Joe Boxer Inactivity Tracker|短视频,活动|广告营销案例【ADGuider广告指南】

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乔·拳击手不活动跟踪器

案例简介：观众我们希望与一个非常具体的目标互动-18至34岁的年轻人，他们被困在青年和成年之间，并且拥护任何违反规范的事物。虽然由于传统的外展活动，假期前后的品牌参与度很高，但在今年剩余的时间里，参与度下降了。由于该目标已经基于健身追踪器饱和度的强烈反对而参与了日益增长的反文化-他们厌倦了对自己的活动的痴迷，并开始竞争谁是最懒惰的人-我们以一种独特的方式加入了现有的对话只有Joe Boxer可以拥有。客户简介或目标通过利用健身带的饱和和懒惰的反文化之间的张力，我们以一种可穿戴的反健身带和应用程序的方式加入了对话，该应用程序利用该技术作为活动跟踪器，但目标是不活动。该应用程序奖励了人们不活跃的人，并通过使他们可以直接从您的设备上购买来推动Joe Boxer睡衣的销售。乐队在NYC Kmart商店出售睡衣，或通过转发Kmart帖子或通过文字选择赢得设备的机会。通过仅通过与Kmart和Joe Boxer品牌和移动设备的互动来提供独家优质产品-通过Twitter，移动选择加入，或店内访问和购买-我们能够增加考虑并推动销售，同时通过固有地导致重复使用的产品鼓励与Joe Boxer品牌的重复互动。执行 Joe Boxer睡衣通过创建Inactivity Tracker为其产品创造了新用途-懒惰比睡衣更好的搭配？所有营销材料都通过拥有且具有凝聚力的Joe Boxer品牌和调性来支持这一概念。随着乐队、应用程序和包装的创建，我们通过公关和社交种子在发布前几天就建立了buzz，我们4月17日在纽约市凯马特正式启动，通过购买乔·拳击手睡衣免费赠送乐队。为了增强真正放松的精神，我们在Joe Boxer Lounger Games的着陆页上发布了一个视频-一个小时的体育评论，两个家伙正面交锋，展示了不活动的缩影。社交帖子继续在整个4月引起轰动，Twitter和移动赠品使懒惰的发烧友可以使用不活动的跟踪器。结果结果？我们创造了一个新的运动。无运动。突然，每个人都在谈论乔·鲍克瑟睡衣。创意和行业酒吧喜欢它，说 “FuelBand，Fitbit，Jawbone，你现在有了一种新的竞争” (创意) 和 “Kmart和Joe Boxer知道懒惰的人也需要肯定。” (快速公司)。围绕品牌的对话激增，在发布后的几天内增加了300% 以上。并且Inactivity Tracker在几天之内就销售一空。但是，最重要的是，睡衣的销售在店内发布时59% 增长，在线销售64% 增长。概要乔·博克瑟 (Joe Boxer) 以反对传统而闻名。从历史上看，成功的度假活动帮助该品牌在12月体验了顶级意识，但今年余下的时间是 “淡季”，消费者参与度较低。面临的挑战是使品牌在假期之后具有相关性。因此，我们将Joe Boxer睡衣的悠闲态度与最近对活动追踪器的渴望相结合，并利用了日益增长的懒惰反文化。我们介绍了乔·拳击手睡衣不活动跟踪器。销售更多睡衣的新方法。

乔·拳击手不活动跟踪器

案例简介：Audience We wanted to engage with a very specific target—18- to 34-year-olds who are stuck between youth and adulthood, and who embrace anything that goes against the norm. While brand engagement is high around the holidays due to traditional outreach, during the remainder of the year the engagement drops. Because this target was already participating in a growing counterculture based on the backlash of the Fitness Tracker saturation—they were tired of obsessing about their activity and were starting to compete for who was the laziest—we joined an existing conversation in a unique way only Joe Boxer could own. Client Brief Or Objective By leveraging the tension between the saturation of fitness bands and the counterculture of laziness, we joined the conversation in an ownable way with a wearable anti-fitness band and app leveraging the technology as activity trackers, but with the goal of inactivity. The app rewarded people for being inactive, and drove sales of Joe Boxer pajamas by making them shoppable directly from your device. Bands were for sale with pajamas at the NYC Kmart store or by retweeting Kmart posts or opting in via text for a chance to win a device. By offering an exclusive, premium product only through engagement with the Kmart and Joe Boxer brand and a mobile device—via Twitter, mobile opt-ins, or in-store visits and purchases—we were able to increase consideration and drive sales while encouraging repeated interactivity with the Joe Boxer brand through a product that inherently causes repetitive use. Execution Joe Boxer Pajamas created a new use for their product with the creation of the Inactivity Tracker—what pairs better with laziness than pajamas? All marketing materials supported this notion through ownable and cohesive Joe Boxer branding and tonality. Along with the creation of the band, app and packaging, we built buzz days before launch via PR and social seeding, and we officially launched in the New York City Kmart on April 17, giving bands away free with the purchase of Joe Boxer pajamas. To amplify the spirit of truly relaxing, we launched a video on our landing page of The Joe Boxer Lounger Games—an hour-long sports commentary of two guys going head-to-head, displaying the epitome of inactivity. Social posts continued to drive buzz throughout April, with a Twitter and mobile giveaway allowing lazy enthusiasts to get their hands on an Inactivity Tracker. Outcome The result? We created a new movement. A no-movement movement. Suddenly, everyone was talking about Joe Boxer Pajamas again. Creative and Industry pubs loved it, saying “FuelBand, Fitbit, Jawbone, you now have a new kind of competition" (Creativity) and “Kmart and Joe Boxer know lazy people need affirmation too.” (Fast Company). Conversation around the brand spiked, increasing over 300% in the days following the launch. And the Inactivity Tracker sold out within days. But, best of all, pajama sales increased 59% at the in-store launch, and online sales went up 64%. Synopsis Joe Boxer is known for bucking tradition. Historically, successful holiday campaigns helped the brand experience top-of-mind awareness in December, but the rest of the year was an “off-season” with low consumer engagement. The challenge was to make the brand relevant beyond the holidays. So we coupled the laid-back attitude of Joe Boxer Pajamas with the recent groundswell of desire for activity trackers and tapped into a growing lazy counterculture. And we introduced the Joe Boxer Pajama Inactivity Tracker. A new way to sell more pajamas.