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我的特制鸭
案例简介：为什么这项工作与公关相关？ 身高11英寸，穿着白色羽毛，Aflac的最新创新并不意味着要出售保险。它甚至不卖。 这是一种社交机器人，旨在安慰患有癌症的儿童，这是该公司对儿童癌症事业23年承诺的一部分。Aflac的发明重新定义了品牌吉祥物作为一种有益力量的作用，同时通过技术推动了PR和品牌传播的界限。 Aflac的颠覆性技术引起了全世界的广泛关注，并且已经为每年新诊断出患有癌症的15,000名美国儿童促进了更大的福祉，舒适和欢乐。 背景 在投资23年和1.23亿美元支持儿童癌症事业后，Aflac意识到该领域的创新已经成熟。随着儿童存活时间的延长，研究表明，与药物一起应对癌症治疗的情感支持需求未得到满足，平均需要1,000天。 技术可以在情绪护理方面提供高影响力，具有成本效益的创新，这是一种在全国范围内易于扩展的创新。吸引人们注意令人痛苦的事业还需要一个令人振奋的，切实的想法-体现Aflac关怀创新的品牌原型。该摘要还要求进行一项创新，该创新将是自有，品牌一致，可扩展，常绿且在全国范围内相关。 公关目标: -吸引主要受众; -提高Aflac的声誉; -将品牌与创新联系起来; -可衡量地支持面临儿童癌症的儿童; 和 -将Aflac定位为建立对这一事业的支持的全国对话的主要声音。 描述创意 (投票20%) 儿童癌症患者平均面临1,000天的治疗-以及持久的身体和情感影响。他们需要的不仅仅是药物。研究表明，对于生病的孩子来说，玩耍是无价的，他们经常用玩具进行治疗，熟悉压力疗法和控制感。 我特别的Aflac鸭子是一种体验，而不是玩具; 以Aflac的品牌图标为模型的创新社交机器人。有四项专利正在申请中，它有助于培养医疗游戏: 使用者喂食、洗澡、管理治疗，并使用呼吸练习来安抚他们的鸭子。它具有栩栩如生的运动 (轻拍，呼吸，音乐)，情感 (点击表情符号卡到鸭子，它表达了感觉)，医疗配件，以及鼓励儿童玩耍和交流的混合现实应用程序。 这种企业社会责任创新是有形的，在情感上引人注目，可拥有，品牌一致，可扩展且在全国范围内相关的。Aflac的目标是向每位3岁的美国儿童癌症患者捐款。 描述公关策略 (投票30%) 洞察力: 兴趣将完全通过PR产生 (该计划背后没有广告)，因此在消费电子展上意外的情况下成功揭幕是关键。在发布前一天获得美联社的报道，提前曝光，吸引了人群和媒体的关注，从而在CES上获得了20亿的媒体印象。全国医院的鸭子分娩活动以及强大的社交媒体，颁奖和演讲计划继续推动2018和2019各地媒体关注的稳定鼓动。 关键信息: Aflac认为儿童需要的不仅仅是药物来应对癌症。 目标受众: 医疗保健提供者和医学界，倡导团体，儿童癌症协会和患者，员工和公众。 其他资产: 视频，活动，甚至全国城市上空的鸭子形探照灯。 公关计划: 以儿童，鸭子及其发明者为中心，然后聘请专家寻求信誉和影响力。 描述PR执行 (投票20%) 我特别的Aflac鸭子为自己嘎嘎。它的创新技术，周到的以儿童为中心的设计，Aflac品牌的清晰表达和捐赠部分使我的特殊Aflac鸭具有新闻价值。因此，公关专注于建立机器人的信誉，作为癌症治疗中使用的工具，而不是玩具。 为了关注正在申请专利的技术，我们在2018消费电子展上开始，赢得了更美好世界的技术和最意想不到的产品奖。 一项为期一年的战略性公关活动在全国范围内形成了势头: -为媒体、儿科癌症专家、问题影响者进行演示; -在亚特兰大儿童保健中心委托进行了一项医学影响研究; -制作了一部短片，展示了我的特殊Aflac鸭对儿童的影响; -在卫生，技术和企业社会责任会议上发表-例如，儿童生活专业人员协会会议，社会创新峰会，《华尔街日报》的一切未来; -与儿童肿瘤集团、儿童奇迹网络医院等合作，扩大覆盖面。 列出结果 (投票30%)，必须至少包括以下两个层: 媒体输出: -25亿媒体印象ns; -794赢得的故事; -27个奖项，包括2018时代杂志最佳发明。 目标受众: -订购了3,100 + 鸭子; 覆盖美国88% 的143家医院 医疗影响: -69% 儿童报告减轻了压力。 -82% 父母建议: “[它]…… 让他觉得自己有一个伙伴正在经历同样的事情…… 作为父母，这是无价的。” 业务成果: -14% 全国对我的特殊Aflac鸭的认识; 11% 购买产品的倾向。 -相应的3.2% 销售额提升至 $ 16亿。 -内部调查显示，86% 员工为Aflac是一家有爱心的公司感到自豪。
我的特制鸭
案例简介：Why is this work relevant for PR? Eleven inches tall and sporting white feathers, Aflac’s latest innovation isn’t meant to sell insurance. It’s not even for sale. It’s a social robot designed to comfort children with cancer, part of the company’s 23-year commitment to the childhood cancer cause. Aflac’s invention redefines the role of brand mascots as a force for good, while pushing the boundaries of PR and branded communications through technology. Aflac’s disruptive technology gained massive worldwide attention and is already promoting greater wellbeing, comfort, and joy for many of the 15,000 U.S. children newly-diagnosed with cancer each year. Background After investing 23 years and $123 million in support of the childhood cancer cause, Aflac realized the field was ripe for innovation. With children surviving longer, research revealed an unmet need for emotional support alongside medicine to cope with cancer treatment, which averages 1,000 days. Technology could provide a high-impact, cost-effective innovation