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    首席大使

    案例简介:为什么这项工作与媒体相关? 口碑和客户背书比纯粹的品牌信息 (尼尔森) 更值得信赖 64%。 所以,当我们发现维珍澳洲航空公司的飞行常客项目Velocity的成员没有参与我们的付费和自有媒体时,我们转向他们会听的人,他们的朋友。 我们把我们的会员变成了我们的媒体,用积分支付他们来推广这个项目。 为了看到这些内容,我们执行了一个针对需要做更多事情的成员的高针对性的可寻址付费、拥有和赢得媒体战略,推动下一个最佳行动最终重新参与我们的计划。 背景 航空公司奖励计划在人们赚取和花费积分时赚钱。他们不断获得关于他们的成员如何赚取和花费积分的新消息和信息。 他们无情地轰炸他们。 航空公司和假期交易、应用程序发布、闪亮的新网站、奖金优惠、津贴、赎回交易、银行交易、交易。哪里赚积分,这里,这里,这里,那里!! 超负荷了。收件箱填满,付费媒体变成壁纸。结果是客户参与度直线下降。 我们需要一种新的方式来联系我们的会员,让他们听到所有赚取和花费积分的方式。此外,我们需要证明速度点比以往任何时候都更容易获得。事实上,你几乎可以在任何地方赚到它们。 描述创意/见解 (30% 的选票) 我们没有向一个拥有数百万追随者的人支付大量资金,而是将我们的营销预算转换为积分,并提供数百万人,少数追随者,数百万积分。 通过电子邮件和可寻址的付费方式发送给我们的会员的 “打电话给收款人” 视频推出了新平台,要求真正的会员创建关于积分的内容,对于点-速度点的力量的史诗产品演示。 我们把 12 个月的简报在线,让会员选择他们推广的东西-我们的新应用程序,15% 转移奖金优惠,等等。 内容越有创意,越真实,越有教育意义,无论有多少追随者,他们得到的分数就越多。 初学者使整个积分类别民主化,允许普通人比有影响力的人和那些用昂贵的信用卡获得积分的人获得更多积分。意味着更多的普通人可以免费环游世界。 描述策略 (20% 的选票) 我们知道,我们的一小部分成员不仅比任何人都更了解这个项目,他们也为我们的大部分收入做出了贡献。所以,我们的策略有两个方面: 让这些成员告诉我们他们是如何使用这个程序的,然后用这个内容来瞄准那些可以做得更多的成员。 我们的第一步是确定成员可以采取的最有价值的行动,以推动短期收入增长,并将长期终身价值提升到Velocity。这些事情就像: 与维珍澳洲航空公司一起飞行,从信用卡中转移积分并在他们的杂货上赚取积分-它们成为我们的简报。 接下来,我们确定了需要做更多事情的成员,并根据他们在项目中的下一个最佳行动将他们分组。 我们现在需要的只是针对他们的成员内容。 描述执行情况 (20% 的选票) 我们首先邀请数百万Velocity成员成为 # earnbassador。几分钟内,他们分享了我们不知道存在的程序黑客。创造力是巨大的 -- 我们有冲浪者、跳伞运动员和操纵木偶的人。在 48 小时内,我们有超过 150 条内容。 我们的成员已经成为我们的媒体。 接下来,我们使用可寻址付费将最好的Earnbassador内容转化为针对我们特定细分市场的广告。从来没有和我们一起飞行过?我们用会员视频教他们我们的 600 个目的地。从未在杂货上获得积分?我们分享了关于从装满手推车到达斐济的会员内容。 这个内容在Velocity的facebook和instagram,其他在线和自有渠道,包括飞行杂志,我们甚至制作了一个通过航空休息室分发的服装系列,所有这些都旨在让知情成员分享社交内容,以换取速度点。 列出结果 (30% 的选票) 把你的营销交给消费者是可怕的。最终,风险值得回报。 它回报了大量创造性、教育性和收入驱动的内容,提供了: 5700 + 一对一广告 (和不断增长) + 484.5% 积极情绪 7.76 米累计赚得 零售收入增长 30% 几乎 10,000,000 个速度点已经支付给了首席大使 -- 实现了速度存在的确切目标 -- 给了普通澳大利亚人旅行的机会以换取忠诚。 它还揭示了现实生活中感觉良好的故事。 伊恩巴萨多 · 朱莉带着女儿乔西去了纽约的一个新展览展示唐氏综合症患者的工作。莎拉拜访了她的朋友,她正在从化疗中恢复。更多的人在速度点上环游世界。 Earnbassadors继续为品牌创造内容,用比任何品牌都更好、更人性化的方式说出我们需要说的所有话 (还有一些我们不需要说的话)。

