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PetMe
案例简介：背景 澳大利亚有超过90 000只宠物需要收养。PetRescue的使命是通过创建一个网站来挽救宠物的生命，该网站已成为澳大利亚最大的可搜索宠物数据库。社交媒体的影响也导致对特定品种的搜索量激增，用户在网上找到育种者，却没有意识到他们完美的狗可能已经在等待他们收养。简介是通过吸引一般的爱犬人士，在线跟踪狗但不一定拥有狗的人，在澳大利亚各地重新接纳数千只救援犬。 描述创意 狗，像网上的人是他们最有可能收养的狗，所以我们创造了PetMe。一种创新的面部识别程序，可以识别任何图像中的品种，并找到类似的狗供收养。我们邀请了有影响力的狗发布标签。这是激活AI的触发因素，AI可以识别品种及其特征。然后回复帖子，让他们所有的追随者和潜在的所有者看到。我们面临的挑战是品种数量。因此，我们创建了一个包含200个品种/特征的数据库。当没有找到确切的犬种时，该系统在纯品种和杂种狗之间建立了联系，以找到下一个最好的狗。另一个挑战是Instagram禁止机器人。所以，我们建立了一个自然的停顿。机器人等了一分钟才发表评论。我们还在机器人之间循环，使它看起来像是不同的人在回复。 描述策略 我们的主要目标受众通常是爱狗人士。具体来说，那些像我们知道的那样在网上关注狗的人会有被俘虏的观众。我们也知道，因为他们跟随他们，这并不一定意味着他们拥有宠物。在过去的5年里，社交媒体变得越来越货币化。免费的有机广告已变得罕见。对于一个非营利组织来说，这很棘手，因为它需要在没有大量媒体预算的情况下推广数千只狗。幸运的是，在Instagram上的评论是免费的。我们使用了这个自由空间，并在dog fans furvert中将其转换为与上下文相关的广告。更好的是，因为我们在评论帖子，人们可以看到我们的广告，而不必关注我们或喜欢我们的帖子。 描述执行情况 PetMe在8月18日至3月19日之间运行。它由Instagram影响者发起，然后成为一个有机的活动，当使用 # PetMe标签时，通过自动评论分发。这是激活AI的触发因素，AI可以识别品种及其特征。然后回复帖子，让他们所有的追随者和潜在的所有者看到。我们面临的挑战是品种数量。因此，我们创建了一个包含200个品种/特征的数据库。当没有找到确切的犬种时，该系统在纯品种和杂种狗之间建立了联系，以找到下一个最好的狗。另一个挑战是Instagram禁止机器人。因此，我们在多个机器人之间循环，使其看起来像是不同的人在回复帖子。 列出结果 由于狗的影响者站在我们这边，PetMe的影响范围很大。用户之旅是一种被动的体验-它依赖于人们在Instagram上滚动的行为，并利用帖子的评论部分作为免费广告空间。当用户浏览Instagram时，他们遇到了我们的评论，提供了类似的狗供采用。# PetMe成为澳大利亚排名第一的热门话题标签，拥有超过15万个帖子和2亿个免费印象。媒体的关注从根本上增加了网站的参与度，从而获得了价值500万美元的免费媒体，从而获得了令人印象深刻的14,108例收养。
PetMe
案例简介：Background There are over 90 000 pets up for adoption in Australia. PetRescue started with a mission to save pet’s lives by creating a website that’s become Australia’s largest searchable database of rescue pets. Social media’s impact has also resulted in a spike of searches for particular breeds, with users finding breeders online without realising their perfect dog may already be waiting for them to adopt. The brief was to re-home thousands of rescue dogs across Australia by engaging dog lovers in general, people who follow dogs online, but didn’t necessarily own one. Describe the creative idea The dogs, people like online are the ones they’re most likely to adopt, so we created PetMe. An innovative facial recognition program that identifies breeds in any image and finds a similar dog up for adoption. We invited dog Influencers to post with the hashtag to begin with. This was the trigger to activate the AI, which identifies the breed and its characteristics. Then replies to the post for all of their followers, and potential owners, to see. A challenge we faced was the number of breeds. So, we created a database with 200 breeds/characteristics. The system made the connection between pure breeds and mutts to find the next best dog when no exact breed was found. Another challenge was Instagram banning bots. So, we built a natural pause. The bots waited a minute before commenting back. We also cycled between bots making it seem like different people replying. Describe the strategy Our primary target audience were dog lovers in general. Specifically, those people who follow dogs online as we knew we would have a captive audience. We also knew that because they follow them it didn’t necessarily mean they owned a pet. Social media has become increasingly monetized over the last 5 years. Free, organic advertising has become rare. Tricky for a non-for-profit that needs to promote thousands of dogs without large media budgets. Luckily, comments on Instagram are free. We used this free space and turned it