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你的下一个想法
案例简介:概要 Pinterest 向我们提出了一个挑战,即改变年轻女性的看法,即 Pinterest 不仅仅是为了大型项目,也是为了创造性的、有用的日常想法。 活动描述 第四频道让我们可以观看与我们的目标受众相关的顶级节目 -- 18-45 岁的女性。 战略 与 Mediacom 和 Channel 4 一起工作,我们直接从目标观众中获得高度评价的节目线路,并将它们转化为定制广告,在线路结束后立即播放商业广告。 结果 -一个月后,自发意识增加了一倍-在年底, 它比发布时高出 242% -- 广告认知度增加了两倍 -- Pinterest 作为 “非常适合有用的日常想法” 上升了 60% -- 下载 Pinterest 应用的意图增加了 132% 执行 在 6 个月内,我们用 Mediacom 在 4 频道的 8 个不同电视节目中播放了 32 个独特的上下文广告。这种合作关系成功地改变了人们对 Pinterest 的看法,从偶尔使用变成了日常想法的来源。 相关性 这场运动结合了 Pinterest 的搜索数据和广播观众的洞察力,创造了一系列目标明确的动态 tvc,这些 tvc 在上线后立即在商业广告中播放。
你的下一个想法
案例简介:Synopsis Pinterest approached us with the challenge to shift perception in young women that Pinterest is not just for big projects, but for creative, useful everyday ideas too. CampaignDescription Channel 4 gave us access to their top tier shows relevant to our target audience - women from 18 - 45. Strategy Working alongside Mediacom and Channel 4, we took lines directly from shows that rate highly with the target audience, and transformed them into bespoke ads that played in the commercial breaks immediately after the line. Outcome - After a month, spontaneous awareness doubled- At the end of the year, it was at 242% higher than launch- Ad awareness tripled- Pinterest as 'Great for useful everyday ideas' up by 60%- Intent to download Pinterest app increased by 132% Execution In 6 months, we ran 32 unique contextual adverts across 8 different TV shows on Channel 4, with Mediacom. The partnership successfully changed the perception of Pinterest, from occasional use to a source for everyday ideas. Relevancy This campaign combines Pinterest’s search data and Broadcaster audience insight to create a series of highly-targeted dynamic TVCs that played in the commercial breaks immediately after the line.
Your Next Grea Idea
案例简介:概要 Pinterest 向我们提出了一个挑战,即改变年轻女性的看法,即 Pinterest 不仅仅是为了大型项目,也是为了创造性的、有用的日常想法。 活动描述 第四频道让我们可以观看与我们的目标受众相关的顶级节目 -- 18-45 岁的女性。 战略 与 Mediacom 和 Channel 4 一起工作,我们直接从目标观众中获得高度评价的节目线路,并将它们转化为定制广告,在线路结束后立即播放商业广告。 结果 -一个月后,自发意识增加了一倍-在年底, 它比发布时高出 242% -- 广告认知度增加了两倍 -- Pinterest 作为 “非常适合有用的日常想法” 上升了 60% -- 下载 Pinterest 应用的意图增加了 132% 执行 在 6 个月内,我们用 Mediacom 在 4 频道的 8 个不同电视节目中播放了 32 个独特的上下文广告。这种合作关系成功地改变了人们对 Pinterest 的看法,从偶尔使用变成了日常想法的来源。 相关性 这场运动结合了 Pinterest 的搜索数据和广播观众的洞察力,创造了一系列目标明确的动态 tvc,这些 tvc 在上线后立即在商业广告中播放。
Your Next Grea Idea
案例简介:Synopsis Pinterest approached us with the challenge to shift perception in young women that Pinterest is not just for big projects, but for creative, useful everyday ideas too. CampaignDescription Channel 4 gave us access to their top tier shows relevant to our target audience - women from 18 - 45. Strategy Working alongside Mediacom and Channel 4, we took lines directly from shows that rate highly with the target audience, and transformed them into bespoke ads that played in the commercial breaks immediately after the line. Outcome - After a month, spontaneous awareness doubled- At the end of the year, it was at 242% higher than launch- Ad awareness tripled- Pinterest as 'Great for useful everyday ideas' up by 60%- Intent to download Pinterest app increased by 132% Execution In 6 months, we ran 32 unique contextual adverts across 8 different TV shows on Channel 4, with Mediacom. The partnership successfully changed the perception of Pinterest, from occasional use to a source for everyday ideas. Relevancy This campaign combines Pinterest’s search data and Broadcaster audience insight to create a series of highly-targeted dynamic TVCs that played in the commercial breaks immediately after the line.
你的下一个想法
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Your Next Grea Idea
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基本信息
- 广告战役: #Pinterest-网络-97d2#
- 广告品牌: Pinterest
- 发布日期: 2000
- 行业领域: 互联网服务 , 网站
- 媒体类别: 短视频
- 广告语言: 英语
- 媒介平台: 网络
- 获得奖项:
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