    首席大使

    案例简介:Why is this work relevant for Media? Word of mouth and customer endorsements are 64% more trustworthy than pure brand messages (Nielsen). So, when we identified there were members of Velocity, the Frequent Flyer program of Virgin Australia, who weren’t engaging with our paid and owned media, we turned to those they would listen to, their friends. We turned our members into our media, paying them in points for promoting the program. To get this content seen, we executed a highly targeted addressable paid, owned and earned media strategy targeting members who needed to do more, driving next best action to ultimately re-engage with our program. Background Airline reward programs make money when people earn and spend points. And they have constantly got new news and information on how their members can earn and spend points. Which they mercilessly bombard them with. Airline and vacation deals, app launches, shiny new websites, bonus offers, perks, redemption deals, bank deals, deals, deals. Where to earn points, here, here, here, there!! It’s overload. Inboxes fill up, paid media becomes wallpaper. And the result is that customer engagement rates plummet. We needed a way to reach our members in new ways that would allow them to hear about all the ways to earn and spend points. And what’s more, we needed to prove that Velocity Points are easier than ever to earn. In fact, you can pretty much earn them anywhere. Describe the creative idea/insights (30% of vote) Rather than paying one person with millions of followers lots of money, we converted our marketing budget into points and offered millions of people, with a handful of followers, millions of points. A ‘Call-to-Earns’ video sent to our members via email and in addressable paid, launched the new platform, asking real members to create content about points, for points - an epic product demonstration of the power of Velocity Points. We put 12-months of briefs online and let members choose what they promoted - our new app, 15% transfer bonus offers, and many more. The more creative, authentic and educational the content, the more points they got, regardless of how many followers. Earnbassadors democratised the entire points category, allowing regular people to earn more points than influencers and those who earn points on their big expensive credit cards. Meaning more regular people got to fly around the world for free. Describe the strategy (20% of vote) We know that a small percentage of our members not only understood the program better than anyone, they also contributed to the majority of our revenue. So, our strategy was two-fold: get these members to tell us how they used the program and then use this content to target the members who could be doing more. Our first step was to define the most valuable actions that members could take to drive short term revenue growth as well as to promote longer term lifetime value to Velocity. These were things like: flying with Virgin Australia, transferring points from a credit card and earning points on their groceries - they became our briefs. Next, we identified our members who needed to do more, and grouped them into segments based on their next best action with the program. All we needed now was the member content to target them with. Describe the execution (20% of vote) We started by inviting the millions of Velocity members to become an #earnbassador. Within minutes, they were sharing program hacks we didn’t know existed. The creativity was immense - we had surfers, skydivers, and puppeteers. Within 48 hours, we had over 150 pieces of content. Our members had become our media. Next, we used addressable paid to turn the best Earnbassador content into ads targeting our specific segments. Never flown with us? We used member videos to teach them about our 600 destinations. Never earned points on groceries? We shared member content about getting to Fiji from filling their trolley. This content was reposted across Velocity’s facebook and instagram, other online and owned channels - including the inflight magazine, and we even produced a clothing line that was distributed through airline lounges, all aiming to get members in the know to share social content in exchange for Velocity Points. List the results (30% of vote) Leaving your marketing in the hands of consumers is terrifying. Ultimately, the risk was well worth the return. It returned a wealth of creative, educational and revenue-driving content delivering: 5700+ one-to-one ads (and growing) +484.5% positive sentiment 7.76M earned cumulative reach 30% increase in retail revenue Almost 10,000,000 Velocity Points have been paid to Earnbassadors - achieving exactly what Velocity exists to do - give everyday Australians the chance to travel in return for loyalty. It also revealed real-life feel-good stories. Earnbassador Julie flew her daughter Josie to a New York exhibition showcasing work from individuals with Down Syndrome. Sarah visited her friend recovering from chemotherapy. And many more travelled the world on Velocity Points. The Earnbassadors continue create content for the brand, saying all the things we need to say (and some that we don’t) in a better, more human way than any brand could.

