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

翻新推文

案例简介：为什么这项工作与公关相关？法国初创公司、欧洲翻新产品领头羊Back Market决定向美国扩张。在一个热爱新玩意儿的国家，这不是一件容易的壮举。我们没有预算名人有影响力的人，我们也意识到他们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了。因此，为了推广我们的翻新产品，我们决定翻新他们的推文。我们转发了他们，就好像他们是在前一天发布的，并向他们发送了他们 (过去) 梦想的智能手机，免费创造了有史以来最大的在线影响力活动。背景 2019年，法国初创公司Back Market在5年内成为欧洲翻新产品的领先者，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设备 (从智能手机到语音助理)，作为个人成就的证明。该类别本身 (翻新产品) 被认为是二手市场，即使大多数零件被更换以使产品再次焕然一新。此外，在美国，新颖性是一个持续的广告论点，不能应用于市场销售的东西。我们必须找到一种巧妙的解决方案来展示Back Market作为全新电子设备的时尚和廉价替代品。我们的简报很简单: 尽管市场对我们所做的事情有了认知，但没有任何媒体预算，但我们仍然在没有任何媒体预算的情况下获得了注意。描述创造性的想法 (投票20%) 我们的第一个想法是利用有影响力的人来评估我们销售的东西。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，要求数十万美元发布一条推文或Instagram图片。但我们也意识到，这些美国名人中的大多数真的想要我们的产品，并在几年前就已经在推特上发布了。因此，为了推广我们的翻新产品，我们决定翻新他们的推文。我们转发他们，就像他们在前一天发布的一样，并向他们发送了他们 (过去) 梦想的智能手机，创造了有史以来最大的在线影响力运动，免费，甚至没有影响力的人知道它。描述公关策略 (投票30%) 我们收集了twitter的数据，从受众、针对性、代表性和赢得的媒体潜在影响力方面分析了最强大的twitter账户。然后，我们将从这些账户中提取的所有数据，代表超过500 000条推文，与我们在美国市场上可用的翻新产品的名称进行交叉。它让我们看到了300条旧推文，这些推文之前提到了我们今天销售的产品，然后我们将其 “翻新”。通过翻新这些推文并最大化互动，我们使它们在我们目标的名人追随者的twitter时间线中上升。然后，我们将它们放在我们的twitter时间表上，并通过愚蠢的视频演示展示整个倡议，在我们的社交媒体平台上转播，并通过有影响力的人、记者和公关工具包在网上传播。描述PR执行 (投票的20%) 几周以来，我们在twitter上搜索了美国超级巨星们遗忘的旧推文，这些推文谈到了我们的产品。我们收集了它们，写下了诙谐而愚蠢的答案，就好像它们刚刚被发布一样，并在一天内将它们转发到我们的twitter帐户上，创建了第一个完全由超级巨星推文制作的twitter帐户。我们还将推文打印在纸上，作为一种图案，将他们多年前想要的产品包装好，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地注意到我们的所作所为。整件事完全有机地在twitter上制作，在美国，但也在国外产生了很多对话，导致我们网站上来自美国人民的巨额订单。列出结果 (投票的30%) 必须包括以下层中的至少两个: 所有以下结果都是在没有媒体投资的情况下，通过我们的想法100% 有机传播。 -我们翻新了来自老名人的311条老推文，包括2位总统 (巴拉克 · 奥巴马，唐纳德 · 特朗普) 十几位演员，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，甚至是twitter的创始人 -在我们的美国网站上发布之前，平均每天100个客户跃升到超过26 000个订单在第一个48小时。 -在我们的活动开始后的一个月，我们网站上的订单在全球增加了427% 个月。 -在活动期间 “参与” 的3名不同名人在收到他们 (过去) 梦想的智能手机后，在网上承认了这一倡议。

翻新推文

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.