Uk'shona Kwelanga - A WhatsApp Drama Series|APP|广告营销案例【ADGuider广告指南】

Ukshona Kwelanga-WhatsApp 戏剧系列

案例简介：概要在南非，有尊严地埋葬亲人具有极端的文化重要性，因此葬礼政策被认为至关重要。因此，殡葬市场高度饱和。80% 的消费者已经拥有了一项政策，许多竞争对手 (包括传统保险公司、银行、手机公司和零售商) 提供葬礼产品。除此之外，Sanlam 的葬礼计划没有竞争对手提供的固有优势，他们中的许多人投资了大量的营销支持。尽管如此，桑兰是一个非常大的池塘中的一条小鱼，传递不同的信息越来越困难。我们的简报是通过强调适当的葬礼封面的重要性，在三林的 “我的选择” 葬礼计划中建立意识和可信度。我们的活动目标是增加入门级市场的考虑，推动参与，通过直接渠道推动销售额同比增长 15%，并最终增加 Sanlam 在葬礼市场的份额。战略我们的观众由南非城市成年人 (25-49 岁) 组成，家庭收入在 8 000 至 25 000 r000 之间。这些人在经济上压力很大，捉襟见肘，他们敏锐地意识到对他们的家人来说是一个经济负担 -- 这在葬礼安排方面尤为明显。为了联系他们，我们采用了一种策略，考虑到他们大部分时间都花在 WhatsApp 上，WhatsApp 是最大的社交信息平台。为了支持对我们的英雄 WhatsApp 戏剧的认识，我们发起了一场宣传活动，通过传统媒体、公关和社交媒体建立观众。在 WhatsApp 的每一集结束时，观众都会收到葬礼政策的广告。实际上，我们创建了自己的赞助娱乐物业，然后在用户体验的适当位置引入广告。相关性 Sanlam 的 ukshona Kwelanga WhatsApp 戏剧系列无与伦比，因为这是这个社交信息平台第一次被用来主持戏剧系列。它开创了一种全新形式的戏剧内容 (WhatsApp 内的多媒体情节内容)。该活动在《传染》杂志上被列为品牌内容创新的一个例子 (并成为他们 2018 最具传染性的名单)，并被用作 Facebook 美国总部信息创新的一个例子。结果在参与方面，10 000 人报名参加该剧的目标超过了 367%，有 46 700 人报名参加。93% 的注册完成了整部戏剧 -- 这是一部在 15 秒被认为是成就的世界中包含 20 分钟内容的戏剧 -- 产生了 603 天的总消耗内容。该活动还产生了 R11 632 718 的盈利媒体 (+ 165% 的目标)，投资回报率为 87%。就业务结果而言，Sanlam 在竞选期间出售了 21 400 个新的葬礼计划，比 5 320% 个新政策的竞选目标高出 100。Sanlam 在葬礼市场上的份额增长了 3%，而行业领袖如老互惠和自由都失去了市场份额。所有这一切都是在 1 130 万雷亚尔的媒体预算中实现的，该预算占 4月至 2017年11月期间该类支出的 1%。执行 Ukshona Kwelanga 戏剧本身在 WhatsApp 上播放，并得到了多渠道媒体策略的支持，该策略使用广播电台、广告牌、公关和社交媒体来推动注册。一旦注册，我们的观众一整天都收到信息 (每天都被视为 “一集”)，因为我们的角色互动，葬礼剧上演。使用 WhatsApp 证明了技术上的挑战性 -- 这种体验是通过使用广播列表来创建一个不能被用户评论打断的内容流来实现的。社区经理对所有观众的评论和询问做出了回应 (这些评论和询问只对他们可见，而不是对更广泛的观众可见)。竞选活动持续了六周。用户收到的内容好像是在七天内从角色实时发送的。设置了多个广播列表，允许用户在活动期间的任何时候注册并接收完整的故事。活动描述我们与一位南非顶级电视剧作家合作，完全在 WhatsApp 上创作了自己的电视剧《讲述》。观众跟随索韦托 WhatsApp 集团虚构的兰加家族。信息 (通过广播列表) 实时传递给观众，就像家人在文本、表情符号、图像、语音笔记和视频中进行真正的对话一样。这个故事展示了传统和现代生活是如何发生冲突的，因为没有钱按照他们所有的愿望埋葬他们的父亲，家庭关系受到了考验。南非新兴中产阶级消费者非常熟悉探索的许多主题，如: 年轻一代的经济负担; 传统价值观的重要性和代际差异。一场支持运动开始了通过社交媒体、广播和户外活动来建立观众。

