Stories from the other side of the world|短视频|广告营销案例【ADGuider广告指南】

来自世界另一边的故事

案例简介：概要 70 年来，援外社一直支持发展中国家的妇女与极端贫困作斗争。但是，即使它是一个主要的非政府组织，护理的活动在法国仍然是未知的。我们设定了 4 个主要目标: 第一个目标是接触尽可能多的人，然后提高媒体意识，第三个目标是建立一个有影响力的群体，最后一个目标，但并非最不重要的是, 吸引新招募的观众。战略 “来自世界另一边的故事” 是一场完整的社交媒体活动。主要目标是通过赢得更年轻的目标受众来接触未来的潜在捐助者。2017年11月，在一周的时间里 (从 6 日到 12 日)，每天都会发布一个关于世界另一边的女人的新故事。为了支持这项运动，Care 邀请了 130 多名名人和有影响力的人捐赠他们自己的 Instagram 故事，并发布关于女性的故事。其中包括法国演员皮埃尔 · 尼奇、卡罗琳 · 德 · 梅格雷特、前弗朗西斯 · 亚历山德拉 · 罗森菲尔德小姐和弗洛拉 · 科克勒尔、主持人奥菲 · 梅尼耶或非常受欢迎的影响者诺霍里塔、萨纳纳斯和 phoenix · 菲尼克斯。所有的故事都可以在: https://www.instagram.com/care_france/ 相关性 “来自世界另一边的故事” 是一个完整的 Instagram 体验。这 7 篇内容被视为非常短的纪录片，并由纪录片家和 7 名女性共同实现。除了这个非政府组织的创新之外，故事是告诉新兴国家妇女日常生活的最相关工具。Care France 不仅仅是定期的宣传活动，还提供了真正的体验。这些妇女的故事将出现在 @ care _ france 追随者的 Instagram feed 上，Instagram 故事的格式使我们能够在没有任何过滤器的情况下描绘这些妇女的生活: 比以往任何时候都更接近他们的现实。结果在短短一周内，“来自世界另一边的故事” 为 @ care _ france 账户产生了 460万次浏览 (64% 次有机) 、 + 280% 次捐赠和 13k 个追随者, 让关爱法国成为法国最受关注的非政府组织之一。对于一个完全没有在法国交流习惯的广告商来说，这些都是显著的结果。执行为了最好地描绘他们的现实，也为了尊重 Instagram 的代码，两位纪录片制作人亲自去见每一位女性，帮助她们用智能手机记录日常生活。就像其他 Instagrammer 在法国做的那样。这些故事从 2018年11月12日在 Care France 的 Instagram 账户上发布，并由 130 多名女性影响者分享，她们接受捐赠自己一天的故事。活动描述每天，超过 3亿人在 Instagram 上分享他们的故事。但是，尽管我们都有一个故事可以分享，但其中一些故事值得支持。Care France 希望通过将受极端贫困影响的妇女置于聚光灯下并提高法国人的认识来支持她们。他们创造了一种独特的体验: “来自世界另一边的故事”。7 个女人的每日故事，7 个远离我们的生活，在 7 天的时间里发表在 @ care _ france 上。最重要的是，有 7 个我们在 Instagram 上从未见过的故事

来自世界另一边的故事

案例简介：Synopsis For 70 years, Care has been supporting women in developing countries to fight extreme poverty. But even if it’s a major NGO, Care’s activities are still widely unknown in France. We set 4 main objectives: the first was to reach as many people as possible, then to raise media awareness, thirdly to build a pool of influencers and the last, but not least, to engage a newly recruited audience. Strategy “Stories from the other side of the world” is a complete social media campaign. The main goal was to reach future potential donors by winning over a younger target audience. In November 2017, over the period of a week (from the 6th to the 12th), a new story about a woman on the other side of the world was released each day. To support the campaign, Care invited more than 130 celebrities and influencers to donate their own Instagram stories and post those about the women instead. Among them, the French actor Pierre Niney, Caroline de Maigret, the former Miss Frances Alexandra Rosenfeld and Flora Coquerel, the presenter Ophélie Meunier or the very popular influencers Noholita, Sananas and EnjoyPhoenix. All the stories are available on: https://www.instagram.com/care_france/ Relevancy ‘Stories from the other side of the world’ is a full Instagram experience. The 7 pieces of content are treated like very short documentaries and co-realised by documentarists and the 7 women. Beyond the innovation for this NGO, stories were the most relevant tool to tell those woman daily lives from emerging countries. More than a regular awareness campaign, Care France offers a genuine experience. Those women’s stories will appear on the Instagram feed of @care_france’s followers and the format of an Instagram story enables us to portray those women’s lives without any filter: closer than ever to their reality. Outcome In just one week, “Stories from the other side of the world” generated 4.6 million views (64% organic), +280% donations and 13k followers for the @care_france account, making Care France one of the most followed NGOs in France. These were remarkable results for an advertiser who wasn’t at all in the habit of communicating in France. Execution In order to best portray their reality, but also to respect the Instagram codes, two documentary filmmakers went over to meet each woman in person and help them record their everyday lives with smartphones. Just like any other Instagrammer would do in France. The stories were published on Care France’s Instagram account from the 6th to the 12th November 2018 and shared by more than 130 female influencers, who’d accepted to donate their day’s Story. CampaignDescription Each day, more than 300 million people share their stories on Instagram. But even though we all have a story to share, some of them deserve to be supported. Care France wanted to support women hit by extreme poverty, by putting them into the spotlight and raising awareness among French people. They created a unique experience: “Stories from the other side of the world”. The daily stories of 7 women, 7 lives far away from ours, published over a period of 7 days on @care_france. And above all, 7 stories that we never usually see on our Instagram feeds