Keep The Flame Alive|短视频|广告营销案例【ADGuider广告指南】

本案例默认翻译为中文，点击可切换回原语言

已切换成原语言，点击可翻译成中文

保持火焰活着

案例简介：执行我们创造了一个社交媒体激活，以活动和品牌的形象，允许人们提交他们希望的信息, 以及查看在线电影旁边变成艺术作品的信息库。激活聚合了 Instagram 和推特信息中的 # KeepWalkingLebanon 希望声明。选定的信息被转化为艺术作品，我们在整整一个月的时间里实时在线通知了作者。这些片段被格式化为用户自豪地在各种社交渠道上使用它们作为品牌，进一步向更多的观众展示希望的声明。结果 38,400,000 impressions306，022 总视频浏览量为 766,000 美元，赢得了 mediaOver 2,500 用户希望的信息。数百人转变为跨媒体使用的竞选视觉效果。1月1日，黎巴嫩的主要电视脱口秀节目为该品牌奉献了一整集，其内容围绕 5 个竞选画面展开。4 出版物将社论献给了希望。在饱和市场中 (来源 AC Nielsen): JW 市场份额 (11月/2014年12月)，从领先地位，增长了 19.99%，而去年增长了 22%,+ 6.54 ppts 领先于类别黑色标签: 价值份额增长 31%，比类别红色标签体积份额增长 4% 快 10ppt 战略一个国家最大的失败是忘记了自己的能力。2014 年，一片乌云再次笼罩在黎巴嫩上空。媒体争相描绘未来的黑暗愿景，人们也纷纷效仿。黎巴嫩人忘记了他们真正的能力，我们的使命是提醒他们。我们不仅仅想重申标志性的约翰尼 · 沃克威士忌是我们的首选，我们还需要黎巴嫩人像往常一样继续走下去。我们已经建立了一个由跨平台实时对话支持的社交媒体激活，通过使用我们的 # keepwalkinglebanon，允许人们在这个国家传递希望和信仰的信息。然后，我们将内容和对话转化为艺术作品，并实时奖励作者，从而达到另一个水平。

保持火焰活着

案例简介：Execution We created a Socialmedia Activation, at the image of the campaign and brand, allowing for people to submit their messages of hope, as well as view a repository of messages that were turned into art pieces alongside the online movie. The Activation aggregated the #KeepWalkingLebanon statements of hope from Instagram and Twitter messages. The selected messages were transformed into art pieces and we notified the authors online in real time over a full month. The pieces were formatted for users to proudly use them as branding on the various social channels further exposing the statements of hope to larger audiences. Outcome 38,400,000 impressions306,022 Total Video Views$766,000 in earned mediaOver 2,500 user messages of hope. Hundreds transformed into campaign visuals used across media. On January 1st, Lebanon’s main TV talk show dedicated an entire episode to the brand, with its content articulated around 5 campaign visuals.4 publications dedicated their editorials to hope.In a saturated market (source AC Nielsen):JW market share (Nov/Dec 2014), from leader position, grew by 19.99% vs. last year’s 2,2% growth, +6.54 ppts ahead of category Black label: value share grew 31%, 10ppt faster than category Red label volume share grew by 4% Strategy A nation’s biggest failure is when it forgets what it’s capable of. In 2014, a dark cloud loomed over Lebanon once more. Media outlets competed to paint a dark vision of the future, and the people followed suit. The Lebanese were forgetting what they’re truly capable of, and we made it our mission to remind them. We didn’t simply want to reassert the iconic Johnnie Walker Whisky as a produce of choice, we needed the Lebanese to Keep Walking again as they’ve always done. We had set up a social media activation supported by cross platforms real time conversations, allowing for crowed sourced messages of hope and belief in the country through the usage of our #keepwalkinglebanon. We then took the content and the conversation to another level by transforming the strongest statements into art pieces and rewarding the authors in real time.