into contextually relevant ads amidst the dog fans furvert. Even better, because we were commenting on posts, people would see our ads without having to follow us or like our posts. Describe the execution PetMe ran between Aug 18 and Mar 19. Launched with Instagram Influencers it then became an organic campaign that was distributed through an automated comment when the hashtag #PetMe was used. This was the trigger to activate the AI, which identifies the breed and its characteristics. Then replies to the post for all of their followers, and potential owners, to see. A challenge we faced was the number of breeds. So, we created a database with 200 breeds/characteristics. The system made the connection between pure breeds and mutts to find the next best dog when no exact breed was found. Another challenge was Instagram banning bots. So, we cycled between multiple bots making it seem like different people replying to the posts. List the results With dog influencers on our side, the reach of PetMe was significant. The user journey was a passive experience – it relied on the behaviour of people scrolling through Instagram, utilising the comments section of a post as free ad space. As the users scrolled through Instagram, they came across our comment offering a similar dog up for adoption. #PetMe became a number 1 trending hashtag in Australia with over 150k posts and 200 Million free impressions. Media attention radically increased engagement on the website resulting in $5 million worth of free media, leading to an impressive 14,108 adoptions.
PetMe
案例简介：背景 澳大利亚有超过90 000只宠物需要收养。PetRescue的使命是通过创建一个网站来挽救宠物的生命，该网站已成为澳大利亚最大的可搜索宠物数据库。社交媒体的影响也导致对特定品种的搜索量激增，用户在网上找到育种者，却没有意识到他们完美的狗可能已经在等待他们收养。简介是通过吸引一般的爱犬人士，在线跟踪狗但不一定拥有狗的人，在澳大利亚各地重新接纳数千只救援犬。 描述创意 狗，像网上的人是他们最有可能收养的狗，所以我们创造了PetMe。一种创新的面部识别程序，可以识别任何图像中的品种，并找到类似的狗供收养。我们邀请了有影响力的狗发布标签。这是激活AI的触发因素，AI可以识别品种及其特征。然后回复帖子，让他们所有的追随者和潜在的所有者看到。我们面临的挑战是品种数量。因此，我们创建了一个包含200个品种/特征的数据库。当没有找到确切的犬种时，该系统在纯品种和杂种狗之间建立了联系，以找到下一个最好的狗。另一个挑战是Instagram禁止机器人。所以，我们建立了一个自然的停顿。机器人等了一分钟才发表评论。我们还在机器人之间循环，使它看起来像是不同的人在回复。 描述策略 我们的主要目标受众通常是爱狗人士。具体来说，那些像我们知道的那样在网上关注狗的人会有被俘虏的观众。我们也知道，因为他们跟随他们，这并不一定意味着他们拥有宠物。在过去的5年里，社交媒体变得越来越货币化。免费的有机广告已变得罕见。对于一个非营利组织来说，这很棘手，因为它需要在没有大量媒体预算的情况下推广数千只狗。幸运的是，在Instagram上的评论是免费的。我们使用了这个自由空间，并在dog fans furvert中将其转换为与上下文相关的广告。更好的是，因为我们在评论帖子，人们可以看到我们的广告，而不必关注我们或喜欢我们的帖子。 描述执行情况 PetMe在8月18日至3月19日之间运行。它由Instagram影响者发起，然后成为一个有机的活动，当使用 # PetMe标签时，通过自动评论分发。这是激活AI的触发因素，AI可以识别品种及其特征。然后回复帖子，让他们所有的追随者和潜在的所有者看到。我们面临的挑战是品种数量。因此，我们创建了一个包含200个品种/特征的数据库。当没有找到确切的犬种时，该系统在纯品种和杂种狗之间建立了联系，以找到下一个最好的狗。另一个挑战是Instagram禁止机器人。因此，我们在多个机器人之间循环，使其看起来像是不同的人在回复帖子。 列出结果 由于狗的影响者站在我们这边，PetMe的影响范围很大。用户之旅是一种被动的体验-它依赖于人们在Instagram上滚动的行为，并利用帖子的评论部分作为免费广告空间。当用户浏览Instagram时，他们遇到了我们的评论，提供了类似的狗供采用。# PetMe成为澳大利亚排名第一的热门话题标签，拥有超过15万个帖子和2亿个免费印象。媒体的关注从根本上增加了网站的参与度，从而获得了价值500万美元的免费媒体，从而获得了令人印象深刻的14,108例收养。
PetMe
案例简介：Background There are over 90 000 pets up for adoption in Australia. PetRescue started with a mission to save pet’s lives by creating a website that’s become Australia’s largest searchable database of rescue pets. Social media’s impact has also resulted in a spike of searches for particular breeds, with users finding breeders online without realising their perfect dog may already be waiting for them to adopt. The brief was to re-home thousands of rescue dogs across Australia by engaging dog lovers in general, people who