You Deserve the Decadent®|短视频|广告营销案例【ADGuider广告指南】

你值得颓废®

案例简介：PC®颓废的巧克力饼干是加拿大的偶像，25 年前推出时，这个私人标签饼干席卷了全国。用真正的黄油、更多的巧克力片和家庭烘焙的味道制成，颓废的民族品牌被淘汰，成为总统的选择®一个家喻户晓的名字。我们的简报: 我们想激励加拿大人帮助我们庆祝颓废 25 周年和历史。推动人们对周年纪念的认识、利用消费者怀旧记忆并促使他们在商店购买产品的数字解决方案是什么？战略总统的选择处于令人羡慕的境地，因为它的粉丝 -- 主要是 30 岁至 45 岁之间的妈妈 -- 非常热衷于社交媒体，渴望与品牌接触。由于我们几乎没有媒体预算，是时候放开它们了。我们的战略基于三个关键支柱: 与我们的观众和饼干建立情感联系庆祝饼干和爱他们的人激励分享基于这样的洞察力，当你是一个母亲时，你通常是最后一个因为你一天中无数的 “小胜利” 而获得奖励的人,我们想帮助他们庆祝这些时刻 -- 当然是用一个颓废的 cookie!MediaWe 的执行和使用创建了一个大胆的交互式网站，内置于 HTML 5 中，旨在推动两个关键活动: 1。通过一个时间线来探索 PC 的有趣和多样的历史，当你滚动时，这个时间线会为你 “吸引自己”，并且 2. 一系列网上海报，每个插图都由 PC 巧克力片制成, 庆祝每天的 “小胜利”，并邀请我们的 PC 粉丝提交他们自己的 -- 这是我们为他们创建的，并在网站上发布。此外，该网站充满了有趣的惊喜，非常符合这个品牌。当用户 “喜欢” 这个页面时，饼干会在一杯牛奶中扣篮，作为感谢，任何时候你提交一个小小的胜利想法, 整个页面 “下雨” 巧克力片和饼干。使用特殊的定制物理引擎，平板电脑或笔记本电脑上的用户可以倾斜机器，使饼干和芯片在页面上反弹。最后，我们请我们的粉丝告诉我们他们接下来想看什么美味的颓废食物 (耐嚼的巧克力饼干领先) 那么所有这些工作都是为了产生响应吗？是的!结果和投资回报率在活动的头 13 天，提交了 3,266 个小胜利，比整个活动的预期多了 460% 我们在 13 天内有 18,700 次访问 -- 比目标高出 600%!

你值得颓废®

案例简介：PC® The Decadent Chocolate Chip cookie is a Canadian icon, the private label cookie that took the nation by storm 25 years ago when it launched. Made with real butter, more chocolate chips and a home-baked taste, The Decadent blew the national brands out of the water and made President’s Choice® a household name.Our brief: We want to inspire Canadians to help us celebrate the 25th anniversary & history of The Decadent.What is the digital solution to drive awareness about the anniversary, leverage nostalgic memories from consumers and drive them in store to purchase the product(s)?Strategy President’s Choice is in an envious position because its fans — mostly moms between 30 – 45 y.o. — are hugely engaged in social media and eager to engage the brand. As we had almost no media budget, it was time to set them loose. Our strategy was based on three key pillars: • Create the emotional connection with our audience and the cookie• Celebrate the cookie and the people who love them• Inspire sharing Based on the insight that when you’re a Mom, you are often the last one to be rewarded for the myriad “Little Victories” in your day, we wanted to help them celebrate these moments — with a Decadent cookie of course!Execution and use of MediaWe created a bold interactive site built in HTML 5 and designed to drive two key activities: 1. Explore the fun and varied history of PC The Decadent chocolate chips through a timeline that “draws itself” for you as you scroll, and 2. A series of online posters, with each illustration made from PC Chocolate chips, celebrating a daily “little victory” and inviting our PC fans to submit their own — which we create for them and post up on the site. In addition, the site is full of playful surprises, very much in keeping with this brand. When users “Like” the page, a cookie dunks itself in a glass of milk as a thank you, and any time you submit a Little Victory idea, the entire page “rains” chocolate chips and a cookie. Using a special customized physics engine, users on a tablet or laptop can tilt the machine to make the cookie and chips bounce around the page.And finally, we asked our fans to tell us what delicious Decadent treat they want to see next (Chewy Chocolate Chip Cookies are in the lead) So did all this work to generate a response? Yes!Results and ROI • In the first 13 days of the campaign, 3,266 little victories were submitted, 460% more than projected for the entire campaign • We had 18,700 visits in 13 days – 600% above target!