Dove Change the Rhyme|短视频|广告营销案例【ADGuider广告指南】

鸽子变韵

案例简介：战略我们制作了一个以童谣 “胖乎乎的脸颊，酒窝的下巴” 为背景的视频，同时展示了挑战美的刻板印象的体育女性的视觉效果，改变了人们对美的看法。与歌曲中描述的 “非常漂亮” 的天使 “卷发” 、 “眼睛如此蓝” 和 “玫瑰色的嘴唇” 不同，这些女人浑身是血，伤痕累累，皮肤黝黑,当他们打曲棍球、摔跤、投铅球、尝试复杂的体操动作时，浑身是汗和泥。这段视频是在迪帕 · 卡马卡尔在资格赛中的惊人表现后不久发布的，他利用了印度女运动员的嗡嗡声。迪帕是第一个参加奥运会的印度体操运动员。执行该活动由 digital 领导，部署在印度三大社交平台 -- Youtube 、 Facebook 和 Twitter 上。虽然主要视频位于 YouTube 上，但 Facebook 和 twitter 扮演了社交挑衅和分享的角色。该活动还通过在合作伙伴的频道上托管视频，利用了生活方式和文化编辑平台脸红的公平性。这有助于增加有机吸引力，因为它利用了该频道通过挑衅性内容挑战现状的做法。竞选标签 -- # changetherhyme -- 要求观众通过写押韵的替代版本来重写对美的定义，并且, 从而让消费者对美的概念形成刻板印象，并从德芙的角度看待 “真正的美”。活动描述改变押韵。挑战陈规定型观念的运动。印度女性经常被劝阻从事体育事业，因为这被认为会降低她们的身体吸引力 -- 运动框架失去了对女性曲线的渴望，牙齿断了，完全对齐, 晒黑的皮肤变得白皙，在奥运会上发光的皮肤,在最近的印度体育赛事中，是女性把荣耀带回家的。印度只获得两枚奖牌就离开了里约热内卢。这些奖牌历史上第一次只颁发给女运动员。为什么不利用世界上最大的体育赛事奥运会，当眼睛通常被训练在男性运动员身上时，来庆祝印度真正的女性和美女的惊人之处。相关性鸽子长期以来一直倡导真正的美丽。但是在印度，美丽是由媒体定义的，宝莱坞电影业在塑造年轻女孩看待美丽的方式方面发挥了巨大作用。女孩不被鼓励参加体育运动。我们想利用世界上最大的体育赛事奥运会来挑战陈规定型观念，重新定义美丽在印度的意义。概要鸽子的 “真正的美丽” 立场与印度女性不共鸣。他们对美丽的定义是白皙的皮肤和长长的黑发，这在媒体和宝莱坞电影业早已上演。年轻女性承受的压力几乎是无法实现的。从很小的时候，这种美代表什么的想法就被灌输给学校的孩子们，学校里教授了全国最受欢迎的童谣 “胖乎乎的脸颊，酒窝的下巴”。这是孩子们被教导的第一件事: 胖乎乎的脸颊，酒窝的中式嘴唇，卷发中的牙齿，非常漂亮的是蓝色的，也是老师可爱的宠物。是你吗？是的。是的。我们的目标是围绕美展开对话。一种包含印度女性多样性及其所有方面的美。我们需要创造一种动力来重新定义真正的美意味着什么。结果 # Changetherhyme，凭借印度女性在奥运会上的胜利，与 YouTube 上的 610万人进行了互动，超过 35% 的有机观点，而行业基准是 11%。它在推特上展示了 2900万次印象，在 Facebook 上展示了 720万次印象，远远超过了之前在印度的任何一次德芙 masterbrand 活动。像受欢迎的电视节目主持人和宝莱坞女演员 Renuka Shahane 这样的名人也为社交媒体写了其他版本的押韵。不用说，这项活动成功地移动了品牌得分也很大: 1.58% 的消费者将 Dove 与 “让你感到自信” 3 中真正的 beauty2.4% 的增长联系在一起。 4% 的增长 “激励女性对自己的外表更加积极”

