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美女马克
案例简介：为什么这项工作与公关相关？ 超过36亿产生的活动赢得了只有500万美元的媒体支出的印象。 描述您所在国家/地区的健康与健康通信的任何限制或法规，包括: N/A 健康与健康工作必须证明它是如何满足 “改变生活的创造力” 的标准的。为什么你的工作与健康相关？ 今天的女性请皮肤科医生帮助他们看起来像Snapchat过滤器。修饰的图像，特别是当被描绘为 “正常” 时，损害了自我形象。真实和不真实的东西似乎比以往任何时候都更加分离，不可能的美容标准导致美国医学协会宣布不切实际的媒体形象是健康问题。 来源: 1. https://policysearch.ama-assn.org/policyfinder/detail/body%20image?uri=%2FAMADoc%2FHOD.xml-0-5022.xml 背景 美容品牌、媒体公司和错位的社会 “规范” 造成了一种不可能的美容标准，让女性感到巨大的压力。作为一个目标驱动的品牌，有转移我们业务的历史，以改善文化和我们消费者的健康，我们知道我们必须解决日益增长的健康问题。 这就是为什么我们推出了美容标志计划，这是一个公开承诺，以确保我们的商店和在线上的美容营销尽可能透明。2018年1月，我们首次推出了美容标志-我们广告中的一个符号，表明模特形象没有经过实质性的数字更改。一年后，我们正式与主要美容品牌合作推出了这一举措，旨在将行业转向更现实、更健康的女性和消费者需要的美容感知。 描述创造性的想法 (投票20%) 我们创建了一个简单的标记，代表整个我们的美容营销的更大的透明度。它表示与我们承诺一致的图像-不以数字方式改变或改变一个人的形状，大小，比例，皮肤或眼睛颜色，或增强或改变线条，皱纹，或其他个人特征。但这种努力不可能只关乎我们。通过推动世界上一些最大的美容品牌加入我们的承诺，我们引发了一场运动，呼吁整个美容行业制定新的、更真实的标准。 描述策略 (投票30%) 当我们扩大我们的美容业务时，我们看到了需要解决迅速上升的健康问题，这在很大程度上是由美容行业本身推动的; 多年来一刀切的模特和photoshoped图像给女性带来了巨大的压力，以实现不可能的美容标准，降低他们的自尊和信心。 我们的挑战是给消费者他们需要的东西-一种让他们感觉更好的美容和购买美容产品-并在拥挤的美容空间中区分我们的品牌。因此，在2018年1月，我们推出了美容标志计划，这是一项公开承诺，旨在确保我们商店和在线上的美容营销尽可能透明。一年后，我们通过吸引主要美容品牌的参与并激活消费者来扩大这一承诺，帮助我们将行业彻底转向更健康的女性代表。 描述执行 (投票的20%) 我们开发了一种可共享的、综合的运动，可以超越渠道来激励一场运动。随着Beauty Mark涵盖印刷、外出、公关、体验式营销、付费社交、有机社交、自有渠道和店内活动的工作，该活动将激励品牌和消费者采取行动: -创建美妆标志承诺是什么以及它意味着什么的意识 -让用户使用 # BeautyUnchanged分享未更改的自拍，促进健康的自我形象并赋予对话动力 列出结果 (投票的30%) 必须包括以下层中的至少两个: 第2层: -36亿赢得的印象 -0% 对社会的负面情绪 -1.04亿总计 # BeautyUnchanged印象 -1510万总共享内容达到 -11个主要美容品牌致力于营销透明 第3层: -公告发布后，日均销售额上升 -80% 的消费者听到这一举措后，对品牌的美容产品有更积极的印象 -超过50% 有意识的消费者表示，他们会更经常和我们一起购物
美女马克
案例简介：Why is this work relevant for PR? Campaign generated over 3.6 billion earned impressions with only a $500k media spend. Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: N/A Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? Women today ask dermatologists to help them look like Snapchat filters. Retouched imagery, particularly when portrayed as “normal,” harms self-image. What’s real and unreal seems further apart than ever, and impossible beauty standards have led the American Medical Association to declare unrealistic media images a health issue.(1) SOURCES: 1. https://policysearch.ama-assn.org/policyfinder/detail/body%20image?uri=%2FAMADoc%2FHOD.xml-0-5022.xml Background Beauty brands, media companies and misplaced societal “norms” have created an impossible beauty standard, leaving women to feel a tremendous pressure. As a purpose-driven brand with a history of shifting our business for the betterment of culture and our consumers’ health, we knew we had to address a growing health concern. That’s why we introduced the Beauty Mark initiative, a public commitment to ensure that beauty marketing in our stores and online is as transparent as possible. In January 2018, we debuted the Beauty Mark — a symbol in our advertisements that indicates a model image hasn’t been materially, digitally altered. One year later, we officially launched this initiative in partnership with major beauty brands to shift the industry toward more realistic, healthier perceptions of women and beauty that consumers need. Describe the creative idea (20% of vote) We created a simple mark that represents greater transparency throughout our beauty marketing. It denotes images that align with our commitment — to not digitally alter or change a person’s shape, size, proportion, skin, or eye color, or enhance or alter lines, wrinkles, or other individual characteristics. But this effort couldn’t just be about us. By pushing for some of the biggest beauty brands in the world to join us in this pledge, we sparked a movement calling for new, more authentic standards across the entire beauty industry. Describe the strategy (30% of vote) As we were expanding our beauty presence, we saw a need to address a rapidly rising health concern that was largely driven by the beauty industry itself; years of