Breathless Choir|短视频|广告营销案例【ADGuider广告指南】

气喘吁吁的合唱团

案例简介：活动描述为了证明飞利浦是一个致力于改善人们生活的组织，我们开始创建一个在线活动，改变一群人的生活，有一个共同点: 每一次呼吸都是一场战斗。在世界著名的唱诗班主持人加雷斯 · 马龙和飞利浦 SimplyGo 迷你氧气浓缩器的帮助下，18 名有呼吸条件的人被教导做一些不可思议的事情: 学习唱歌。加雷斯 · 马龙为警察的每一次呼吸创造了一个定制的安排，专门为呼吸困难的人设计的。在五天内，他们克服了困难，克服了恐惧，准备在世界上最具标志性的舞台之一: 纽约的阿波罗剧院演出。气喘吁吁的合唱团在一场表演中获胜，这场表演让观众落泪，感动了网上数百万人的心。战略这场运动有一个独特的挑战。它需要吸引三个不同但同样重要的受众: 医疗保健专业人员、医疗决策者和公众。为了实现这一目标，我们为每个受众定制内容，并为每个社交媒体平台创建定制故事。医疗保健观众的目标是在 LinkedIn 上发表文章，讲述了一个专注于创新和医疗保健专业知识的故事，而公众的目标是在 Facebook 上, 推特和 YouTube 上关于唱诗班胜利的高度情绪化的内容。这种方法旨在最大限度地提高参与度，并鼓励我们三个不同受众之间的分享。加雷斯 · 马龙的受欢迎程度也是竞选成功的关键。他的名声给了这个故事的可信度，并引起了媒体的兴趣。他还在社交媒体频道上分享了气喘吁吁的唱诗班，他的粉丝群激发了对唱诗班故事的兴趣。执行该活动在世界慢性阻塞性肺病日发起，为每个社交媒体平台设计了定制内容。医疗专业人员和医疗保健决策者在 LinkedIn 和 Facebook 上针对特定贸易内容，而公众在 YouTube 、 Twitter 和 Facebook 上发布高度情绪化的内容。接下来是社交媒体的战略性交流，每个观众都被重新定位到与他们最相关的故事方面。这种以微为目标的交流方式导致平台上超过 1500万的浏览量，许多人还在观看 17 分钟的在线内容。社交媒体战略也引发了公众在推特、 YouTube 和 Facebook 上的大量回应，以及美国肺脏协会和柳叶刀医学杂志等主要医疗组织的支持。概要几十年来，飞利浦一直以制造消费电子产品而闻名，但他们希望世界知道，他们也创造了改善人们生活的医疗技术。简报是将这一信息传播给三个独立但同样重要的受众: 医疗保健专业人员、医疗决策者和公众。成功意味着专业人士和公众将把飞利浦视为一个致力于创造创新技术、让生活变得更好的组织。全世界 7% 的死亡都是肺部疾病。慢性阻塞性肺病的全球成本将从 2010年的 2.1万亿美元上升到 2030年的 4.8万亿美元，届时它将成为全球第三大死亡原因。飞利浦相信总有办法让生活变得更好。这种想法导致飞利浦开发了 SimplyGo Mini，这是一种便携式氧气浓缩器，它使患有呼吸疾病的患者能够继续过着充实、活跃的生活。结果该活动的分享率为 20%，浏览量为 1500万，媒体印象超过 650,000,000。社交媒体的回应也促使《每日邮报》、《独立报》、《纽约时报》和《福布斯》等主流新闻机构发表文章。气喘吁吁的唱诗班让飞利浦在可持续的社交媒体指数上排名第六。该活动还使第四季度的收入比第三季度增长了 14% (创历史新高) 飞利浦便携式氧气设备和提高飞利浦在客户满意度方面的领先地位惊人的 15% 分 (净推广分数)。气喘吁吁的合唱团也改变了 18 人的生活，并展示了飞利浦的信念，即总有办法让生活变得更好。

气喘吁吁的合唱团

案例简介：Campaign Description To demonstrate that Philips is an organisation dedicated to improving people’s lives, we set out to create an online campaign that would change the lives of a group of people with one thing in common: every breath is a battle. With the help of world-renowned choirmaster Gareth Malone and the Philips SimplyGo Mini Oxygen Concentrator, eighteen people with breathing conditions were taught to do something incredible: learn to sing. Gareth Malone created a custom arrangement of the Police’s Every Breath You Take designed specifically for people with breathing difficulties. In five days they overcame their difficulties, conquered their fears and were ready to perform on one of the world’s most iconic stages: the Apollo Theater in New York City. The Breathless Choir triumphed in a performance that brought the audience to tears and touched the hearts of millions online. Strategy This campaign had a unique challenge. It needed to appeal to three different but equally important audiences: healthcare professionals, medical decision makers and the general public. To accomplish this we micro-targeted each audience with bespoke content and created custom stories for each social media platform. Healthcare audiences were targeted with posts on LinkedIn that told the story with a focus on innovation and healthcare expertise, while the general public was targeted on Facebook, Twitter and YouTube with highly emotional content about the triumph of the choir. This approach was designed to maximise engagement and encourage sharing across our three disparate audiences. Gareth Malone’s popularity was also key to the campaign’s success. His reputation gave the story credibility and drove media interest. He also shared the Breathless Choir’s on his social media channels and his fan-base drove interest in the choir’s story. Execution The campaign launched on World COPD (Chronic Obstructive Pulmonary Disease) Day with custom content designed for each social media platform. Medical professional and healthcare decision maker were targeted with trade-specific content on LinkedIn and Facebook, while the general public was delivered highly emotional content on YouTube, Twitter and Facebook. A strategic flow of social media communications followed, with each audience being retargeted with aspects of the story that were most relevant to them.This micro-targeted method of communication led to over 15 million views across platforms with many people watching a further 17 minutes of online content. The social media strategy also triggered an outpouring of responses from the public on Twitter, YouTube and Facebook along with expressions of support from major medical organisations like the American Lung Association and the Lancet Medical Journal. Synopsis For decades, Philips has been famous for making consumer electronics, but they want the world to know that they also create healthcare technology that improves people’s lives. The brief was to spread this message to three separate but equally important audiences: healthcare professionals, medical decision-makers and the general public. Success meant that professionals and the public would see Philips as an organisation dedicated to creating innovative technology that makes life better.Lung diseases account for 7% of deaths worldwide. The global cost of COPD (Chronic Obstructive Pulmonary Disease) will rise from $2.1 trillion in 2010 to $4.8 trillion by 2030, when it will become the third-leading cause of death worldwide. Philips believes there’s always a way to make life better. This kind of thinking led Philips to develop the SimplyGo Mini, a portable oxygen concentrator that empowers patients who struggle with respiratory conditions to continue living full, active lives. Outcome The campaign enjoyed a 20% share rate, 15 million views and over 650,000,000 media impressions. The response in social media also prompted articles by mainstream news organisations like the Daily Mail, The Independent, The New York Times and Forbes. The Breathless Choir drove Philips to #6 on Sustainly’s Social Media Index. The campaign also generated a 14% rise in revenue in Q4 over Q3 (a record high) for Philips portable oxygen devices and increased Philips #1 leadership position in customer satisfaction by an amazing 15% points (Net Promoter Score). The Breathless Choir also changed the lives of 18 people and demonstrated Philips belief that there’s always a way to make life better.