Be an Outsider at Work|活动|广告营销案例【ADGuider广告指南】

在工作中做一个局外人

案例简介：为什么这项工作与公关相关？拥有106年历史的户外零售商L.Bean有一个新的品牌宗旨: 为户外的共同快乐而制造。但是仅靠付费、推送广告不足以赢得消费者…… 尤其是在夏季 (历史上疲软的季节)。该品牌需要一场公关活动来证明其新的目的。它需要大量的挣来的媒体来做这件事。在工作中做一个局外人就是这样做的，扰乱了品牌认知，让有影响力的人高兴，成为媒体宠儿。当目标媒体及其观众最意想不到的时候，这是一部复杂的戏剧来获得报道。背景 L.Bean作为一个秋季和冬季品牌而广为人知，在其标志性目录的页面上的靴子和法兰绒代表了消费者的想法。最近或即将到来的L.Bean品牌没有有意义的积极新闻，其竞争对手经常抓住头条新闻和文化时代精神，推动文化相关性和恶名。 L.Bean刚刚承诺了一个新的战斗口号: 做一个局外人。但是很快就面临这样一个事实，人们95% 的生命都在里面度过。因此，我们的核心目标是: 1.赢得相关性: 捕捉头条新闻，作为一个温暖天气的户外品牌，在失效和被吸引 (但尚未赢得) 的消费者中变得相关。 2.消费者参与: 我们希望人们拥抱并分享L.Bean的品牌平台: “做一个局外人。” 3.行为改变: 证明参与者花时间在外面并考虑L.Bean品牌的可能性增加。描述创意 (20% 的选票) L.Bean开始改变人们工作的方式和地点，成为工作中的局外人。我们与协作工作空间提供商勤奋合作，开辟了世界上第一个户外合作空间。来自顶级公司的数千名员工，包括谷歌，IBM，麦肯锡，联合利华，Superfly和Pinterest，涌向这些创新的工作场所。这项运动使全国的商业专业人士很容易在外面工作。它包括一份研究驱动的白皮书，该白皮书将全国的注意力集中在 “外出工作” 的商业价值上; 本地数字每日提示，使外出工作变得容易; 现在这个品牌的内容引发了一场生动的对话。描述公关策略 (30% 的选票) 尽管L.Bean的消费者看起来有多 “户外运动”，但他们离得还不够。他们一生中95% 的时间都是在室内度过的。其中50% 在工作。 #1的力量在外面从时间上阻止了他们？案头工作。讽刺的是？人们在外面的时候实际上工作得更好。他们的生产力提高了50%。300% 更有创意。92% 的人更快乐。学术研究人员已经研究了多年，并公布了结果。我们看到了一个机会，让工作成为我们做的事情，而不是我们去的地方。所以我们创造了资产来表明这一点: 这是一个不可抗拒的好主意。L.Bean在五个城市开设了世界上第一个户外合作空间。我们发表了初步研究，得到了工作场所战略家和NYT畅销书《健康工作场所》作者利 · 斯金格的支持。我们发布了户外工作的简单技巧，比如让户外空间可以在日历中预订，或者制作和采访outerview。描述PR执行 (20% 的选票) L.Bean与创新的协作工作空间品牌proficless合作，开创了有史以来第一个户外合作空间。我们的伙伴关系对媒体来说是意想不到的，这增加了可信度和趣味性。为了确保我们实践我们所宣扬的，我们从L.Bean自己的校园的自由港开始，优化外部条件，培训经理和吸引员工。L.比恩还对外出工作进行了初步研究，并与杰出的工作场所战略家和NYT畅销书《健康的工作场所》的作者利 · 斯金格合著了一份白皮书。我们在纽约麦迪逊广场公园为国家出版社、商业出版社、影响者和当地附属机构进行了27次采访卫星媒体之旅。我们继续优先考虑地区市场 -- 波士顿、费城、麦迪逊 -- 以获得地区覆盖面。该广告战略上侧重于不经常报道L.Bean或其竞争对手的商业记者，因为我们知道会有更多的兴趣，我们的目标受众会看到他们的报道。列出结果 (30% 的选票) 您必须至少包括以下两层: L.Bean在外面工作。每个人都跟着。媒体说得最好: “办公空间的下一个前沿？户外。“-- 《纽约时报》 “L.Bean活动为外出带来了新的意义。”-谚语 “办公空间冲击着伟大的户外。”-今日美国第一层-获得的相关性: L.Bean在478个位置 (目标的271%) 中获得了406MM的印象。这个故事登上了美国第一大报纸《今日美国》的头版。它也在纽约时报公司、福布斯、美国广播公司、全国广播公司、哥伦比亚广播公司等网站上获得了比以往更多的报道。公关信息拉通100%，83% 携带两条或两条以上信息。第2层-消费者参与: L.Bean的社交参与率为行业平均水平的4.4倍，4毫米数字视频观看和86k社交反应。在哈里斯民意测验的2019美国100家 “最显眼的公司” 的企业声誉排名中，其企业声誉飙升至第四名，比去年上升了11位。L.Bean在美国的组织性质排名第二，这是一年前没有排名的。第3层-行为改变: 对L感兴趣。L.比恩显著增加，在发布时品牌搜索查询提升了73%，在活动期间提升了14%，推动了其电子商务业务。作为一个知道当消费者外出时它会赢的品牌，理想的情况是95% 的受访者表示他们将来会在外面工作。 Inc.有最终决定权: “你错过了吗？请L.Bean再做一次。“

