Fighting Fake News in Real-Time|海报/平面|广告营销案例【ADGuider广告指南】

实时打击假新闻

案例简介：为什么这项工作与媒体相关？该活动体现了一种完美的表现，即一个伟大的媒体策略可以在正确的时间将正确的内容带给正确的消费者，甚至可以对可信的信息源产生积极的影响。使用搜索分析，我们在魁北克上次选举期间监控趋势问题，并实时定制我们的创意。使用搜索，社交和程序，我们创建了数百名受众，并通过与他们的兴趣保持一致的定制内容来激活他们。我们的战略有助于增加对Radio-Canada.ca的访问，同时对长期产生积极影响，有助于打击竞选活动中每个政治问题上的假新闻。背景加拿大广播电台是联邦公司，是魁北克省加拿大法国人的国家公共广播公司。在魁北克的上次竞选活动中，加拿大广播电台希望增加其数字平台上的用户数量，并成为可靠和经过验证的媒体报道的主要目的地。描述创意/见解 (投票30%) 当今最大的媒体挑战之一是可信信息来源的恶化。在加拿大，当出现政治问题时，消费者会信任Google和Facebook作为他们的主要信息来源。不幸的是，假新闻在这些平台上传播开来。作为加拿大的公共广播公司，事实核查和客观新闻是加拿大广播电台的基本使命。因此，在这次竞选活动中打击假新闻以增加加拿大广播电台数字内容的消费是非常有意义的。为了战胜假新闻，我们需要对假新闻的传播方式有深刻的理解: 人们寻找与他们现有的世界观相一致的信息，假新闻是由这种偏见推动的。谣言被推向大量目标受众，并为这些被包围的社区中的每个创建了自定义内容。我们使用完全相同的策略来整合经过验证的媒体报道。我们用对手的重量和力量作为武器对付他! 描述策略 (投票20%) 该策略是根据每个不同群体的兴趣，将经过验证的，公正的新闻传播给目标受众。即使在选举期间通常无法预测新闻和热门话题，该策略也可以进行实时优化。该广告系列是事件触发的，广告是根据新闻中发生的事情激活的。程序化和SEM是我们战略的核心。在这些频道上，仅在39天内涵盖了100多个不同的主题。消费者被带到加拿大广播电台的生态系统，包括一个事实检查网站，一个移动应用程序和视频内容，以找到这些问题的经过验证的答案。这个基于问题的运动与人们喜欢强化他们已经相信的内容的洞察力是一致的。我们的非对抗性问题引起了人们的兴趣，并使具有广泛信仰的公民对加拿大广播电台的内容产生了兴趣。描述执行 (投票20%) 为了敏捷性，我们改变了进入市场的流程。在与加拿大广播电台新闻室团队的简报会上讨论了 “每日问题”。我们还使用搜索分析来监控趋势问题，甚至可以在政客提出之前就确定公民的利益。在程序化方面，我们跨越了地理、社会人口和政治利益数据，创造了数百名受众。每天早晨，通过我们的横幅向消费者提出新的问题，以解决过去24小时内出现的趋势。这些不同的消息被手动集成到我们的编程界面中，并广播给最相关的受众。在搜索中，事实检查员回答了Google上所有热门选举问题。为了使我们的SEM广告适应整个广告系列中的新闻和问题，我们使用了动态搜索广告，该广告实时地调整了我们的广告，并在加拿大广播电台的数字生态系统中更新了新内容。我们还在YouTube和Facebook上创建了特定的受众群体，专门针对千禧一代。列出结果 (投票30%) 我们很自豪能够实时与假新闻和替代信息源作斗争，用经过验证的信息为公民提供日常问题的即时答案。总体而言，在一个少于600万名选民的省份中，提供了1500万多个印象和150多个创意。我们的策略吸引了新的日常消费者进入加拿大广播电台的数字生态系统。在选举日取得了历史成果。10月1日，加拿大广播电台的数字生态系统产生了180万多次访问和460万多次页面浏览量，这是过去5年来第二繁忙的一天。总体而言，访问比上次选举增加了27%。我们的战略也对长期产生了积极影响，有助于提高我们的SEO ra在谷歌上搜索。在竞选期间提出的大多数问题中，Radio-Canada.ca现在排名前三。