one-size-fits-all models and photoshopped imagery in marketing material was putting tremendous pressure on women to achieve an impossible beauty standard, lowering their self-esteem and confidence. Our challenge was to give consumers what they need — a way to feel better about beauty and shopping for beauty products — and to differentiate our brand in the crowded beauty space. So in January 2018, we introduced the Beauty Mark initiative, a public commitment to ensure that beauty marketing in our stores and online is as transparent as possible. And, a year later, we amplified that commitment by eliciting participation from major beauty brands and activating consumers to help us shift the industry towards healthier representations of women once and for all. Describe the execution (20% of vote) We developed a shareable, integrated campaign that could transcend channel to inspire a movement. With Beauty Mark work across print, out of home, PR, experiential marketing, paid social, organic social, owned channels, and in-store events, the campaign would inspire both brands and consumers alike to take action: - Create awareness of what the Beauty Mark promise is and what it means - Get users to share unaltered selfies using #BeautyUnaltered, promoting a healthy self-image and giving the conversation momentum List the results (30% of vote) must include at least two of the following tiers: Tier 2: - 3.6 billion earned impressions - 0% negative sentiment on social - 104 million total #BeautyUnaltered impressions - 15.1 million total shared content reach - 11 major beauty brands committed to being transparent in their marketing Tier 3: - Average daily sales were up following the announcement - 80% of consumers have a more positive impression of brand’s beauty offering after hearing about this initiative - More than 50% of aware consumers say they will shop with us more often
Beauty Mark
案例简介：为什么这项工作与公关相关？ 超过36亿产生的活动赢得了只有500万美元的媒体支出的印象。 描述您所在国家/地区的健康与健康通信的任何限制或法规，包括: N/A 健康与健康工作必须证明它是如何满足 “改变生活的创造力” 的标准的。为什么你的工作与健康相关？ 今天的女性请皮肤科医生帮助他们看起来像Snapchat过滤器。修饰的图像，特别是当被描绘为 “正常” 时，损害了自我形象。真实和不真实的东西似乎比以往任何时候都更加分离，不可能的美容标准导致美国医学协会宣布不切实际的媒体形象是健康问题。 来源: 1. https://policysearch.ama-assn.org/policyfinder/detail/body%20image?uri=%2FAMADoc%2FHOD.xml-0-5022.xml 背景 美容品牌、媒体公司和错位的社会 “规范” 造成了一种不可能的美容标准，让女性感到巨大的压力。作为一个目标驱动的品牌，有转移我们业务的历史，以改善文化和我们消费者的健康，我们知道我们必须解决日益增长的健康问题。 这就是为什么我们推出了美容标志计划，这是一个公开承诺，以确保我们的商店和在线上的美容营销尽可能透明。2018年1月，我们首次推出了美容标志-我们广告中的一个符号，表明模特形象没有经过实质性的数字更改。一年后，我们正式与主要美容品牌合作推出了这一举措，旨在将行业转向更现实、更健康的女性和消费者需要的美容感知。 描述创造性的想法 (投票20%) 我们创建了一个简单的标记，代表整个我们的美容营销的更大的透明度。它表示与我们承诺一致的图像-不以数字方式改变或改变一个人的形状，大小，比例，皮肤或眼睛颜色，或增强或改变线条，皱纹，或其他个人特征。但这种努力不可能只关乎我们。通过推动世界上一些最大的美容品牌加入我们的承诺，我们引发了一场运动，呼吁整个美容行业制定新的、更真实的标准。 描述策略 (投票30%) 当我们扩大我们的美容业务时，我们看到了需要解决迅速上升的健康问题，这在很大程度上是由美容行业本身推动的; 多年来一刀切的模特和photoshoped图像给女性带来了巨大的压力，以实现不可能的美容标准，降低他们的自尊和信心。 我们的挑战是给消费者他们需要的东西-一种让他们感觉更好的美容和购买美容产品-并在拥挤的美容空间中区分我们的品牌。因此，在2018年1月，我们推出了美容标志计划，这是一项公开承诺，旨在确保我们商店和在线上的美容营销尽可能透明。一年后，我们通过吸引主要美容品牌的参与并激活消费者来扩大这一承诺，帮助我们将行业彻底转向更健康的女性代表。 描述执行 (投票的20%) 我们开发了一种可共享的、综合的运动，可以超越渠道来激励一场运动。随着Beauty Mark涵盖印刷、外出、公关、体验式营销、付费社交、有机社交、自有渠道和店内活动的工作，该活动将激励品牌和消费者采取行动: -创建美妆标志承诺是什么以及它意味着什么的意识 -让用户使用 # BeautyUnchanged分享未更改的自拍，促进健康的自我形象并赋予对话动力 列出结果 (投票的30%) 必须包括以下层中的至少两个: 第2层: -36亿赢得的印象 -0% 对社会的负面情绪 -1.04亿总计 # BeautyUnchanged印象 -1510万总共享内容达到 -11个主要美容品牌致力于营销透明 第3层: -公告发布后，日均销售额上升 -80% 的消费者听到这一举措后，对品牌的美容产品有更积极的印象 -超过50% 有意识的消费者表示，他们会更经常和我们一起购物
Beauty Mark
