Refurbished tweets|海报/平面|广告营销案例【ADGuider广告指南】

翻新的推文

案例简介：挑战的解释 (30% 的选票) 我们的客户Back Market希望以其翻新的科技产品进入美国市场。由于这类设备在美国并不强大，在美国，对新技术产品的文化和感知成为一种成就状态，任务很简单: 创建一个活动，作为购买全新智能手机的替代选择。作为一家初创企业，我们有一个强大的优势: 挑战者的地位，具有强烈的挑衅和创造力文化。但它也有一个缺点: 我们的预算极其有限。我们的目标很明确: 通过口碑来了解我们是谁，我们卖什么，因为媒体购买我们的信息是不可能的。使用影响者促进我们销售的产品很快成为一种出现和流行的好方法; 但我们意识到，美国名人发布我们销售的东西所需的资金对我们来说太高了。洞察力/突破性思维 (30% 的选票) 科技行业，尤其是智能手机行业，总是推出全新的模式，让它们成为消费者的完美设备。我们都知道，仅在 3 年前销售的产品仍然非常好，现在比全新的产品便宜得多，我们必须让人们明白这一点。这是我们见解的第一部分: 我们今天销售几年前人们真正想要的东西。然后是另一部分，关于影响者和他们的社交媒体账户，分享他们所做的，他们想要的，和数百万追随者一起生活。然后我们的想法出现了: 这些有影响力的人也在几年前希望我们的产品。因此，为了推广我们的翻新产品，我们翻新了他们的推文: 我们转发它们，就好像它们前一天刚刚发布一样，对我们致力于实现他们的愿望发表了愚蠢的评论。我们向影响者发送了他们 (过去) 梦想的智能手机，并让全世界在线了解它。为了推广我们的翻新产品，我们翻新了所有有影响力的人对他们的言辞，让他们的观众意识到，而不需要花钱，我们是谁，我们做什么，我们卖什么。创意 (20% 的选票) 我们的第一个想法是使用影响者来重视我们销售的产品。可悲的是，拥有数百万粉丝的美国全球超级巨星荒谬地超出了我们的预算，要求数十万美元发布一条推文或一张Instagram图片。但我们也意识到，这些美国名人中的大多数真的想要我们的产品，并且几年前就已经发布了。因此，为了推广我们的翻新产品，我们决定翻新他们的推文。我们转发他们，就像他们前一天发布的一样，并向他们发送他们 (过去) 梦想的智能手机，免费创造了有史以来最大的在线影响者活动，影响者甚至不知道。结果/结果 (20% 的选票) 以下所有结果都是在没有媒体投资的情况下，通过 100% 的有机传播我们的想法。 -我们翻新了 311 老名人的旧推文，包括 2 个POTUS (巴拉克奥巴马，唐纳德特朗普) 十几个演员，歌手，嘻哈艺术家，小说家，电视节目主持人，运动员，漫画书艺术家，甚至推特的创始人 -从美国网站推出前的平均每天 100 名客户跃升至前 48 小时的超过 26 000 份订单。 -在我们的活动推出后的一个月内，我们网站上的订单全球增加了 427%。 -在活动期间 “参与” 的 3 位不同名人在收到他们 (过去) 梦想的智能手机后，在网上承认了这一举措。陪审团的文化/上下文信息 (150 字)

翻新的推文

案例简介：The Interpretation of the Challenge (30% of vote ) Our client, Back Market, wanted to enter the American market with its refurbished tech products. As this category of devices is not strong in the US, where the culture and perception of new tech products becomes an achievement status, the task was simple: create a campaign to appear as an alternative option to buying brand new smartphones. As a startup, we have a strong advantage: a challenger status, with a strong culture for provocation and creativity. But it also came with a disadvantage: our budget was extremely limited. Our objective was clear: create awareness about who we are, and what we sell, through word of mouth as media buying for our messages was not possible. Using influencers promoting what we sell quickly appeared as a good way to emerge and be trendy; but we realised that the amount of money needed for American celebrities to post something about what we sell was way too high for us. The Insight / Breakthrough Thinking (30% of vote ) The tech industry, especially the smartphone one, always pushes brand new model to make them appear as the perfect device for consumers. We all know that the products sold only 3 years ago are still really good, and way cheaper now than brand new ones, and we had to make people understand that. That was the first part of our insight: we are selling today what people really wanted a few years ago. Then came the other part, about influencers and their social media accounts, sharing what they do, what they want, live to millions of followers. Then came our idea: these influencers were also wishing for our products years ago, too. So to promote our refurbished products, we refurbished their tweets: we retweeted them as if they had just been posted the day before, with an silly comment about our dedication to fulfil their wishes. We sent to influencers the smartphones of their (past) dreams and let the whole world know about it online. To promote our refurbished products, we refurbished all influencers verbatims about them to make their audience realize, without spending money, who we are, what we do, and what we sell. The Creative Idea (20% of vote ) Our first thought was to use influencers to value what we sell. Sadly, American global superstars with millions of followers were absurdly out of our budget, asking for hundreds of thousands of dollars to publish a single tweet or an Instagram picture. But we also realised that most of these American celebrities really wanted our products and had already tweeted about that years ago. So, to promote our refurbished products, we decided to refurbish their tweets. We retweeted them as if they were published the day before and sent them the smartphones of their (past) dreams, creating the biggest online influencer campaign ever, for free, without the influencers even knowing it. The Outcome / Results (20% of vote) All of the following results were made without media investment, through a 100% organic spread of our idea. - We refurbished 311 old tweets from old celebrities, including 2 POTUS (Barack Obama, Donald Trump) dozen of actors, singers, hip hop artists, novelists, TV show presenters, athletes, comic book artists, and even the founder of twitter - A jump from an average of 100 customers per day before the launch on our US website to over 26 000 orders in the first 48 hours. - A global increase of 427% of orders on our website for the month following the launch of our campaign. - 3 different celebrities “involved” during the campaign acknowledged the initiative online after receiving the smartphones of their (past) dreams. Cultural/Context Information for the Jury (150 words)