Refurbished tweets|微电影|广告营销案例【ADGuider广告指南】

翻新的推文

案例简介：为什么这项工作与公关相关？法国初创公司和欧洲翻新产品领导者Back Market决定将业务扩展到美国。在一个热爱新玩意的国家，这不是一件容易的事。我们没有名人影响者的预算，我们也意识到他们中的大多数人真的想要我们的产品，几年前就已经发了推文。因此，为了推广我们的翻新产品，我们决定翻新他们的推文。我们转发了它们，就好像它们是在前一天发布的一样，并向他们发送了他们 (过去) 梦想中的智能手机，免费创建了有史以来最大的在线影响者活动。背景 2019年，法国创业公司 (Back Market) 在5年内成为翻新产品的欧洲领导者，决定扩展到美国市场。这个增加品牌收入的新机会是一个复杂的挑战，因为美国人自豪地购买昂贵的全新小工具 (从智能手机到语音助手) 作为个人成就的证明。该类别本身 (翻新产品) 被视为二手市场，即使大部分零件被更换以使产品再次焕然一新。此外，在美国，新颖性是一个持续不断的广告论点，不能应用于什么本土市场销售。我们必须找到一个聪明的解决方案，以将市场展示为全新电子设备的时尚和廉价替代品。我们的简介很简单: 尽管市场对我们所做的事情有看法，但在没有任何媒体预算的情况下却引起了人们的注意。描述创意 (投票20%) 我们的第一个想法是利用影响者来评估我们销售的产品。可悲的是，拥有数百万粉丝的美国全球超级巨星荒谬地超出了我们的预算，他们要求数十万美元发布一条推文或一张Instagram图片。但我们也意识到，这些美国名人中的大多数人真的想要我们的产品，并在几年前就已经在推特上发布过。因此，为了推广我们的翻新产品，我们决定翻新他们的推文。我们转发了它们，就好像它们是在前一天发布的一样，并向他们发送了他们 (过去) 梦想中的智能手机，免费创建了有史以来最大的在线影响者活动，而影响者甚至都不知道。描述公关策略 (投票30%) 我们从twitter收集数据，从受众，针对性，代表性和媒体潜在影响力方面分析最强大的twitter帐户。然后，我们将从这些帐户中提取的所有数据 (代表500 000条推文) 与我们可用于美国市场的翻新产品的名称进行了交叉。它导致我们300了以前提到我们今天销售的产品的旧推文，然后我们对其进行了 “翻新”。通过翻新这些推文并最大化互动，我们使它们在我们所针对的名人的追随者的twitter时间表中上升。然后，我们将它们放在twitter的时间表上，并通过愚蠢的视频演示展示整个计划，在我们的社交媒体平台上进行中继，并通过有影响力的人，记者和PR工具包在线传播。描述PR执行 (投票20%) 数周以来，我们在twitter上搜索了来自美国超级巨星的旧被遗忘的推文，这些推文谈论了我们的产品。我们收集了它们，写出了机智而愚蠢的答案，就像它们刚刚发布一样，并在一天之内将它们转发到我们的twitter帐户上，从而创建了第一个完全由超级巨星推文制成的twitter帐户。我们还将这些推文打印在纸上，作为一种模式，将他们多年前想要的产品包装起来，然后发送给他们。我们解释了我们激活背后的整个思维和机制，让记者、媒体、明星粉丝和美国社交网络用户通过口口相传注意到我们做了什么。整个事情是在twitter上完全有机地制作的，在美国和国外都产生了很多对话，导致美国人民在我们的网站上获得了大量订单。列出结果 (投票30%)，必须至少包括以下两个层: 通过100% 有机地传播我们的想法，在没有媒体投资的情况下取得了以下所有结果。 -我们翻新了311位老名人的老推文，包括2位总统 (巴拉克·奥巴马，唐纳德·特朗普) 的演员，歌手，嘻哈艺术家，小说家，电视节目主持人，运动员，漫画艺术家，甚至twitter的创始人 -从在美国网站上发布之前的平均每天100个客户跃升至前48小时的26000多个订单。 -广告系列启动后的一个月，我们网站上的全球订单增加了427%。 -在活动中 “参与” 的3位不同的名人在收到他们 (过去) 梦想中的智能手机后，在网上承认了这一倡议。

