Truth - Left Swipe Dat|短视频|广告营销案例【ADGuider广告指南】

真相-左滑动 Dat

案例简介：活动描述在美国，总体电视收视率在青少年中下降 (12-24 岁)，没有任何逆转的迹象 (尼尔森 2014)。想要接触这些年轻受众的品牌必须超越传统广告，才能产生持久的影响，并与他们建立关系。品牌娱乐是一种以相关的方式与观众联系和接触，并建立真实性的方式。这也成为了让品牌在年轻人日常行为中发挥作用的一种方式。挑战在于，许多品牌都在为这些观众争夺相同的思维份额和时间。有效性在 2014，真理给了年轻人一个新的使命: 成为结束吸烟的一代。我们的口号: # 完成。在新的运动和使命启动后，我们需要一种新的方式来降低文化中的吸烟正常化，并让青少年继续采取行动。还有什么比利用他们最关心的事情更好的方法 -- 勾搭。根据一项关于 Tinder 吸烟行为的研究，如果你在个人资料照片中吸烟，你会得到一半的匹配，换句话说，是拒绝的两倍。有了这个事实，我们开始帮助年轻人拒绝吸烟的诱惑。因此，我们聚集了最大的互联网明星和最热门的新音乐艺术家，创作了一首名为 “左刷 Dat” 的原创歌曲和音乐视频。我们的信息需要传达给尽可能多的青少年,所以我们在 2015 届格莱美颁奖典礼的晚上开始投放这个文化炸弹。为了启动对话并劫持当晚，我们要求这段视频的明星在发布前和发布期间开始在他们的社交渠道上戏弄这场运动。一旦我们为视频大肆宣传，我们就在格莱美首播了 a: 60，并使用移动 YouTube 收购来吸引观众观看全长视频。接下来，我们与 MTV 、成人游泳和 ABC 家庭合作，在青少年最喜欢的电视节目中写下左滑动 Dat。然后，我们与大学幽默和 Buzzfeed 合作，发布原始的左滑动 Dat 内容，所有内容都在视频中。最后，为了帮助扩大活动的影响，我们招募了 8 名 Youtube 上的大艺术家来创建他们自己版本的左扫 Dat，激励青少年也这样做。实施在格莱美之夜，我们所有 15 名有影响力的人都在推特上向他们的 740万名观众发布了这段视频，利用他们的粉丝力量，两次让 LeftSwipeDat 在全球排名第一。这吸引了 17,000 人有机提及推特，包括互联网名人泰勒 · 奥克利 (Tyler Oakley) 等知名人士，他自己拥有超过 600万名推特粉丝。接下来，我们在 MTV 、成人游泳、大学幽默、 Buzzfeed 和 Spotify 上播种了我们知道青少年会在的左滑动 Dat。然后我们引进了 8 个巨大的 Youtube 影响者来制作 “左扫 Dat” 封面，他们的 344万粉丝在推特上看到了这些封面。这场运动产生了超过 1B 的印象。结果短短几个月，这首歌在 Spotify 上获得了超过 60,000 次播放，超过十亿次获得媒体印象，超过 2000万美元的附加值，超过 3900万次视频观看, 和一个城市词典的有机条目。最终，这场运动的高潮是改变青少年行为，并将 “左扫 Dat” 与现实生活中拒绝吸烟行为联系起来。相关性我们必须在很大程度上引起青少年的注意，以传播吸烟不性感的说法。我们用植根于音乐文化的内容劫持了格莱美奖，这是一首原创歌曲和音乐视频，名为 “左扫 Dat”。 “我们在格莱美期间首播了这段视频，在 Youtube 上发布了全长版本，并在 Spotify 上发布了这首歌。我们利用了与 MTV 的合作关系，成人游泳,和美国广播公司的家人把 “左刷 Dat” 写进青少年最喜欢的电视节目。接下来，我们与流行网站合作，如大学幽默和 Buzzfeed，将更多内容植入青年文化。我们还与流行的互联网艺术家合作，制作了一系列 “左扫 Dat” 封面视频; 激励青少年自己制作 “左扫 Dat”。仅仅几周后，我们就在城市词典上获得了有机的位置; 证明 “左扫 Dat” 已经成为青少年方言的一部分。

