本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
阴道变异
案例简介：执行 上课前两周，我们开始了活动的预告/注册阶段。首先，学生被引导到微型网站注册。注册阴道变异的过程很简单; 1。免费注册,在 www 上。阴道。公司。 za 与您的姓名和电子邮件地址 2.接收详细介绍课程内容的欢迎邮件 3.获取电子邮件，其中包含额外信息和超短视频课程，为期一个月 4. 从一个阴道专家变成一个阴道专家，每周一次简单的测验。这项运动已经支付了两个月的支持费用，尽管学生们仍然可以注册,我们没有促进注册。我们有以下付费支持活动数字: 搜索广告 gsppay-Facebook adsPR: 向一些主流博客作者和记者发布的 10 人早餐发布到 2 个数字新闻平台和 3 个影响者的广告宣传发布。 结果 阴道多样性背后的策略和创造性导致了一些显著的成就:-阴道多样性不仅占主导地位, 但是在覆盖范围和传播范围上超过了这个类别 -- 人们不仅在谈论 Libresse…… 而且比正常情况下谈论它的人更多(在一个每个人都喜欢保持沉默的类别中!) -这是一场电子邮件活动，比美容和个人护理行业的开放利率和点击率基准高出 20% -- 在活动期间，价值份额增长 2% -- 超过了 6% 的战役目标78% 的马克品牌从该类别中 5 个中的 5 个上升到 4 个，主导了关于女性卫生的在线对话 -- 达到并超过了我们的订婚目标 300% 公关预算 (3,400 美元) 我们获得了刚刚超过 210 万雷亚尔 (160,000 美元) 的收入媒体。 概要 在南非，Libresse 一直是一个挑战者品牌，最近的名字变化 (从生活方式到 Libresse) 并没有改变他们的位置 -- 在这个类别中排名第五。谈论你的阴道，甚至说这个词，对世界各地的女性来说仍然是尴尬和尴尬的,但是南非有一个特别保守的社会，阴道神话无处不在 -- 在这方面，很少有女性能够接触和/或花时间更好地了解自己。在极其保守的南非市场推出 Libresse pantyliners 构成了相当大的挑战。我们如何谈论一个产品，该产品旨在处理一个几乎没有提到的领域，当它被谈论时，通常是在代码中或者带有尴尬的指向？我们决定让人们谈论和理解产品的用途。阴道。 战略 我们从我们的数据挖掘中知道，虽然对这个话题基本上保持沉默，但女性仍然对经期护理感兴趣，并且对她们的阴道有疑问。如果没有预算以竞争对手的规模进入我们的目标市场，我们决定以他们最感兴趣的方式向消费者提供可信的相关内容。这意味着放弃尴尬的电视节目，转而采用女性可以在自己的时间、自己选择的设备上观看的方式传递有趣的信息。我们决定通过新的活动来扩大我们的市场: 利用工作的可说性来产生口碑。Libresse 是关于 “无所畏惧的生活”。这种定位是我们在 SA 市场上突破周期护理界限的完美跳板。为了不辜负这些品牌价值，我们知道我们也必须无所畏惧。 活动描述 欢迎来到阴道队。一个月的、没有禁止性的课程来教学生他们需要知道的关于阴道的一切，因为作为一个阴道储藏者，不会让你成为阴道专家。没有人想在公共场合谈论阴道或阴道相关的东西，所以我们必须创建一个私人平台。学生们通过有针对性的 YouTube 预览版、社交帖子被引导到一个网站，一旦订阅，电子邮件只发送给订阅者。这样，学生可以选择何时何地与我们接触，而不会对接触这种信息感到尴尬。该课程包括视频课程和大量额外的阴道、周期和产品相关信息。还有每周一次的测验，这样学习者就可以测试他们新发现的知识，因为你知道的越多，你就越不用害怕。
阴道变异
案例简介：Execution We started the teaser/sign-up phase of the campaign two weeks before classes started. First, students were directed to the microsite to register. The process of registering for Vagina Varsity was simple; 1.Register for free, on www.vaginavarsity.co.za with your name and email address2.Receive the welcome mailer detailing the course contents 3.Get email with extra information and super-short video lessons delivered to your inbox for a month 4.Move from a vagina-haver to a vagina-expert with simple weekly quizzesThe campaign had paid support for two months, and although students can still register, we haven’t been promoting registration.We had the following paid support for the campaignDigital: Search ads GSPPaid-for Facebook adsPR: A 10 person breakfast launch to some mainstream bloggers and journalistsPress release to advertising publicationsPaid posts from 2 digital news platforms and 3 influencers. Outcome The strategy and creative behind Vagina Varsity resulted in some notable achievements:-Vagina Varsity not only dominated, but outperformed the category in reach and spread – people weren’t only talking about Libresse… but way more people were talking about it than normal (in a category where everyone prefers to keep silent!)-It was an email campaign that performed as much as 20% higher than beauty and personal care industry benchmarks for open rate’s and click through’s-2% value share growth over the campaign period – exceeding the campaign goal of 6% by hitting the 7,8% mark- Brand moved from #5 out of 5 in the category to #4 -Dominated the conversation online about feminine hygiene-Met and exceeded our engagement goal by 300% - Off a R45 000 PR budget ($3,400) we received just over R2.1 million ($160,000) in earned media. Synopsis In South Africa, Libresse has consistently been a challenger brand, and the recent name change (from Lifestyle to Libresse) has not changed their position – being number 5 out of 5 in the category.Talking about your vagina, or even saying the word, is still embarrassing and awkward for women around the world, but South Africa has an especially conservative society where vagina myths are everywhere – and very few woman have access to and/or take the time to get to know themselves better in this regard. Launching Libresse pantyliners in the extremely conservative South African market posed quite a challenge. How do we talk about a