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宜家Vs ARKANO
案例简介：为什么这项工作与娱乐狮子音乐相关？ 宜家西班牙创造了第一个被说唱并作为音乐视频交付的目录。 为什么？事实证明，我们传统的目录意识活动对于18-24 y/o目标无效，这对我们的渗透目标至关重要。 因此，我们进入了音乐娱乐领域，并利用社交聆听和著名的自由式说唱音乐家和影响者，创造了一个挑战，吸引了我们的目标，到目前为止，我们的目标一直不受我们沟通努力的影响。 背景 新目录运动的总体目标是保持上一年的全球渗透率，即使宜家通过7% 其影响力领域的纸质版目录的分布而减少。 宜家西班牙已经在空中开展了目录宣传活动，但我们需要创建一种新方法，以推动目录的数字和电子版本成为18-24岁的新目标 (其中74% 人表示他们对家居用品不感兴趣) 描述创造性的想法 在研究目标和趋势时，我们发现西班牙自由式说唱中影响最大的人之一Arkano在他的一首老歌中为宜家奉献了几行。(“你会认为宜家是我的赞助商，他们坚持要我出柜的次数很多。”) 因此，我们在Twitter上向他发起了挑战。如果他真的敢，他应该现场直播我们的新宜家目录 (以前没有看过)。 描述策略 作为我们全球研究的一部分，我们转向社交聆听，以了解音乐艺术家和音乐风格在我们的目标中是什么趋势: 城市文化，更具体地说，包括trap，reggaeton和rap在内的城市音乐是最重要的。根据Twitter西班牙2018年，就社交媒体上的音量而言，其中的最后一种成为第二受欢迎的音乐风格。 因此，Arkano的歌词和推文是一个金色的金块，使我们能够实时使用有机的讲故事和频道规划与他一起引发音乐挑战。 描述执行 Arkano使用宜家参考资料发了推文。因此，宜家西班牙公司使用他们的Twitter个人资料实时向他发起挑战: 如果他真的敢，他应该去工作室自由泳一些更困难的事情。宜家提出了他们的新目录...以前没见过。如果他成功了，我们将在他的家乡阿利坎特提供他赞助的圣布拉斯社会教育中心。 他接受了，当我们录制和准备发布视频时，宜家和Arkano将使用Twitter向他们的关注者更新挑战的状态。 在Arkano接受挑战一周后，我们终于发布了完整的视频，并在我们的Facebook和Twitter个人资料以及我们的YouTube频道中发布和推广。 这场运动在国家媒体上像野火一样蔓延，将其与Arkano的良好事业联系起来。 描述结果 得益于此活动，我们通过目录发布成功实现并超越了全球渗透目标。至于在媒体上的结果，宜家与Arkano达成了1100万多个独特用户，并实现了270万的互动和1500万的观点。但它并没有止步于此: 创新运动对国家媒体和沃达丰Yu (194,000观点) 的存在产生了重大影响，沃达丰Yu是与我们的目标群体最相关和消费的广播节目/内容平台之一。 最重要的是，我们成功地为这个至关重要的战略目标群体创建了第一个临时活动，该群体以前不受我们营销活动的影响。
宜家Vs ARKANO
案例简介：Why is this work relevant for Entertainment Lions for Music? IKEA Spain created the first catalogue to be rapped and delivered as a music video. Why? Our conventional catalogue awareness campaigns proved not to be effective with a 18-24 y/o target that was vital for our penetration goal. So, we moved into the music entertainment territory and, using social listening and a well-known Freestyle rap musician and influencer, created a challenge that hooked our target that up to now had been immune to our communication efforts. Background The overall aim of the campaign for the new catalogue was to maintain the previous year figure of global penetration even if IKEA had decreased by 7% the distribution of the paper version of the catalogue in its areas of influence. IKEA Spain already had a catalogue awareness campaign on air, but we needed to create a new approach that would make it possible to impulse the digital and electronic versions of the catalogue going for a new target aged 18-24 y/o (74% of whom state that they are not interested in home furnishings) Describe the creative idea While we were researching our target and trends, we discovered that one of the biggest influencers within Freestyle rap in Spain, Arkano, had dedicated a couple of lines in one of his old songs to IKEA. (“You’d think IKEA was my sponsor, the number of times they’ve insisted I come out of the closet.”) So, we challenged him on Twitter. If he really dared, he should rap our new IKEA catalogue live (without seeing it before). Describe the strategy As part of our global research, we turned to social listening to understand what music artists and music styles were trending amongst our target: urban culture, and more specifically, urban music including trap, reggaeton and rap were top. The last of these became the second most popular music style in terms of volume on social media according to Twitter Spain in 2018. So, Arkano's lyric and tweet was a golden nugget that allowed us to spark an musical challenge