Help Kenya Not Kanye|短视频|广告营销案例【ADGuider广告指南】

帮助肯尼亚而不是坎耶

案例简介：活动描述坎耶在寻求帮助，但是还有很多其他人比他更容易使用这笔钱。所以我们想出了帮助肯尼亚而不是坎耶，一个微型网站，让人们帮助 10 个肯尼亚慈善机构，而不是帮助坎耶 · 韦斯特。结果随着网站上线的每一天，覆盖范围呈指数级增长。我们接触了 10,000 多名个人推特，其中有一些主要的影响者，仅仅从社交媒体上就产生了 1500万以上的印象。一旦新闻媒体收集了它，我们就被来自世界各地的 100 多个不同的来源报道，并获得了 2000万的媒体印象。一家慈善机构收到了如此多的流量，以至于他们的服务器崩溃了。标签 # HelpKenyaNotKanye 的趋势是，总统本人在推特上跟踪我们，网站上没有列出的肯尼亚慈善机构开始使用标签加入运动，并为他们的慈善机构赢得吸引力慈善机构。最重要的是，我们为肯尼亚筹集了实际资金。不到一个月就超过 9000 美元。根据肯尼亚的援助，足以开办一所学校。战略策略很简单。我们研究了坎耶商品的各种成本 (记录、流媒体订阅、音乐会门票、服装)，并将其与肯尼亚慈善机构用同样的钱可以做的事情进行了比较。网站上的每一次比较都让访问者真正了解事情。简单的设计让人们很容易理解信息的重要性，并且设计成网站上的每一页都可以共享。我们在社交媒体上瞄准了 Kanye 的仇敌，以及那些已经受够了 Kanye 滑稽动作的粉丝。目的绝不仅仅是创建一个试图抨击坎耶的网站。我们喜欢他的音乐。我们只是想把公众对话转向积极的慈善努力。执行当我们在 2月17日看到坎耶新闻片段时，我们受到了创建一个网站的启发。我们开始研究坎耶商品的成本，并找到了 10 家声誉良好的肯尼亚慈善机构，将其列在微型网站上，作为对游客采取行动的呼吁。在不到 24 小时内，该网站被设计和直播。我们立即开始渗透围绕坎耶 · 韦斯特的社交话题，并在他的追随者和全球新闻媒体中获得关注。概要 2月13日，说唱歌手坎耶 · 韦斯特在推特上宣布他负债 5300万美元，并请求亿万富翁和粉丝的帮助，就像他是一个慈善机构一样。推特被嘲笑这种情况的人激怒了，但让我们不安的是许多为他辩护的粉丝 -- 即使他说他是一个比在非洲建一所学校更有价值的慈善机构。2月17日，斯蒂芬 · 科尔伯特秀上指出，一些粉丝甚至发布了一个 “去资助我” 的页面，并为他筹集资金。第二天，我们决定采取行动，将对话转向社会事业。

帮助肯尼亚而不是坎耶

案例简介：Campaign Description Kanye was asking for help, but there are so many other people that could use the money way more than him. So we came up with Help Kenya Not Kanye, a microsite that let people help 10 Kenyan charities instead of helping Kanye West. Outcome The reach grew exponentially with every day the site was live. We reached over 10,000 individual tweeters with some major influencers resulting in over 15 million in impressions just from social media. Once the news media picked it up, we were covered by over 100 different sources from around the globe garnering another 20 million in earned media impressions. One charity received so much traffic that their server crashed. The hashtag #HelpKenyaNotKanye was trending to the point that POTUS himself was following us on Twitter and Kenyan charities that weren't listed on the site started using the hashtag to join the movement and gain traction for their charities. Most importantly we raised actual money for Kenya. Over $9000 in less than a month. Enough to open up a school according to Kenya Aid. Strategy The strategy was simple. We researched the various costs of Kanye merchandise (records, streaming subscriptions, concert tickets, clothing) and compared it to what a charity could do with the same money in Kenya. Every comparison on the site really put things into perspective for visitors. The simple design made it easy for people to grasp the importance of the message and was designed so that every page on the site was shareable. We targeted Kanye haters on social media as well as fans that just had enough of Kanye's antics. The intention was never to just create a site that tried to bash Kanye. We love his music. We just wanted to shift the public dialogue towards a positive charitable effort instead. Execution As soon as we saw the Kanye news segment on Feb 17, we were inspired to create a website. We started researching the cost of Kanye's merchandise as well as found 10 reputable Kenyan charities to list on the microsite as calls to action for visitors. In less than 24 hours, the site was designed and live. We immediately started infiltrating the social chatter surrounding Kanye West and gaining traction amongst his followers and global news media. Synopsis On Feb 13, rapper Kanye West announced on Twitter that he was 53 million dollars in debt and pleaded for help from billionaires and fans alike as if he was a charity. Twitter was ablaze with people ridiculing this situation, but what disturbed us was the many fans that defended him - even after he said he is a more worthy charity than building a school in Africa. Some fans even put up a Go Fund Me page and were raising money for him as pointed out on the Stephen Colbert Show on Feb 17. The next day we decided to take action to change the conversation towards a social cause.