Russian Girls Take Over New York|短视频|广告营销案例【ADGuider广告指南】

俄罗斯女孩接管纽约

案例简介：目标: -提高美宝莲 · NY Falsies volum 'Express 睫毛膏的品牌知名度 -创造品牌的嗡嗡声 -将美宝莲纽约定位为机会给予者-一个帮助女孩实现顶级目标的品牌 -围绕美宝莲纽约品牌在俄罗斯的起源建立积极的联系想法: 从童年开始，每个女孩都梦想着出名，去纽约 -- 梦想之城。但是她能用一根睫毛赢得纽约吗？美宝莲 · 纽约抹去了美国和俄罗斯之间的边界，并启动了一个真正的跨大陆项目。现在，每个女孩都可以改变她的命运: 出现在宇宙中心 -- 时代广场，赢得去纽约旅行，他们梦想中的城市! 实现/工具: 女孩们提交照片，并出现在时代广场广告牌上。纽约人投票给他们，获胜者可以去纽约旅行。女孩可以通过 Facebook 和 Vkontakte 应用程序上传照片或用网络摄像头拍摄照片 ( https://apps.facebook.com/maybelline_nyc_en/ , http://vk.com/app2852018 )。然后这些照片被转换成一个简短的个人视频演示，出现在广告牌上。路人可以投票给他们在网站广告牌上看到的女孩 http://maybe-ny.com/ 。与俄罗斯新闻发布会同步的时代广场收购活动庆祝了竞选活动的启动。记者们以前被布兰德的 “代理摄影师” 拍照，可以看到自己和其他参赛者住在时代广场 (当然，不在竞争中)。这引起了公关和轰动的浪潮，这场运动在社交媒体和网络上开始了。赢得竞选的女孩原来在纽约有一个未婚夫，所以她正在打包行李，故事将继续. 结果: -项目网站的 65 000 名独特访客 -11 000 安装的应用程序 -2567 名参赛者 -超过 1800万用户的总影响力 (博客帖子、在线社区的嗡嗡声、俄罗斯和世界各地的在线媒体 (PR) 、 Facebook 和 Vkontakte 上的定向广告) 更多: 在俄罗斯，从俄罗斯到时代广场，没有人做过这样的事。我们想向女孩展示她们能实现梦想。美宝莲品牌刚刚帮助他们做到了这一点。仅仅几天之内，我们就在俄罗斯、美国，以及法国、墨西哥、澳大利亚等地引起了巨大的轰动。那里的人们也在写关于这场运动的博客。当然，有机会让一个女人去她梦想中的男人那里旅行是一个无价的结果，我们一开始甚至做梦也想不到。

俄罗斯女孩接管纽约

案例简介：Goals: - Increasing brand awareness of Maybelline NY Falsies Volum' Express Mascara - Creating buzz around the brand - Positioning Maybelline NY as a chance-giver – a brand that helps girls achieve top-cool goals - Building a positive association around the origin of the Maybelline NY brand in Russia Idea: Since early childhood every girl dreams of becoming famous and going to New York - The City of Dreams. But can she win New York with one sweep of eyelashes? Maybelline NY erases the borders between U.S. and Russia, and launches a truly transcontinental project. Now, every girl can change her destiny: appear in The Centre of the Universe – Times Square, and win a trip to New York, the city of their dreams! Realization / Tools: Girls submit their photos, and appear on a Times Square billboard. New Yorkers vote for them, and the winner gets a trip to NY. Girls may upload photos or take them with a webcam through Facebook and Vkontakte apps (https://apps.facebook.com/maybelline_nyc_en/, http://vk.com/app2852018). The photos are then turned into a short personal video presentation, that appears on the billboard. Passersby can vote for the girls they see on the billboard on the website http://maybe-ny.com/. Campaign launch was celebrated by a Times Square takeover event synched with the press event in Russia. Journalists were previously photographed by brand's ‘agent-photographer’, and could see themselves Live in Times Square among other contestants (of course, out of competition). This generated a wave of PR and buzz, and the campaign took off in social media and the web. The girl who won the campaign, turned out to have a fiancé in New York, so she is packing her bag, and the story is to be continued... Results: - 65 000 unique visitors of the project website - 11 000 installs of the apps - 2567 contestants - Total Reach (blogposts, buzz in online communities, online media (PR) in Russia and around the world, targeted ads on Facebook and Vkontakte) more than 18 million users More: No one else in Russia has ever done that - from Russia to Times Square in a flicker of eyelashes. We wanted to show girls they can fulfill their dream. Maybelline brand just helped them do that. In just a matter of days we got huge buzz in Russia, the U.S., and also in France, Mexico, Australia, etc. where people were also blogging about the campaign. And of course, a chance to empower a woman to travel to the man of her dreams is a priceless result we couldn't even dream of in the beginning.