with him using an organic storytelling and channel planning in real time. Describe the execution Arkano tweeted using the IKEA reference. So, IKEA Spain, using their Twitter profile, challenged him in real time: if he really dared, he should go to a studio and freestyle something more difficult. IKEA proposed their new catalogue ... without seeing it before. If he suceded, we would we would furnish the San Blas socio-educational center he sponsors in his home town, Alicante. He accepted and while we were recording and preparing the video for launch, IKEA and Arkano would use Twitter to update their followers with the status of the challenge. We finally released the full video a week after Arkano accepted the challenge, posting and promoting it in our Facebook and Twitter profiles and our YouTube channel. The campaign spread like wildfire in the national media linking it to Arkano's good cause. Describe the outcome We managed to achieve and exceed the global penetration objective with the catalogue launch thanks to this campaign. As for the results in the media, IKEA vs. Arkano reached more than 11 million unique users, and achieved 2.7 million interactions and 15 million views. But it didn’t stop there: the innovative campaign had a substantial impact in national media and presence on Vodafone Yu (194,000 views), one of the radio programs/contents platforms most relevant to and consumed by our target group. And most importantly of all, we successfully created the first ad hoc campaign for this crucial and strategic target group, which had previously been immune to our marketing campaigns.
IKEA Vs ARKANO
案例简介：为什么这项工作与娱乐狮子音乐相关？ 宜家西班牙创造了第一个被说唱并作为音乐视频交付的目录。 为什么？事实证明，我们传统的目录意识活动对于18-24 y/o目标无效，这对我们的渗透目标至关重要。 因此，我们进入了音乐娱乐领域，并利用社交聆听和著名的自由式说唱音乐家和影响者，创造了一个挑战，吸引了我们的目标，到目前为止，我们的目标一直不受我们沟通努力的影响。 背景 新目录运动的总体目标是保持上一年的全球渗透率，即使宜家通过7% 其影响力领域的纸质版目录的分布而减少。 宜家西班牙已经在空中开展了目录宣传活动，但我们需要创建一种新方法，以推动目录的数字和电子版本成为18-24岁的新目标 (其中74% 人表示他们对家居用品不感兴趣) 描述创造性的想法 在研究目标和趋势时，我们发现西班牙自由式说唱中影响最大的人之一Arkano在他的一首老歌中为宜家奉献了几行。(“你会认为宜家是我的赞助商，他们坚持要我出柜的次数很多。”) 因此，我们在Twitter上向他发起了挑战。如果他真的敢，他应该现场直播我们的新宜家目录 (以前没有看过)。 描述策略 作为我们全球研究的一部分，我们转向社交聆听，以了解音乐艺术家和音乐风格在我们的目标中是什么趋势: 城市文化，更具体地说，包括trap，reggaeton和rap在内的城市音乐是最重要的。根据Twitter西班牙2018年，就社交媒体上的音量而言，其中的最后一种成为第二受欢迎的音乐风格。 因此，Arkano的歌词和推文是一个金色的金块，使我们能够实时使用有机的讲故事和频道规划与他一起引发音乐挑战。 描述执行 Arkano使用宜家参考资料发了推文。因此，宜家西班牙公司使用他们的Twitter个人资料实时向他发起挑战: 如果他真的敢，他应该去工作室自由泳一些更困难的事情。宜家提出了他们的新目录...以前没见过。如果他成功了，我们将在他的家乡阿利坎特提供他赞助的圣布拉斯社会教育中心。 他接受了，当我们录制和准备发布视频时，宜家和Arkano将使用Twitter向他们的关注者更新挑战的状态。 在Arkano接受挑战一周后，我们终于发布了完整的视频，并在我们的Facebook和Twitter个人资料以及我们的YouTube频道中发布和推广。 这场运动在国家媒体上像野火一样蔓延，将其与Arkano的良好事业联系起来。 描述结果 得益于此活动，我们通过目录发布成功实现并超越了全球渗透目标。至于在媒体上的结果，宜家与Arkano达成了1100万多个独特用户，并实现了270万的互动和1500万的观点。但它并没有止步于此: 创新运动对国家媒体和沃达丰Yu (194,000观点) 的存在产生了重大影响，沃达丰Yu是与我们的目标群体最相关和消费的广播节目/内容平台之一。 最重要的是，我们成功地为这个至关重要的战略目标群体创建了第一个临时活动，该群体以前不受我们营销活动的影响。
IKEA Vs ARKANO