product designed to take care of an area that’s hardly ever mentioned, and when it is spoken about it’s usually in code or with awkward pointing? We decided we had to get people talking about, and understanding, what the product is for. The vagina. Strategy We knew from our data mining that women, whilst largely silent about the topic, were still interested in period care and had questions around their vaginas. Without the budget to reach our target market at the scale of our competitors, we decided to deliver credible, relevant content to consumers in a way they would find most engaging. That meant ditching awkward TV spots in favour of interesting information delivered in a manner that women could watch in their own time, on the devices they chose. We decided to broaden our market with the new campaign: using the talkability of the work to generate word of mouth.Libresse is about “Living fearless”. This positioning was the perfect springboard for us to push the boundaries of period-care in the SA market. To live up to these brand values we knew we had to act fearlessly as well. CampaignDescription Welcome to Vagina Varsity. A month-long, no holds-barred course to teach students everything they need to know about their vaginas, because being a vagina-haver, doesn’t make you a vagina expert. Nobody wants to talk about vagina or vagina-related stuff in public, so we had to create a private platform. Students were directed to a website via targeted YouTube pre-rolls, social posts, and once subscribed, emails were sent to subscribers only. This way, students could choose to engage with us when and where they choose, without feeling embarrassed about engaging with this kind of information.The course consisted of video lessons and loads of extra vagina, period and product-related information. There were also weekly quizzes so learners could test their new-found knowledge, because the more you know, the less you have to fear.
Vagina Varsity
案例简介：执行 上课前两周，我们开始了活动的预告/注册阶段。首先，学生被引导到微型网站注册。注册阴道变异的过程很简单; 1。免费注册,在 www 上。阴道。公司。 za 与您的姓名和电子邮件地址 2.接收详细介绍课程内容的欢迎邮件 3.获取电子邮件，其中包含额外信息和超短视频课程，为期一个月 4. 从一个阴道专家变成一个阴道专家，每周一次简单的测验。这项运动已经支付了两个月的支持费用，尽管学生们仍然可以注册,我们没有促进注册。我们有以下付费支持活动数字: 搜索广告 gsppay-Facebook adsPR: 向一些主流博客作者和记者发布的 10 人早餐发布到 2 个数字新闻平台和 3 个影响者的广告宣传发布。 结果 阴道多样性背后的策略和创造性导致了一些显著的成就:-阴道多样性不仅占主导地位, 但是在覆盖范围和传播范围上超过了这个类别 -- 人们不仅在谈论 Libresse…… 而且比正常情况下谈论它的人更多(在一个每个人都喜欢保持沉默的类别中!) -这是一场电子邮件活动，比美容和个人护理行业的开放利率和点击率基准高出 20% -- 在活动期间，价值份额增长 2% -- 超过了 6% 的战役目标78% 的马克品牌从该类别中 5 个中的 5 个上升到 4 个，主导了关于女性卫生的在线对话 -- 达到并超过了我们的订婚目标 300% 公关预算 (3,400 美元) 我们获得了刚刚超过 210 万雷亚尔 (160,000 美元) 的收入媒体。 概要 在南非，Libresse 一直是一个挑战者品牌，最近的名字变化 (从生活方式到 Libresse) 并没有改变他们的位置 -- 在这个类别中排名第五。谈论你的阴道，甚至说这个词，对世界各地的女性来说仍然是尴尬和尴尬的,但是南非有一个特别保守的社会，阴道神话无处不在 -- 在这方面，很少有女性能够接触和/或花时间更好地了解自己。在极其保守的南非市场推出 Libresse pantyliners 构成了相当大的挑战。我们如何谈论一个产品，该产品旨在处理一个几乎没有提到的领域，当它被谈论时，通常是在代码中或者带有尴尬的指向？我们决定让人们谈论和理解产品的用途。阴道。 战略 我们从我们的数据挖掘中知道，虽然对这个话题基本上保持沉默，但女性仍然对经期护理感兴趣，并且对她们的阴道有疑问。如果没有预算以竞争对手的规模进入我们的目标市场，我们决定以他们最感兴趣的方式向消费者提供可信的相关内容。这意味着放弃尴尬的电视节目，转而采用女性可以在自己的时间、自己选择的设备上观看的方式传递有趣的信息。我们决定通过新的活动来扩大我们的市场: 利用工作的可说性来产生口碑。Libresse 是关于 “无所畏惧的生活”。这种定位是我们在 SA 市场上突破周期护理界限的完美跳板。为了不辜负这些品牌价值，我们知道我们也必须无所畏惧。 活动描述 欢迎来到阴道队。一个月的、没有禁止性的课程来教学生他们需要知道的关于阴道的一切，因为作为一个阴道储藏者，不会让你成为阴道专家。没有人想在公共场合谈论阴道或阴道相关的东西，所以我们必须创建一个私人平台。学生们通过有针对性的 YouTube 预览版、社交帖子被引导到一个网站，一旦订阅，电子邮件只发送给订阅者。这样，学生可以选择何时何地与我们接触，而不会对接触这种信息感到尴尬。该课程包括视频课程和大量额外的阴道、周期和产品相关信息。还有每周一次的测验，这样学习者就可以测试他们新发现的知识，因为你知道的越多，你就越不用害怕。
Vagina Varsity
