THE GNOME EXPERIMENT|短视频|广告营销案例【ADGuider广告指南】

GNOME实验

案例简介：描述来自客户的简介克恩制作了一些地球上最精确的尺度。现在，他们希望在教育和实验室领域提高声誉和收入。但是世界各地有数百万的实验室和学校，而关于谁购买科学设备的可靠数据根本不存在。使挑战更加严峻的是，Kern的营销预算 “轻盈”。因此，简短的内容是创建一个具有新闻价值的广告系列，该广告系列将覆盖并吸引大量受众，而无需全球广告系列通常产生的成本。这一战略也将帮助我们提高Kern的谷歌排名，这是在这一领域取得成功的关键。创意执行一个实验很容易变得乏味，不会引起公众的关注。所以我们在旅行侏儒恶作剧上使用了一个扭曲。侏儒以环球旅行而闻名。因此，我们为其配备了克恩秤，并将其包装在飞行箱中。一旦科学家收到了侏儒，他们高兴地护送他到地标拍照-他们甚至把他从一个实验室送到另一个实验室，从南极到CERN粒子对撞机。在他旅行的过程中，每个举世闻名的机构都对Kern进行了高度可信的认可。描述简短/目标的创造性解决方案。科学家喜欢实验。因此，克恩正在进行世界上第一个大规模参与的科学实验: 揭示了一个鲜为人知的现象。地球的重力实际上是变化的，所以无论你走到哪里，你的体重都会稍微多一点或少一点。这些波动甚至不会记录在典型的尺度上，但克恩尺度更有能力测量它们。观众将通过记录其位置的重力变化并将数据添加到实验网站来展示产品的准确性。尽可能详细地描述结果。这个实验立即抓住了我们观众的心。在媒体发布的两天内，这个故事在152个国家/地区吸引了超过355的观众，每分钟有3个想要称重gnome的人的请求。两周后，16,386个网站链接了t o GnomeExperiment.com，将Kern从Google的第12页推到了第1页，从而11% 提高了销售额并1,042% 了ROI。有一个关于实验的TED演讲，同时有几个国家将Gnome实验添加到他们的课程中。Kern的名声继续增长。

GNOME实验

案例简介：Describe the brief from the client Kern makes some of the planet’s most precise scales. And now they want to grow their reputation and revenue in the education and laboratory sectors. But there are millions of labs and schools around the world - and credible data into who buys science equipment simply doesn’t exist. Making the challenge even tougher, Kern’s marketing budget was ‘lightweight’. So the brief was to create a newsworthy campaign that would reach and engage this huge audience, without the costs global campaigns usually generate. This strategy would also help us boost Kern’s Google rankings which are key to success in this sector. Creative Execution An experiment easily could have been dull and not generated publicity. So we used a twist on the travelling gnome prank. Gnomes are well-known for globe-trotting. So we equipped one with a Kern Scale and packed him in a flight case. Once scientists received the gnome, they happily escorted him to landmarks for photos – they even sent him from one laboratory to another, from the South Pole to the CERN particle collider. And as he travelled, each world-famous institution acted as a highly credible endorsement for Kern. Describe the creative solution to the brief/objective. Scientists love experiments. So Kern is conducting the world’s first mass-participation science experiment: one that reveals a little-known phenomenon. Earth’s gravity actually varies, so you’ll weigh slightly more or less wherever you go. These fluctuations wouldn’t even register on typical scales, but Kern scales are more than capable of measuring them. The audience would play a starring role in demonstrating just how accurate the product is by recording the gravitational variation in their location and adding the data to the experiment website. Describe the results in as much detail as possible. The experiment immediately captured the hearts and minds of our audience. Within 2 days of media launch, the story had reached an audience of over 355m in 152 countries, with 3 requests every minute from people wanting to weigh the gnome. After 2 weeks, 16,386 websites had linked to GnomeExperiment.com which pushed Kern from page 12 to page 1 on Google, resulting in an 11% sales uplift and a 1,042% ROI. There was a TED talk all about the experiment, while several countries added the Gnome Experiment to their curriculum. Kern’s fame continues to grow.