Stories from the other side of the world|海报/平面|广告营销案例【ADGuider广告指南】

来自世界另一端的故事

案例简介：概要 70年来，Care一直支持发展中国家的妇女与极端贫困作斗争。但是，即使它是一个主要的非政府组织，Care的活动在法国仍然广为人知。我们设定了4个主要目标: 第一是接触尽可能多的人，然后提高媒体意识，第三是建立一个有影响力的人才库，最后但并非最不重要的是，吸引新招募的观众。战略 “来自世界另一端的故事” 是一个完整的社交媒体活动。主要目标是通过赢得年轻的目标受众来接触未来的潜在捐助者。2017年11月，在一周的时间内 (从6日到12日)，每天都会发布一个关于世界另一端的女人的新故事。为了支持这项运动，Care邀请了130多位名人和有影响力的人捐赠自己的Instagram故事，并发布有关这些女性的故事。其中包括法国演员皮埃尔·尼尼，卡罗琳·德·梅格雷特，前弗朗西斯·亚历山德拉·罗森菲尔德小姐和弗洛拉·科奎尔，主持人奥菲莉·梅尼耶或非常受欢迎的影响者诺霍利塔，萨纳纳斯和享乐菲尼克斯。所有的故事都可以在: https://www.instagram.com/care_france/ 相关性我们的主要目标之一是吸引新招募的观众-在短短一周内招募了13k追随者 (标准配置: 女性，18至34岁，居住在城市)，72% 的观众观看了这些故事，直到最后。发送了400多条个人祝贺信息来关心这项运动。此外，在媒体预算非常有限的情况下，我们的目标是建立一个强大的有影响力的人才库，免费分享我们的故事: 来自法国最大的有影响力的人的133故事捐赠。一个由具有非常不同的个人资料的人组成的游泳池 (演员，时尚博客，youtubers，...)。结果我们的媒体目标是在有限的媒体预算下建立Care France意识。为了吸引更多的人，我们运行了一个6000欧元的AB测试Facebook和Instagram活动，并将其与大规模的影响力计划相结合。这场运动最终在网上疯传。这些故事吸引了460万多人，其中64% 人是有机的。在这两周的竞选活动中，接触到的人数是过去4.5年Facebook上Care接触到的总人数的5倍。为了了解影响，我们查看了3个主要kpi。社区招募: 从零开始，我们开设了Care的Instagram帐户，并在我们的核心目标中招募了13k粉丝。几天之内，我们设法建立了一个超越其他非政府组织的大型社区。由于这项运动，Care成为法国最受关注的非政府组织之一。曝光人员的参与度: 有超过400条私人消息和非常好的故事完成率 (72% 观众看到故事直到最后)，我们可以衡量故事对曝光人员的影响。吸引人们的注意，在社交媒体上超过3秒已经是一个成功遇到的挑战，但触动他们的心并收到如此多的感激之情，援助提案是黄金。捐款: 我们增加了280% 笔捐款。这一影响并没有停止在数字上，该非政府组织还在实地观察到，自发的捐赠者说，他们已经被这场运动暴露和感动了。执行为了最好地描绘她们的现实，也为了尊重Instagram的代码，两位纪录片制片人亲自去见每个女人，并帮助他们用智能手机记录她们的日常生活。就像其他Instagrammer在法国所做的一样。这些故事从6日2018年11月12日发布在Care France的Instagram账户上，并由130多名女性有影响力的人分享，她们接受了捐赠她们当天的故事。 CampaignDescription 每天，超过3亿人在Instagram上分享他们的故事。但是，即使我们都有一个故事要分享，其中一些值得支持。法国关怀组织希望通过将极端贫困妇女置于聚光灯下并提高法国人的认识来支持遭受极端贫困的妇女。他们创造了一种独特的体验: “来自世界另一端的故事”。7个女人的每日故事，7个远离我们的生活，在 @ care_france上发表了7天。最重要的是，我们通常不会在Instagram提要上看到的7个故事。

来自世界另一端的故事

案例简介：Synopsis For 70 years, Care has been supporting women in developing countries to fight extreme poverty. But even if it’s a major NGO, Care’s activities are still widely unknown in France. We set 4 main objectives: the first was to reach as many people as possible, then to raise media awareness, thirdly to build a pool of influencers and the last, but not least, to engage a newly recruited audience. Strategy “Stories from the other side of the world” is a complete social media campaign. The main goal was to reach future potential donors by winning over a younger target audience. In November 2017, over the period of a week (from the 6th to the 12th), a new story about a woman on the other side of the world was released each day. To support the campaign, Care invited more than 130 celebrities and influencers to donate their own Instagram stories and post those about the women instead. Among them, the French actor Pierre Niney, Caroline de Maigret, the former Miss Frances Alexandra Rosenfeld and Flora Coquerel, the presenter Ophélie Meunier or the very popular influencers Noholita, Sananas and EnjoyPhoenix. All the stories are available on: https://www.instagram.com/care_france/ Relevancy One of our main objectives was to engage a newly recruited audience - 13K followers were recruited in just one week (standard profile: woman, from 18 to 34 years old, living in cities), 72% of viewers watched the stories until the end. More than 400 personal messages of congratulations were sent to CARE about the campaign. Also, with a very limited media budget, the aim was to build a strong pool of influencers to share our stories for free: 133 story donations from the biggest influencers in France. A pool composed of people with very different profiles (actors, fashion bloggers,youtubers,…). Outcome Our Media objective was to build Care France Awareness with a limited media budget. To reach the larger number of people possible, we run a 6000€ AB Testing Facebook and Instagram campaign and combine it with a massive influence plan. The campaign finally went viral. The stories reached more than 4.6 million of people, 64% of them organically. 5 times more people reached during these two weeks of campaign than the total number of people reached by Care on Facebook during the last 4.5 years. To mesure the impact we looked at 3 main KPIs. The community recruited: Starting from scratch, we opened Care’s Instagram Account and recruited 13K followers among our core target. Within a few days, we managed to build a large community overtaking other NGO. Thanks to this campaign, Care became one of the most followed NGO in France. The engagement of people exposed: With more than 400 private messages and a very good completion rate on the Stories (72% of the viewers saw the stories until the end) we can measure the impact the Stories had on people exposed. Catch people attention, for more than 3 seconds on Social Media was already a challenge successfully met but touch their heart and receive so many signs of gratitude, aid proposal was gold. Donations: We registered an increase of +280% donations. An impact that didn’t stop on digital, the NGO also observed on the field, spontaneous donors saying that they’ve been exposed and touched by the campaign. Execution In order to best portray their reality, but also to respect the Instagram codes, two documentary filmmakers went over to meet each woman in person and help them record their everyday lives with smartphones. Just like any other Instagrammer would do in France. The stories were published on Care France’s Instagram account from the 6th to the 12th November 2018 and shared by more than 130 female influencers, who’d accepted to donate their day’s Story. CampaignDescription Each day, more than 300 million people share their stories on Instagram. But even though we all have a story to share, some of them deserve to be supported. Care France wanted to support women hit by extreme poverty, by putting them into the spotlight and raising awareness among French people. They created a unique experience: “Stories from the other side of the world”. The daily stories of 7 women, 7 lives far away from ours, published over a period of 7 days on @care_france. And above all, 7 stories that we never usually see on our Instagram feeds.