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打破芭蕾
案例简介：概要 Joburg芭蕾舞团知道，为了销售更多的门票，它需要吸引更年轻，更多样化的观众。尽管该公司将更多现代的，非洲风格的作品融入了他们的曲目，但大多数千禧一代仍然认为芭蕾舞是一种陈旧的老式舞蹈形式。Joburg芭蕾舞团与我们联系，以帮助改变这种看法，并鼓励年轻的南非人将芭蕾舞视为一种可行的娱乐形式。因此，我们需要证明芭蕾舞可以讲述任何事情的故事，它可以是当代的和相关的，而且它肯定不是过去无聊的遗物。 战略 南非千禧一代没有来芭蕾舞。这意味着我们必须把芭蕾舞带给他们。Joburg芭蕾舞团有一个非常小的年度营销预算，所以从一开始我们就需要一个策略，这将导致最大的分享能力和赢得媒体。我们的观众每天都被内容轰炸。这孕育了一种即时满足的文化。通过跟踪Facebook、Twitter和Instagram的趋势，我们能够识别与我们的目标受众 -- 南非黑人千禧一代 -- 最相关的触发因素，然后用相关的故事快速做出回应。在播种电影时，我们跟踪了故事的演变过程，这影响了我们如何标记它们以及我们使用的微观影响者。 相关性 年轻的南非黑人不会来芭蕾舞团娱乐。因此，我们专门为他们创建了娱乐节目，并将其放置在他们已经存在的地方: 社交媒体上最热门的对话。通过渗透流行文化，约堡芭蕾舞已成为流行文化的一部分。他们在以前从未梦想过的对话中被谈论。他们通过将芭蕾舞带到前所未有的地方，吸引了全新的观众。 结果 通过将高度相关的故事直接反馈到趋势对话中，该活动获得了很多成功。在他们从未梦想过的地方，人们尤其谈论芭蕾舞和Joburg芭蕾舞。重要的统计数据包括: 获得媒体2400万的560% 投资回报率媒体印象91% 参与率39% 社交媒体关注者的增长门票销售创历史新高，并且不断攀升 执行 通常，芭蕾舞的制作需要几个月的概念化，编舞和排练。对于参与这一系列芭蕾舞剧的各方来说，从舞者到观众，最令人兴奋的事情是不知道接下来会发生什么故事。该活动100% 是由从社交媒体挖掘的实时数据形成的。然后，这在艺术上被重新解释为全新的芭蕾舞。这些数据也塑造了短片，在情绪，位置，电影摄影和艺术方向方面。该系列回应了一系列主题，从枪支管制，非洲的LGBTQI权利，妇女虐待和开普敦干旱等社会问题到体育，再到黑豹等大片电影。 CampaignDescription Breaking Ballet是一系列持续的一口大小的芭蕾舞剧，灵感来自网上最大的故事。这些采取短片的形式，直接进入社交媒体上的热门对话。整个过程-从确定触发因素，向舞者介绍情况，再到制作电影并将其播种到对话中-需要3到5天的时间。这确保了故事在电影上映时仍然高度相关。
打破芭蕾
案例简介：Synopsis Joburg Ballet knows that in order to sell more tickets, it needs to appeal to a younger, more diverse audience. Despite the fact that the company has incorporated more contemporary, African-inspired works into their repertoire, most millennials still think of ballet as a stale, old-fashioned dance form. Joburg Ballet approached us to help change this perception and encourage young South Africans to consider ballet as a viable form of entertainment. We thus needed to demonstrate that ballet can tell stories about anything, that it can be contemporary and relevant, and that it is certainly no boring relic of the past. Strategy South African millennials weren’t coming to the ballet. This meant we’d have to take ballet to them. Joburg Ballet has a very small annual marketing budget, so from the outset we needed a strategy that would result in maximum share-ability and earned media. Our audience is bombarded by content on a daily basis. This has bred a culture of instant gratification. By tracking trends across Facebook, Twitter and Instagram, we were able to identify triggers most relevant to our intended audience – black South African millennials, and then respond quickly with relevant stories. When it came to seeding the films, we tracked how the stories had evolved, which influenced how we tagged them and the micro-influencers that we used. Relevancy Young, black South Africans weren’t coming to the ballet to be entertained. So we created entertainment specifically for them, and placed it where they already were: the biggest trending conversations on social media. By infiltrating popular culture, Joburg ballet has become a part of popular culture. They are being spoken about in conversations they never previously dreamed of. They have attracted a brand new audience, by taking ballet where it has never been before. Outcome By feeding highly relevant stories straight back into trending conversations, the campaign has earned a lot of success. Ballet and Joburg