实时打击假新闻

案例简介：Why is this work relevant for Media? This campaign embodies the perfect representation that a great media strategy can bring the right content to the right consumer, at the right time, and even have a positive impact on trusted source of information. Using search analytics, we monitored trending issues during the last election in Quebec, and customized our creatives in real-time. Using search, social and programmatic, we created hundreds of audiences and activated them with customized content, aligned with their interests. Our strategy helped increase visits on Radio-Canada.ca while having a positive impact on the long-term, helping fight fake news on every political issues of the campaign. Background Radio-Canada is the federal corporation that serves as the national public broadcaster for Canada's French population in the province of Quebec. During Quebec’s last election campaign, Radio-Canada wanted to increase the number of users on their digital platforms and become the leading destination for credible and verified media coverage. Describe the creative idea/insights (30% of vote) One of today’s greatest media challenges is the deterioration of trusted sources of information. In Canada, consumers trust Google and Facebook as their primary sources of information when a political question arise. Unfortunately, fake news spread across these platforms. As the country’s public broadcaster, fact-checking and objective journalism are Radio-Canada’s fundamental mission. It therefore made perfect sense to fight fake news during this election campaign to increase consumption of Radio-Canada’s digital content. To win against fake news, we needed to have a deep understanding of how it spreads: people seek out information that aligns with their existing worldviews and fake news is powered by this bias. The rumour is pushed to a large number of targeted audiences and custom content is created for each of these walled communities. We used the exact same strategy to integrate verified media coverage. We used our opponent’s weight and strength as weapons against him! Describe the strategy (20% of vote) The strategy was to communicate verified, unbiased journalism to targeted audiences, based on the interest of each of these diverse groups. The strategy allowed for real-time optimization even if news and hot topics are usually impossible to forecast during an election. The campaign was event-triggered, and the ads were activated by what was happening in the news. Programmatic and SEM were at the core of our strategy. On these channels, over 100 different topics were covered in only 39 days. Consumers were led to Radio-Canada’s ecosystem, including a fact-checking website, a mobile application and video content, to find verified answers to these questions. This question-based campaign was aligned with the insight that people favour content that reinforces what they already believe. Our non-confrontational questions triggered interest and led citizens with a large spectrum of beliefs to Radio-Canada’s content. Describe the execution (20% of vote) For agility, we transformed our go-to-market process. “Questions of the day” were discussed in briefing sessions with Radio-Canada’s news room team. We also monitored trending issues using search analytics, which allowed to identify citizen’s interests even before politicians brought them up. In programmatic, we crossed geographic, socio-demographic and political interest data and created hundreds of audiences. Every morning, consumers were asked new questions through our banners, addressing topics that had trended in the previous 24hours. These different messages were integrated manually to our programmatic interface and broadcast to the most relevant audiences. In search, fact checkers answered every top trending election question on Google. To adapt our SEM ads to news and issues throughout the campaign, Dynamic Search Ads were used, which adapted our ads in real time with the new content updated on Radio-Canada’s digital ecosystem. We also created specific audiences on YouTube and Facebook to specifically target millennials. List the results (30% of vote) We are proud to have fought against fake news and alternative information sources in real time, giving citizens instant answers to their everyday questions with verified information. Overall, more than 15 million impressions and over 150 creatives were delivered in a province counting fewer than 6 million voters. Our strategy attracted new daily consumers to the digital ecosystem of Radio-Canada. Historical results have been achieved on Election Day. On October 1st, Radio-Canada’s digital ecosystem generated more than 1.8 million visits and more than 4.6 million page views, the second-busiest day in the last 5 years. Overall, visits increased by 27% from the last election. Our strategy also had a positive impact on the long-term, helping increase our SEO ranking on Google. Radio-Canada.ca now ranked in the top 3 organic results for the majority of questions asked during the campaign.