Rice Krispies Treats® Love Notes|微电影|广告营销案例【ADGuider广告指南】

Rice Krispies Treats®爱情笔记

案例简介：为什么这项工作与公关相关？虽然广告经常做出大胆的声明，但我们选择了有意义的行动来代表赖斯 · 克里斯 · 特斯 (Rice Krispies Treats)。这源于需要一个小众社区-盲童-参与该品牌分享爱的目的。但它引起了任何曾经感到不同的人的共鸣。我们创造了一个分享爱的机会，在没有其他东西存在的地方分享爱，以包容所有人的爱的信息。这表明，即使是一个小小的分享爱和支持的行为，也可以做指数级的好事，改变人们对品牌的看法。背景 Rice Krispies Treats希望在混乱的返校时间框架内提高有孩子的千禧一代家庭的意识和渗透。为了取得突破，我们无法在功能性产品属性上竞争，但需要通过一个只有赖斯克里斯Treats才能拥有的信息赢得消费者的心。我们的研究表明: 1) 随着新学年的到来，孩子们感觉到了高度的脆弱性和焦虑，因为他们想要适应。2) 父母经常在孩子的午餐盒里隐藏笔记，以增强他们的信心。3) 多样性和包容性处于历史最高水平，社会越来越容易接受和包容。有了这些发现，我们更深入地了解了一部分人口-62,000个失明或视力低下的孩子-无法在午餐盒中收到爱和支持的书面信息。这导致了我们的机会-将Rice Krispies Treats的写字包装器转变为一个与文化相关的工具，用于分享爱。描述创造性的想法 (投票20%) Rice Krispies Treats一直都是关于分享爱情的。但要真正实现品牌目的，我们需要与所有人分享爱-而不仅仅是一些人。我们的想法是让Rice Krispies Treats写字包装纸，让每个孩子都能感受到爱。我们开始了这项任务，为那些失明或视力低下，身体上看不到手写笔记的儿童创建盲文和音频 “爱笔记”。这种简单的行为意味着盲人儿童可以分享来自家里的信息的喜悦，以及他们的甜蜜款待，就像其他孩子一样。因此，他们也可以回到学校 -- 这个时候，孩子们经常感到最脆弱 -- 带着爱和支持。描述公关策略 (投票30%) INSIGHT: 在返校期间，覆盖范围通常侧重于交易和功能需求。虽然包容性一直是媒体领域的一个热门话题，但在此期间，没有任何品牌拥有它。关键信息: 每个孩子返校都值得爱和支持。目标: 专注于一个利基社区，盲童家庭 (人口 <.02%)，讲述一个爱与包容的故事。这引起了我们更广泛的目标受众的共鸣，千禧一代的父母有6-12岁的孩子，他们是信仰驱动的买家。资产: • 盲文贴纸和音频盒的品牌行为 • 全国盲人联合会 (NFB) 合作伙伴关系，以推动信誉，影响力并确保所有资产的可及性 · 情绪振奋的视频，以一个盲人学生讲述我们的故事并吸引媒体的关注 • 用于覆盖范围的资产套件: 产品和程序图像，新闻稿，情况说明书，邮件员，网站 · 资产还利用跨付费和自有渠道，扩大覆盖范围描述PR执行 (投票的20%) 我们部署了一个三阶段的战略，以达到我们的利基社区，并确保主流吸引力: SEED: 我们在7月中旬分享了禁运下的消息，为消费者、贸易、教育、生活方式、育儿、多样性 + 包容和商业垂直领域的记者采访报道。有了我们的资产，全国各地的媒体都有了他们需要的东西来真实地讲述我们在广播、在线和社交方面的故事。启动: 品牌在7月份开始返校交流，这与父母购买功能用品的时候相仿。我们等到开学第一天临近，家属们情绪激动。禁运解除了8月7日，包括赫芬顿邮报、今日美国和哥伦比亚广播公司在内的顶级媒体的报道。NFB和以残疾为重点的出版物验证了该计划的可信度，唤起了盲人社区的支持。大规模报道推动了谈话价值和社交对话。苏斯平: 我们用有偿支持推动了有偿的报道，把我们的爱的信息传播得很远很远。列出结果 (投票的30%) 必须包括以下层中的至少两个: 媒体展览: 正如赫芬顿邮报 (Huffington Post) 的标题，媒体认为 “赖斯克里斯比接受了真正的一步”。我们获得了超过2.67亿的印象和471的安置，超过了50% 的进球。我们的目标报道包括《今日美国》、哥伦比亚广播公司晨报、雅虎、aol、MSN、GMA SmartBrief、AdAge、SELF、多样性规则、每日膳食、食品和葡萄酒等。覆盖范围100% 了积极的情绪，93% 的信息渗透和大量的品牌在98%Ticles。目标观众结局: 消费者的反应是非常积极的，视频故事的浏览量超过300万个，远远超过了盲童家庭的数量。在那些观看视频的人中，我们看到了30% 个品牌召回。许多人分享了他们的兴奋，在社交媒体上发布了他们失明儿童的照片和视频，一些人甚至打电话给凯洛格的消费者事务，以感谢该品牌的包容性行为。盲文贴纸和音频盒的库存在推出的前两周内耗尽，促使生产增加。业务成果: 该计划对业务产生了有意义的影响，包括千禧一代家庭渗透率的6.3点增长 (总计32.4% 个)，该计划后四周的美元销售额与一年前相比9.3% 增长，以及我们的公关激活的ROI为2.81美元。 “Love Notes” 带来了显著的结果，有效地增长了Rice Krispies Treats的业务，并说服了信仰驱动的千禧一代买家热爱这个品牌。它所采取的只是一个包容性的立场。

