The Social Media Sitter|微电影|广告营销案例【ADGuider广告指南】

社交媒体保姆

案例简介：为什么这项工作与PR相关？公关是这场运动的核心。毕竟，为了达到我们的目标群体，Z世代和千禧一代，我们需要的不仅仅是另一个广告活动。强大的洞察力，议程设置，新闻头条，一项帮助目标受众的服务-所有这些都有助于确保以公关为中心的活动的消费者相关性。背景在许多城市，宜必思酒店提供经济实惠的住宿选择，物超所值，是预算有限的年轻人的完美选择。尽管如此，宜必思酒店不再是其年轻目标群体的关注对象。现在是时候改变这一点，让宜必思再次受到年轻目标群体的欢迎了。我们的洞察力？千禧一代没有智能手机就无法生存-这会导致压力，尤其是在度假时。“照片或它没有发生，” 是他们的口头禅。为了让宜必思酒店更吸引年轻的目标群体，我们开发了数字化排毒服务。目标: 使宜必思酒店对年轻的目标群体更具吸引力；在社交媒体博客、影响者和在线媒体等渠道中产生影响力; 并在目标群体中获得更多房间预订。描述创意 (投票20%) ibis的目标是帮助其年轻的目标群体解决度假时的数字压力问题。这就是为什么宜必思推出数字排毒服务 “Relax we post” 的原因。瑞士最受欢迎的16位影响者接管了酒店客人的Instagram个人资料，并在他们入住期间代表他们发布。这使客人可以享受轻松的城市休息，摆脱数字压力。描述公关策略 (投票30%) 公关是这场运动的关键。毕竟，为了达到我们的目标群体，Z世代和千禧一代，我们需要的不仅仅是另一个广告活动。强大的洞察力，议程设置，有新闻价值的头条新闻，一项帮助目标受众的服务-所有这些都促成了这一以公关为中心的活动的消费者相关性。战略？没有社交媒体，千禧一代就无法运作-科学证明这会造成很大的压力。难怪数字排毒正在流行。宜必思酒店必须利用这一事实来获得年轻目标群体 (Z世代和千禧一代) 的认可。解决方案？开发了数字排毒服务。选择了PR方法，将旅游杂志，博客和影响者的故事宣传整合到此活动中。 Ibis的新数字排毒服务在旅游业中像野火一样蔓延，获得了国际吸引力，并成为旅游领域中使用最多的词。描述PR执行情况 (投票20%) 通过以下方式推广服务: -媒体工作: 个人故事宣传和媒体发布，宣传新的数字排毒服务的推出。 -影响者营销: 影响者代表ibis宣布他们作为社交媒体保姆的新角色，并在周末接管客人的Instagram个人资料。 -社交广告: 该视频与 “Relax we post” 预订平台的链接一起推广。服务的可预订试用阶段: -公共关系: 由于数字排毒等问题的高度社会相关性，影响者和社交媒体激发了媒体对该服务的兴趣，并且该活动已遍布世界各地。 -参与自己的沟通渠道，并使用AccorHotels网络进一步宣传服务。 -影响者营销: 16个社交媒体保姆会制作有关该服务的其他内容 (抽奖，Instagram故事中的优惠推送)，从而产生了与真实和目标群体相关的影响力列出结果 (投票30%) 必须至少包括以下两层: “Relax we post” 在瑞士获得了超过1400万个联系人 (印刷，在线，广播/电视) 和全球超过10亿的联系人，获得了巨大的媒体关注。 -在旅游博客和社交媒体渠道上有700多个剪报和150万多个提及。 -我们创造了价值1100万CHF的媒体。 -通过影响者的参与，在目标群体内实现了200,000多个相关联系人，参与率为4.79%。 -在活动期间，客房预订量总体上增加了15.1% %，目标群体内增加了528% %。《每日邮报》，《今日美国》，《赫芬顿邮报》，《今日中国》，《GEO》，《名利场》和《孤独星球》等国际媒体都报道了这一故事。“Relax we post” 利用了当前时代的时代精神，这个时代由社交媒体和社会压力主导，通过Instagram散发出令人兴奋，酷的图像。“Relax we post” 解决了数字排毒的主题问题，与上述社交媒体现象相反，并提供了关于社交媒体问题的话题。剪报: https://www.dailymail.co.uk/travel/ travel_news/文章-6392791/Hotel-chain-offers-guests-Instagram-sitter-accounts-date.html https:// 同意.yahoo.com/collectConsent?sessionId= 3_cc-session_a9be83ef-2f73-4ca5-956c-7505b28207a0 & lang = en-gb & inline = false https://eu.usatoday.com/story/travel/ 2018/11/15/宜必思-酒店-社交媒体-压力-instagram-sitter/2011201002/ https://www.lonelyplanet.com/news/ 2018/11/19/instagram-保姆-宜必思酒店/ https:// www.watson.ch/schweiz/instagram/683314199-digital-detox-noetig-jetzt-gibts-den-huetedienst-fuer-dein-instagram-konto https:// qz.com/1475378/瑞士-酒店-正在招聘-instagram-sitters-to-post-photos-for-you/ https:// www.vanityfair.fr/actualites/articles/des-hotels-russes-emploient-des-instagram-sitters-charges-de-poster-vos-photos-pour-vous/70832

