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书
案例简介：活动描述 宜家年度目录是其业务的基石，每年都推出。但是在一个高度数字化的世界里，读者人数正在下降。我们需要让人们重新接触宜家目录，并增加宜家新加坡和马来西亚的客流量和销售额。宜家 2015 目录发布媒体预算比 2013年减少了 50%。我们的竞选成功依赖于公关来创造大量的媒体收入。尽管尽管对数字渠道失去了关注，但我们认识到对 “类比” 目录的巨大潜在影响。通过将目录与技术直接对比，我们试图重新点燃这种感情。。我们的活动发现了一个及时的公关机会 -- iPhone 6 的发布 -- 这是 2014 年最受期待的技术产品发布。我们用 YouTube 上发布的 “宜家 bookbook” 电影模仿了苹果光滑的产品发布。像展示科技产品一样展示目录,发布前一周，我们将我们的电影链接和新闻稿发送给了 50 名有影响力的科技和流行文化编辑和 100 名科技影响者。我们同时给他们发送了一个 “产品包” -- 宜家产品目录中的亮白包装和用户指南。这部电影一夜之间产生了 30,000 的浏览量。为了增加更多 “产品包装” 内容，博客作者被要求制作 “unboxing” 视频和更多 “评论”，引起了巨大的轰动。该视频被播种给 10,000 名博客作者，他们帮助视频成为明星，成为主要新闻网站的头条新闻。(竞选期间 1270万次浏览; 获得媒体 3200 万美元)。2014年9月，“宜家书店” 成为 YouTube 上全球最受欢迎的广告。 客户简报或目标 宜家 2015 目录发布活动的目标是，将新加坡和马来西亚 2013年媒体预算削减 50%: 推动商店访客客流量同比增长 (来自宜家零售业绩报告的商店销售数据) 增加宜家同店销售额同比增长(来自宜家零售绩效报告的实际访客数据) 在高度数字化的社会中为宜家实体目录创建相关性 (相关性数字分析工具: 不守规矩的分享方法) 有效性 在活动期间，新加坡和马来西亚的同店销售额同比增长 8% 和 13%，同比增长 2.2%，并保持了同等的门店流量 (媒体预算削减 50%)。 pr值 3200 万美元 (来源: Meltwater News) 在新加坡排名第一的 YouTube 品牌视频2014年9月全球分享最多的广告，超过苹果的 iPhone 6 发布视频。超过 800 篇文章，包括: 半页新加坡海峡时报。全球时间，华尔街日报，Buzzfeed，福布斯，每日邮报，HuffPost。宜家 “bookbook” 视频: 迄今为止，在 YouTube 官方频道上有 1680万次浏览 (竞选期间 1270万次)，超过 Youtube 、 Facebook 、 Twitter 等 100万次社交媒体互动。-Facebook 上 480 股, 37k 推特。超过 6,000 人在 Instagram 上有机地上传了自己的照片，与与自己的 “bookbook” 互动。该活动将流行文化中的宜家目录转变为 “bookbook” (# bookbook) 执行 因为我们为 “宜家 bookbook” 设计的公关活动是作为一种技术产品发布, 我们确定了一个非常有针对性的媒体和影响者名单 -- 重点关注 50 名科技和流行文化编辑和 100 名拥有大量追随者的科技影响者。我们在苹果 iPhone 6 发布前一周安排了我们的活动发布时间，并像科技产品一样公布了目录 -- 向媒体和影响者发送我们的 YouTube 电影链接和新闻稿。为了进一步放大模仿，我们同时给他们发送了一个 “产品包” -- 2015 宜家的白色包装目录，配有用户指南。为了推动围绕 “产品包” 的内容，博客作者被要求制作 “公开” 视频和 “评论”，从而在网上引起巨大的轰动。该视频随后被播种给了另外 10,000 名当地和全球博客作者，他们帮助视频成为明星，成为主要国际新闻网站和全球电视台的头条新闻。 相关性 宜家新加坡和马来西亚需要为一年一度的宜家产品目录开展宣传活动。该目录是宜家业务的基石，它的推出是推出该该品牌年度系列的关键时刻。宜家依靠目录来提供卓越的销售。但是在数字世界中，印刷目录已经失去了相关性，有灭绝的危险。宜家每年的媒体支出是其主要竞争对手 Courts 的 5 倍。由于没有电子商务的存在，来自低端和高端家具零售商的竞争日益加剧，营销支出减少，我们需要重申宜家实体目录的相关性。 战略 尽管对数字渠道失去了关注，但我们认识到对宜家目录的巨大潜在影响。通过将目录与技术进行直接对比，我们试图重新点燃这种感情。我们的活动发现了一个及时的公关机会 -- 推出IPhone 6 -- 最受期待的科技产品发布于 2014.We 模仿苹果光滑的产品发布与我们的 “宜家 bookbook” 电影，张贴在 YouTube 上。在发布前一周，像科技产品一样披露目录,我们将我们的电影链接和新闻稿发送给了 50 名有影响力的科技和流行文化编辑和 100 名科技影响者，以及一个 “产品包” -- 采用光滑白色包装和用户指南的宜家目录。为了增加更多的 “产品包装” 内容，博客作者被要求制作 “公开” 视频和 “评论”，从而产生大量在线嗡嗡声。该视频被播种给另外 10,000 名博客作者，他们帮助视频成为全球头条新闻的明星。
书
案例简介：Campaign Description The IKEA annual catalogue is the cornerstone of its business and is launched each year. But in a highly digitised world, readership was declining. We needed to re-engage people with the IKEA Catalogue and increase footfall and sales at IKEA Singapore and Malaysia. The IKEA 2015 Catalogue launch media budget had shrunk by 50% from 2013. Our campaign success depended on PR to generate substantial earned media.Despite losing salience to digital channels, we recognised a huge latent affection for the 'analogue' Catalogue. By contrasting the Catalogue directly against technology, we sought to reignite that affection.Our campaign identified a timely PR opportunity –the launch of the iPhone 6– the most highly anticipated tech product launch in 2014.We parodied Apple’s slick product launches with our ‘IKEA bookbook’ film, posted on YouTube.To reveal the Catalogue like a tech product, a week before launch, we sent our film link and press release to 50 