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        Sickkids VS短视频广告营销案例

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        生病的孩子 VS

        案例简介：概要 SickKids 从力量的位置开始了这项发展工作。最近的 SickKids 广告活动在所有品牌指标上都产生了显著的提升; 它激发了捐赠、创意奖项和品牌声誉。那么为什么要改变呢？加拿大的慈善事业并没有增长 -- 在 45 岁以上的加拿大女性的核心捐赠者群体中，患病儿童的捐赠行为仍然持平。为了推动 SickKids 基金会的未来发展，我们需要扩大我们对新观众的吸引力，并为这项事业赢得新的承诺水平。我们的目标是吸引旁观者的潜在捐赠者的注意力 -- 更多的千禧一代和更多的男性。 执行 该策略的一个驱动原则是在一个周末产生最高水平的活动。这一战略的引擎是与加拿大主要出版物的 “共享独家”。《环球邮报》推出了一个商业故事，《多伦多星报》塑造了一个人性化的角度。两家报纸同时发表了他们的故事，几个小时内，《生病的孩子》在推特 (#1) 和 YouTube (#8) 上流行起来。这些故事恰逢媒体发布活动，50 名患者家属和 100 名医院工作人员穿着品牌 t恤。这创造了强大的照片和现场采访机会，被国家媒体广泛接受，并在德国的新闻节目中播出。有针对性的名人拓展扩大了我们的内容和社交参与度。最值得注意的是，瑞安 · 雷诺兹进行了四次媒体采访，包括在他的社交帖子中的竞选活动，并在批评家选择奖的获奖演讲中提到了生病的孩子。所有这些都是免费的。 相关性 2016年10月，SickKids 历史上最大胆的品牌平台推出: “SickKids VS. “这场运动代表了语气和方法的革命性转变，突出了患病儿童医院患者、家庭和工作人员的激烈一面以及每天在医院发生的争吵。该运动获得了国际关注，并被誉为非营利部门的 “类别改变者”。这种色调品牌的转变是一项战略举措，旨在为 2017年秋季加拿大医疗保健史上最大的筹款活动的启动定位 SickKids Foundation。 结果 在加拿大: 295 个故事和 5650万个国内印象，按媒体关系评级点 (加拿大行业标准公关测量工具) 衡量; 加拿大报道亮点: 多伦多之星 (头版) 发布日的环球邮报; 所有四个电视网络; 平安夜多伦多明星头版报道;加拿大媒体报道了 30 多家媒体报道的 “优雅” 点，是多伦多明星读者最喜欢的 2016 故事; 国际报道: 17 个国家的 58 个国际故事 (观众达到 N/A); 报道包括从德国和日本晚间新闻的广播到对发言人的采访,在线故事和社交分享。国际故事: 澳大利亚、比利时、巴西、中国、法国、德国、希腊、日本、韩国、墨西哥、秘鲁、波兰、斯洛伐克、西班牙、乌克兰、联合王国和美国。社交媒体: @ SickKids 和 # SickKidsVS 在加拿大推特 (#1) 和 YouTube (#8) 的发布日/周末流行; # SickKidsVS-超过 3.65亿 战略 SickKids 基金会进行年度品牌跟踪和广告效果研究。关键的收获是，他们在加强核心捐赠者基础的积极方面做得很好，但没有说任何新的东西，也没有吸引任何新的人的注意。公共关系的作用是引起前所未有的媒体关注和社会参与,通过领先的数字新闻网站上的故事推动数字放大，利用关键影响者和名人冠军，并通过当地媒体赢得基层支持, 所有这些都是为了吸引更广泛的捐助者 -- 尤其是千禧一代和男性 -- 的捐款。预计品牌声音的这种转变可能会两极分化,公关策略被用来减轻围绕该运动挑衅性和潜在争议的方法的任何负面情绪。在活动结束时，发起活动已经超过了所有媒体报道、社会参与和捐赠目标。 BriefWithProjectedOutcomes N/A 活动描述 有了这个简介，我们开发了 “病童 VS”，这是 “病童 VS 儿童健康最大挑战” 的简写。该机构通过视频《国歌》将这一概念付诸实践，该视频宣称该平台与任何真正的表演品牌都一样前卫和态度,就像耐克一样。这个策略是为了讲述生病的孩子故事的另一面。我们将把重点转移到品牌的领导属性上，并将声音从 “慈善品牌” 演变为 “表演品牌”。从 “帮助我们” 到 “加入我们”。关键是: 我们赢了，但我们赢了。这种创造性的方法是通过与医院工作人员、捐赠者和志愿者、患者家属和患者本人的详尽的利益相关者参与会议来测试的。进行了定量研究来测试广告执行情况。压倒性的积极反应验证了平台，我们向前迈进。 简要解释