    The Earnbassadors

    案例简介:为什么这项工作与媒体相关? 口碑和客户背书比纯粹的品牌信息 (尼尔森) 更值得信赖 64%。 所以,当我们发现维珍澳洲航空公司的飞行常客项目Velocity的成员没有参与我们的付费和自有媒体时,我们转向他们会听的人,他们的朋友。 我们把我们的会员变成了我们的媒体,用积分支付他们来推广这个项目。 为了看到这些内容,我们执行了一个针对需要做更多事情的成员的高针对性的可寻址付费、拥有和赢得媒体战略,推动下一个最佳行动最终重新参与我们的计划。 背景 航空公司奖励计划在人们赚取和花费积分时赚钱。他们不断获得关于他们的成员如何赚取和花费积分的新消息和信息。 他们无情地轰炸他们。 航空公司和假期交易、应用程序发布、闪亮的新网站、奖金优惠、津贴、赎回交易、银行交易、交易。哪里赚积分,这里,这里,这里,那里!! 超负荷了。收件箱填满,付费媒体变成壁纸。结果是客户参与度直线下降。 我们需要一种新的方式来联系我们的会员,让他们听到所有赚取和花费积分的方式。此外,我们需要证明速度点比以往任何时候都更容易获得。事实上,你几乎可以在任何地方赚到它们。 描述创意/见解 (30% 的选票) 我们没有向一个拥有数百万追随者的人支付大量资金,而是将我们的营销预算转换为积分,并提供数百万人,少数追随者,数百万积分。 通过电子邮件和可寻址的付费方式发送给我们的会员的 “打电话给收款人” 视频推出了新平台,要求真正的会员创建关于积分的内容,对于点-速度点的力量的史诗产品演示。 我们把 12 个月的简报在线,让会员选择他们推广的东西-我们的新应用程序,15% 转移奖金优惠,等等。 内容越有创意,越真实,越有教育意义,无论有多少追随者,他们得到的分数就越多。 初学者使整个积分类别民主化,允许普通人比有影响力的人和那些用昂贵的信用卡获得积分的人获得更多积分。意味着更多的普通人可以免费环游世界。 描述策略 (20% 的选票) 我们知道,我们的一小部分成员不仅比任何人都更了解这个项目,他们也为我们的大部分收入做出了贡献。所以,我们的策略有两个方面: 让这些成员告诉我们他们是如何使用这个程序的,然后用这个内容来瞄准那些可以做得更多的成员。 我们的第一步是确定成员可以采取的最有价值的行动,以推动短期收入增长,并将长期终身价值提升到Velocity。这些事情就像: 与维珍澳洲航空公司一起飞行,从信用卡中转移积分并在他们的杂货上赚取积分-它们成为我们的简报。 接下来,我们确定了需要做更多事情的成员,并根据他们在项目中的下一个最佳行动将他们分组。 我们现在需要的只是针对他们的成员内容。 描述执行情况 (20% 的选票) 我们首先邀请数百万Velocity成员成为 # earnbassador。几分钟内,他们分享了我们不知道存在的程序黑客。创造力是巨大的 -- 我们有冲浪者、跳伞运动员和操纵木偶的人。在 48 小时内,我们有超过 150 条内容。 我们的成员已经成为我们的媒体。 接下来,我们使用可寻址付费将最好的Earnbassador内容转化为针对我们特定细分市场的广告。从来没有和我们一起飞行过?我们用会员视频教他们我们的 600 个目的地。从未在杂货上获得积分?我们分享了关于从装满手推车到达斐济的会员内容。 这个内容在Velocity的facebook和instagram,其他在线和自有渠道,包括飞行杂志,我们甚至制作了一个通过航空休息室分发的服装系列,所有这些都旨在让知情成员分享社交内容,以换取速度点。 列出结果 (30% 的选票) 把你的营销交给消费者是可怕的。最终,风险值得回报。 它回报了大量创造性、教育性和收入驱动的内容,提供了: 5700 + 一对一广告 (和不断增长) + 484.5% 积极情绪 7.76 米累计赚得 零售收入增长 30% 几乎 10,000,000 个速度点已经支付给了首席大使 -- 实现了速度存在的确切目标 -- 给了普通澳大利亚人旅行的机会以换取忠诚。 它还揭示了现实生活中感觉良好的故事。 伊恩巴萨多 · 朱莉带着女儿乔西去了纽约的一个新展览展示唐氏综合症患者的工作。莎拉拜访了她的朋友,她正在从化疗中恢复。更多的人在速度点上环游世界。 Earnbassadors继续为品牌创造内容,用比任何品牌都更好、更人性化的方式说出我们需要说的所有话 (还有一些我们不需要说的话)。

