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案例简介：背景 约翰·肯尼迪 (John F. Kennedy) 总统图书馆和博物馆 (Museum) 希望发起一场运动，将它们定位为下一代博物馆观众的相关现代场所: 千禧一代。他们经常被认为是人们的 “爸爸” 博物馆，并想表明他们离博物馆很远。 描述创意 (投票30%) 我们研究了一些社会上最直言不讳的思想领袖，发现其中一些最响亮的，即。唐纳德·特朗普，一点也不鼓舞人心。因此，为了让新一代人放心，美国没有迷失方向，我们给前总统约翰·肯尼迪 (John F. Kennedy) 鼓舞人心的话语赋予了新的生命，这一次是一个现代平台的紧迫性: Twitter。 我们认识到Twitter的力量以及肯尼迪 (JFK) 的话的潜力，不仅可以激励新一代，而且可以每天与人们建立联系。我们策划了肯尼迪的报价，并针对Twitter进行了优化，创建了一堆灵感，可以根据世界上任何给定时刻发生的事情进行分享。 描述策略 (投票20%) 这项运动利用了Twitter的力量来吸引年轻的受众，并使肯尼迪的话语在新的范围内引起共鸣。我们创建了细分的目标，使我们能够有效地将我们的信息摆在观众面前，我们知道它会引起共鸣，我们知道谁会给我们带来最大的印象。从极端右翼的支持者到非常热情的环保主义者，我们利用这一目标来最大化我们的有偿社会支出，同时推动最多的对话和嗡嗡声。 描述执行 (投票20%) 我们核实了总统的推特句柄 @ JohnFKennedy，使他成为唯一一位在推特上得到核实的死亡总统。然后，我们用他的话创建了与用户共享的与上下文和文化相关的推文。我们使用有偿支持来增强某些表现非常出色，与时事相关或与文化机会保持一致的推文的影响。 通过日常的社交活动，我们能够用肯尼迪的灵感来回应世界上正在发生的事情。通过创造性的定位，我们能够分享发人深省的作品，并与政治和社会领域的不同受众相关。 @ JohnFKennedy每天共享1-4条推文，不仅在Twitter上，而且在其他社交平台和媒体上回应并产生对话。 列出结果 (投票30%) 对于不到75,000美元，该活动增加了手柄的追随者超过50%，参与率提高了三倍。我们目前的粉丝表现出最高水平的参与度，能够以平均1.75美元的价格吸引新的粉丝，尽管这不是我们的主要KPI。 在活动的第一个半月中，我们能够吸引超过1000万个印象和320,000多个用户参与。我们瞄准并与特定时刻保持一致，例如圣帕特里克节或超级碗，以有机地加强我们的努力。
单词计数
案例简介：Background The John F. Kennedy Presidential Library and Museum wanted to create a campaign that would position them as a relevant and modern place for the next generation of museum-goers: Millennials. They are often thought of people’s “dad’s” museum and wanted to show that they are far from that. Describe the creative idea (30% of vote) We looked at some of the most vocal thought leaders on social and found that some of the loudest, ie. Donald Trump, are anything but inspirational. So, to reassure a new generation that America has not lost its way, we gave former President John F. Kennedy’s inspiring words new life, this time with the urgency of a modern platform: Twitter. We recognized the power of Twitter and the potential of JFK’s words to not only inspire a new generation but also connect with people every single day. We curated JFK’s quotes and optimized them for Twitter, creating a bank of inspiration to share out based on what was happening in the world at any given moment. Describe the strategy (20% of vote) This campaign leverages the power of Twitter to reach a younger audience and allow JFK’s words to resonate on a new scale. We created segmented targets that allowed us to effectively put our message in front of audiences that we knew it would resonate with and who we know would generate the most impressions for us. From extreme-right-wing supporters to very passionate environmental activists, we used this targeting to maximize our paid social spend while driving the most conversations and buzz. Describe the execution (20% of vote) We verified the President’s Twitter handle, @JohnFKennedy, making him the only dead President to be verified on Twitter. We then used his words to create contextually and culturally relevant tweets that were shared with users. We used paid support to boost the impact of certain tweets that were performing really well, were relevant to current events or aligned with a cultural opportunity. Through daily social scours, we were able to respond to what was happening in the world with words of inspiration from JFK. Through creative targeting, we were able to share work that was thought provoking and relevant to different audiences across the political and social spectrum. @JohnFKennedy shares 1-4 tweets every day, responding to and generating conversations across not only Twitter but other social platforms and in the press. List the results (30% of vote) For under $75,000, the campaign has increased the followers of the handle over 50% and tripled engagement rates. Our current fans showed the highest levels of engagement and were able to drive new followers at an average cost of just $1.75, despite that not being our main KPI. In just the first month and a half of the campaign, we were able to drive over ten million impressions and over 320,000 user engagements. We targeted and aligned with specific moments in time, like St. Patricks’ Day or the Super Bowl, to organically bolster our efforts.
