Adolf's Online Strategy|音频|广告营销案例【ADGuider广告指南】

阿道夫的在线策略

案例简介：简介; 法西斯主义正在征服互联网。右翼民粹主义者和煽动者滥用网络，利用社交网络通过宣传吸引人们。他们的目标: 将社会转向右翼。随着世界向右转，小型反种族主义组织 “Gesicht Zeigen! (从他们的项目 “我的奋斗反对种族主义” 中众所周知) 努力反击。; 战略; 随着世界向右转，小型反种族主义组织 “Gesicht Zeigen! (从他们的项目 “我反对种族主义” 中众所周知)努力通过招募新的支持成员来反击。因此，我们必须提高对右翼极端分子滥用网络和滥用社交网络的迫在眉睫的危险的认识。我们的策略: 以最明确的方式揭示真相，以便 a) 传播新闻，b) 推动网站流量，让人们成为 “Gesicht Zeigen” 的成员! ”。; 我们在柏林的政治中心发起了竞选,通过 300,000 有影响力的人的网络参与媒体并传播电影。; 结果; 我们的运动深入人心，年轻有影响力的人加入了反对种族主义的斗争。阿道夫的在线策略成为一个相关的话题，有 850,000 多个喜欢和 7600万个联系人。通过赢得媒体产生相当于 490万 €。Youtube 在 30 个国家停止了我们的视频，但这并没有阻止我们 (一次又一次地上传视频，也在其他平台上)。我们继续前进，引起了很多关注。甚至右翼极端分子也谈到了我们。但更重要的是: 那些想反对种族主义的人也是如此。每月吸引 550% 新成员到 “Gesicht Zeigen”。在 4 周的竞选期之后，这一比率有所下降，但仍比竞选前几个月高出 100%。; 执行; 我们在柏林政治区的中心地带开始了这场运动，在媒体面前展示了这部电影。与此同时，我们通过 300,000 名年轻影响者的网络来传播这部电影，重点是德国。在接下来的三天内，我们举办了一次大爆炸公关活动，随后有影响力的人和更多的记者参与进来，对媒体平台和社交媒体渠道产生了巨大影响。; 几天后，当 Youtube 在 30 个国家停止我们的视频时,这场运动得到了额外的宣传力度!; 竞选描述; 为了表明社交媒体在坏人手中迫在眉睫的危险，我们让阿道夫·希特勒自己解释右翼社交媒体的状态。通过纳粹宣传片《威伦斯凯旋》的改编版，我们让希特勒能够在在线视频中分享他的在线策略。说明他希望如何在未来吸引和动员新的追随者。我们让希特勒提到他想滥用的大型社交媒体平台 -- 正是在这些平台上，我们推出了这部电影!

阿道夫的在线策略

案例简介：Synopsis;Fascism is conquering the internet. Right-wing populists and agitators are abusing the web and using social networks to attract people through propaganda. Their aim: to shift society to the right-wing. As the world drifts further to the right, the small anti-racism organization “Gesicht Zeigen!” (well known from their project “Mein Kampf against racism”) strives to fight back.;Strategy;As the world drifts further to the right, the small anti-racism organization “Gesicht Zeigen!” (well known from their project “Mein Kampf against racism”) strives to fight back by recruiting new supporting members. Therefore we had to raise awareness for the imminent danger of the abusement of the web and misuse of the social networks by right-wing extremists. Our strategy: reveal the truth in the most specatacular way in order to a) spread the news and b) drive traffic to the website and make people become member of “Gesicht Zeigen!”.;We kicked off the campaign in the heart of Berlin’s political district, involved the press and spread the film by involving a network of 300,000 influencers.;Outcome;Our campaign hit hearts everywhere and young influencers joined the fight against racism. Adolf’s online strategy became a relevant topic with more than 850,000 likes and 76 million contacts. Via earned media an equivalent of € 4.9 million was generated. Youtube stopped our video in 30 countries, but that didn’t stop us (from uploading the videos again and again, also on other platforms). We kept on going and generated a lot of attention. Even right-wing extremists spoke about us. But more important: so did the people who wanted to take a stand against racism. Attracting 550% more new members per month to “Gesicht Zeigen” than usual. After the campaign period of 4 weeks the rate decreased, but is still 100% higher than in the months before the campaign.;Execution;We kicked off the campaign in the heart of Berlin’s political district with a stunning installation and the presentation of the film in front of the press. Simultaneously we spread the film by involving a network of 300,000 young influencers with a focus on Germany. We had one big bang PR event followed by the engagement of influencers and additional journalists within the next three days to create a strong impact on media platforms and social media channels.;After a few days, when Youtube stopped our video in 30 countries, the campaign got an additional awareness push!;Campaign Description;To show the imminent danger of social media in the wrong hands, we made Adolf Hitler himself explain the right-wing social media state. Through a reworked version of the Nazi propaganda film “Triumph des Willens” we enabled Hitler to share his online strategy in an online video. Stating how he wants to attract and mobilize new followers in the future. We let Hitler mention the big social media platforms he wants to misuse – exactly on these we launched the film!