I Touch Myself Project X Serena|微电影|广告营销案例【ADGuider广告指南】

我触摸自己项目X Serena

案例简介：背景八分之一的女性会得乳腺癌。然而，你越早发现乳腺癌，你战胜它的机会就越大。乳腺癌宣传月，2018年10月，澳大利亚胸罩品牌Berlei希望开展一场乳房健康意识运动，展示他们支持各地女性的品牌承诺，并展示他们对澳大利亚乳腺癌网络的持续承诺。然而，他们的预算很少，也没有媒体支出，所以我们的任务是创建一个能够获得大量媒体报道的活动。目的是提高对自我检查对早期发现乳腺癌的重要性的认识，以意想不到的方式向年轻女性传递一个简单的信息: 触摸你自己。与此同时，这项运动证明了Berlei在行动中的品牌承诺 -- 支持女性的乳房健康。描述创意 (30% 的选票) 2014，我触摸我自己的项目将divinyls的热门歌曲转变为乳房健康国歌，以激励澳大利亚女性自我检查。在2018，Berlei想要一场能够覆盖全球各地女性的运动。我们创作了这首歌的新版本，不是和一个歌手，而是和一个超级有影响力的人 (瑟琳娜 · 威廉姆斯) 谁愿意免费提供该项目，并将其发布在国际乳腺癌意识月的社交渠道上。尽管塞丽娜以前没有专业演唱过，但她同意成为女性健康冠军。塞蕾娜演唱时，影响力得分为98%，女性倾听，接触了95个国家超过252% 人，关于自我发现的对话增加了 (与BCAM 2017年10月相比)。塞蕾娜为这个项目出声，帮助她将早期发现的重要性搬上了世界舞台。描述策略 (20% 的选票) 尽管她们意识到乳腺癌，但女性自我豁免而不是自我检查，认为 “这不会发生在我身上”。那么，你如何以一种能消除混乱和粉红色洗涤的方式来解决自我检查的敏感主题呢？通过音乐、运动和名人等她们喜欢的东西与女性联系。为了获得这种影响力，这个项目需要一个有规模和庄重的影响者。一个来自各种背景的女性尊敬和尊重的人，她可以打破混乱并建立联系。这个星球上没有多少人有这种吸引力，但有一个女人有这种吸引力: 超级影响者瑟琳娜 · 威廉姆斯。不仅仅是瑟琳娜的超级巨星和未被发现的嗓音让她成为了一个完美的候选人。Instagram上有1000多万人，她的观众与我们的目标人群非常匹配: 年轻女性最不可能进行乳房自我检查。描述执行情况 (20% 的选票) 我们制作了一个原始而辛酸的音乐视频，塞蕾娜唱着 “触摸我自己”。在一张照片中，瑟琳娜直直地看着我们，唱着乳腺癌意识的国歌，而相机慢慢地追踪回来，露出她赤裸的乳房，超级出现了: “触摸你自己” 瑟琳娜在9月23日的周日项目中首次接受美国后公开采访，开始了这场运动，她展示了音乐视频的摘录。采访覆盖了超过4.6亿人，因为她坚定地保持信息，利用她的平台恳求女性 “触摸自己”。Serena在9月30日 (国际乳腺癌意识月前夕) 将完整的音乐视频发布给她的社交渠道上的1000万 + 粉丝。音乐视频迅速掀起波澜 -- 覆盖了95个国家的10亿多人。列出结果 (30% 的选票) 影响力得分为98%，这意味着瑟琳娜 · 威廉姆斯唱歌时，女人在听，接触了95个国家超过12亿人口，关于自我检测的对话增加了252% (与BCAM 2017年10月相比)。塞雷娜通过对这个项目发表意见，帮助将早期发现的重要性搬上了全球舞台。全球内容覆盖了95个国家的11.2亿多人 • • 与252% 乳腺癌认知月相比，2017关于自我检查的对话提升。音乐视频是推特上转发最多的帖子，也是乳腺癌意识月期间Instagram上最受关注的视频。 • 在竞选期间，对Berlei 96% 的积极情绪。瑟琳娜是BCAM最杰出的影响者之一。这项运动被用来为美国妇女提供关于乳腺癌自我检测的直接建议。