翻新的推文

案例简介：Why is this work relevant for PR? Back Market, French startup and European leader of refurbished products, decided to expand to the US. Not an easy feat in a country that loves new gadgets. We didn't have the budget for celebrity influencers and also we realised that most of them really wanted our products and had already tweeted about that years ago. So, to promote our refurbished products, we decided to refurbish their tweets. We retweeted them as if they were published the day before and sent them the smartphones of their (past) dreams, creating the biggest online influencer campaign ever, for free. Background In 2019, Back Market, the French startup that has become in 5 years the European leader of refurbished products, decided to expand to the American market. This new opportunity to increase the brand’s revenue was a complex challenge as people in America are proud to buy expensive brand-new gadgets (from smartphones to voice assistants) as proof of personal achievement. The category in itself (refurbished products) is perceived as a second-hand market, even if most of the parts are replaced to make the products brand new again. Also, in the USA novelty is a constant advertising argument that cannot be applied to what Back Market sell. We had to find a clever solution to show Back Market as a trendy and cheap alternative to brand new electronic devices. Our brief was simple: getting noticed despite the market perception of what we do, without any media budget. Describe the creative idea (20% of vote) Our first thought was to use influencers to value what we sell. Sadly, American global superstars with millions of followers were absurdly out of our budget, asking for hundreds of thousands of dollars to publish a single tweet or an Instagram picture. But we also realised that most of these American celebrities really wanted our products and had already tweeted about that years ago. So, to promote our refurbished products, we decided to refurbish their tweets. We retweeted them as if they were published the day before and sent them the smartphones of their (past) dreams, creating the biggest online influencer campaign ever, for free, without the influencers even knowing it. Describe the PR strategy (30% of vote) We gathered data from twitter, analyzing the most powerful twitter accounts in terms of audience, pertinence, representation and earned media potential influence. We then crossed all the data extracted from these accounts, representing over 500 000 tweets, with the name of the refurbished products we have available for the American market. It led us to three hundred old tweets, that had previously mentioned the products we are selling today, which we then “refurbished”. By refurbishing these tweets and maximizing interactions, we made them go up in the twitter timeline of the followers of the celebrities we targeted. We then put them on our twitter timeline and showcased the whole initiative through a silly video presentation, relayed on our social media platforms and spread online through influencers, journalists, and PR kits. Describe the PR execution (20% of vote) For weeks, we searched on twitter for old forgotten tweets from American superstars that talked about our products. We collected them, wrote witty and silly answers as if they had just been posted, and retweeted them on our twitter account in one day, creating the first twitter account entirely made out of superstar tweets. We also printed the tweets on paper as a pattern to wrap up the products they had wanted so many years ago and sent it to them. We explained the whole thinking and mechanism behind our activation and let journalists, media, fans of the stars and American social networks users notice what we did through word of mouth. The whole thing was made totally organically on twitter, generating a lot of conversations in the USA, but also abroad, leading to huge orders on our website from American people. List the results (30% of vote) must include at least two of the following tiers: All of the following results were made without media investment, through a 100% organic spread of our idea. - We refurbished 311 old tweets from old celebrities, including 2 POTUS (Barack Obama, Donald Trump) dozen of actors, singers, hip hop artists, novelists, TV show presenters, athletes, comic book artists, and even the founder of twitter - A jump from an average of 100 customers per day before the launch on our US website to over 26 000 orders in the first 48 hours. - A global increase of 427% of orders on our website for the month following the launch of our campaign. - 3 different celebrities “involved” during the campaign acknowledged the initiative online after receiving the smartphones of their (past) dreams.