案例简介：Why is this work relevant for PR? Campaign generated over 3.6 billion earned impressions with only a $500k media spend. Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: N/A Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? Women today ask dermatologists to help them look like Snapchat filters. Retouched imagery, particularly when portrayed as “normal,” harms self-image. What’s real and unreal seems further apart than ever, and impossible beauty standards have led the American Medical Association to declare unrealistic media images a health issue.(1) SOURCES: 1. https://policysearch.ama-assn.org/policyfinder/detail/body%20image?uri=%2FAMADoc%2FHOD.xml-0-5022.xml Background Beauty brands, media companies and misplaced societal “norms” have created an impossible beauty standard, leaving women to feel a tremendous pressure. As a purpose-driven brand with a history of shifting our business for the betterment of culture and our consumers’ health, we knew we had to address a growing health concern. That’s why we introduced the Beauty Mark initiative, a public commitment to ensure that beauty marketing in our stores and online is as transparent as possible. In January 2018, we debuted the Beauty Mark — a symbol in our advertisements that indicates a model image hasn’t been materially, digitally altered. One year later, we officially launched this initiative in partnership with major beauty brands to shift the industry toward more realistic, healthier perceptions of women and beauty that consumers need. Describe the creative idea (20% of vote) We created a simple mark that represents greater transparency throughout our beauty marketing. It denotes images that align with our commitment — to not digitally alter or change a person’s shape, size, proportion, skin, or eye color, or enhance or alter lines, wrinkles, or other individual characteristics. But this effort couldn’t just be about us. By pushing for some of the biggest beauty brands in the world to join us in this pledge, we sparked a movement calling for new, more authentic standards across the entire beauty industry. Describe the strategy (30% of vote) As we were expanding our beauty presence, we saw a need to address a rapidly rising health concern that was largely driven by the beauty industry itself; years of one-size-fits-all models and photoshopped imagery in marketing material was putting tremendous pressure on women to achieve an impossible beauty standard, lowering their self-esteem and confidence. Our challenge was to give consumers what they need — a way to feel better about beauty and shopping for beauty products — and to differentiate our brand in the crowded beauty space. So in January 2018, we introduced the Beauty Mark initiative, a public commitment to ensure that beauty marketing in our stores and online is as transparent as possible. And, a year later, we amplified that commitment by eliciting participation from major beauty brands and activating consumers to help us shift the industry towards healthier representations of women once and for all. Describe the execution (20% of vote) We developed a shareable, integrated campaign that could transcend channel to inspire a movement. With Beauty Mark work across print, out of home, PR, experiential marketing, paid social, organic social, owned channels, and in-store events, the campaign would inspire both brands and consumers alike to take action: - Create awareness of what the Beauty Mark promise is and what it means - Get users to share unaltered selfies using #BeautyUnaltered, promoting a healthy self-image and giving the conversation momentum List the results (30% of vote) must include at least two of the following tiers: Tier 2: - 3.6 billion earned impressions - 0% negative sentiment on social - 104 million total #BeautyUnaltered impressions - 15.1 million total shared content reach - 11 major beauty brands committed to being transparent in their marketing Tier 3: - Average daily sales were up following the announcement - 80% of consumers have a more positive impression of brand’s beauty offering after hearing about this initiative - More than 50% of aware consumers say they will shop with us more often
美女马克
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Beauty Mark
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