Ballet in particular are being spoken about in places they never dreamed of. Important stats include: 560% ROI in earned media 24 million media impressions 91% engagement rate 39% increase in social media followers Ticket sales are at an all-time high and climbing show on show Execution Ordinarily a ballet production involves many months of conceptualisation, choreography and rehearsals. The most exciting thing for all parties involved in this series of ballets, from the dancers to the audience, has been not knowing what story is coming next. The campaign is 100% shaped by real-time data mined from social media. This is then artistically reinterpreted as a brand new ballet. This data also shapes the short film, in terms of the mood, location, cinematography and art direction. The series has responded to a range of topics, from social issues like gun control, LGBTQI rights in Africa, women abuse and the Cape Town Drought, to sport, to blockbuster films like Black Panther. CampaignDescription Breaking Ballet is an ongoing series of bite-size ballets inspired by the biggest stories online. These take the form of short films, which are seeded straight back into trending conversations on social media. The entire process – from identifying the trigger, to briefing the dancers, to producing the film and seeding it back into the conversation – takes 3 to 5 days. This ensures that the stories are still highly relevant when the films are launched.
Breaking Ballet
案例简介：概要 Joburg芭蕾舞团知道，为了销售更多的门票，它需要吸引更年轻，更多样化的观众。尽管该公司将更多现代的，非洲风格的作品融入了他们的曲目，但大多数千禧一代仍然认为芭蕾舞是一种陈旧的老式舞蹈形式。Joburg芭蕾舞团与我们联系，以帮助改变这种看法，并鼓励年轻的南非人将芭蕾舞视为一种可行的娱乐形式。因此，我们需要证明芭蕾舞可以讲述任何事情的故事，它可以是当代的和相关的，而且它肯定不是过去无聊的遗物。 战略 南非千禧一代没有来芭蕾舞。这意味着我们必须把芭蕾舞带给他们。Joburg芭蕾舞团有一个非常小的年度营销预算，所以从一开始我们就需要一个策略，这将导致最大的分享能力和赢得媒体。我们的观众每天都被内容轰炸。这孕育了一种即时满足的文化。通过跟踪Facebook、Twitter和Instagram的趋势，我们能够识别与我们的目标受众 -- 南非黑人千禧一代 -- 最相关的触发因素，然后用相关的故事快速做出回应。在播种电影时，我们跟踪了故事的演变过程，这影响了我们如何标记它们以及我们使用的微观影响者。 相关性 年轻的南非黑人不会来芭蕾舞团娱乐。因此，我们专门为他们创建了娱乐节目，并将其放置在他们已经存在的地方: 社交媒体上最热门的对话。通过渗透流行文化，约堡芭蕾舞已成为流行文化的一部分。他们在以前从未梦想过的对话中被谈论。他们通过将芭蕾舞带到前所未有的地方，吸引了全新的观众。 结果 通过将高度相关的故事直接反馈到趋势对话中，该活动获得了很多成功。在他们从未梦想过的地方，人们尤其谈论芭蕾舞和Joburg芭蕾舞。重要的统计数据包括: 获得媒体2400万的560% 投资回报率媒体印象91% 参与率39% 社交媒体关注者的增长门票销售创历史新高，并且不断攀升 执行 通常，芭蕾舞的制作需要几个月的概念化，编舞和排练。对于参与这一系列芭蕾舞剧的各方来说，从舞者到观众，最令人兴奋的事情是不知道接下来会发生什么故事。该活动100% 是由从社交媒体挖掘的实时数据形成的。然后，这在艺术上被重新解释为全新的芭蕾舞。这些数据也塑造了短片，在情绪，位置，电影摄影和艺术方向方面。该系列回应了一系列主题，从枪支管制，非洲的LGBTQI权利，妇女虐待和开普敦干旱等社会问题到体育，再到黑豹等大片电影。 CampaignDescription Breaking Ballet是一系列持续的一口大小的芭蕾舞剧，灵感来自网上最大的故事。这些采取短片的形式，直接进入社交媒体上的热门对话。整个过程-从确定触发因素，向舞者介绍情况，再到制作电影并将其播种到对话中-需要3到5天的时间。这确保了故事在电影上映时仍然高度相关。
Breaking Ballet
案例简介：Synopsis Joburg Ballet knows that in order to sell more tickets, it needs to appeal to a younger, more diverse audience. Despite the fact that the company has incorporated more contemporary, African-inspired works into their repertoire, most millennials still think of ballet as a stale, old-fashioned dance form. Joburg Ballet approached us to help change this perception and encourage young South Africans to consider ballet as a viable form of entertainment. We thus needed to demonstrate that ballet can tell stories about anything, that it can be contemporary