in emotional care, one easily scalable nationwide. Attracting attention to the gut-wrenching cause also required an uplifting, tangible idea – one embodying Aflac’s brand archetype of caring innovation. The brief also required an innovation that would be ownable, brand-aligned, scalable, evergreen and relevant nationwide. PR objectives: - Engage key audiences; - Enhance Aflac’s reputation; - Associate the brand with innovation; - Measurably support children facing childhood cancer; and - Position Aflac as a leading voice in a national conversation building support for the cause. Describe the creative idea (20% of vote) Childhood cancer patients face an average 1,000 days of treatment – and lasting physical and emotional impacts. They need more than medicine. Studies show play is invaluable for ill children, who often act out their treatment with toys, gaining familiarity with stressful regimens and a sense of control. My Special Aflac Duck is an experience, not a toy; an innovative social robot modeled on Aflac’s brand icon. With four patents pending, it facilitates nurturing medical play: users feed, bathe, administer treatments to, and use breathing exercises to calm their duck. It features lifelike movement (nuzzling, breathing, moving to music), emotions (tap emoji cards to the duck and it expresses the feeling), medical accessories, and a mixed-reality app that encourages children to play and communicate. This CSR innovation is tangible, emotionally compelling, ownable, brand-aligned, scalable and relevant nationwide. Aflac aims to donate one to every U.S. childhood cancer patient, aged 3+. Describe the PR strategy (30% of vote) Insight: Interest would be generated entirely through PR (there was no advertising behind the program), so a successful unveiling – in an unexpected context at the Consumer Electronics Show – was key. Securing an Associated Press story the day prior to launch delivered advance exposure, drawing crowds and media attention, leading to 2 billion+ earned media impressions at CES. Duck delivery events at hospitals nationwide and a robust social media, awards, and speaking program continues to drive a steady drumbeat of media attention throughout 2018 and 2019. Key Message: Aflac believes children need more than medicine to cope with cancer. Target Audience: Healthcare providers and medical community, advocacy groups, childhood cancer associations and patients, employees and the general public. Additional assets: Video, events and even duck-shaped searchlights over cities nationwide. The PR plan: Put children, the duck and its inventors at the center, then engage experts for credibility and reach. Describe the PR execution (20% of vote) My Special Aflac Duck quacks for itself. Its innovative technology, thoughtful child-centered design, clear expression of Aflac’s brand and donation component made My Special Aflac Duck newsworthy. So, PR focused on building the robot’s credibility as a tool used