        生病的孩子 VS

        案例简介：Synopsis SickKids began this development work from a position of strength. The most recent SickKids advertising activity had generated a notable lift across all brand metrics; it motivated donations, creative awards and brand reputation.So why change? Philanthropy in Canada is not growing – giving behaviour remains flat among SickKids core donor base of Canadian females aged 45+. In order to drive future growth for SickKids Foundation, we needed to broaden our appeal to new audiences and garner new levels of commitment to the cause. Our aim was to attract the attention of potential donors who are sitting on the sidelines – more millennials and more males. Execution A driving principle of the strategy was to generate the highest level of activity over one weekend. The engine of this strategy was a ‘shared exclusive’ with leading Canadian publications. The Globe and Mail launched a business story and Toronto Star shaped a human-interest angle. Both newspapers simultaneously published their stories and SickKids was trending on Twitter (#1) and YouTube (#8) within hours.Those stories coincided with a media launch event featuring 50 patient families and 100 hospital staff wearing branded tshirts. This created powerful photo and live interview opportunities that were widely picked up by national media and aired on news programs as far as Germany. Targeted celebrity outreach amplified our content and social engagement. Most notably, Ryan Reynolds conducted four media interviews, included the campaign in his social posts and mentioned SickKids during his acceptance speech at the Critics’ Choice awards. All of this was gratis. Relevancy October 2016 saw the launch of the boldest brand platform in SickKids history: “SickKids VS.” The campaign represents a revolutionary shift in tone and approach, highlighting the fierce side of the patients, families and staff at The Hospital for Sick Children (SickKids) and the fight that occurs at the hospital each day. The campaign garnered international attention and has been hailed as a “category changer” in the not-for-profit sector. This tonal brand shift is a strategic move designed to position SickKids Foundation for the launch of the largest fundraising campaign in Canadian health care history in the fall of 2017. Outcome In Canada: 295 stories and 56.5 million impressions domestically as measured by Media Relations Rating Points (the Canadian industry standard PR measurement tool);Canadian coverage highlights: Toronto Star (front page) and Globe and Mail on launch day; all four TV networks; additional Toronto Star front page story on Christmas Eve; Canadian Press story about the “Grace” spot picked up by over 30 outlets and was a Toronto Star reader favourite story for 2016;International coverage: 58 international stories in 17 countries (audience reach N/A); coverage included everything from broadcasts on the evening news in Germany and Japan, to interviews with spokespeople, to online stories and social shares.International stories in: Australia, Belgium, Brazil, China, France, Germany, Greece, Japan, South Korea, Mexico, Peru, Poland, Slovakia, Spain, Ukraine, United Kingdom and United States. Social media: @SickKids and #SickKidsVS trended on Twitter Canada (#1) and YouTube (#8) on launch day/weekend; #SickKidsVS – more than 365 million Strategy SickKids Foundation conducts annual brand tracking and advertising effectiveness studies. The key take-away was that they were doing a great job of reinforcing the positive aspects to their core donor base, but weren’t saying anything new or attracting the attention of anyone new.The role of public relations was to generate unprecedented levels of media attention and social engagement, drive digital amplification through stories on leading digital news sites, leverage key influencers and celebrity champions and rally grassroots support through local media, all with the goal of driving donations from a broader group of donors– especially millennials and males.In anticipation that this shift in the brand voice may be polarizing, PR strategies were employed to mitigate any negative sentiment around the provocative and potentially controversial approach of the campaign. At the end of the campaign period the launch had exceeded all media coverage, social engagement and donation goals. BriefWithProjectedOutcomes N/A CampaignDescription With this brief, we developed “SickKids VS” which is shorthand for “SickKids VS the Greatest Challenges in Child Health.” The agency brought this concept to life through a video “anthem” that declared the platform with the same edginess and attitude of any true performance brand, like Nike.This strategy was designed to tell a different side of the SickKids story. We would shift our focus to the leadership attributes of the brand and evolved the voice from “charity brand” to “performance brand.” From “help us” to “join us.” The key takeaway was this: We are winning, but we won’t stop fighting until every kid is a healthy kid.The creative approach was tested through exhaustive stakeholder engagement sessions with hospital staff, donors and volunteers, patient families and the patients themselves. Quantitative research was done to test advertising executions. The overwhelmingly positive response validated the platform and we moved forward. BriefExplanation