and relevant, and that it is certainly no boring relic of the past. Strategy South African millennials weren’t coming to the ballet. This meant we’d have to take ballet to them. Joburg Ballet has a very small annual marketing budget, so from the outset we needed a strategy that would result in maximum share-ability and earned media. Our audience is bombarded by content on a daily basis. This has bred a culture of instant gratification. By tracking trends across Facebook, Twitter and Instagram, we were able to identify triggers most relevant to our intended audience – black South African millennials, and then respond quickly with relevant stories. When it came to seeding the films, we tracked how the stories had evolved, which influenced how we tagged them and the micro-influencers that we used. Relevancy Young, black South Africans weren’t coming to the ballet to be entertained. So we created entertainment specifically for them, and placed it where they already were: the biggest trending conversations on social media. By infiltrating popular culture, Joburg ballet has become a part of popular culture. They are being spoken about in conversations they never previously dreamed of. They have attracted a brand new audience, by taking ballet where it has never been before. Outcome By feeding highly relevant stories straight back into trending conversations, the campaign has earned a lot of success. Ballet and Joburg Ballet in particular are being spoken about in places they never dreamed of. Important stats include: 560% ROI in earned media 24 million media impressions 91% engagement rate 39% increase in social media followers Ticket sales are at an all-time high and climbing show on show Execution Ordinarily a ballet production involves many months of conceptualisation, choreography and rehearsals. The most exciting thing for all parties involved in this series of ballets, from the dancers to the audience, has been not knowing what story is coming next. The campaign is 100% shaped by real-time data mined from social media. This is then artistically reinterpreted as a brand new ballet. This data also shapes the short film, in terms of the mood, location, cinematography and art direction. The series has responded to a range of topics, from social issues like gun control, LGBTQI rights in Africa, women abuse and the Cape Town Drought, to sport, to blockbuster films like Black Panther. CampaignDescription Breaking Ballet is an ongoing series of bite-size ballets inspired by the biggest stories online. These take the form of short films, which are seeded straight back into trending conversations on social media. The entire process – from identifying the trigger, to briefing the dancers, to producing the film and seeding it back into the conversation – takes 3 to 5 days. This ensures that the stories are still highly relevant when the films are launched.
打破芭蕾
暂无简介
Breaking Ballet
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基本信息
- 广告战役： #Joburg Ballet-网络-10f12#
- 广告品牌： Joburg Ballet
- 发布日期： 2000
- 行业领域： 互联网服务 , 文娱/内容
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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