我触摸自己项目X Serena

案例简介：Background 1 in 8 women will get breast cancer. Yet the earlier you detect breast cancer, the better your chance is of beating it. For Breast Cancer Awareness Month, October 2018, the Australian bra brand Berlei wanted a breast health awareness campaign that would demonstrate their brand promise to support women everywhere as well as show their ongoing commitment to Breast Cancer Network Australia. However, they had very little budget and no media spend so we were tasked with creating a campaign that would gain massive earned media coverage. The objective was to raise awareness of the importance of self-examination for the early detection of breast cancer with a simple message delivered in an unexpected way to young women: touch yourself. At the same time, the campaign is proof of Berlei’s brand promise in action – to support women’s breast health. Describe the creative idea (30% of vote) In 2014, the I Touch Myself Project transformed the Divinyls’ hit song into a breast health anthem to inspire Australian women to self-check. In 2018, Berlei wanted a campaign that would reach women in every corner of the globe. We created a new version of the song, not with a singer, but with a super-influencer (Serena Williams) who would be willing to front the project for no fee and post it on her social channels for International Breast Cancer Awareness Month. Despite not having sung professionally before, Serena agreed to become a champion for women’s health. With an influence score of 98%, when Serena sang, women listened, touching over I.12 billion people across 95 countries and increasing the conversation about self-detection by 252% (compared to BCAM October 2017). By lending her voice to the Project, Serena has helped put the importance of early detection on the world stage. Describe the strategy (20% of vote) Despite their awareness of breast cancer, women self-exempt rather than self-examine, thinking ‘it won’t happen to me’. So, how do you get the sensitive subject of self-examination out in a way that cuts through the clutter and pink-washing? By connecting with women through the things they love such as music, sport and celebrity. To get this kind of reach, the project needed an influencer with scale and gravitas. Someone women from all backgrounds looked up to and respected, who could cut through the clutter and connect. There aren’t many people on the planet who have that kind of pull, but there was one woman who does: super-influencer Serena Williams. It wasn’t just Serena’s superstardom and undiscovered vocals that made her a perfect candidate. With a following of 10+ million on Instagram, her audience was a perfect match to our target demographic: young women most unlikely to perform breast self-examinations. Describe the execution (20% of vote) We made a raw and poignant music video of Serena singing 'I Touch Myself'. In one single shot, Serena looks straight at us as she sings the breast cancer awareness anthem while the camera slowly tracks back to reveal her holding her naked breasts and the super appears: 'Touch Yourself' Serena kicked off the campaign with her first post-US Open interview on The Sunday Project on September 23 where she showed an excerpt from the music video. The interview had reach of over 460 million people as she stayed firmly on message, using her platform to implore women to ‘touch yourself’. Serena posted the full music video on September 30 (the eve of International Breast Cancer Awareness Month) to her 10 million+ followers on her social channels. The music video quickly created waves – reaching over a billion people in 95 countries. List the results (30% of vote) With an influence score of 98%, it meant that when Serena Williams sang, women listened, touching over I.12 billion people across 95 countries and increasing the conversation about self-detection by 252% (compared to BCAM October 2017). By lending her voice to the Project, Serena has helped put the importance of early detection on the global stage. • Global content reached over 1.12 billion people across 95 countries • • 252% uplift in conversations about self-checking compared to Breast Cancer Awareness Month 2017. • The music video was the most retweeted post on twitter and was the most watched video on Instagram during Breast Cancer Awareness Month. • 96% positive sentiment for Berlei during the campaign period. • Serena was one of the most prominent influencers in relation to BCAM. The campaign was used as a segue to providing direct advice to American women on self-detection of breast cancer.