The Born Friends Family Portrait|短视频|广告营销案例【ADGuider广告指南】

出生的朋友家庭肖像

案例简介：描述活动/条目: 在该活动的 VOIP 类别和市场中，品牌娱乐没有限制。大多数竞争对手利用当地名人来激发对品牌娱乐的兴趣，或者关注人类兴趣的故事，很少整合品牌主张或功能。在 “呆在一起” 活动中，我们关注的是 Skype 为之做出改变的真实人物，而不是向名人借钱, 为了分享既普遍相关又非常个人化的故事。这种真实感和完整的产品集成在故事中确保了人们与内容互动时，他们不仅有助于内容的分发，还增加了故事本身。结果: 在过去的 12 年里，Skype 已经从全球点对点通信中的 “干扰者” 类别转变为许多选项中的一个，通常是为特殊场合保留的。 Skype 如何保持其作为一个分享重要时刻的品牌的地位，同时增加日常使用？我们的策略是挖掘对亲密的渴望，这种渴望是由物理距离造成的，只有通过倾听和看到对方才能实现。这种需求是 Skype 提供的核心，我们发现这是一种交流形式，许多用户都很珍惜这种交流方式，因为这是他们一生中保持密切联系的一种方式。通过让这种需求更加明显，我们将重振品牌，并将 Skype 用户通常为特殊场合保留的内容变成一个关于日常亲密关系的情感真实故事。为了提高 Skype 信息的相关性，确保所有家庭用户都能感受到对更丰富通信的吸引力，我们需要让这项活动不仅仅是一系列令人难以置信的例子。我们需要让 Skype 的价值个人化。我们发起了这项运动，呼吁家庭分享他们与 Skype 在一起的故事。Skype 社区投票决定了他们最喜欢的提交，其中一个故事与众不同。莎拉和佩奇: 两个女孩，在地球的两端相隔几个月出生，都有先天性出生缺陷。除了为两个好朋友莎拉和佩奇创作 “不可能的家庭肖像”, 我们在 “天生的朋友” 中创造了一个更大的角色，将他们第一次亲自聚集在一起，形成了一个真正抓住世界心的故事。提醒我们，Skype 使这种 8 年的友谊成为可能。 “天生的朋友” 是成千上万个受 “呆在一起” 活动启发的消费者故事之一，但他们的故事是独一无二的: 两个女孩，出生在地球的两端, 两人天生只有一只胳膊。他们是最好的朋友，在 Skype 上互相支持了 8 年，但从未见过面。这部电影是对一生的介绍，也是一个真正强大的时刻，强调了 Skype 在数百万人生活中的作用。这个故事在凯蒂的节目中含泪重聚，然后通过有影响力的人在网上播种，激发成千上万的消费者故事。 “天生的朋友” 的故事创造了比 “呆在一起” 活动的任何其他组成部分更多的社会参与和分享。《天生的朋友》在现场平均花费 11 分钟的时间 (比其他竞选故事多 3 倍，比电影本身长近 5 倍)。在一周多的时间里，这部电影获得了超过 2.3 的观看量 (比计划增加了 164%)。与 YouTube Vlogger Shay Butler 的整合在几个小时内导致了超过 35,000 个赞，根据广告时代的病毒图表，该视频在 2013年的病毒品牌视频中排名前 25%。消费者压倒性地喜欢它，社会情绪 99.5% 是积极的，分享产生了 30 万个社会印象。 “天生的朋友” 的感觉良好的嗡嗡声被媒体捕捉到，超过 200 次被全球媒体提及。《时代》杂志在 2013年十大广告中命名为 “天生的朋友” #4，我们故事中的英雄被带到凯蒂秀上，进行一次情感上的空中重聚。最终，在 Skype 的帮助下，两个 16 岁的女孩，一个澳大利亚人，一个美国人，能够团结世界。

出生的朋友家庭肖像

案例简介：Describe the campaign/entry: There are no restrictions around branded entertainment within the VOIP category and markets for this campaign. The majority of competitors utilize local celebrities to drive interest in branded entertainment or focus on human-interest stories with little integration of the brand proposition or features. For the "Stay Together" campaign, we focused on real people for whom Skype made a difference, rather than borrowing interest from celebrities, in order to share stories that were both universally relevant and deeply personal. This sense of reality and complete product integration in the story ensures that as people interact with the content they not only contribute to its distribution but also add to the story itself. Results: Over the past 12 years, Skype has moved from THE category disruptor in worldwide peer-to-peer communication to one option among many, often reserved for special occasions. How could Skype retain its status as a brand for sharing important moments while also increasing day-to-day usage? Our strategy was to tap into the longing for closeness, created by physical distance, which could only be met by hearing and seeing the other person. This need is at the heart of what Skype offers, and we discovered it’s a form of communication that many users cherish as a way to stay close over the course of their lives. By making this need more visible, we would reinvigorate the brand and make what Skype users normally reserved for special occasions into an emotional, real story of everyday closeness. In order to drive relevance of Skype’s message and ensure all family users would feel the pull toward richer communications, we needed to make the campaign more than a series of incredible examples. We needed to make the value of Skype personal. We introduced the campaign with a call for families to share their stories of how they stay together with Skype. The Skype community voted on their favorite submissions and one story stood out from the rest. Sarah and Paige: two girls, born months apart on opposite ends of the earth, both sharing a congenital birth defect. In addition to creating an ‘impossible family portrait’ for two best friends, Sarah and Paige, we created a greater role for the brand in “Born Friends” by bringing them together for the first time in person, resulting in a story that truly captured the hearts of the world. Reminding us that an 8-year friendship this strong was made possible by Skype. "Born Friends" was one of the thousands of consumer stories inspired by the "Stay Together" campaign, but their story was unique: two girls, born on opposite ends of the earth, both born with one arm. They'd been best friends and supported each other over Skype for 8 years, but had never met. The film is an introduction of a lifetime and a truly powerful moment that underscores the role of Skype in millions of lives. The story launced on The Katie Show with a tearful reunion, and was then seeded online via influencers to inspire thousands of consumer stories. The “Born Friends” story created more social engagement and sharing than any other component of the "Stay Together" campaign. “Born Friends” garnered an average of 11 minutes time spent on site (3x more than the other campaign stories and almost 5x longer than the film itself). In just over a week the film received over 2.3m views (164% increase from planned). The integration with YouTube Vlogger Shay Butler led to over 35,000 likes in a matter of hours, and according to the Ad Age Viral Chart the video was in the top 25% of viral branded videos in 2013. Consumers overwhelmingly loved it, social sentiment was 99.5% positive, and sharing generated 30m social impressions. The feel-good buzz of “Born Friends” was picked up by the media with over 200 global press mentions. Time Magazine named “Born Friends” #4 in Top 10 commercials of 2013, and the heroes of our story were brought onto The Katie Show for an emotional on-air reunion. In the end, with the help of Skype, two 16 year old girls, one Australian, and one American, were able to unite the world.