The IKEA Human Catalogue|短视频|广告营销案例【ADGuider广告指南】

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宜家人类目录

案例简介：概要《目录》是宜家几十年来的主要营销工具，已经出版 67 年了。像每年一样，这份简报是为了让人们对宜家 2018 的目录感到兴奋。除了一些新产品和一些设计师合作之外，2018 宜家目录并没有什么新的。仅仅告诉人们有一个新的宜家目录是不够的。我们必须找到新的方法来制造噪音，让一个无声的小直接邮件到达你的邮箱。战略在一个技术正以指数级影响每个行业的世界里，许多传统媒体变得无关紧要，我们不得不让目录成为当今时代最古老的直接邮件形式之一。整个方法是创造一个不可思议的人类故事，超越广告，成为流行文化的一部分。人们更有可能在 60 秒的广告中分享人类的故事。我们知道如果我们能让这个故事出名，我们实际上会让目录出名。这个女孩真的记得所有这些页面吗？这让每个人都猜测。这反过来又让整个世界注意到她，并为自己测试她。我们通过多个资产构建了一个故事，允许其他人分享、编辑和重新分发它。我们还让这场运动变得自然互动，其核心是 Facebook 现场活动。相关性 67 年来，宜家目录一直是宜家最大的营销工具。但是在这个数字时代，一切都在屏幕上消费，目录的模拟性质使得它不那么令人兴奋。我们必须找到一种新的方法来使老式媒体相关和令人耳目一新。所以人们会很兴奋地再次拿起目录。我们决定用一个真实的公关故事来做这件事，这个故事讲述的是一个人类 (记忆冠军 Yanjaa) 记住了目录 (全部 328 页): 宜家人类目录。我们围绕公关故事宣传品牌娱乐。结果在 71 个国家产生了社会对话和分享。该报道覆盖了 124 个国家，覆盖了所有媒体类型的 100 多个不同媒体品牌，最显著的是高峰电视社论。自有媒体对电影的总浏览量超过 17,000。所有这些活动的覆盖面将超过 73,000,000 人。持续超过 3 分钟的内容的参与率超过 50%。使用程序化标记的业务指标我们发现，54% 的工作人员在没有点击横幅或链接的情况下查看后访问了网站，以了解更多关于目录的信息!整个期间网络流量总额的 65% 归因于该活动。该活动在 SGD 产生了 1:18 的投资回报率。更重要的是，它让世界上很多人拿起目录并阅读它。在 2018年再次制作相关的图标。执行这一切都始于一个实验: 挑战某人记住整个 2018 宜家目录。4818 产品。328 页。一个不可思议的故事。她成为所有实用目的的活生生的呼吸目录。她在我们的广告和品牌内容中。她在东南亚的所有目录新闻发布会上。通过赢得媒体，她成为电视、广播、报纸和社交媒体上宜家目录的代言人。这是人类可能的吗？这个问题的答案成了我们发射电影的前提。Yanjaa 在宜家专家面前进行了测试。从记者到影响者到消费者，每个听说这个故事的人都很想知道更多。去见她，测试她，拿起目录，自己试试。2017年9月6日，宜家人类目录在脸谱网上上线，并在成千上万的现场观众面前进行了测试。活动描述我们让一个人 (记忆冠军 Yanjaa) 记住了整个宜家目录。让她成为公关工具，让目录再次出名。我们在宜家专家面前测试了她，派她参加新闻发布会，并在成千上万的观众面前在 Facebook 上现场测试了她。从记者到消费者，甚至史蒂夫 · 哈维，每个听说这个故事的人都很想见到她，测试她，拿起目录，试着自己记住页面。她令人难以置信的故事帮助我们超越媒体购买能力接触到观众。人们在网上观看关于 Yanjaa 的品牌内容，或者在新闻上看到她。与此同时，他们正在离线研究目录，解码她是如何记住所有东西的。甚至当他们看着她接受测试时，他们也比以往任何时候都更加关注宜家的产品。使体验更加丰富和体验。