案例简介：Execution We started the teaser/sign-up phase of the campaign two weeks before classes started. First, students were directed to the microsite to register. The process of registering for Vagina Varsity was simple; 1.Register for free, on www.vaginavarsity.co.za with your name and email address2.Receive the welcome mailer detailing the course contents 3.Get email with extra information and super-short video lessons delivered to your inbox for a month 4.Move from a vagina-haver to a vagina-expert with simple weekly quizzesThe campaign had paid support for two months, and although students can still register, we haven’t been promoting registration.We had the following paid support for the campaignDigital: Search ads GSPPaid-for Facebook adsPR: A 10 person breakfast launch to some mainstream bloggers and journalistsPress release to advertising publicationsPaid posts from 2 digital news platforms and 3 influencers. Outcome The strategy and creative behind Vagina Varsity resulted in some notable achievements:-Vagina Varsity not only dominated, but outperformed the category in reach and spread – people weren’t only talking about Libresse… but way more people were talking about it than normal (in a category where everyone prefers to keep silent!)-It was an email campaign that performed as much as 20% higher than beauty and personal care industry benchmarks for open rate’s and click through’s-2% value share growth over the campaign period – exceeding the campaign goal of 6% by hitting the 7,8% mark- Brand moved from #5 out of 5 in the category to #4 -Dominated the conversation online about feminine hygiene-Met and exceeded our engagement goal by 300% - Off a R45 000 PR budget ($3,400) we received just over R2.1 million ($160,000) in earned media. Synopsis In South Africa, Libresse has consistently been a challenger brand, and the recent name change (from Lifestyle to Libresse) has not changed their position – being number 5 out of 5 in the category.Talking about your vagina, or even saying the word, is still embarrassing and awkward for women around the world, but South Africa has an especially conservative society where vagina myths are everywhere – and very few woman have access to and/or take the time to get to know themselves better in this regard. Launching Libresse pantyliners in the extremely conservative South African market posed quite a challenge. How do we talk about a product designed to take care of an area that’s hardly ever mentioned, and when it is spoken about it’s usually in code or with awkward pointing? We decided we had to get people talking about, and understanding, what the product is for. The vagina. Strategy We knew from our data mining that women, whilst largely silent about the topic, were still interested in period care and had questions around their vaginas. Without the budget to reach our target market at the scale of our competitors, we decided to deliver credible, relevant content to consumers in a way they would find most engaging. That meant ditching awkward TV spots in favour of interesting information delivered in a manner that women could watch in their own time, on the devices they chose. We decided to broaden our market with the new campaign: using the talkability of the work to generate word of mouth.Libresse is about “Living fearless”. This positioning was the perfect springboard for us to push the boundaries of period-care in the SA market. To live up to these brand values we knew we had to act fearlessly as well. CampaignDescription Welcome to Vagina Varsity. A month-long, no holds-barred course to teach students everything they need to know about their vaginas, because being a vagina-haver, doesn’t make you a vagina expert. Nobody wants to talk about vagina or vagina-related stuff in public, so we had to create a private platform. Students were directed to a website via targeted YouTube pre-rolls, social posts, and once subscribed, emails were sent to subscribers only. This way, students could choose to engage with us when and where they choose, without feeling embarrassed about engaging with this kind of information.The course consisted of video lessons and loads of extra vagina, period and product-related information. There were also weekly quizzes so learners could test their new-found knowledge, because the more you know, the less you have to fear.
阴道变异
暂无简介
Vagina Varsity
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