在工作中做一个局外人

案例简介：Why is this work relevant for PR? L.L.Bean, a 106 year-old outdoor retailer, had a new brand purpose: Made for the shared joy of the outdoors. But paid, push advertising alone wasn’t enough win consumers… especially during the Summer (a historically weak season). The brand needed a PR campaign that would create proof on its new purpose. And it needed massive amounts of earned media to do it. Be an Outsider at Work did just that, disrupting brand perception, delighting influencers and becoming a media darling. It was a sophisticated play to score coverage by targeted the media and its audience when they least expected it. Background L.L.Bean was widely known as a fall and winter brand, represented in consumers’ minds by the boots and flannel on the pages of its iconic catalogues. With no meaningfully positive L.L.Bean brand news in the recent past or on the horizon, its competitors were regularly making capturing headlines and the cultural zeitgeist, driving cultural relevance and notoriety. And L.L.Bean had just committed to a new rallying cry: Be an Outsider. But quickly faced the fact that people are spending 95% of their lives inside. As such, our core objectives were: 1. Earned Relevance: Capture headlines to become relevant as a warm weather outdoor brand among lapsed and attracted (but not yet won) consumers. 2. Consumer Engagement: We wanted people to embrace and share L.L.Bean’s brand platform: “Be an Outsider.” 3. Behavior Change: Demonstrate an increased likelihood for participants to spend time outside and consider the L.L.Bean brand. Describe the creative idea (20% of vote) L.L.Bean set out to change how – and where – people work with Be an Outsider at Work. We opened the world’s first-ever outdoor co-working spaces, in partnership with Industrious, a collaborative workspace provider. Thousands of employees from top companies, including Google, IBM, McKinsey, Unilever, Superfly and Pinterest flocked to these innovative workplaces. The campaign made it easy for business professionals nationwide to work outside. It included a research-driven white paper that focused national attention on the business value of working “out of office”; native digital daily tips that made work outside easy; and provocative NowThis branded content that started a lively conversation. Describe the PR strategy (30% of vote) Despite how “outdoorsy” L.L.Bean’s consumers may seem, they’re not getting outside nearly enough. They spend 95% of their lives indoors. 50% of that is at work. The #1 force holding them back from time outside? Desk jobs. The irony? People actually work better when they’re outside. They’re 50% more productive. 300% more creative. 92% of them are happier. Academic researchers have studied it for years and published the results. We saw an opportunity to make work a thing we do, instead of a place we go. So we created assets to make it clear: this is an irresistibly good idea. L.L.Bean opened the world’s first-ever outdoor co-working spaces in five cities. We published primary research, backed by workplace strategist and NYT bestselling author of “The Healthy Workplace,” Leigh Stringer. And we released easy tips for outside work, like making outdoor spaces bookable in calendars or making and interview an outerview. Describe the PR execution (20% of vote) L.L.Bean opened the first-ever outdoor co-working space in partnership with innovative collaborative workspace brand Industrious. Our partnership was unexpected for the media, which added credibility and interest. To ensure we practiced what we were preaching, we began in Freeport on L.L.Bean’s own campus, optimizing work outside conditions, training managers and engaging employees. L.L.Bean also conducted primary research on working outside and co-authored a whitepaper with pre-eminent workplace strategist and NYT bestselling author of “The Healthy Workplace,” Leigh Stringer. We launched publicly in NYC in Madison Square Park for national press, business press, influencers and a 27-interview satellite media tour with local affiliates. We continued to priority regional markets – Boston, Philadelphia, Madison – to score regional coverage. The pitch strategically focused on business reporters who didn’t regularly cover L.L.Bean or its competitors, as we knew there would be more interest and that our target audience would be seeing their coverage. List the results (30% of vote) must include at least two of the following tiers: L.L.Bean took work outside. And everyone followed. The press said it best: “The next frontier in office space? The outdoors.” – The New York Times “L.L.Bean campaign brings new meaning to Out of Office.” – AdAge “Office space hits the great outdoors.” – USA Today Tier 1 – Earned Relevance: L.L.Bean earned 406MM impressions across 478 placements (271% of goal). The story landed on the front page of USA Today, America’s #1 newspaper. It also earned more coverage than ever in The New York Times, Inc., Forbes, ABC, NBC, CBS and more. PR message pull-through was 100%, with 83% carrying two or more messages. Tier 2 – Consumer Engagement: L.L.Bean’s social engagement rate was 4.4x the industry average, across 4MM digital video views and 86K social reactions. Its corporate reputation skyrocketed to #4 on The Harris Poll’s 2019 Corporate Reputation Rankings of the 100 “most visible companies” in America, up 11 spots from the year prior. L.L.Bean’s ranked #2 in America for Organizational Character, which it hadn’t ranked for the year before. Tier 3 – Behavior Change: Interest in L.L.Bean significantly increased, yielding a 73% lift in branded search queries at launch and 14% lift during the life of the campaign, driving to its E-Commerce business. And as a brand that knows it wins when its consumers get outside, it was ideal that 95% of participants surveyed said they’ll work outside in the future. Inc. has the final word: “Upset you missed it? Petition L.L.Bean to do it again."