Lowe其他品牌内容的表现。我们在Lowes.com、Facebook (我们有超过300万粉丝) 、Instagram和其他社交平台上查看了我们项目内容的参与率。此外，与Pinterest合作提供的数据有助于确定该平台上最受欢迎的家居装修项目类型。了解最受欢迎的室内和室外项目，这是一个宝贵的洞察力来指导我们的努力。 执行 简短的STORYTELLINGEach # HyperMade视频展示了一个已完成的项目是如何结合在一起并在某人的家中看起来的。一些简单的数学显示了每次执行的机会: Hyperlapse应用程序允许捕获视频并将其速度提高到正常速度的12倍。因为我们想在Instagram上发布视频，所以我们只能捕捉3分钟的 “实时” 动作，因为，通过Hyperlapse，3分钟的视频速度高达正常速度的12倍，我们可以发布15秒的视频。这些视频以1:1广场的形式在Instagram上推广，然后以16:9的格式在Facebook和在线视频上分享和推广。因为Lowe 's激励人们真正为自己做这些项目，在Tumblr上创建了一个在线内容中心，提供有关每个项目所需工具和材料的详细操作说明和信息。 市场活动描述 操作方法视频已经存在很长时间了，但是我们需要 # HyperMade来连接我们的目标，他们在那里花了很多时间。对于Lowe 's来说，这意味着Instagram.ENTERTAINMENT + UTILITY = VALUEOf当然，我们知道我们需要创建引人注目的视频来值得人们关注.即使只是15秒。虽然娱乐是任何内容成功的基石，但我们也知道我们需要将娱乐与有用的项目建议结合起来，为我们的社区提供价值。引人注目的短形式操作视频当Instagram推出其Hyperlapse应用程序时，突然有一种简单的方法来捕捉高质量的延时视频。凭借其内置的视频稳定性，Hyperlapse视频可以提供大量的运动，手机摄像头仍然可以捕捉到漂亮的效果。
#hypermade
案例简介：Outcome Simply put, #HyperMade is the best-performing social media content ever published by Lowe’s.THE MOST POPULAR CONTENT ON SOCIAL TO DATEOne of the goals of #HyperMade was to reach a younger audience and so we include millennial talent in each of the videos. The combination of the talent used, the uptake of mobile video by younger users (especially on social media and Instagram), the accessibility of the home improvement projects featured in #HyperMade (both in terms of cost and time to execute and the paid media targeting on Facebook) all resulted in #HyperMade being the most popular content the brand has ever used to reach millennials.Sentiment was also overwhelmingly positive and made it clear that #HyperMade has provided Lowe’s with a new and effective way to bring project inspiration and storytelling to life. Synopsis Lowe’s Home Improvement is the second-largest home improvement retailer in the world and uses social media to help people discover new ways to improve their homes and their lives.VISUAL > TEXTLowe’s needed to get a generation of millennials – aka “future home buyers” – to become Lowe’s loyalists. From previously successful efforts in mobile/social video, Lowe’s learned that millennials are visual learners – they’re most inspired by seeing someone do something rather than by reading text. REINVENTING HOW-TO VIDEO FOR MILLENNIALSSo Lowe’s decided to reinvent the how-to video for the millennial generation – at hyperspeed – short-from mobile videos on social media that would help draw the target to Lowe’s. We called the campaign “#HyperMade.”The target audience was novice do-it-yourself-ers, mobile-first Millennials aged 24-35, who are still learning the ropes of home improvement. Strategy DRIVING INSIPRATION WITH TIME-LAPSE VIDEOTime-lapse video has existed since people first started capturing events on film – there’s nothing new about the technique. So, the question was: how could Lowe’s create 15-second time-lapse video with the Hyperlapse app to inspire people to do these home improvement projects?DATA-INFORMED INSPIRATION ? ACTION The answer was in the data and how we identified popular and trending home improvement projects. We looked at the performance of other Lowe’s branded content. We looked at engagement rates for our project content on Lowes.com, on Facebook (where we have over 3M fans) and Instagram and other social platforms. Furthermore, data provided in partnership with Pinterest helped identify the most popular types of home improvement projects on that platform. Knowing the most popular indoor and outdoor projects that were being repinned and liked was a valuable source of insight to guide our efforts. Execution SHORT-FORM STORYTELLINGEach #HyperMade video shows how a completed project comes together and looks in someone’s home. Some simple math showed the opportunity for each execution: the Hyperlapse app allows video to be captured and sped up to 12x normal speed. Since we wanted to publish the videos on Instagram, we’d be limited to capturing just 3 minutes of “real time” action because, with a 3 minute video sped up to 12x normal speed with Hyperlapse, we’d get a 15-second video we could publish.The videos were promoted on Instagram in the 1:1 square format, then shared and promoted on Facebook and online video in 16:9 format.And since Lowe’s was inspiring people to actually do these projects for themselves, an online content hub was created on Tumblr to provide detailed how-to instructions and info about the tools and materials needed for each project. Campaign Description How-to videos have been around a long time, but we needed #HyperMade to connect with our target where they’re spending a lot of their time. For Lowe’s, that meant Instagram.ENTERTAINMENT + UTILITY = VALUEOf course, we knew we needed to create compelling video to deserve people’s attention…even if it’s just for 15 seconds. And while entertainment is the cornerstone of success for any piece of content, we also knew we’d need to pair entertainment with useful project advice to provide value to our community.COMPELLING SHORT-FORM HOW-TO VIDEOWhen Instagram launched its Hyperlapse app, there was suddenly an easy way to capture high-quality time-lapse video. And with its built-in video stabilization, Hyperlapse videos could feature lots of motion and a mobile phone camera would still capture great looking results.
# Hypermade
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#hypermade
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