Anonymous Friend|短视频|广告营销案例【ADGuider广告指南】

匿名朋友

案例简介：相关性在巴西帮助数百万酗酒者 70 年后，匿名朋友是匿名酗酒者在数字平台上的第一个活动。我们用 Facebook 来实现我们的主要目标: 帮助那些羞于寻求帮助的青少年解决酗酒问题。超过 20 小时的 AA 成员的证词被转化为数据，以填补第一个处理酗酒的聊天机器人。使用成员故事的在线活动鼓励了互动。这种敏感的谈话在用户和机器人之间建立了直接的联系，使 AA 电子邮件的日常帮助请求增加了 1300%。执行我们使用 Facebook 聊天机器人技术为 Messenger 实现了这个想法。这场运动利用 AA 成员的真实故事直接与观众建立了联系，就像在会议中一样。我们花了 4 个月的时间才把这个想法公之于众。首先，我们必须加深对这种疾病的了解，然后设计一个巨大的对话流程来涵盖这个主题的最重要的一点。在那之后，我们收集了 20 多个小时的真正的 AA 成员的推荐信，并转化为数据来填补对话流程，编程机器人，并创建了鼓励人们与之互动的活动。第一个匿名朋友是为巴西做的,但是我们正在使这个项目开源，因为世界各地的 AAs 都愿意在他们的国家实施聊天机器人。活动描述我们创建了第一个帮助青少年酗酒的 Facebook 聊天机器人。从真正的 AA 成员那里收集了超过 20 小时的推荐信，并转化为数据来填充聊天机器人。对于每一个问题，都有一个答案来自一个确切知道一个有酗酒问题的人的感觉的人，没有任何判断。就像在 AA 会议上一样，人们在阅读故事并在其中识别自己后留下来。从恢复的 12 个步骤到关于疾病的一般信息，所有内容都是为了引导人们去附近的一个群体，这可以通过分享你的位置来完成。匿名朋友也能够通过找到一个紧急团体来帮助酒鬼复发，并通过提供提示和方法来帮助非酒鬼和酒鬼朋友或亲戚。结果匿名朋友成为青少年康复的第一步。一个出生在他们的世界的平台，每天 24 小时都可以在他们的手机上隐私使用，所以他们不必羞于寻求帮助。匿名对酗酒者的影响是巨大的。在第一周，该页面在聊天机器人中收到了超过 28k 的喜欢和超过 100k 的对话。此外，65% 的团体通过地理定位获得了帮助，在 1300% 之前增加了 AA 电子邮件的每日帮助请求。主要团体的会议增加了 20% 的新成员。概要巴西的青少年开始更早、更大量地饮酒。然而，尽管他们中的酗酒案件有所增加，但寻求帮助和信息似乎离他们的世界很远。Brief 创建了一场运动，不仅让 AA 接近青少年，这样他们就可以在不感到羞耻的情况下寻求帮助，而且还能以私人和广泛的方式进行。目标帮助有酗酒问题的青少年，并提高他们对匿名酗酒的认识。战略收集超过 20 小时的 AA 成员采访数据，捕捉他们的故事、焦虑和特定的话语，这些数据以敏感和个性化的方式填充了聊天机器人的对话流程。这些数据使机器人更加人性化和敏感，以处理一个非常严重的问题。目标是巴西各地的青少年。 approachOur 通信是移动友好的，使用视频帖子和 AA 成员真实故事的 gif。这场运动立即与观众产生了认同，通过这样做，我们能够促进互动，并在谈话中失去耻辱。呼吁行动活动的每一部分都以信息结束，鼓励青少年与聊天机器人交谈: “你认识需要帮助的人吗？给我发个信息。"我们还有一个直观的按钮，可以在每个视频、 GIF 或帖子中直接向聊天机器人发送消息。

匿名朋友

案例简介：Relevancy After 70 years in Brazil helping millions of alcoholics, Anonymous Friend is the first campaign featured by Alcoholics Anonymous in a digital platform. We used Facebook to achieve our main goal: help teens with drinking problems, who are ashamed to look for help. Over 20 hours of testimonials from AA members were turned into data to fill the first chatbot that deals with alcoholism. An online campaign using member's stories encouraged the interaction. The sensitive talk created an immediate bond between users and the bot that increased daily requests for help on AA’s email by 1300%. Execution We implemented the idea using Facebook Chatbot technology for Messenger. The campaign used AA members' real stories to directly create a bond with viewers, just like it happens in the meetings.It took us 4 months to put this idea on the air. First, we had to deepen our knowledge about the disease, and then design a huge conversation flow to cover the most important points of the subject. After that, we collected over 20 hours of real AA members' testimonials and turned into data to fill the conversation flow, programmed the bot and created the campaign to encourage people to interact with it.The first Anonymous Friend was made for Brazil, but we are making this project open-source since AAs around the World are willing to implement the chatbot in their countries. CampaignDescription We created the first Facebook chatbot that helps teens with alcoholism. Over 20 hours of testimonials from real AA members were collected and turned into data to fill the chatbot. For every question, there is an answer from someone who knows exactly how a person with drinking problems feels, without any judgements. Like at AA meetings, people stayed after reading the stories and identifying themselves in them. From the 12 steps of recovery to general information about the disease, all content was made to guide people to a nearby group, which can be done simply by sharing your location. The Anonymous Friend is also able to help an alcoholic in relapse by finding an urgent group and help non-alcoholics with alcoholic friends or relatives by giving tips and ways to approach them. Outcome Anonymous Friend became teens' first step of recovery. A platform born in their world, available 24 hours a day in the privacy of their phones, so they didn't have to feel ashamed to ask for help. The impact for Alcoholics Anonymous was huge. In the first week, the page received over 28k likes and over 100k conversations in the chatbot. In addition, 65% of groups were reached through geolocation, increasing daily requests for help on AA's email by 1300%. Major groups registered a 20% increase of new members in their meetings. Synopsis Situation Teens in Brazil are beginning to drink earlier and in larger quantities. However, although cases of alcoholism have increased among them, asking for help and information seem far away from their world. Brief Create a campaign that not only brings AA close to teens, so they can look for help without being ashamed of it, but also does it in a private and wide-reaching way.Objectives Help teens with drinking problems and increase Alcoholic Anonymous’ awareness among them. Strategy • Data gathering Over 20 hours of interviews with AA members capturing their stories, anxieties and specific words became data that filled the flow of conversations in the chatbot in a sensitive and personalized way. This data made the robot more human and sensitive to deal with a very serious issue.• Target Teens all over Brazil.• ApproachOur communication was mobile friendly, using videos posts and GIFs of AA members' real stories. The campaign created an immediate identification with viewers and by doing this, we were able to facilitate interaction and lose the shame in talking.• Call to actionEvery piece of the campaign ended with the message, encouraging teens to talk with the chatbot: "Do you know someone who needs help? Send me a message." We also had an intuitive button to send a message directly to the chatbot in every video, GIF or post.