        Sickkids VS

        案例简介：概要 SickKids 从力量的位置开始了这项发展工作。最近的 SickKids 广告活动在所有品牌指标上都产生了显著的提升; 它激发了捐赠、创意奖项和品牌声誉。那么为什么要改变呢？加拿大的慈善事业并没有增长 -- 在 45 岁以上的加拿大女性的核心捐赠者群体中，患病儿童的捐赠行为仍然持平。为了推动 SickKids 基金会的未来发展，我们需要扩大我们对新观众的吸引力，并为这项事业赢得新的承诺水平。我们的目标是吸引旁观者的潜在捐赠者的注意力 -- 更多的千禧一代和更多的男性。 执行 该策略的一个驱动原则是在一个周末产生最高水平的活动。这一战略的引擎是与加拿大主要出版物的 “共享独家”。《环球邮报》推出了一个商业故事，《多伦多星报》塑造了一个人性化的角度。两家报纸同时发表了他们的故事，几个小时内，《生病的孩子》在推特 (#1) 和 YouTube (#8) 上流行起来。这些故事恰逢媒体发布活动，50 名患者家属和 100 名医院工作人员穿着品牌 t恤。这创造了强大的照片和现场采访机会，被国家媒体广泛接受，并在德国的新闻节目中播出。有针对性的名人拓展扩大了我们的内容和社交参与度。最值得注意的是，瑞安 · 雷诺兹进行了四次媒体采访，包括在他的社交帖子中的竞选活动，并在批评家选择奖的获奖演讲中提到了生病的孩子。所有这些都是免费的。 相关性 2016年10月，SickKids 历史上最大胆的品牌平台推出: “SickKids VS. “这场运动代表了语气和方法的革命性转变，突出了患病儿童医院患者、家庭和工作人员的激烈一面以及每天在医院发生的争吵。该运动获得了国际关注，并被誉为非营利部门的 “类别改变者”。这种色调品牌的转变是一项战略举措，旨在为 2017年秋季加拿大医疗保健史上最大的筹款活动的启动定位 SickKids Foundation。 结果 在加拿大: 295 个故事和 5650万个国内印象，按媒体关系评级点 (加拿大行业标准公关测量工具) 衡量; 加拿大报道亮点: 多伦多之星 (头版) 发布日的环球邮报; 所有四个电视网络; 平安夜多伦多明星头版报道;加拿大媒体报道了 30 多家媒体报道的 “优雅” 点，是多伦多明星读者最喜欢的 2016 故事; 国际报道: 17 个国家的 58 个国际故事 (观众达到 N/A); 报道包括从德国和日本晚间新闻的广播到对发言人的采访,在线故事和社交分享。国际故事: 澳大利亚、比利时、巴西、中国、法国、德国、希腊、日本、韩国、墨西哥、秘鲁、波兰、斯洛伐克、西班牙、乌克兰、联合王国和美国。社交媒体: @ SickKids 和 # SickKidsVS 在加拿大推特 (#1) 和 YouTube (#8) 的发布日/周末流行; # SickKidsVS-超过 3.65亿 战略 SickKids 基金会进行年度品牌跟踪和广告效果研究。关键的收获是，他们在加强核心捐赠者基础的积极方面做得很好，但没有说任何新的东西，也没有吸引任何新的人的注意。公共关系的作用是引起前所未有的媒体关注和社会参与,通过领先的数字新闻网站上的故事推动数字放大，利用关键影响者和名人冠军，并通过当地媒体赢得基层支持, 所有这些都是为了吸引更广泛的捐助者 -- 尤其是千禧一代和男性 -- 的捐款。预计品牌声音的这种转变可能会两极分化,公关策略被用来减轻围绕该运动挑衅性和潜在争议的方法的任何负面情绪。在活动结束时，发起活动已经超过了所有媒体报道、社会参与和捐赠目标。 BriefWithProjectedOutcomes N/A 活动描述 有了这个简介，我们开发了 “病童 VS”，这是 “病童 VS 儿童健康最大挑战” 的简写。该机构通过视频《国歌》将这一概念付诸实践，该视频宣称该平台与任何真正的表演品牌都一样前卫和态度,就像耐克一样。这个策略是为了讲述生病的孩子故事的另一面。我们将把重点转移到品牌的领导属性上，并将声音从 “慈善品牌” 演变为 “表演品牌”。从 “帮助我们” 到 “加入我们”。关键是: 我们赢了，但我们赢了。这种创造性的方法是通过与医院工作人员、捐赠者和志愿者、患者家属和患者本人的详尽的利益相关者参与会议来测试的。进行了定量研究来测试广告执行情况。压倒性的积极反应验证了平台，我们向前迈进。 简要解释