influential tech and popular culture editors and 100 tech influencers. We simultaneously sent them a ‘product pack’ - the IKEA Catalogue in glossy white packaging and a user guide. The film generated 30,000 views overnight.To fuel more ‘product pack’ content, bloggers were asked to create ‘unboxing’ videos and more ‘reviews’, generating massive buzz. The video was seeded to 10,000 bloggers who helped catapult the video to stardom, making headlines across major news sites. (12.7 million views during campaign period; earned media USD32 million). ‘IKEA bookbook’ became the world’s most shared ad on YouTube in September 2014. Client Brief Or Objective The IKEA 2015 Catalogue launch campaign goal, given a 50% media budget cut from 2013 in Singapore and Malaysia was to:•Drive store visitor footfall numbers year on year (Store sales data from IKEA Retail Performance Report)•Increase IKEA same store sales year on year (Actual visitor data from IKEA Retail Performance Report)•Create relevance for the physical IKEA Catalogue in a highly digitised society (Relevance digital analytics tools: Unruly Share Methodology)•Generate substantial earned media Effectiveness During the campaign period, Singapore and Malaysia saw an 8% & 13% lift in same store sales – year on year and a 2.2% lift and maintained equal store footfall (given 50% media budget cut) respectively.PR Value of USD32 million (Source:Meltwater News)Ranked as #1 most watched YouTube brand video in Singapore, and most shared ad globally in September 2014, outranking both Apple’s iPhone 6 launch videos. Over 800 articles including: Half page Singapore Straits Times. Globally -TIME, Wall Street Journal, Buzzfeed, Forbes, The DailyMail, HuffPost.IKEA ‘BookBook’ video: 16.8 million views on the official YouTube channel to date (12.7million at campaign period)Over 1 million social media interactions across Youtube, Facebook, Twitter etc. - 480k shares on Facebook, 37k tweets. Over 6,000 people organically uploaded photos of themselves on Instagram, interacting with their own ‘bookbook’.The campaign transformed the IKEA Catalogue in pop culture into the ‘bookbook’ (#bookbook) Execution Because our PR campaign for ‘IKEA bookbook’ was designed as a tech product release, we identified a very targeted media and influencer list – focusing on 50 tech and popular culture editors and 100 tech influencers with a large following. We timed our campaign release a week before the Apple iPhone 6 launch and revealed the Catalogue like a tech product – sending the media and influencers our YouTube film link and press release. To further amplify the parody, we simultaneously sent them a ‘product pack’ - the 2015 IKEA Catalogue in glossy white packaging complete with user guide. To fuel content around the ‘product pack’, bloggers were asked to create ‘unboxing’ videos and ‘reviews’, generating massive online buzz. The video was then seeded to 10,000 additional local and global bloggers who helped catapult the video to stardom, making headlines across major international news sites and global television stations. Relevancy IKEA Singapore and Malaysia needed a launch campaign for the annual IKEA catalogue. The catalogue is the cornerstone