The Truth Is Worth It|微电影|广告营销案例【ADGuider广告指南】

真相是值得的

案例简介：为什么这项工作与钛相关？这场运动是在特朗普称自由媒体为 “人民的敌人” 并成为新闻业的有力重塑后不久推出的。这些电影结合了对标题的创新印刷处理，并与情绪化的混合媒体一起塑造和塑造，使您沉浸在前所未有的记者体验中-看到，发现和见证他们所做的事情。结果是一场变革性的运动，使人们相信寻求真相的新闻值得付出。它改善了《泰晤士报》的业务，但至关重要的是，它在最需要的时候让人们支持新闻业。背景在新闻业有望免费的时代，《纽约时报》依靠薪酬模式。每月有数百万visi t NYT.com，但只有一小部分是订户。我们希望通过向我们的目标受众 (“好奇的读者”) 展示新闻业需要他们的支持来建立为新闻业付费的行为。该活动的目的是改变被确定为影响某人订阅可能性的关键品牌认知，最终让更多的人考虑为时代付费。描述创意这些电影组成了一场运动，旨在阐明新闻业背后的严谨性以及为什么这一切都是值得的。这是一项关于追求真理的工作，无论它可能引导到哪里，并将真理以文字形式带回世界阅读。该活动使用一种单一的创造性方法来表明，在涵盖广泛问题的不同非小说类电影中，真相是值得的。每部电影都有不同的主题和情感主题: 严谨，决心，毅力和勇气。这些电影聚集在一起，发起了一场运动，展示了纽约时报记者将竭尽全力去了解真相。描述策略对新闻自由的最大威胁是对新闻自由的期望。互联网改变了我们对新闻的重视。尽管新闻自由受到宪法的保障，但它并不是免费的，太多的人认为这是理所当然的。我们阅读的文本与理解发布文本之间存在脱节。事实是，我们投资于我们的新闻事业。我们花费更多的金钱，时间和资源来发布最高质量的新闻。我们代表读者和整个社会这样做。尽管读者重视我们的新闻报道，但他们从未考虑过为此付费。我们需要改变一代根深蒂固的行为，向我们的观众，“好奇的读者” 证明，我们需要他们的支持来做我们所做的事情。真相不仅仅是展示自己。必须找到它。描述执行情况该活动继续在广播、数字和社交等多个媒体渠道开展，针对我们的 “好奇读者” 受众-寻找新闻并对周围世界感兴趣的消费者。第一次现场约会是2018年10月29日的，但是我们继续围绕上下文媒体的机会推出和播放这些电影，以将自己注入文化对话中，并增强当今时代新闻业的重要性。例如，我们在CNN和ABC的国情咨文演讲期间，以及特朗普关于边境墙局势的声明和他宣布进入紧急状态期间，都进行了 “移民”。我们不断以数字方式部署 “税收”，以应对围绕 “假新闻” 或特朗普对媒体的诽谤性评论的任何对话。到目前为止，我们已经在付费、拥有和赚取的渠道积累了超过1B的印象。列出结果我们着手改变对关键业务驱动属性的看法，并超越所有关键绩效指标，对纽约时报 “不懈追求真相” 、 “对世界产生积极影响” 和 “产生影响变革的新闻” 的声明做出重大提升。也许更重要的是，我们看到纽约时报 “值得付费” 的看法显著提升，表明购买意向，并增加了归因于该活动的订阅，这表明该活动有效地巩固了新闻业值得付费的观念。此外，我们超出了我们的流量驱动目标，在我们的着陆页上提供了近一百万次观看的内容，这是《纽约时报》的单一活动记录。这些结果不仅暗示了为高质量独立新闻付费的观念的根本转变，还确保了《泰晤士报》能够继续其使命，帮助人们更深入地了解世界。

真相是值得的

案例简介：Why is this work relevant for Titanium? This campaign came out shortly after Trump called the free press “the enemy of the people” and served as a powerful reframing of journalism. The films combine an innovative typographic treatment of a headline being formed and moulded with emotive mixed media to immerse you in the experience of the journalists like never before—seeing, finding and witnessing things as they did. The result is a transformative campaign, one that convinced people that journalism which seeks the truth is worth paying for. It improved the Times business but, crucially, it got people supporting journalism at a time it was most needed. Background In a time when journalism is expected to be free, The New York Times relies on a pay model. Millions visit NYT.com every month, but only a fraction are subscribers. We wanted to build the behavior of paying for journalism, by showing our target audience, the “curious reader”, that journalism needs their support. The aim of the campaign was to shift key brand perceptions identified as impacting someone’s likelihood to subscribe, ultimately getting more people to consider paying for the Times. Describe the creative idea These films make up a campaign that looks to shed light on the rigor behind the journalism and why it's all worth it. It’s a piece of work about pursuing the truth wherever it may lead and bringing that truth back in word form for the world to read. The campaign uses a single creative approach to show that the truth is worth it across different, nonfiction films covering a breadth of issues. Each film takes on a different subject and emotional thread: rigor, resolve, perseverance and courage. The films come together to create a campaign that shows the great lengths to which NYT journalists will go to get to the truth. Describe the strategy The biggest threat to a free press is the expectation that it comes free. The internet has changed how we value journalism. And though the free press is guaranteed by the constitution, it doesn’t come free, and too many take it for granted. There is a disconnect between the text we read and understanding what it takes to publish it. The truth is, we invest in our journalism. We spend more money, time, and resources to publish the highest quality journalism than anyone else. We do this on behalf of our readers and for society at large. While readers value our journalism, they’ve simply never considered paying for it. We needed to change a generation of ingrained behavior by proving to our audience, the “curious reader,” that we need their support to do what we do. The truth doesn’t just show itself. It has to be found. Describe the execution The campaign continues to run across multiple media channels, in broadcast, digital and social, targeted to our audience of the “curious readers” - consumers who seek out the news and are interested in the world around them. The first live date was October 29, 2018, but we continue to roll out and run these films around contextual media opportunities to inject ourselves into the cultural conversation and reinforce the importance of journalism in these times. For example, we ran “Immigration” during the State of the Union Speech on CNN and ABC, as well as during Trump’s statement on the border wall situation and his declaration of a state of emergency. We continually deploy “Taxes” digitally in answer to any conversation spikes around “fake news” or defamatory comments on the press from Trump. To date we’ve amassed over 1B impressions across paid, owned, and earned channels. List the results We set out to shift perception against key business-driving attributes and out-performed all KPIs, delivering significant lift against the statements that the NYT “pursues the truth relentlessly,” “has a positive impact on the world,” and “produces journalism that affects change.” Perhaps even more critically, we saw significant lift in perception that NYT “is worth paying for,” stated purchase intent, and increase in subscriptions attributed to the campaign, signaling that the campaign effectively worked to cement the notion that journalism is worth paying for. In addition, we exceeded our traffic-driving goals, delivering nearly a million views of content on our landing page, a single-campaign record for the NYT. These results not only suggest a fundamental shift in the idea of paying for quality independent journalism, it also ensures that The Times can continue its mission to help people understand the world more deeply.