真相-左滑动 Dat

案例简介：Campaign Description In the US, overall TV viewership is down amongst youth (12-24) and there are not any signs of it reversing (Nielson 2014). Brands who want to reach this youth audience have to look beyond traditional advertising to have a lasting impact and build relationships with them. Branded Entertainment has been a way to connect and engage in a relevant way with this audience and establish authenticity. It also becomes a way to make the brand have a role in the daily behaviors of young people. The challenge is that many brands are competing for the same mindshare and time for this audience. Effectiveness In 2014, truth gave young people a new mission: be the generation that ends smoking. Our rallying cry: #FinishIT. After the launch of the new campaign and mission, we needed a new way to de-normalize smoking in culture and to get teens to keep taking action.What better way to do that than to tap into the thing they care about most – hooking up. According to a study about smoking behavior on Tinder, if you’re smoking in your profile pics you get half as many matches, in other words twice as much rejection. Armed with this fact, we set out to help young people reject smoking’s allure.So we gathered up the biggest internet stars and the hottest new musical artists and created an original song and music video called “Left Swipe Dat”.Our message needed to reach as many teens as possible, so we set out to drop this cultural bomb on the night of the 2015 Grammy’s. To jumpstart the conversation and hijack the night, we asked the stars of this video to start teasing the campaign in their social channels before and during launch.Once we had built up hype for the video, we premiered a :60 on the Grammys and used a mobile YouTube takeover to drive viewers to the full-length video. Next, we partnered with MTV, Adult Swim, and ABC Family to write Left Swipe Dat into teens favorite TV shows. We then worked with College Humor and Buzzfeed to release original Left Swipe Dat content, all driving to the video. Finally, to help extend the impact of the campaign, we enlisted 8 huge Youtube artists to create their own versions of Left Swipe Dat, inspiring teens to do the same. Implementation On Grammys night, all 15 of our influencers posted the video to their combined audiences of 7.4 million on Twitter harnessing their fan power and causing LeftSwipeDat to trend worldwide at #1, twice. This drew 17,000 organic Twitter mentions, including big names like Internet celeb, Tyler Oakley, who has over 6 million Twitter followers of his own.Next, we seeded Left Swipe Dat where we knew teens would be - on MTV, Adult Swim, College Humor, Buzzfeed, and Spotify. Then we brought in 8 huge Youtube influencers to create “Left Swipe Dat” covers which got seen by their combined 3.44 million followers on Twitter. The campaign generated over 1B impressions. Outcome In just a few months the song got over 60,000 plays on Spotify, over a billion earned media impressions, over $20 million in added value, over 39 million video views, and an organic entry in Urban Dictionary. Ultimately, the campaign culminated by changing teen behavior and associating “Left Swipe Dat” with rejecting smoking behavior in real-life. Relevancy We had to get the attention of teens in a big way to spread the word that smoking isn’t sexy. We hijacked The Grammys with content rooted in music culture, an original song and music video called “Left Swipe Dat.” We premiered the video during the Grammys, released the full-length version on Youtube, and made the song available on Spotify.We leveraged our partnerships with MTV, Adult Swim, and ABC Family to get “Left Swipe Dat” written into teens’ favorite TV shows. Next, we partnered with popular websites like College Humor and Buzzfeed to seed even more content into youth culture. We also worked with popular internet artists to create a series of “Left Swipe Dat” cover videos; inspiring teens to make “Left Swipe Dat” their own. In just a few weeks we got organic placement on Urban Dictionary; proving that “Left Swipe Dat” had become part of teen vernacular.