Rice Krispies Treats®爱情笔记

案例简介：Why is this work relevant for PR? While advertising often makes bold statements, we chose meaningful action to speak for Rice Krispies Treats. This was born from a need for a niche community - blind children - to take part in the brand’s purpose of sharing love. But it resonated with anyone who’s ever felt different. We created an opportunity to share love where nothing else like it existed, taking a stand for inclusivity with a message of love for all. This demonstrated that even a small act of sharing love and support can do exponential good and change people’s perception of a brand. Background Rice Krispies Treats wanted to increase awareness and penetration in Millennial households with kids during the cluttered back-to-school timeframe. To breakthrough, we couldn’t compete on functional product attributes but needed to win consumers’ hearts with a message only Rice Krispies Treats could own. Our research revealed: 1) With the new school year, kids feel a high level of vulnerability and anxiety because they want to fit in. 2) Parents often hide notes in their kid’s lunchboxes to boost their confidence. 3) Diversity and inclusiveness are at an all-time high with society becoming more accepting and tolerant. Armed with these findings, we dug deeper to learn that a subset of the population—62,000 kids who are blind or low-vision—cannot receive written messages of love and support in their lunchbox. This led to our opportunity—transform Rice Krispies Treats’ write-on wrapper into a culturally relevant vehicle for sharing love. Describe the creative idea (20% of vote) Rice Krispies Treats has always been about sharing love. But to truly live the brand purpose, we needed to share love with all—not just some. Our idea was to make Rice Krispies Treats write-on wrappers accessible for every child to feel the love. We started this mission by creating Braille and audio ‘Love Notes’ for children who are blind or low vision and can’t physically see handwritten notes. This simple act meant blind children could share in the joy of a message from home along with their sweet treat, like any other kid. So, they too could go back to school—a time when kids often feel the most vulnerable—with love and support. Describe the PR strategy (30% of vote) INSIGHT: At back-to-school, coverage typically focuses on deals and functional needs. While inclusivity has been a trending topic within the media landscape, no brand was owning it during this timeframe. KEY MESSAGE: EVERY child deserves love and support for back-to-school. TARGET: Focused on a niche community, families of blind children (< .02% of the population), to tell a story of love and inclusivity. This resonated with our broader target audience, Millennial parents with kids 6-12 years old, who are belief-driven buyers. ASSETS: •Brand act of Braille stickers and audio boxes •National Federation of the Blind (NFB) partnership to drive credibility, influence and ensure accessibility of all assets •Emotionally uplifting video featuring a blind student to tell our story and grab media attention •Suite of assets for use in coverage: product and program imagery, press release, fact sheet, mailers, website •Assets also leveraged across paid and owned channels to broaden reach Describe the PR execution (20% of vote) We deployed a three-phased strategy to reach our niche community and ensure mainstream appeal: SEED: We shared the news under embargo in mid-July, tailoring pitches to reach reporters across Consumer, Trade, Education, Lifestyle, Parenting, Diversity + Inclusion and Business verticals. Armed with our suite of assets, media across the country had what they needed to authentically tell our story across broadcast, online and social. LAUNCH: Brands begin back-to-school communication by July, mirroring when parents shop for functional supplies. We waited until families were feeling emotional as the first day of school approached. The embargo lifted August 7th with a groundswell of coverage from top-tier outlets including Huffington Post, USA Today and CBS. NFB and disability-focused publications validated the program’s credibility, evoking support from the blind community. Mass coverage drove talk value and social conversation. SUSTAIN: We fueled earned coverage with paid support, spreading our message of love far and wide. List the results (30% of vote) must include at least two of the following tiers: MEDIA OUTPUTS: Media deemed that “Rice Krispies Treats Just Took A Real Step Towards Inclusivity”, as headlined by Huffington Post. We secured over 267 million earned impressions and 471 placements, surpassing goals by over 50 percent. Coverage from our targeted pitches included USA Today, CBS Morning News, Yahoo!, aol, MSN, GMA SmartBrief, AdAge, SELF, Diversity Rules, The Daily Meal, Food & Wine and more. Coverage had 100% positive sentiment, 93% message penetration and heavy branding in 98% of articles. TARGET AUDIENCE OUTCOMES: Consumer reaction was overwhelmingly positive, with over 3 million views of the video story, far beyond the number of families with blind children. Of those who viewed the video, we saw a 30% lift in brand recall. Many shared their excitement by posting photos and videos of their blind children on social media, some even calling Kellogg’s Consumer Affairs to thank the brand for the meaningful act of inclusiveness. The inventory of Braille stickers and audio boxes was depleted within the first two weeks of launch, prompting incremental production. BUSINESS OUTCOMES: The program delivered a meaningful impact on the business, including a 6.3 point increase in household penetration among Millennials (total of 32.4%), 9.3% increase in dollar sales for the four weeks after the program versus one year ago, and an ROI of $2.81 from our PR activation. ‘Love Notes’ delivered significant results, effectively growing the Rice Krispies Treats business and convincing belief-driven Millennial buyers to love the brand. All it took was a stand for inclusivity.