during cancer treatments – not a toy. To spotlight patent-pending technology, we started at the 2018 Consumer Electronics Show, winning Tech for a Better World and Most Unexpected Product awards. A strategic, year-long PR campaign built nationwide momentum: - Conducted demos for media, pediatric cancer experts, issue influencers; - Commissioned a medical impact study at Children’s Healthcare of Atlanta; - Created a short film demonstrating My Special Aflac Duck’s impact on children; - Presented at health, technology and CSR conferences – e.g., Association of Child Life Professionals Conference, Social Innovation Summit, WSJ Future of Everything; - Partnered with Children’s Oncology Group, Children’s Miracle Network Hospitals, and others to amplify reach. List the results (30% of vote) must include at least two of the following tiers: Media outputs: - 2.5 billion media impressions; - 794 earned stories; - 27 awards, including 2018 Time Magazine Best Invention. Target audience: - 3,100+ ducks ordered; 143 hospitals covering 88% of U.S. Medical impact: - 69% children reported reduced stress. - 82% parents recommend: “[It]...made him feel he had a buddy going through the same thing...As a parent, that’s invaluable.” Business outcomes: - 14% national awareness of My Special Aflac Duck; propensity to buy products up 11%. - Corresponding 3.2% sales lift to $1.6 billion. - In-house survey revealed 86% of employees are proud Aflac is a caring company.
My Special Aflac Duck
案例简介：为什么这项工作与公关相关？ 身高11英寸，穿着白色羽毛，Aflac的最新创新并不意味着要出售保险。它甚至不卖。 这是一种社交机器人，旨在安慰患有癌症的儿童，这是该公司对儿童癌症事业23年承诺的一部分。Aflac的发明重新定义了品牌吉祥物作为一种有益力量的作用，同时通过技术推动了PR和品牌传播的界限。 Aflac的颠覆性技术引起了全世界的广泛关注，并且已经为每年新诊断出患有癌症的15,000名美国儿童促进了更大的福祉，舒适和欢乐。 背景 在投资23年和1.23亿美元支持儿童癌症事业后，Aflac意识到该领域的创新已经成熟。随着儿童存活时间的延长，研究表明，与药物一起应对癌症治疗的情感支持需求未得到满足，平均需要1,000天。 技术可以在情绪护理方面提供高影响力，具有成本效益的创新，这是一种在全国范围内易于扩展的创新。吸引人们注意令人痛苦的事业还需要一个令人振奋的，切实的想法-体现Aflac关怀创新的品牌原型。该摘要还要求进行一项创新，该创新将是自有，品牌一致，可扩展，常绿且在全国范围内相关。 公关目标: -吸引主要受众; -提高Aflac的声誉; -将品牌与创新联系起来; -可衡量地支持面临儿童癌症的儿童; 和 -将Aflac定位为建立对这一事业的支持的全国对话的主要声音。 描述创意 (投票20%) 儿童癌症患者平均面临1,000天的治疗-以及持久的身体和情感影响。他们需要的不仅仅是药物。研究表明，对于生病的孩子来说，玩耍是无价的，他们经常用玩具进行治疗，熟悉压力疗法和控制感。 我特别的Aflac鸭子是一种体验，而不是玩具; 以Aflac的品牌图标为模型的创新社交机器人。有四项专利正在申请中，它有助于培养医疗游戏: 使用者喂食、洗澡、管理治疗，并使用呼吸练习来安抚他们的鸭子。它具有栩栩如生的运动 (轻拍，呼吸，音乐)，情感 (点击表情符号卡到鸭子，它表达了感觉)，医疗配件，以及鼓励儿童玩耍和交流的混合现实应用程序。 这种企业社会责任创新是有形的，在情感上引人注目，可拥有，品牌一致，可扩展且在全国范围内相关的。Aflac的目标是向每位3岁的美国儿童癌症患者捐款。 描述公关策略 (投票30%) 洞察力: 兴趣将完全通过PR产生 (该计划背后没有广告)，因此在消费电子展上意外的情况下成功揭幕是关键。在发布前一天获得美联社的报道，提前曝光，吸引了人群和媒体的关注，从而在CES上获得了20亿的媒体印象。全国医院的鸭子分娩活动以及强大的社交媒体，颁奖和演讲计划继续推动2018和2019各地媒体关注的稳定鼓动。 关键信息: Aflac认为儿童需要的不仅仅是药物来应对癌症。 目标受众: 医疗保健提供者和医学界，倡导团体，儿童癌症协会和患者，员工和公众。 其他资产: 视频，活动，甚至全国城市上空的鸭子形探照灯。 公关计划: 以儿童，鸭子及其发明者为中心，然后聘请专家寻求信誉和影响力。 描述PR执行 (投票20%) 我特别的Aflac鸭子为自己嘎嘎。它的创新技术，周到的以儿童为中心的设计，Aflac品牌的清晰表达和捐赠部分使我的特殊Aflac鸭具有新闻价值。因此，公关专注于建立机器人的信誉，作为癌症治疗中使用的工具，而不是玩具。 为了关注正在申请专利的技术，我们在2018消费电子展上开始，赢得了更美好世界的技术和最意想不到的产品奖。 一项为期一年的战略性公关活动在全国范围内形成了势头: -为媒体、儿科癌症专家、问题影响者进行演示; -在亚特兰大儿童保健中心委托进行了一项医学影响研究; -制作了一部短片，展示了我的特殊Aflac鸭对儿童的影响; -在卫生，技术和企业社会责任会议上发表-例如，儿童生活专业人员协会会议，社会创新峰会，《华尔街日报》的一切未来; -与儿童肿瘤集团、儿童奇迹网络医院等合作，扩大覆盖面。 列出结果 (投票30%)，必须至少包括以下两个层: 媒体输出: -25亿媒体印象ns; -794赢得的故事; -27个奖项，包括2018时代杂志最佳发明。 目标受众: -订购了3,100 + 鸭子; 覆盖美国88% 的143家医院 医疗影响: -69% 儿童报告减轻了压力。 -82% 父母建议: “[它]…… 让他觉得自己有一个伙伴正在经历同样的事情…… 作为父母，这是无价的。” 业务成果: -14% 全国对我的特殊Aflac鸭的认识; 11% 购买产品的倾向。 -相应的3.2% 销售额提升至 $ 16亿。 -内部调查显示，86% 员工为Aflac是一家有爱心的公司感到自豪。