of IKEA’s business and its launch a critical time for introducing the brands’ annual range. IKEA relies on the catalogue to deliver exceptional sales. But in a digital world, the printed catalogue has lost relevance and is in danger of extinction. IKEA’s annual media spend is 5 times less than its main competitor, Courts. With no e-commerce presence, rising competition from lower and high-end furniture retailers and a shrunken marketing spend, we needed to reaffirm the relevance of the physical IKEA catalogue. Strategy Despite losing salience to digital channels, we recognised a huge latent affection for the IKEA Catalogue. By contrasting the Catalogue directly against technology, we sought to reignite that affection.Our campaign identified a timely PR opportunity – the launch of the iPhone 6– the most highly anticipated tech product launch in 2014.We parodied Apple’s slick product launches with our ‘IKEA bookbook’ film, posted on YouTube.To reveal the Catalogue like a tech product, a week before launch, we sent our film link and press release to 50 influential tech and popular culture editors and 100 tech influencers along with a ‘product pack’ - the IKEA Catalogue in glossy white packaging plus user guide.To fuel more ‘product pack’ content, bloggers were asked to create ‘unboxing’ videos and ‘reviews’ generating massive online buzz. The video was seeded to another 10,000 bloggers who helped catapult the video to stardom making global headlines.
BookBook
案例简介：活动描述 宜家年度目录是其业务的基石，每年都推出。但是在一个高度数字化的世界里，读者人数正在下降。我们需要让人们重新接触宜家目录，并增加宜家新加坡和马来西亚的客流量和销售额。宜家 2015 目录发布媒体预算比 2013年减少了 50%。我们的竞选成功依赖于公关来创造大量的媒体收入。尽管尽管对数字渠道失去了关注，但我们认识到对 “类比” 目录的巨大潜在影响。通过将目录与技术直接对比，我们试图重新点燃这种感情。。我们的活动发现了一个及时的公关机会 -- iPhone 6 的发布 -- 这是 2014 年最受期待的技术产品发布。我们用 YouTube 上发布的 “宜家 bookbook” 电影模仿了苹果光滑的产品发布。像展示科技产品一样展示目录,发布前一周，我们将我们的电影链接和新闻稿发送给了 50 名有影响力的科技和流行文化编辑和 100 名科技影响者。我们同时给他们发送了一个 “产品包” -- 宜家产品目录中的亮白包装和用户指南。这部电影一夜之间产生了 30,000 的浏览量。为了增加更多 “产品包装” 内容，博客作者被要求制作 “unboxing” 视频和更多 “评论”，引起了巨大的轰动。该视频被播种给 10,000 名博客作者，他们帮助视频成为明星，成为主要新闻网站的头条新闻。(竞选期间 1270万次浏览; 获得媒体 3200 万美元)。2014年9月，“宜家书店” 成为 YouTube 上全球最受欢迎的广告。 客户简报或目标 宜家 2015 目录发布活动的目标是，将新加坡和马来西亚 2013年媒体预算削减 50%: 推动商店访客客流量同比增长 (来自宜家零售业绩报告的商店销售数据) 增加宜家同店销售额同比增长(来自宜家零售绩效报告的实际访客数据) 在高度数字化的社会中为宜家实体目录创建相关性 (相关性数字分析工具: 不守规矩的分享方法) 有效性 在活动期间，新加坡和马来西亚的同店销售额同比增长 8% 和 13%，同比增长 2.2%，并保持了同等的门店流量 (媒体预算削减 50%)。 pr值 3200 万美元 (来源: Meltwater News) 在新加坡排名第一的 YouTube 品牌视频2014年9月全球分享最多的广告，超过苹果的 iPhone 6 发布视频。超过 800 篇文章，包括: 半页新加坡海峡时报。全球时间，华尔街日报，Buzzfeed，福布斯，每日邮报，HuffPost。宜家 “bookbook” 视频: 迄今为止，在 YouTube 官方频道上有 1680万次浏览 (竞选期间 1270万次)，超过 Youtube 、 Facebook 、 Twitter 等 100万次社交媒体互动。-Facebook 上 480 股, 37k 推特。超过 6,000 人在 Instagram 上有机地上传了自己的照片，与与自己的 “bookbook” 互动。该活动将流行文化中的宜家目录转变为 “bookbook” (# bookbook) 执行 因为我们为 “宜家 bookbook” 设计的公关活动是作为一种技术产品发布, 我们确定了一个非常有针对性的媒体和影响者名单 -- 重点关注 50 名科技和流行文化编辑和 100 名拥有大量追随者的科技影响者。我们在苹果 iPhone 6 发布前一周安排了我们的活动发布时间，并像科技产品一样公布了目录 -- 向媒体和影响者发送我们的 YouTube 电影链接和新闻稿。为了进一步放大模仿，我们同时给他们发送了一个 “产品包” -- 2015 宜家的白色包装目录，配有用户指南。为了推动围绕 “产品包” 的内容，博客作者被要求制作 “公开” 视频和 “评论”，从而在网上引起巨大的轰动。该视频随后被播种给了另外 10,000 名当地和全球博客作者，他们帮助视频成为明星，成为主要国际新闻网站和全球电视台的头条新闻。 相关性 宜家新加坡和马来西亚需要为一年一度的宜家产品目录开展宣传活动。该目录是宜家业务的基石，它的推出是推出该该品牌年度系列的关键时刻。宜家依靠目录来提供卓越的销售。但是在数字世界中，印刷目录已经失去了相关性，有灭绝的危险。宜家每年的媒体支出是其主要竞争对手 Courts 的 5 倍。由于没有电子商务的存在，来自低端和高端家具零售商的竞争日益加剧，营销支出减少，我们需要重申宜家实体目录的相关性。 战略 尽管对数字渠道失去了关注，但我们认识到对宜家目录的巨大潜在影响。通过将目录与技术进行直接对比，我们试图重新点燃这种感情。我们的活动发现了一个及时的公关机会 -- 推出IPhone 6 -- 最受期待的科技产品发布于 2014.We 模仿苹果光滑的产品发布与我们的 “宜家 bookbook” 电影，张贴在 YouTube 上。在发布前一周，像科技产品一样披露目录,我们将我们的电影链接和新闻稿发送给了 50 名有影响力的科技和流行文化编辑和 100 名科技影响者，以及一个 “产品包” -- 采用光滑白色包装和用户指南的宜家目录。为了增加更多的 “产品包装” 内容，博客作者被要求制作 “公开” 视频和 “评论”，从而产生大量在线嗡嗡声。该视频被播种给另外 10,000 名博客作者，他们帮助视频成为全球头条新闻的明星。
