MetsÄ Wood Plan B|短视频|广告营销案例【ADGuider广告指南】

梅特斯伍德计划 B

案例简介：战略目标群体散布在世界各地和修建进程中。仅仅接触到我们的最终客户，建筑公司，是不够的。我们希望在建筑师中建立对 mets ä wood 的认识，并将 KertoLVL 添加到他们的工具箱中，纠正工程师中普遍存在的误解，在建筑公司中建立对 wood 的信任。公关关注 8 个指定市场 (美国、英国、法国、荷兰、德国、丹麦、瑞典、芬兰)。主要目标是最大限度地宣传，仅通过公关就将对盈利媒体的投资增加一倍。内容必须产生高度兴趣，并在我们自己的渠道中工作，包括销售会议。每个阶段分为三个阶段，并与领先的专业人员一起规划。这样每个专业小组都有有趣的内容。这些阶段逐一发表。前两起案件在四个月内公布在 b计划网站上。结果我们的主要目标是最大限度地宣传和对赚来的媒体的双倍投资 (目标 € 780 000)。在 4 个月内，我们在 8 个指定市场接触了 2.25亿多人，没有付费媒体。全球有 350/320 次媒体点击率，在指定国家有 200 次。后者的价值超过 520 万欧元，为公关投资带来 1249% 的回报。如果算上全球出版物，公关的投资回报率为 1464%。这些数字没有考虑到社交媒体。该内容受到 100% 正面报道的欢迎，被认为是一个完全可信的案例，研究伍德如何重塑未来的天际线。B计划为我们自己的渠道和面对面的讨论提供了一个平台。客户和建筑师学校已经联系了我们，希望创建他们自己的案例。销售额显著增加，订单已满 (见机密信息)。概要梅特斯伍德的 Kerto®LVL (层积材) 用于各种建筑工程。它在芬兰很成功，也很出名，但在国外却没有。我们的主要竞争对手不是特定的产品，而是木材产品的普遍声誉不佳。我们想传播对木材可能性的认识，并解决普遍存在的误解。木材是可再生的、可持续的、坚固的、轻便的和美丽的。然而，该行业仍然有许多误解，例如消防安全。行业公约将使用参考案例来展示可能性。我们如何在八个指定的目标市场上找到一个怀疑和分散的专业目标群体？付费媒体从来不是一个选择。主要目标是最大限度地宣传，并将对盈利媒体的投资增加一倍。这些内容必须产生赚来的媒体，并适应我们自己的渠道 -- 从时事通讯和社交媒体到销售。相关性木材是应对气候变化和容纳不断增长的人口的最佳方式，但却被误解为混凝土和钢铁的替代品。为了接触到全球持怀疑态度的专业人士，付费媒体不是一个选择。我们没有像其他人一样做参考案例，而是展示了如何用木头建造著名的建筑。由于没有付费媒体，我们在指定市场上获得了 350 次媒体点击率，达到 2.25亿人。销售额显著增加，订单已满。B计划是 b2b 不必无聊的一个很好的例子。执行内容是像 “真实” 项目一样创建的。我们没有试图自己做每件事，而是与分享我们激情的领先专业人士合作 -- 我们试图接触的同类人。我们从罗马的斗兽场开始，并与芬兰建筑公司 Helin & Co.合作。在帝国大厦的案例中，我们与一个有远见的人迈克尔 · 格林联手使用木材。木材工程公司平衡咨询公司为该项目提供了结构性尽职调查。公关行动由每个市场的当地公关办公室实施。所有内容都展示在一个微型网站上，这个网站也是一个销售工具。前两起案件是根据四个月的时间表在 b计划网站上逐期公布的。活动描述我们没有像其他人一样做参考案例，而是决定展示如何用木材构建标志性的建筑设计。内容的创建方式与 “真实” 建设项目相同。我们与领先的建筑师、结构工程师和建筑公司合作，我们希望接触到的正是这些人。我们从斗兽场开始，继续帝国大厦。我们把这个平台称为连续讲故事计划 B。

梅特斯伍德计划 B

案例简介：Strategy The target group was spread around the world and the construction process. Reaching our end-customers, the construction companies, was not enough. We wanted to build awareness of MetsäWood among architects and add KertoLVL to their toolbox, correct widespread misconceptions among engineers and build trust in wood among construction companies. The PR focus was on 8 designated markets (US, UK, France, the Netherlands, Germany, Denmark, Sweden, Finland).The primary objective was to maximise publicity and double the investment in earned media with PR alone. The content had to create high-level interest and work in our own channels, including sales meetings. Each divided into three phases and planned together with leading professionals. This way each professional group got interesting content. The phases were published one by one. The first two cases were published on the Plan B site over the course of four months. Outcome Our primary objective was to maximise the publicity and double investment in earned media (target €780 000). In 4 months we reached over 225 million people in the 8 designated markets with no paid media. There were 350/320 media hits globally and 200 in the designated countries. The value of the latter is over 5,2 million euros, giving a 1249% return on investment in PR. If you count the global publications, the ROI in PR is 1464%. These numbers do not take into account social media. The content was welcomed with 100% positive coverage as a fully credible case study of how wood can reshape the skyline of the future. Plan B has provided a platform for a discussion in our own channels and face-to-face. Customers and architect schools have contacted us wanting to create their own cases. Sales increased significantly and the order books are full (see confidential information). Synopsis Metsä Wood's Kerto® LVL (laminated veneer lumber) is used in all kinds of construction projects. It is successful and well known in Finland, but not abroad. Our main competitor wasn’t a specific product but rather the weak reputation of wood products generally. We wanted to spread awareness of the possibilities of wood and tackle widespread misconceptions. Wood is renewable, sustainable, strong, light and beautiful. However, the industry still has many misconceptions concerning e.g. fire safety. The industry convention is to use reference cases to demonstrate possibilities. How could we reach a sceptical and dispersed professional target group in eight designated target markets? Paid media was never an option. The primary objective was to maximise publicity and double the investment in earned media. The content had to generate earned media and be adabtable to our own channels - from newsletters and social media to sales. Relevancy Wood is the best way to both battle climate change and house a growing population, but a misunderstood alternative to concrete and steel. To reach a global audience of skeptical professionals, paid media was not an option. Instead of doing reference cases like everyone else, we showed how famous buildings could be constructed out of wood. With no paid media, we generated 350 media hits and reached 225 million people in the designated markets. Sales increased significantly and the order books are full. Plan B is a great example of how b2b doesn’t have to boring. Execution The content was created just as in a “real” project. Instead of trying to do everything ourselves, we partnered with leading professionals who shared our passion - the same types of people we were trying reach. We started with the Colosseum in Rome and teamed up with the Finnish architectural firm Helin & Co. In the Empire State Building case, , we joined forces with a visionary in the use of wood, Michael Green. Timber engineering firm Equilibrium Consulting provided structural due diligence for the project. The PR actions were implemented by the local PR offices in each market. All the content was showcased on a microsite that was also a sales tool. The first two cases were published phase by phase on the Plan B site according to schedule over the course of four months. Campaign Description Instead of doing reference cases like everyone else, we decided to show how iconic architectural designs could be constructed from wood. The content was created in the same way as in ‘real’ construction projects. We partnered with leading architects, structural engineers and construction firms, the same people we wanted to reach. We began with the Colosseum, and continued with the Empire State Building. We call this platform for continuous storytelling Plan B.