I Touch Myself Project X Serena|微电影|广告营销案例【ADGuider广告指南】

I Touch Myself Project X Serena

案例简介：背景每8名女性中就有1人会得乳腺癌。然而，你越早发现乳腺癌，你战胜它的机会就越好。在2018年10月的乳腺癌意识月，澳大利亚胸罩品牌Berlei想要一个乳房健康意识运动，这将展示他们的品牌承诺，支持各地的女性，并显示他们对澳大利亚乳腺癌网络的持续承诺。然而，他们的预算很少，而且没有媒体支出，所以我们的任务是创建一场获得大量媒体报道的活动。目的是提高人们对自我检查对早期发现乳腺癌的重要性的认识，并以一种意想不到的方式传递给年轻女性的简单信息: 触摸自己。与此同时，这一活动也证明了贝雷在行动中的品牌承诺 -- 支持女性的乳房健康。描述创作想法 (三成选票) 2014年，I Touch Myself项目将Divinels的热门歌曲转变为乳房健康国歌，以激励澳大利亚女性自我检查。2018年，贝雷想要一场覆盖全球各个角落女性的运动。我们创作了这首歌的新版本，不是与一位歌手，而是与一位超级有影响力的人 (塞雷娜 · 威廉姆斯 (Serena Williams) 一样，他愿意不收任何费用地支持该项目，并将其发布在她的国际乳腺癌宣传月的社交渠道上。尽管之前没有唱过专业，但小威还是同意成为女性健康的冠军。在Serena唱歌时，女性的影响力得分为98%，女性在95个国家接触了超过12亿人，并将自我检测的对话增加了252% (与BCAM 2017年10月相比)。通过向该项目发声，塞雷娜帮助将早期发现的重要性提到了世界舞台。描述策略 (20% 的选票) 尽管女性意识到乳腺癌，她们会自我豁免，而不是自我检查，认为 “这不会发生在我身上”。那么，你如何以一种切入杂乱和粉刷的方式将自我检查的敏感科目拿出来呢？通过与女性接触的东西，如音乐、体育和名人。为了获得这种影响力，该项目需要一个具有规模和引力的影响力。来自各种背景的女性都很尊敬和尊重，他们可以通过混乱和联系。这个星球上没有多少人有这种影响力，但有一个女人有这样的影响力: 超级有影响力的塞雷娜 · 威廉姆斯 (Serena Williams)。不仅仅是瑟琳娜的超级巨星和未被发现的人声，她成为了一个完美的候选人。她的观众在Instagram上获得了1000万以上的支持率，与我们的目标人群完美匹配: 最不可能进行乳房自我检查的年轻女性。描述执行 (20% 的选票) 我们制作了一段原始而令人心酸的音乐录影带，视频中塞雷娜演唱 “我触摸自己”。在一个单张照片中，瑟琳娜直视我们，唱着乳腺癌意识国歌，而镜头缓慢地回溯，露出她抱着她赤裸的乳房，超级出现了: “触摸自己” 9月23日，小威在 “星期日计划” (the Sunday Project) 上首次接受美国网球公开赛后的采访，她在那里展示了音乐视频的摘录。这次采访覆盖了超过4亿6千万人，她坚定地坚持传达信息，利用她的平台恳求女性 “触摸自己”。9月30日 (国际乳腺癌宣传月前夕)，小威在她的社交频道上向1000万以上的粉丝发布了完整的音乐视频。这段音乐录像带迅速掀起了波澜 -- 覆盖了95个国家的10亿多人。列出结果 (得票率的30%) 影响力得分为98%，这意味着当塞雷娜 · 威廉姆斯 (Serena Williams) 唱歌时，女性在95个国家接触了超过1.2亿人，关于自我检测的对话增加了252% (与BCAM 2017年10月相比)。通过向该项目发声，Serena帮助将早期发现的重要性提到了全球舞台。 • 全球内容在95个国家超过11.2亿人 • • 与2017年乳腺癌意识月相比，在自我检查的对话中提升了252%。 • 这段音乐视频是推特上转发最多的帖子，也是乳腺癌宣传月期间Instagram上收视率最高的视频。 • 在竞选期间，贝莱有96% 的积极情绪。 · 塞雷娜是与BCAM相关的最突出的影响者之一。这项运动被用作向美国女性提供乳腺癌自我检测的直接建议的segue。