BookBook
案例简介：Campaign Description The IKEA annual catalogue is the cornerstone of its business and is launched each year. But in a highly digitised world, readership was declining. We needed to re-engage people with the IKEA Catalogue and increase footfall and sales at IKEA Singapore and Malaysia. The IKEA 2015 Catalogue launch media budget had shrunk by 50% from 2013. Our campaign success depended on PR to generate substantial earned media.Despite losing salience to digital channels, we recognised a huge latent affection for the 'analogue' Catalogue. By contrasting the Catalogue directly against technology, we sought to reignite that affection.Our campaign identified a timely PR opportunity –the launch of the iPhone 6– the most highly anticipated tech product launch in 2014.We parodied Apple’s slick product launches with our ‘IKEA bookbook’ film, posted on YouTube.To reveal the Catalogue like a tech product, a week before launch, we sent our film link and press release to 50 influential tech and popular culture editors and 100 tech influencers. We simultaneously sent them a ‘product pack’ - the IKEA Catalogue in glossy white packaging and a user guide. The film generated 30,000 views overnight.To fuel more ‘product pack’ content, bloggers were asked to create ‘unboxing’ videos and more ‘reviews’, generating massive buzz. The video was seeded to 10,000 bloggers who helped catapult the video to stardom, making headlines across major news sites. (12.7 million views during campaign period; earned media USD32 million). ‘IKEA bookbook’ became the world’s most shared ad on YouTube in September 2014. Client Brief Or Objective The IKEA 2015 Catalogue launch campaign goal, given a 50% media budget cut from 2013 in Singapore and Malaysia was to:•Drive store visitor footfall numbers year on year (Store sales data from IKEA Retail Performance Report)•Increase IKEA same store sales year on year (Actual visitor data from IKEA Retail Performance Report)•Create relevance for the physical IKEA Catalogue in a highly digitised society (Relevance digital analytics tools: Unruly Share Methodology)•Generate substantial earned media Effectiveness During the campaign period, Singapore and Malaysia saw an 8% & 13% lift in same store sales – year on year and a 2.2% lift and maintained equal store footfall (given 50% media budget cut) respectively.PR Value of USD32 million (Source:Meltwater News)Ranked as #1 most watched YouTube brand video in Singapore, and most shared ad globally in September 2014, outranking both Apple’s iPhone 6 launch videos. Over 800 articles including: Half page Singapore Straits Times. Globally -TIME, Wall Street Journal, Buzzfeed, Forbes, The DailyMail, HuffPost.IKEA ‘BookBook’ video: 16.8 million views on the official