My Special Aflac Duck
案例简介：Why is this work relevant for PR? Eleven inches tall and sporting white feathers, Aflac’s latest innovation isn’t meant to sell insurance. It’s not even for sale. It’s a social robot designed to comfort children with cancer, part of the company’s 23-year commitment to the childhood cancer cause. Aflac’s invention redefines the role of brand mascots as a force for good, while pushing the boundaries of PR and branded communications through technology. Aflac’s disruptive technology gained massive worldwide attention and is already promoting greater wellbeing, comfort, and joy for many of the 15,000 U.S. children newly-diagnosed with cancer each year. Background After investing 23 years and $123 million in support of the childhood cancer cause, Aflac realized the field was ripe for innovation. With children surviving longer, research revealed an unmet need for emotional support alongside medicine to cope with cancer treatment, which averages 1,000 days. Technology could provide a high-impact, cost-effective innovation in emotional care, one easily scalable nationwide. Attracting attention to the gut-wrenching cause also required an uplifting, tangible idea – one embodying Aflac’s brand archetype of caring innovation. The brief also required an innovation that would be ownable, brand-aligned, scalable, evergreen and relevant nationwide. PR objectives: - Engage key audiences; - Enhance Aflac’s reputation; - Associate the brand with innovation; - Measurably support children facing childhood cancer; and - Position Aflac as a leading voice in a national conversation building support for the cause. Describe the creative idea (20% of vote) Childhood cancer patients face an average 1,000 days of treatment – and lasting physical and emotional impacts. They need more than medicine. Studies show play is invaluable for ill children, who often act out their treatment with toys, gaining familiarity with stressful regimens and a sense of control. My Special Aflac Duck is an experience, not a toy; an innovative social robot modeled on Aflac’s brand icon. With four patents pending, it facilitates nurturing medical play: users feed, bathe, administer treatments to, and use breathing exercises to calm their duck. It features lifelike movement (nuzzling, breathing, moving to music), emotions (tap emoji cards to the duck and it expresses the feeling), medical accessories, and a mixed-reality app that encourages children to play and communicate. This CSR innovation is tangible, emotionally compelling, ownable, brand-aligned, scalable