Pop Your Bubble: The Anti-Algorithm|短视频|广告营销案例【ADGuider广告指南】

弹出你的泡沫: 反算法

案例简介：活动描述 KIND Foundation 创建了 “弹出你的泡泡”，这是一个同类的社会实验，它有一个工具来帮助人们利用技术的力量取得胜利。秘密是我们的 “反算法” -- 一种将用户与与他们最不同的人进行匹配的算法 (而不是简单地向他们展示更多他们已经 “喜欢” 的东西)。我们不只是谈论我们分裂的国家 -- 我们提供了一个具体的解决方案来帮助人们真正相互倾听。这个工具是我们实验的核心，让任何人都可以接触到个性化的陌生人，他们会 “弹出他们的泡泡”。 “为了找到这些陌生人，我们分析了用户的 Facebook 个人资料 (年龄、位置、喜欢、分享等)。) 并为与他们最不同的人提供服务。一旦用户跟踪了 10 个新用户，他们就可以弹出他们的泡沫，用他们世界观之外的视角填充他们的新闻提要。执行弹出你的泡沫是一个在多个部分进行的社会实验。首先，我们暴露了这个问题，向 10 名参与者展示了他们政治泡沫令人惊讶的扭曲结构。然后，我们要求参与者弹出他们的社交媒体泡沫，在电影中记录他们的反应。接下来，我们建立了一个 Facebook 工具和一个定制的 “反算法”，让整个国家有机会修复他们的新闻提要。该工具分析了用户的 Facebook 个人资料 (年龄、位置、喜欢、分享等)。) 找到与他们最不同的陌生人, 只需轻轻一按，就可以很容易地在 Facebook 上跟踪他们中的任何一个。一旦用户跟踪了其中的 10 个陌生人，他们就可以 “弹出他们的泡泡”，并与朋友分享消息。弹出后，用户的 Facebook 订阅源将充满想法、观点和日常生活更新，与他们习惯看到的截然不同。战略我们对社交媒体用户进行了自己的研究，分析了他们的观点与他们通常在订阅源中看到的观点的对比。大多数人说他们认为自己思想开放，但只有 5% 的人报告说看到了来自他们世界观之外的社交媒体帖子。这一发现令人不安: 即使人们认为自己思想开放，他们的在线行为也不太匹配。善良的基础是建立在这样一种信念上的，即善良和同情可以让我们的世界变得更好，打破你的泡沫使美国人能够将开放的思想转化为行动。为了聚集一个不同的群体进行讨论，我们的目标是美国的城市、郊区和农村地区，以及不同政治阶层的人。我们专注于推动用户的多样性，并在整个计划中调整了我们的目标，以保持各行各业参与者的平衡。概要在最初的两周，你的泡沫破裂导致了 1.4亿多个媒体印象，包括华盛顿邮报、快速公司、有线电视新闻网等的报道，以及 2500万个推特印象。最重要的是，在同一时间内，用户建立了 40,000 多个新关系，进一步推动了善良基金会联系各行各业人士的使命。结果在最初的两周，你的泡沫破裂导致了 1.4亿多个媒体印象，包括华盛顿邮报、快速公司、有线电视新闻网等的报道，以及 2500万个推特印象。语气非常积极，将弹出你的泡沫作为解决每个人都在谈论的问题的方法。最重要的是，在同一时间内，用户建立了 40,000 多个新关系，进一步推动了善良基金会联系各行各业人士的使命。

弹出你的泡沫: 反算法

案例简介：CampaignDescription The KIND Foundation created Pop Your Bubble, a first-of-its-kind social experiment, featuring a tool to help people triumph using the power of technology. The secret was our “anti-algorithm” — an algorithm that matched users with people who were most different from them (rather than simply showing them more of what they already “like”).We didn’t just talk about our divided nation — we offered a concrete solution to help people actually listen to one another. The tool was the centerpiece of our experiment, giving anyone access to a personalized array of strangers who would “pop their bubble.” To find these strangers, we analyzed a user’s Facebook profile (age, location, likes, shares, etc.) and served up people that were the most different from them. Once a user followed ten new people, they could pop their bubble, populating their news feed with perspectives from outside their world view. Execution Pop Your Bubble was a social experiment conducted in multiple parts. First we exposed the problem, showing ten participants the surprisingly skewed makeup of their political bubbles. We then challenged our participants to pop their social media bubbles, documenting their reactions in a film. Next we built a Facebook tool and a custom “anti-algorithm,” giving the whole nation a chance to fix their news feeds. The tool analyzed users’ Facebook profiles (age, location, likes, shares, etc.) to find strangers that were the most different from them, and made it easy to follow any of them on Facebook with a single tap. Once users followed ten of those strangers, they could “pop their bubble” and share the news with their friends. After popping, the user’s Facebook feeds would be populated with thoughts, opinions, and daily life updates dramatically different than the ones they were used to seeing. Strategy We conducted our own study of social media users, analyzing how their views compared with the views they typically saw in their feeds. The majority of people said they considered themselves open-minded, but only 5% reported seeing social media posts from outside their worldview. This finding was a jarring one: Even if people saw themselves as open-minded, their online behavior didn’t quite match up.The KIND Foundation was founded on the belief that kindness and empathy can change our world for the better, and Pop Your Bubble enabled Americans to turn open-mindedness into action. To bring together a diverse group for discourse, we targeted urban, suburban, and rural U.S. areas, as well as people across the political spectrum. We focused on driving diversity among users, and adapted our targeting throughout the program to maintain a balance of participants from all walks of life. Synopsis In the first two weeks, Pop Your Bubble resulted in more than 140 million earned media impressions, including coverage from The Washington Post, Fast Company, CNN, and more, as well as 25 million Twitter impressions. Most importantly, within the same time period, users established over 40,000 new relationships, furthering the KIND Foundation’s mission to connect people from all walks of life. Outcome In the first two weeks, Pop Your Bubble resulted in more than 140 million earned media impressions, including coverage from The Washington Post, Fast Company, CNN, and more, as well as 25 million Twitter impressions. The tone was overwhelmingly positive, positioning Pop Your Bubble as a solution to the problem everyone was talking about. Most importantly, within the same time period, users established over 40,000 new relationships, furthering the KIND Foundation’s mission to connect people from all walks of life.