鸽子变韵

案例简介：Strategy We created a video set to the nursery rhyme ‘Chubby cheeks, dimple chin’, with juxtaposing visuals of sportswomen who defied beauty stereotypes, changing the way people think about beauty.Unlike the ‘very fair’ cherubs with ‘curly hair’, ‘eyes so blue’ and ‘rosy lips’ described in the song, these women are bloodied, bruised, tanned, covered in sweat and mud as they play hockey, wrestle, hurl a shot put, try complicated gymnastic manoeuvres. The video was released shortly after Dipa Karmakar’s astounding qualifying performance, capitalizing on buzz around India's women athletes. Dipa is the first ever Indian gymnast to compete at the Olympics. Execution The campaign was designed to be led by digital and was deployed across India’s three largest social platforms—Youtube, Facebook, and Twitter. While the main video resided on YouTube, Facebook and twitter played the role of social provocation and sharing. The campaign also leveraged the equity of the lifestyle and culture editorial platform, Blush, by hosting the video on the partner’s channel. This helped increase organic traction as it capitalised on the channel’s practice of challenging the status quo through provocative content. The campaign hashtag—#changetherhyme—challenged audiences to re-write definitions of beauty by penning alternative versions of the rhyme, and, thereby engaged consumers with the concept of beauty stereotypes and Dove’s point of view on “Real Beauty”. CampaignDescription Change the rhyme. A movement to challenge stereotypes. Women in India are often discouraged from making a career in sports as it is believed to lessen their physical attractiveness — athletic frames lose out the desire for feminine curves, broken teeth to a perfectly aligned set, tanned skin to fair, and glowing skinAround the Olympics, there is a huge increase in conversation around beauty.In recent sporting events in India, it’s women who have been bringing home the glory. India left Rio de Janeiro with only two medals. These medals were awarded only to the female athletes for the first time in history.Why not use the world’s biggest sporting event, The Olympics, when eyes are trained usually on male athletes to celebrate the amazingness of real women and beauty in India. Relevancy Dove has long championed real beauty. But in India, beauty is defined by the media, with the Bollywood movie industry playing a huge role in shaping the way that young girls consider what beautiful means. Girls are discouraged from taking up sports. We wanted to use the world’s biggest sporting event, The Olympics, to challenge stereotypes and redefine what beauty means in India. Synopsis Dove’s ‘real beauty’ position doesn’t resonate with Indian women. Their definition of beauty is fair skin and long black hair that has long been played out in the media and in the Bollywood movie industry. The pressure on young women to conform to this is almost unattainable. From a young age, this idea of what beauty stands for is instilled in children at school, with nation’s most popular nursery rhyme ‘Chubby cheeks, dimple chin’ being taught in schools. It’s one of the first things kids are taught:Chubby Cheeks, Dimple ChinRosy Lips, Teeth Within Curly hair, Very fairEyes are Blue, Lovely too Teacher’s pet. Is that you?Yes Yes. Yes.Our objective was to spearhead conversations around beauty. A beauty that embraces the diversity of Indian women and in all its facets. We needed to create a drive to redefine what real beauty means. Outcome #changetherhyme, riding the high of the victories of Indian women in the Olympics, engaged with 6.1 million people on YouTube with over 35% organic views against an industry benchmark of 11%. It clocked 29 million impressions on twitter and another 7.2 million on Facebook, far exceeding any previous Dove masterbrand campaign in India.Celebrities like popular TV host and Bollywood actress Renuka Shahane also penned alternative versions of the Rhyme for social media. Needless to say, the campaign succeeded in moving brand scores also significantly:1.58% of consumers associated Dove with Real Beauty2.4% increase in “makes you feel self-assured”3.4% increase in “Inspires women to feel more positive about the way they look”