follow dogs online, but didn’t necessarily own one. Describe the creative idea The dogs, people like online are the ones they’re most likely to adopt, so we created PetMe. An innovative facial recognition program that identifies breeds in any image and finds a similar dog up for adoption. We invited dog Influencers to post with the hashtag to begin with. This was the trigger to activate the AI, which identifies the breed and its characteristics. Then replies to the post for all of their followers, and potential owners, to see. A challenge we faced was the number of breeds. So, we created a database with 200 breeds/characteristics. The system made the connection between pure breeds and mutts to find the next best dog when no exact breed was found. Another challenge was Instagram banning bots. So, we built a natural pause. The bots waited a minute before commenting back. We also cycled between bots making it seem like different people replying. Describe the strategy Our primary target audience were dog lovers in general. Specifically, those people who follow dogs online as we knew we would have a captive audience. We also knew that because they follow them it didn’t necessarily mean they owned a pet. Social media has become increasingly monetized over the last 5 years. Free, organic advertising has become rare. Tricky for a non-for-profit that needs to promote thousands of dogs without large media budgets. Luckily, comments on Instagram are free. We used this free space and turned it into contextually relevant ads amidst the dog fans furvert. Even better, because we were commenting on posts, people would see our ads without having to follow us or like our posts. Describe the execution PetMe ran between Aug 18 and Mar 19. Launched with Instagram Influencers it then became an organic campaign that was distributed through an automated comment when the hashtag #PetMe was used. This was the trigger to activate the AI, which identifies the breed and its characteristics. Then replies to the post for all of their followers, and potential owners, to see. A challenge we faced was the number of breeds. So, we created a database with 200 breeds/characteristics. The system made the connection between pure breeds and mutts to find the next best dog when no exact breed was found. Another challenge was Instagram banning bots. So, we cycled between multiple bots making it seem like different people replying to the posts. List the results With dog influencers on our side, the reach of PetMe was significant. The user journey was a passive experience – it relied on the behaviour of people scrolling through Instagram, utilising the comments section of a post as free ad space. As the users scrolled through Instagram, they came across our comment offering a similar dog up for adoption. #PetMe became a number 1 trending hashtag in Australia with over 150k posts and 200 Million free impressions. Media attention radically increased engagement on the website resulting in $5 million worth of free media, leading to an impressive 14,108 adoptions.
PetMe
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PetMe
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基本信息
- 广告战役： #PET Rescue-网络-c972#
- 广告品牌： Pet Rescue
- 发布日期： 2020
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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