#READINGFORROOTS|短视频|广告营销案例【ADGuider广告指南】

# READINGFORROOTS

案例简介：结果在不到三周的时间里，参与者转录了 6,000 多份文件，很快超过了我们 1000 份文件的目标。转录包含 14,000 多个名字，所有这些名字都有可能帮助 2200万多名非洲裔美国人重新与他们的祖先联系并重建他们的家谱。整个数据库被提供给史密森尼博物馆，用于在华盛顿哥伦比亚特区启动非裔美国人文化博物馆家庭搜索/史密森尼团队意识到通过社交网络吸引公众的潜力，以快速有效地完成这项运动的目标, 并且正在寻找使用工具的方法，比如我们为未来项目构建的工具。超过 5000万观众,《根》首映式是自 2013年以来收视率最高的有线电视迷你剧。概要历史对具有里程碑意义的迷你系列根源的重新想象讲述了一个被奴役的非洲家庭为保留自己的名字和身份而奋斗的强大故事。我们需要通过一场对这部史诗系列公正的运动来为这部剧创造意识。相关性阅读根挖掘到不同的目标片段来团结我们有价值的事业背后的球迷。我们挖掘了忠实的 (核心，非裔美国人的追随者，他们是原始根源的粉丝) 和文化连接器 (受过教育的，有社会意识的观众，他们非常融入文化), 并在电话后面召集他们，帮助转录失去历史的名字。通过社交定位和定制消息传递，我们能够吸引两个受众，快速有效地实现我们的目标。执行为了启动 ROOTS 的阅读，我们制作了一系列宣传视频，利用社交媒体的过去和现在的静态帖子来教育公众我们的使命，并开车去我们的微型网站。社交帖子和网站在 5/13 上直播，在 5/30 根历史首映式之前。一旦用户到达 ReadingForRoots.com，他们被邀请阅读史密森尼博物馆提供的扫描历史奴隶论文，并将关键名称和日期输入我们构建的工具。每个名字和日期都被输入了一个数据库，该数据库经过史密森学会的交叉检查，一旦获得批准, 是数字可用的，所以现在任何人都可以点击按钮搜索他们的家族史。战略我们需要创造一个现代的、普遍的叙事来重新讲述这个强大的故事。我们的策略磨练了身份的潜在作用 -- 创造一种你是谁和你来自哪里的感觉，作为克服逆境和胜利的一种方式。为了激发集体对话，我们邀请观众共同创作《根》的故事。我们通过这个节目瞄准了三个核心群体: * Faithfuls: 一个核心的、年长的非裔美国观众，他们记得最初的根源，并对重拍感到好奇。他们最感兴趣的是史诗般的故事讲述、家庭/传统以及对原始系列的尊重。* 文化连接器: 受过教育、有社会意识的观众，他们被插入并有时形成文化。他们被真实性和制作质量所驱使。* 奇观迷: 如果观众听到足够多的嗡嗡声，他们会观看著名的电视节目。他们不是第一个采用者，并被激动人心的叙述和一流的演员所强迫。活动描述为了纪念这个史诗般的故事，实现我们的目标，让《根》成为必须观看、必须讨论的电视活动, 我们发起了一场运动，有可能帮助现代非裔美国家庭与他们失去的祖先重新联系起来。我们与弗里德曼局的项目合作，发起了一个多平台的活动，呼吁公众帮助抄写数千人的名字和日期, 很难破译内战时期的文件。收集到的每个名字和日期都被数字化地存档在一个可搜索的数据库中，从而避免被奴役人民的历史永远消失。

# READINGFORROOTS

案例简介：Outcome In less than three weeks, participants transcribed over 6,000 documents, quickly surpassing our goal of 1000 documents. The transcriptions contained more than 14,000 names, all with the potential to help over 22 million Americans of African descent reconnect with their ancestors and rebuild their family trees. The entire database was given to the Smithsonian Museum for the launch of the African American Museum of Culture in Washington D.C. The Family Search/Smithsonian team realized the potential to enlist the public via social to accomplish goals quickly and efficiently as a result of this campaign, and are looking at ways to use tools like the one we built for future projects.And, with over 50 million viewers, the ROOTS premiere was the most watched cable TV mini-series since 2013. Synopsis HISTORY’s reimagining of the landmark mini-series ROOTS told the powerful story of an enslaved African family’s struggle to preserve their name and identity. We needed to create awareness for the show with a campaign that did justice to this epic series. Relevancy Reading for Roots tapped into distinct target segments to unite fans behind our worthy cause. We tapped Faithfuls (core, African American followers who were fans of the original Roots) and Cultural Connectors (Educated, socially aware viewers who are very plugged into culture), and rallied them behind the call to help transcribe names lost to history. Through social targeting and custom messaging, we were able to draw both audiences in to accomplish our goals quickly and effectively. Execution To launch Reading for ROOTS, we created a series of promotional videos leveraging the cast past and present and static posts for social media to educate the public on our mission and drive to our microsite. Social posts and the site went live on 5/13, in advance of the 5/30 ROOTS premiere on HISTORY. Once users arrived at ReadingForRoots.com, they were invited to read scanned historic slave papers provided by the Smithsonian museum and enter in key names and dates into the tool we built. Each name and date was entered into a database that was cross-checked by the Smithsonian and once approved, was made available digitally so anyone can now search for their family history at the click of a button. Strategy We needed to create a modern, universal narrative to re-tell this powerful story. Our strategy honed in on the underlying role of identity – creating a sense of who you are and where you came from as a way to overcome adversity and triumph. To inspire a collective conversation, we provided an invitation to co-create the story of ROOTS with our audience.We targeted three core groups through this program:* Faithfuls: A core, older African American audience who remember the original ROOTS and are curious about the remake. They are most interested in epic storytelling, family/traditions and respect to the original series.* Cultural Connectors: Educated, socially aware viewers who are plugged into and sometimes forming, culture. They are compelled by authenticity and production quality.* Spectacle Fans: Viewers who watch prestigious TV if they hear enough buzz. They are not first adopters and are compelled by exciting narratives and A-List casts. CampaignDescription To honor this epic story and achieve our goal to make ROOTS a must-watch, must-discuss television event, we created a campaign that had the potential to help reconnect modern African American families with their lost ancestors. We partnered with the Freedman’s Bureau Project to launch Reading for ROOTS, a multi-platform campaign that called upon the public to help transcribe names and dates from thousands of aging, hard to decipher Civil-War era documents. Each name and date collected was then digitally archived in a searchable database thereby saving the histories of the enslaved people from disappearing forever.