Celebrate Pride Tool By Facebook|短视频|广告营销案例【ADGuider广告指南】

Facebook 的庆祝骄傲工具

案例简介：战略当时有 15.9亿每月活跃的 Facebook 用户，这个工具是我们整个社区轻松有效加入庆祝活动的简单方式。为了让这个工具尽可能简单地访问、使用和分享，我们利用了 Facebook 平台的力量和社交性质，并设计了这个工具来完全有机地传播。人们发现这个工具的主要方式是通过他们的新闻订阅源; 当一个朋友使用这个工具并分享它时，它会出现在他们朋友的 Facebook 订阅源上。从那里，他们所有的朋友都可以很容易地使用这个工具，分享它，这个过程将继续下去。我们的目标受众是所有想加入并传播爱的 Facebook 用户。结果我们设计了庆祝骄傲，所以它简单易用，易于分享。所以在发布后的两天里，2600万人用庆祝骄傲来表达他们的爱和支持。仅这 2600万张照片就获得了 5亿张独特的喜欢、评论和分享。从那个周末开始，庆祝活动在世界各地持续增长。活动描述我们想给人们一种轻松、公开和自豪地表示支持的方式。还有什么比人们在 Facebook 页面上遇到的第一件事更好的地方: 他们的个人资料图片。这导致了庆祝骄傲的产生 -- 这是一个简单的工具，人们可以用它来直观地展示他们对这一历史性决定的爱和支持，并与世界一起庆祝。概要几十年来，美国的人们一直在为婚姻平等而斗争，但在过去的几年里，这一事业获得了严重的势头。到 2015年6月，美国最高法院将同性婚姻合法化的决定似乎不可避免。因此，在法院审议的时候，我们想给世界一种方式来庆祝支持婚姻平等的裁决发生的那一刻。执行一旦最高法院的决定明确到来，我们在接下来的 72 个小时里冲刺，以培养庆祝自豪感，确保在新闻发布的那一刻就准备好全球发布。2015年6月26日，最高法院做出裁决，我们准备好了。在发布后的两天内，2600万人用庆祝骄傲来表达他们的爱和支持。除了庆祝骄傲，我们还设计了在线骄傲指南中使用的数字海报，以保持庆祝活动的势头。

Facebook 的庆祝骄傲工具

案例简介：Strategy With 1.59 billion monthly active Facebook users at the time, this tool was a simple way for our entire community to join the celebration easily and effectively. And to make the tool as simple to access, use, and share as possible, we leveraged the power and social nature of the Facebook platform and designed the tool to spread completely organically. The main way people found the tool was through their newsfeeds; when a friend used the tool and shared it, it would show up on their friends’ Facebook feeds. From there, all their friends could easily use the tool, share it, and the process would continue. Our target audience was all Facebook users who wanted to join in and spread the love. Outcome We designed Celebrate Pride so it was simple to use and easy to share. So in just two days after the launch, 26 million people used Celebrate Pride to show their love and support. And those 26 million photos alone garnered 500 million unique likes, comments, and shares. From that weekend on, the celebration kept growing around the world. Campaign Description We wanted to give people a way to show their support easily, openly, and proudly. And what better place to do this than on the very first thing people encounter on their Facebook pages: their profile pictures. That lead to the creation of Celebrate Pride — a simple tool people could use to visually show their love and support for this historic decision and join in on the celebration with the world. Synopsis People have been fighting for marriage equality in America for decades, but in the past few years, the cause gained serious momentum. By June 2015, a Supreme Court decision to legalize gay marriage across the United States seemed inevitable. So as the court was deliberating, we wanted to give the world a way to celebrate the moment a ruling in favor of marriage equality happened. Execution Once it was clear the Supreme Court decision was coming, we sprinted over the next 72 hours to develop Celebrate Pride, ensuring it was ready for a global launch the minute the news broke. On June 26, 2015, the Supreme Court decision was made, and we were ready. In just two days after the launch, 26 million people used Celebrate Pride to show their love and support. And in addition to Celebrate Pride, we designed digital posters that were used in online Pride guides to keep the momentum of the celebration going.