Ukshona Kwelanga-WhatsApp 戏剧系列

案例简介：Synopsis In South Africa, burying a loved one with dignity is of extreme cultural importance and funeral policies are therefore considered essential. As a result, the funeral market is highly saturated. 80% of consumers already own a policy, and numerous competitors (including traditional insurers, banks, cellphone companies and retailers) offer funeral products. Added to this, Sanlam’s funeral plans have no inherent advantage over those offered by their competitors, many of whom invest in significant marketing support. Consequently, Sanlam is a small fish in a very big pond, and delivering a differentiated message proved increasingly difficult. Our brief was to build awareness and credibility around Sanlam’s My Choice Funeral Plan by highlighting the importance of proper funeral cover. Our campaign objectives were to increase consideration within the entry level market, drive engagement, drive a 15% increase in sales via direct channels YOY, and ultimately increase Sanlam’s share of the funeral market. Strategy Our audience comprised of South African urban adults (25-49 years old), with families, earning between R8 000 and R25 000. Financially stressed and stretched, these individuals are acutely aware of being a financial burden to their families - which is particularly evident when it comes to funeral arrangements. To reach them, we employed a strategy that took into account where they spend most of their time - on WhatsApp, the largest social messaging platform for this audience. To support awareness of our hero WhatsApp drama, we launched a promotional campaign to build an audience through traditional media, PR and social media. At the end of each episode on WhatsApp, audiences were served an ad for the funeral policy. Effectively we created our own sponsored entertainment property and then introduced ads at appropriate points in the user experience. Relevancy Sanlam’s Uk’Shona Kwelanga WhatsApp drama series was unparalleled in that it was the first time that this social messaging platform had been used to host a drama series. It pioneers an entirely new form of dramatic content (multimedia episodic content within WhatsApp). The campaign has been featured as an example of branded content innovation in Contagious magazine (and made their Most Contagious list for 2018), and used as an example of messaging innovation at Facebook's US headquarters. Outcome In terms of engagement, the objective of 10 000 people signing up for the drama was exceeded by 367%, with 46 700 sign ups. 93% of registrations completed the entire drama - a drama that incorporated 20 minutes of content in a world where 15 seconds is considered an achievement - resulting in 603 days worth of total consumed content. The campaign also generated R11 632 718 worth of earned media (+165% on target) with an 87% ROI. In terms of business results, Sanlam sold 21 400 new funeral plans, 320% over the campaign target of 5 100 new policies - during campaign period. Sanlam’s share of the funeral market grew by 3% vs industry leaders such as Old Mutual and Liberty who both lost market share. All this was achieved on a media budget of R11.3m million which represented 1% of the category spend between April and November 2017. Execution The Uk’Shona Kwelanga drama itself played out on WhatsApp, and was supported by an multi-channel media strategy which used radio stations, billboards, PR, and social media to drive sign ups. Once signed up, our audiences received messages throughout the day (each day was seen as an "episode") as our characters interacted and the funeral drama played out. Using WhatsApp proved technically challenging - the experience was achieved by using broadcast lists to create a stream of content that couldn’t be interrupted by user comments. Community managers responded to all audience comments and queries (which were only visible to them not the wider audience). The campaign ran over six weeks. Users received content as if it was being sent from the characters in real-time over seven days. Multiple broadcast lists were set-up to allow users to sign up at any point over the campaign period and receive the full story. CampaignDescription We created our own drama told entirely on WhatsApp in collaboration with one South Africa's top TV drama writers. The audience followed the fictional Langa family from Soweto's WhatsApp group. Messages were delivered (via broadcast lists) to the audience in real-time as if the family were having a genuine conversation in texts, emojis, images, voice notes and videos. The story showed how tradition and modern life clashed as the family's relationships were tested by lack of money to bury their father according to all of their wishes. Many of themes explored would be very familiar to South Africa's emerging middle-class consumers such as: the financial burden falling on younger generations; the importance of traditional values and the differences between generations. A supporting campaign ran across social media, radio and OOH to build an audience.