    The Earnbassadors

    案例简介:Why is this work relevant for Media? Word of mouth and customer endorsements are 64% more trustworthy than pure brand messages (Nielsen). So, when we identified there were members of Velocity, the Frequent Flyer program of Virgin Australia, who weren’t engaging with our paid and owned media, we turned to those they would listen to, their friends. We turned our members into our media, paying them in points for promoting the program. To get this content seen, we executed a highly targeted addressable paid, owned and earned media strategy targeting members who needed to do more, driving next best action to ultimately re-engage with our program. Background Airline reward programs make money when people earn and spend points. And they have constantly got new news and information on how their members can earn and spend points. Which they mercilessly bombard them with. Airline and vacation deals, app launches, shiny new websites, bonus offers, perks, redemption deals, bank deals, deals, deals. Where to earn points, here, here, here, there!! It’s overload. Inboxes fill up, paid media becomes wallpaper. And the result is that customer engagement rates plummet. We needed a way to reach our members in new ways that would allow them to hear about all the ways to earn and spend points. And what’s more, we needed to prove that Velocity Points are easier than ever to earn. In fact, you can pretty much earn them anywhere. Describe the creative idea/insights (30% of vote) Rather than paying one person with millions of followers lots of money, we converted our marketing budget into points and offered millions of people, with a handful of followers, millions of points. A ‘Call-to-Earns’ video sent to our members via email and in addressable paid, launched the new platform, asking real members to create content about points, for points - an epic product demonstration of the power of Velocity Points. We put 12-months of briefs online and let members choose what they promoted - our new app, 15% transfer bonus offers, and many more. The more creative, authentic and educational the content, the more points they got, regardless of how many followers. Earnbassadors democratised the entire points category, allowing regular people to earn more points than influencers and those who earn points on their big expensive credit cards. Meaning more regular people got to fly around the world for free. Describe the strategy (20% of vote) We know that a small percentage of our members not only understood the program better than anyone, they also contributed to the majority of our revenue. So, our strategy was two-fold: get these members to tell us how they used the program and then use this content to target the members who could be doing more. Our first step was to define the most valuable actions that members could take to drive short term revenue growth as well as to promote longer term lifetime value to Velocity. These were things like: flying with Virgin Australia, transferring points from a credit card and earning points on their groceries - they became our briefs. Next, we identified our members who needed to do more, and grouped them into segments based on their next best action with the program. All we needed now was the member content to target them with. Describe the execution (20% of vote) We started by inviting the millions of Velocity members to become an #earnbassador. Within minutes, they were sharing program hacks we didn’t know existed. The creativity was immense - we had surfers, skydivers, and puppeteers. Within 48 hours, we had over 150 pieces of content. Our members had become our media. Next, we used addressable paid to turn the best Earnbassador content into ads targeting our specific segments. Never flown with us? We used member videos to teach them about our 600 destinations. Never earned points on groceries? We shared member content about getting to Fiji from filling their trolley. This content was reposted across Velocity’s facebook and instagram, other online and owned channels - including the inflight magazine, and we even produced a clothing line that was distributed through airline lounges, all aiming to get members in the know to share social content in exchange for Velocity Points. List the results (30% of vote) Leaving your marketing in the hands of consumers is terrifying. Ultimately, the risk was well worth the return. It returned a wealth of creative, educational and revenue-driving content delivering: 5700+ one-to-one ads (and growing) +484.5% positive sentiment 7.76M earned cumulative reach 30% increase in retail revenue Almost 10,000,000 Velocity Points have been paid to Earnbassadors - achieving exactly what Velocity exists to do - give everyday Australians the chance to travel in return for loyalty. It also revealed real-life feel-good stories. Earnbassador Julie flew her daughter Josie to a New York exhibition showcasing work from individuals with Down Syndrome. Sarah visited her friend recovering from chemotherapy. And many more travelled the world on Velocity Points. The Earnbassadors continue create content for the brand, saying all the things we need to say (and some that we don’t) in a better, more human way than any brand could.

    首席大使

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    The Earnbassadors

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