案例简介：Why is this work relevant for Entertainment Lions for Music? IKEA Spain created the first catalogue to be rapped and delivered as a music video. Why? Our conventional catalogue awareness campaigns proved not to be effective with a 18-24 y/o target that was vital for our penetration goal. So, we moved into the music entertainment territory and, using social listening and a well-known Freestyle rap musician and influencer, created a challenge that hooked our target that up to now had been immune to our communication efforts. Background The overall aim of the campaign for the new catalogue was to maintain the previous year figure of global penetration even if IKEA had decreased by 7% the distribution of the paper version of the catalogue in its areas of influence. IKEA Spain already had a catalogue awareness campaign on air, but we needed to create a new approach that would make it possible to impulse the digital and electronic versions of the catalogue going for a new target aged 18-24 y/o (74% of whom state that they are not interested in home furnishings) Describe the creative idea While we were researching our target and trends, we discovered that one of the biggest influencers within Freestyle rap in Spain, Arkano, had dedicated a couple of lines in one of his old songs to IKEA. (“You’d think IKEA was my sponsor, the number of times they’ve insisted I come out of the closet.”) So, we challenged him on Twitter. If he really dared, he should rap our new IKEA catalogue live (without seeing it before). Describe the strategy As part of our global research, we turned to social listening to understand what music artists and music styles were trending amongst our target: urban culture, and more specifically, urban music including trap, reggaeton and rap were top. The last of these became the second most popular music style in terms of volume on social media according to Twitter Spain in 2018. So, Arkano's lyric and tweet was a golden nugget that allowed us to spark an musical challenge with him using an organic storytelling and channel planning in real time. Describe the execution Arkano tweeted using the IKEA reference. So, IKEA Spain, using their Twitter profile, challenged him in real time: if he really dared, he should go to a studio and freestyle something more difficult. IKEA proposed their new catalogue ... without seeing it before. If he suceded, we would we would furnish the San Blas socio-educational center he sponsors in his home town, Alicante. He accepted and while we were recording and preparing the video for launch, IKEA and Arkano would use Twitter to update their followers with the status of the challenge. We finally released the full video a week after Arkano accepted the challenge, posting and promoting it in our Facebook and Twitter profiles and our YouTube channel. The campaign spread like wildfire in the national media linking it to Arkano's good cause. Describe the outcome We managed to achieve and exceed the global penetration objective with the catalogue launch thanks to this campaign. As for the results in the media, IKEA vs. Arkano reached more than 11 million unique users, and achieved 2.7 million interactions and 15 million views. But it didn’t stop there: the innovative campaign had a substantial impact in national media and presence on Vodafone Yu (194,000 views), one of the radio programs/contents platforms most relevant to and consumed by our target group. And most importantly of all, we successfully created the first ad hoc campaign for this crucial and strategic target group, which had previously been immune to our marketing campaigns.
宜家Vs ARKANO
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IKEA Vs ARKANO
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