YouTube channel to date (12.7million at campaign period)Over 1 million social media interactions across Youtube, Facebook, Twitter etc. - 480k shares on Facebook, 37k tweets. Over 6,000 people organically uploaded photos of themselves on Instagram, interacting with their own ‘bookbook’.The campaign transformed the IKEA Catalogue in pop culture into the ‘bookbook’ (#bookbook) Execution Because our PR campaign for ‘IKEA bookbook’ was designed as a tech product release, we identified a very targeted media and influencer list – focusing on 50 tech and popular culture editors and 100 tech influencers with a large following. We timed our campaign release a week before the Apple iPhone 6 launch and revealed the Catalogue like a tech product – sending the media and influencers our YouTube film link and press release. To further amplify the parody, we simultaneously sent them a ‘product pack’ - the 2015 IKEA Catalogue in glossy white packaging complete with user guide. To fuel content around the ‘product pack’, bloggers were asked to create ‘unboxing’ videos and ‘reviews’, generating massive online buzz. The video was then seeded to 10,000 additional local and global bloggers who helped catapult the video to stardom, making headlines across major international news sites and global television stations. Relevancy IKEA Singapore and Malaysia needed a launch campaign for the annual IKEA catalogue. The catalogue is the cornerstone of IKEA’s business and its launch a critical time for introducing the brands’ annual range. IKEA relies on the catalogue to deliver exceptional sales. But in a digital world, the printed catalogue has lost relevance and is in danger of extinction. IKEA’s annual media spend is 5 times less than its main competitor, Courts. With no e-commerce presence, rising competition from lower and high-end furniture retailers and a shrunken marketing spend, we needed to reaffirm the relevance of the physical IKEA catalogue. Strategy Despite losing salience to digital channels, we recognised a huge latent affection for the IKEA Catalogue. By contrasting the Catalogue directly against technology, we sought to reignite that affection.Our campaign identified a timely PR opportunity – the launch of the iPhone 6– the most highly anticipated tech product launch in 2014.We parodied Apple’s slick product launches with our ‘IKEA bookbook’ film, posted on YouTube.To reveal the Catalogue like a tech product, a week before launch, we sent our film link and press release to 50 influential tech and popular culture editors and 100 tech influencers along with a ‘product pack’ - the IKEA Catalogue in glossy white packaging plus user guide.To fuel more ‘product pack’ content, bloggers were asked to create ‘unboxing’ videos and ‘reviews’ generating massive online buzz. The video was seeded to another 10,000 bloggers who helped catapult the video to stardom making global headlines.
书
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BookBook
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基本信息
- 广告战役： #宜家-网络-b4d2#
- 广告品牌： 宜家
- 发布日期： 2000
- 行业领域： 互联网服务 , 房产/家居 , 日用品/母婴
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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