社交媒体保姆

案例简介：Why is this work relevant for PR? PR was central to this campaign. After all, to reach our target groups, Gen Z and Millennials, we needed more than just another advertising campaign. A strong insight, agenda setting, newsworthy headlines, a service that helps the target audience – all this contributed to ensuring the consumer relevance of this PR-centered campaign. Background In many cities, ibis hotels provide affordable accommodation options that offer excellent value for money, making them the perfect choice for young people on a budget. Nevertheless, ibis hotels were no longer on the radar of their young target group. The time had come to change this and make ibis popular with its young target group again. Our insight? Millennials cannot survive without their smartphones – something that causes stress, particularly on vacation. “Pics or it didn’t happen,” is their mantra. To make ibis hotels more interesting for their young target group, we developed a digital detox service. Objectives: to make ibis hotels more interesting for their young target group; to generate reach in their channels such as social media blogs, influencers and in the online press; and to get more room bookings in the target group. Describe the creative idea (20% of vote) ibis was aiming to help its young target group address the problem of digital stress while on vacation. That’s why ibis launched digital detox service “Relax we post”. The 16 most popular influencers in Switzerland took over hotel guests’ Instagram profiles and posted on their behalf during their stay. This allowed guests to enjoy a relaxing city break free of digital stress. Describe the PR strategy (30% of vote) PR formed the crux of this campaign. After all, to reach our target groups, Gen Z and Millennials, we needed more than just another advertising campaign. A strong insight, agenda setting, newsworthy headlines, a service that helps the target audience – all this contributed to the consumer relevance of this PR-centered campaign. The strategy? Millennials can’t function without social media – something which is scientifically proven to cause a lot of stress. No wonder digital detoxes are trending. ibis hotels had to use this fact to gain recognition among their young target group (Gen Z and Millennials). The solution? A digital detox service was developed. A PR approach was chosen, story pitching with travel magazines, blogs and influencers were tools integrated into this campaign. ibis’ new digital detox service spread like wildfire within the travel industry, gaining international traction and becoming the most used words within the travel segment. Describe the PR execution (20% of vote) Service promoted via: –Media work: personal story pitching and a media release publicize the launch of the new digital detox service. –Influencer marketing: influencers announce their new roles as social media sitters on behalf of ibis and take over guests’ Instagram profiles for a weekend. –Social ads: the video is promoted along with links to the “Relax we post” booking platform. Bookable trial phase for the service: –Public relations: due to the high social relevance of issues such as digital detox, influencers and social media fueled the media interest in the service and the campaign has gone around the world. –Involvement of own communication channels and use of the AccorHotels network to further publicize the service. –Influencer marketing: the 16 social media sitters produce additional content about the service (prize draws, offer pushes in Instagram stories), thus generating reach thanks to the authentic and target group-relevant List the results (30% of vote) must include at least two of the following tiers: – “Relax we post” garnered enormous media attention with over 14 million contacts (print, online, radio/TV) in Switzerland and more than a billion contacts worldwide. – More than 700 clippings and more than 1.5 million mentions in travel blogs and on social media channels. – We generated earned media worth CHF 11 million. – By involving influencers, over 200,000 relevant contacts were achieved within the target group, with an engagement rate of 4.79%. – During the campaign, room bookings rose by 15.1% in general and by 528% within the target group. International media such as the Daily Mail, USA Today, Huffington Post, China Today, GEO, Vanity Fair, and Lonely Planet picked up on the story. “Relax we post” taps into the current zeitgeist of an era that is dominated by social media and social pressure to exude an exciting, cool image via Instagram. “Relax we post” addresses the topical issue of digital detox, the countertrend to the aforementioned social media phenomenon, and provides a talking point on the issue of social media. Clippings: https://www.dailymail.co.uk/travel/travel_news/article-6392791/Hotel-chain-offers-guests-Instagram-sitter-accounts-date.html https://consent.yahoo.com/collectConsent?sessionId=3_cc-session_a9be83ef-2f73-4ca5-956c-7505b28207a0&lang=en-gb&inline=false https://eu.usatoday.com/story/travel/2018/11/15/ibis-hotel-social-media-stress-instagram-sitter/2011201002/ https://www.lonelyplanet.com/news/2018/11/19/instagram-sitter-ibis/ https://www.watson.ch/schweiz/instagram/683314199-digital-detox-noetig-jetzt-gibts-den-huetedienst-fuer-dein-instagram-konto https://qz.com/1475378/swiss-hotels-are-hiring-instagram-sitters-to-post-photos-for-you/ https://www.vanityfair.fr/actualites/articles/des-hotels-russes-emploient-des-instagram-sitters-charges-de-poster-vos-photos-pour-vous/70832