Social Innovation Campaign|短视频,活动|广告营销案例【ADGuider广告指南】

社会创新运动

案例简介：活动描述这个想法是在社交媒体和他们附近的地方拦截千禧一代，通过定制的处决。我们决定将 Lowe's 定位为 DIY 专家的最佳方式是使用一系列操作方法内容。但不是你在 YouTube 上找到的干的、循序渐进的那种。这些方法将是令人惊讶的，有趣的，信息和创造性的。所以我们创造了四个革命性的方法: 1。超制造。在 instagram2 上重新使用 hyperlapse 功能。在一个单元。一种新的 Snapchat 方法，允许用户使用他们的缩略图进行构建。另一方面。利用 Instagram 锁定的屏幕，拍摄颠倒的视频，迫使用户停止滚动和翻转手机活藤蔓。将数字藤蔓变成带有 “喜欢” 按钮和循环计数器的实时动画藤蔓，并将它们放在街上。执行不同的平台被用来以独特的方式传递 DIY 信息。分屏的顶部，垂直的一半显示了忽视你的家的效果，而颠倒的底部展示了如何照顾它。 in-a-snapchat 被用来激发简单、家庭清新的项目。每一个镜头都是这样设计的，如果用户点击屏幕上的正确位置，他们会用拇指推动钉子、切割木头或凿子。 hyperMadeWe 利用 Instagram 上的 hyperlapse 功能展示时尚的家具建筑项目。我们展示了这个项目从开始到惊人的超高速完成。Live VinesLive Vines 就建在 Lowe 的店面里，为住在附近的人提供方便的提示。我们已经流行的六种藤蔓的动画版本甚至可以被拍摄并上传到藤蔓数字平台。概要 Lowe's 是世界第二大家居装修零售商。多年来，他们一直被视为项目诀窍和灵感的可靠资源。随着千禧一代达到购房年龄，他们开始将劳的视为专家也是至关重要的。所以我们的目标是成为千禧一代最熟悉家居装修的品牌。并激励他们承担自己的 DIY 项目。战略目标受众是新手 DIYers，移动第一的 22-35 岁的千禧一代，他们仍然在学习家庭装修的诀窍。因为我们知道他们还没有完全找到我们，所以我们去找他们很重要。但我们必须以他们会欣赏和尊重的方式去做。因为没有什么比无聊的付费广告打断你的个人社交观看更糟糕的了。我们利用不同平台固有的机会和限制来创造定制的执行。结果每个社会渠道衡量结果不同。但各种发现证明，为社交媒体和其他平台制作创新、娱乐和信息丰富的内容已经获得了千禧一代的压倒性认可。在第一周，flipside140 万次浏览和 5,000 次 “喜欢”,使它成为 Lowe 最具成本效益的社交发布。 in-a-Snap300，000 views8700 follows80 % 查看了每个 Snapchat 故事的全部内容。 hyperMadeThe Lowe 制作的最受欢迎的社交视频系列。 live vines120 万人看到了他们。10 天内有 1370 万媒体印象。现实生活中有 30 000 人按下了 “喜欢” 按钮。数百人分享他们的数字。

社会创新运动

案例简介：Campaign Description The idea was to intercept Millennials on social media and in their neighborhood, with tailored executions.We decided the best way to position Lowe’s as DIY experts was with a string of how-to content. But not the dry, step-by-step kind you find on YouTube. These approaches would be surprising, entertaining, informative and inventive.So we created four revolutionary approaches:1.HyperMade. A fresh use of the hyperlapse feature on Instagram.2. In-a-Snap. A new approach to Snapchat that allows users to build with their thumbs.3. FlipSide. Taking advantage of Instagram’s locked screen by shooting upside down videos that force users to stop scrolling and flip their phones.4. Live Vines. Turning digital Vines into live animatronic ones with “like” buttons and loop counters and placing them on the streets. Execution Different platforms were used to deliver DIY messages in unique ways.FlipSideFlipside focused on home maintenance education. The top, upright half of the split screen showed the effects of neglecting your home, while the upside-down, bottom half demonstrated how to care for it.In-a-SnapSnapchat was used to inspire simple, home-refreshing projects. Each shot was designed so that, if the user tapped in the right place on screen, they push in a nail, cut wood, or chisel with their thumbs.HyperMadeWe used the hyperlapse feature on Instagram to showcase stylish furniture building projects. We showed the project from its beginning to its stunning completion in hyperspeed.Live VinesLive Vines were built right into the Lowe’s storefront to offer handy tips for people living in the neighborhood. The animatronic versions of our already-popular Fix in Six Vines could even be filmed and uploaded to the Vine digital platform. Synopsis Lowe’s is the second-largest home improvement retailer in the world.For years they’ve been seen as a trusted resource for project know-how and inspiration.As Millennials reach home buying age, it’s critical they start to see Lowe’s as experts too.So our objective was to be the brand Millennials most associate with home improvement know-how. And to inspire them to take on their own DIY projects. Strategy The target audience is novice DIYers, mobile-first Millennials aged 22-35, who are still learning the ropes about home improvement.Because we know they’re not quite seeking us out just yet, it was important we went to them. But we had to do it in a way they’d appreciate and respect. Because there’s nothing worse than boring paid advertising interrupting your personal social viewing.We used the inherent opportunities and limitations of the different platforms to our advantage to create bespoke executions. Outcome Each social channel measures results differently. But the various findings prove that making innovative, entertaining and informative content for social media and other platforms has resulted in overwhelming approval from Millennials.FlipSide1.4 million views and 5,000 “likes” in the first week, making it Lowe’s most cost effective social launch.In-a-Snap300,000 views8700 follows80% viewed each Snapchat story in its entirety.HyperMadeThe most popular series of social videos Lowe’s have produced.Live Vines1.2 million saw them in person.13.7 million media impression in 10 days.30,000 people pressed the “like” buttons in real life.Hundreds of people shared them digitally.