I Touch Myself Project X Serena

案例简介：Background 1 in 8 women will get breast cancer. Yet the earlier you detect breast cancer, the better your chance is of beating it. For Breast Cancer Awareness Month, October 2018, the Australian bra brand Berlei wanted a breast health awareness campaign that would demonstrate their brand promise to support women everywhere as well as show their ongoing commitment to Breast Cancer Network Australia. However, they had very little budget and no media spend so we were tasked with creating a campaign that would gain massive earned media coverage. The objective was to raise awareness of the importance of self-examination for the early detection of breast cancer with a simple message delivered in an unexpected way to young women: touch yourself. At the same time, the campaign is proof of Berlei’s brand promise in action – to support women’s breast health. Describe the creative idea (30% of vote) In 2014, the I Touch Myself Project transformed the Divinyls’ hit song into a breast health anthem to inspire Australian women to self-check. In 2018, Berlei wanted a campaign that would reach women in every corner of the globe. We created a new version of the song, not with a singer, but with a super-influencer (Serena Williams) who would be willing to front the project for no fee and post it on her social channels for International Breast Cancer Awareness Month. Despite not having sung professionally before, Serena agreed to become a champion for women’s health. With an influence score of 98%, when Serena sang, women listened, touching over I.12 billion people across 95 countries and increasing the conversation about self-detection by 252% (compared to BCAM October 2017). By lending her voice to the Project, Serena has helped put the importance of early detection on the world stage. Describe the strategy (20% of vote) Despite their awareness of breast cancer, women self-exempt rather than self-examine, thinking ‘it won’t happen to me’. So, how do you get the sensitive subject of self-examination out in a way that cuts through the clutter and pink-washing? By connecting with women through the things they love such as music, sport and celebrity. To get this kind of reach, the project needed an influencer with scale and gravitas. Someone women from all backgrounds looked up to and respected, who could cut through the clutter and connect. There aren’t many people on the planet who have that kind of pull, but there was one woman who does: super-influencer Serena Williams. It wasn’t just Serena’s superstardom and undiscovered vocals that made her a perfect candidate. With a following of 10+ million on Instagram, her audience was a perfect match to our target demographic: young women most unlikely to perform breast self-examinations. Describe the execution (20% of vote) We made a raw and poignant music video of Serena singing 'I Touch Myself'. In one single shot, Serena looks straight at us as she sings the breast cancer awareness anthem while the camera slowly tracks back to reveal her holding her naked breasts and the super appears: 'Touch Yourself' Serena kicked off the campaign with her first post-US Open interview on The Sunday Project on September 23 where she showed an excerpt from the music video. The interview had reach of over 460 million people as she stayed firmly on message, using her platform to implore women to ‘touch yourself’. Serena posted the full music video on September 30 (the eve of International Breast Cancer Awareness Month) to her 10 million+ followers on her social channels. The music video quickly created waves – reaching over a billion people in 95 countries. List the results (30% of vote) With an influence score of 98%, it meant that when Serena Williams sang, women listened, touching over I.12 billion people across 95 countries and increasing the conversation about self-detection by 252% (compared to BCAM October 2017). By lending her voice to the Project, Serena has helped put the importance of early detection on the global stage. • Global content reached over 1.12 billion people across 95 countries • • 252% uplift in conversations about self-checking compared to Breast Cancer Awareness Month 2017. • The music video was the most retweeted post on twitter and was the most watched video on Instagram during Breast Cancer Awareness Month. • 96% positive sentiment for Berlei during the campaign period. • Serena was one of the most prominent influencers in relation to BCAM. The campaign was used as a segue to providing direct advice to American women on self-detection of breast cancer.