        Sickkids VS

        案例简介：Synopsis SickKids began this development work from a position of strength. The most recent SickKids advertising activity had generated a notable lift across all brand metrics; it motivated donations, creative awards and brand reputation.So why change? Philanthropy in Canada is not growing – giving behaviour remains flat among SickKids core donor base of Canadian females aged 45+. In order to drive future growth for SickKids Foundation, we needed to broaden our appeal to new audiences and garner new levels of commitment to the cause. Our aim was to attract the attention of potential donors who are sitting on the sidelines – more millennials and more males. Execution A driving principle of the strategy was to generate the highest level of activity over one weekend. The engine of this strategy was a ‘shared exclusive’ with leading Canadian publications. The Globe and Mail launched a business story and Toronto Star shaped a human-interest angle. Both newspapers simultaneously published their stories and SickKids was trending on Twitter (#1) and YouTube (#8) within hours.Those stories coincided with a media launch event featuring 50 patient families and 100 hospital staff wearing branded tshirts. This created powerful photo and live interview opportunities that were widely picked up by national media and aired on news programs as far as Germany. Targeted celebrity outreach amplified our content and social engagement. Most notably, Ryan Reynolds conducted four media interviews, included the campaign in his social posts and mentioned SickKids during his acceptance speech at the Critics’ Choice awards. All of this was gratis. Relevancy October 2016 saw the launch of the boldest brand platform in SickKids history: “SickKids VS.” The campaign represents a revolutionary shift in tone and approach, highlighting the fierce side of the patients, families and staff at The Hospital for Sick Children (SickKids) and the fight that occurs at the hospital each day. The campaign garnered international attention and has been hailed as a “category changer” in the not-for-profit sector. This tonal brand shift is a strategic move designed to position SickKids Foundation for the launch of the largest fundraising campaign in Canadian health care history in the fall of 2017. Outcome In Canada: 295 stories and 56.5 million impressions domestically as measured by Media Relations Rating Points (the Canadian industry standard PR measurement tool);Canadian coverage highlights: Toronto Star (front page) and Globe and Mail on launch day; all four TV networks; additional Toronto Star front page story on Christmas Eve; Canadian Press story about the “Grace” spot picked up by over 30 outlets and was a Toronto Star reader favourite story for 2016;International coverage: 58 international stories in 17 countries (audience reach N/A); coverage included everything from broadcasts on the evening news in Germany and Japan, to interviews with spokespeople, to online stories and social shares.International stories in: Australia, Belgium, Brazil, China, France, Germany, Greece, Japan, South Korea, Mexico, Peru, Poland, Slovakia, Spain, Ukraine, United Kingdom and United States. Social media: @SickKids and #SickKidsVS trended on Twitter Canada (#1) and YouTube (#8) on launch day/weekend; #SickKidsVS – more than 365 million Strategy SickKids Foundation conducts annual brand tracking and advertising effectiveness studies. The key take-away was that they were doing a great job of reinforcing the positive aspects to their core donor base, but weren’t saying anything new or attracting the attention of anyone new.The role of public relations was to generate unprecedented levels of media attention and social engagement, drive digital amplification through stories on leading digital news sites, leverage key influencers and celebrity champions and rally grassroots support through local media, all with the goal of driving donations from a broader group of donors– especially millennials and males.In anticipation that this shift in the brand voice may be polarizing, PR strategies were employed to mitigate any negative sentiment around the provocative and potentially controversial approach of the campaign. At the end of the campaign period the launch had exceeded all media coverage, social engagement and donation goals. BriefWithProjectedOutcomes N/A CampaignDescription With this brief, we developed “SickKids VS” which is shorthand for “SickKids VS the Greatest Challenges in Child Health.” The agency brought this concept to life through a video “anthem” that declared the platform with the same edginess and attitude of any true performance brand, like Nike.This strategy was designed to tell a different side of the SickKids story. We would shift our focus to the leadership attributes of the brand and evolved the voice from “charity brand” to “performance brand.” From “help us” to “join us.” The key takeaway was this: We are winning, but we won’t stop fighting until every kid is a healthy kid.The creative approach was tested through exhaustive stakeholder engagement sessions with hospital staff, donors and volunteers, patient families and the patients themselves. Quantitative research was done to test advertising executions. The overwhelmingly positive response validated the platform and we moved forward. BriefExplanation

        生病的孩子 VS

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        Sickkids VS

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