and relevant nationwide. Aflac aims to donate one to every U.S. childhood cancer patient, aged 3+. Describe the PR strategy (30% of vote) Insight: Interest would be generated entirely through PR (there was no advertising behind the program), so a successful unveiling – in an unexpected context at the Consumer Electronics Show – was key. Securing an Associated Press story the day prior to launch delivered advance exposure, drawing crowds and media attention, leading to 2 billion+ earned media impressions at CES. Duck delivery events at hospitals nationwide and a robust social media, awards, and speaking program continues to drive a steady drumbeat of media attention throughout 2018 and 2019. Key Message: Aflac believes children need more than medicine to cope with cancer. Target Audience: Healthcare providers and medical community, advocacy groups, childhood cancer associations and patients, employees and the general public. Additional assets: Video, events and even duck-shaped searchlights over cities nationwide. The PR plan: Put children, the duck and its inventors at the center, then engage experts for credibility and reach. Describe the PR execution (20% of vote) My Special Aflac Duck quacks for itself. Its innovative technology, thoughtful child-centered design, clear expression of Aflac’s brand and donation component made My Special Aflac Duck newsworthy. So, PR focused on building the robot’s credibility as a tool used during cancer treatments – not a toy. To spotlight patent-pending technology, we started at the 2018 Consumer Electronics Show, winning Tech for a Better World and Most Unexpected Product awards. A strategic, year-long PR campaign built nationwide momentum: - Conducted demos for media, pediatric cancer experts, issue influencers; - Commissioned a medical impact study at Children’s Healthcare of Atlanta; - Created a short film demonstrating My Special Aflac Duck’s impact on children; - Presented at health, technology and CSR conferences – e.g., Association of Child Life Professionals Conference, Social Innovation Summit, WSJ Future of Everything; - Partnered with Children’s Oncology Group, Children’s Miracle Network Hospitals, and others to amplify reach. List the results (30% of vote) must include at least two of the following tiers: Media outputs: - 2.5 billion media impressions; - 794 earned stories; - 27 awards, including 2018 Time Magazine Best Invention. Target audience: - 3,100+ ducks ordered; 143 hospitals covering 88% of U.S. Medical impact: - 69% children reported reduced stress. - 82% parents recommend: “[It]...made him feel he had a buddy going through the same thing...As a parent, that’s invaluable.” Business outcomes: - 14% national awareness of My Special Aflac Duck; propensity to buy products up 11%. - Corresponding 3.2% sales lift to $1.6 billion. - In-house survey revealed 86% of employees are proud Aflac is a caring company.
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