The Billion Point Giveaway|短视频|广告营销案例【ADGuider广告指南】

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十亿点赠品

案例简介：在前四次 15% 奖金活动中，尽管媒体投资强劲，但转会费略有增加，这需要头条新闻创意来动摇这一类别并重振会员关系。见见蒂姆，这位 “意外” 的实习生给 Velocity 飞行常客的 7.5 名成员发了一封电子邮件，提供了 10亿 (而不是 100万)当他们将奖励积分转移到 Velocity 时，他们会得到积分。随后的戏剧性后果在 5 月份的 40 集迷你系列中上演。我们跟随 Velocity 的员工，他们从否认 “什么点？”，到意识到 “我们需要更多的飞机”。这些充斥市场的高价值点的含义是与处决相关联的，“这就像 100,000 的升级!”。Velocity 员工最终转向接受和救济 “一周，就一周” -- 在竞选的最后几天推动紧迫性。不像大多数戏剧 -- 你收听的地方 -- 这个系列找到了你，知道你看到了什么，你过去的转移行为，并在你上网时为你量身定制了内容,使每个客户之旅独一无二。Velocity 的第一方客户数据库被剖析成九个可识别的队列。相似模型被应用于高价值的团队和预算，旨在培养建立的客户关系 -- 增加高价值转换的倾向。帮助目标非转移成员并实现新成员的增长,我们在 Facebook-3.4M 和 DBM-1.2M 中建立了可寻址的受众，以预测转换可能性和改进的自有联系策略，从而在所有渠道中创建定制的消息传递。观众也以自有媒体和付费媒体为目标，包括展示横幅、社交帖子、领英 (蒂姆 · 乔布斯在那里被追捕),然后，消费者被带到一个完全响应的在线微型网站，其中包含一个专门构建的积分计算器。人们输入了他们想转移的点数，然后一个 “结果” 告诉他们他们的点数份额有多大，他们可以和他们一起去哪里。

十亿点赠品

案例简介：The previous four 15% bonus campaigns saw modest transfer increases despite strong media investment, necessitating headline-making creativity to shake the category and reinvigorate member relationships.Meet Tim, the intern who ‘accidentally’ sent an email to some of Velocity Frequent Flyer’s 7.5M members offering a slice of 1 billion (instead of 1 million) Points when they transfer reward points to Velocity.The ensuing dramatised consequences played-out in a 40-part mini-series during May. We follow Velocity’s employees as they go from denial, “what points?”, to realisation “We’re going to need more planes”. The implications of these high value Points flooding the market was contextualised with executions, ‘that’s something like 100,000 upgrades!’. Velocity employees eventually move to acceptance and relief “one week, just one week” - driving urgency in the campaign’s last days.Unlike most dramas - where you tune in - this series found you, knew what you had seen, your past transfer behaviour, and served tailored content to you when you went online, making each customer journey unique.Velocity’s first-party customer database was dissected into nine identifiable cohorts. Lookalike modelling was applied to high-value cohorts and budget directed to cultivate established customer relationships - increasing propensity for high-value conversions.To help target non-transferring members and delivered new-member growth, we built an addressable audience across Facebook-3.4M and DBM-1.2M to predict conversion likelihood and refined owned contact strategies creating bespoke messaging across all channels.Audiences were also targeted holistically with owned and paid media, including display banners, social posts, LinkedIn (where Tim job hunted), and in-airport collateral.Consumers were then driven to a fully-responsive online microsite containing a purpose-built Points calculator. People entered in the amount of points they wanted to transfer, then a ‘result’ told them how big their share of points was and where they could go with them.