宜家人类目录

案例简介：Synopsis The Catalogue, IKEA’s main marketing tool for decades was in its 67th year of publication. The brief, like every year, was to get people excited about the 2018 IKEA Catalogue. Except for a few new products and a couple of designer collaborations, there wasn’t much that was new about the 2018 IKEA catalogue. Just telling people that there was a new IKEA catalogue wasn’t going to be enough. We had to find fresh new ways to make noise about a silent little direct mailer that arrives in your mailbox. Strategy In a world where technology is impacting every industry exponentially, making many traditional mediums irrelevant we had to make the catalogue, one of the oldest forms of direct mail relevant in today's time. The approach throughout was to create an incredible human story that goes beyond advertising and becomes a part of pop culture. People are more likely to share human stories over maybe, a 60-second ad. We knew if we could make the story famous, we would in effect make the catalogue famous. Did this girl really memorise all those pages? This kept everyone guessing. And that in turn, made the whole world take notice and test her for themselves. We built out a story via multiple assets that would allow others to share, edit and redistribute it. We also made the campaign interactive by nature, with a Facebook live event at its heart. Relevancy The IKEA Catalogue has been the biggest marketing tool for IKEA for 67 years. But in this digital age, where everything is consumed on screens, the analog nature of the catalogue makes it less exciting. We had to find a new way to make an old-school medium relevant and refreshing. So people would be excited to pick up the Catalogue once again. We decided to do this with a real PR story of a human (Memory champion Yanjaa) who memorised the catalogue (all 328 pages): the IKEA Human Catalogue. We propagated branded entertainment around the PR story. Outcome REACH RESULTS Social conversation and shares were generated in 71 countries. The story reached 124 countries in total from coverage in over 100 different media brands across all media types, most notably peak Television editorial. Aggregated views of the films in owned media exceeded 17,000,000.Reach of all of this activity to be in excess of 73,000,000 people. ENGAGEMENT Over 50% completion rate for the content that stretched over 3 mins. BUSINESS METRICS Using programmatic tagging we identified that 54% of those exposed to the work visited the site to learn more about the catalogue after viewing without clicking on a banner or link! 65% of total web traffic across the period was attributable to the campaign. The campaign generated an ROI of 1:18 in SGD. More importantly, it made a lot of people in the world pick up the catalogue and read it. Making an icon relevant in 2018 again. Execution It all started with an experiment: to challenge someone to memorise the entire 2018 IKEA catalogue. 4818 products. 328 pages. One incredible story. She became the living, breathing catalogue for all practical purpose. She was in our advertising and branded content. She was at all the Catalogue press launches in South-east Asia. Through earned-media, she became the face of the IKEA catalogue on TV, radio, newspapers, and social media. Was that even humanly possible? The answer to that question became the premise of our launch film. Where Yanjaa was tested in front of IKEA experts. From reporters to influencers to consumers, everyone who heard about the story was curious to know more. To meet her, test her, pick up the catalogue and try it for themselves. On 6th Sep 2017, the IKEA Human Catalogue went on Facebook LIVE and was tested by a LIVE audience in front of thousands. CampaignDescription We got a human (Memory champion Yanjaa) to memorise the entire IKEA Catalogue. And made her the PR vehicle to make the catalogue famous again. We tested her in front of IKEA experts, sent her to press events, and tested her LIVE on Facebook in front of thousands of viewers. From reporters to consumers, to even Steve Harvey, everyone who heard about the story was curious to meet her, test her, pick up the catalogue and try memorising pages themselves. Her incredible story helped us reach an audience way beyond our media-buying capacity. People were watching branded content about Yanjaa online, or seeing her on News. At the same time, they were studying the catalogue offline, decoding how she memorised everything. Even when they were watching her being tested, they were paying attention to the IKEA products more than ever. Making the experience more enriching and experiential.