Words Count
案例简介：背景 约翰·肯尼迪 (John F. Kennedy) 总统图书馆和博物馆 (Museum) 希望发起一场运动，将它们定位为下一代博物馆观众的相关现代场所: 千禧一代。他们经常被认为是人们的 “爸爸” 博物馆，并想表明他们离博物馆很远。 描述创意 (投票30%) 我们研究了一些社会上最直言不讳的思想领袖，发现其中一些最响亮的，即。唐纳德·特朗普，一点也不鼓舞人心。因此，为了让新一代人放心，美国没有迷失方向，我们给前总统约翰·肯尼迪 (John F. Kennedy) 鼓舞人心的话语赋予了新的生命，这一次是一个现代平台的紧迫性: Twitter。 我们认识到Twitter的力量以及肯尼迪 (JFK) 的话的潜力，不仅可以激励新一代，而且可以每天与人们建立联系。我们策划了肯尼迪的报价，并针对Twitter进行了优化，创建了一堆灵感，可以根据世界上任何给定时刻发生的事情进行分享。 描述策略 (投票20%) 这项运动利用了Twitter的力量来吸引年轻的受众，并使肯尼迪的话语在新的范围内引起共鸣。我们创建了细分的目标，使我们能够有效地将我们的信息摆在观众面前，我们知道它会引起共鸣，我们知道谁会给我们带来最大的印象。从极端右翼的支持者到非常热情的环保主义者，我们利用这一目标来最大化我们的有偿社会支出，同时推动最多的对话和嗡嗡声。 描述执行 (投票20%) 我们核实了总统的推特句柄 @ JohnFKennedy，使他成为唯一一位在推特上得到核实的死亡总统。然后，我们用他的话创建了与用户共享的与上下文和文化相关的推文。我们使用有偿支持来增强某些表现非常出色，与时事相关或与文化机会保持一致的推文的影响。 通过日常的社交活动，我们能够用肯尼迪的灵感来回应世界上正在发生的事情。通过创造性的定位，我们能够分享发人深省的作品，并与政治和社会领域的不同受众相关。 @ JohnFKennedy每天共享1-4条推文，不仅在Twitter上，而且在其他社交平台和媒体上回应并产生对话。 列出结果 (投票30%) 对于不到75,000美元，该活动增加了手柄的追随者超过50%，参与率提高了三倍。我们目前的粉丝表现出最高水平的参与度，能够以平均1.75美元的价格吸引新的粉丝，尽管这不是我们的主要KPI。 在活动的第一个半月中，我们能够吸引超过1000万个印象和320,000多个用户参与。我们瞄准并与特定时刻保持一致，例如圣帕特里克节或超级碗，以有机地加强我们的努力。
Words Count
案例简介：Background The John F. Kennedy Presidential Library and Museum wanted to create a campaign that would position them as a relevant and modern place for the next generation of museum-goers: Millennials. They are often thought of people’s “dad’s” museum and wanted to show that they are far from that. Describe the creative idea (30% of vote) We looked at some of the most vocal thought leaders on social and found that some of the loudest, ie. Donald Trump, are anything but inspirational. So, to reassure a new generation that America has not lost its way, we gave former President John F. Kennedy’s inspiring words new life, this time with the urgency of a modern platform: Twitter. We recognized the power of Twitter and the potential of JFK’s words to not only inspire a new generation but also connect with people every single day. We curated JFK’s quotes and optimized them for Twitter, creating a bank of inspiration to share out based on what was happening in the world at any given moment. Describe the strategy (20% of vote) This campaign leverages the power of Twitter to reach a younger audience and allow JFK’s words to resonate on a new scale. We created segmented targets that allowed us to effectively put our message in front of audiences that we knew it would resonate with and who we know would generate the most impressions for us. From extreme-right-wing supporters to very passionate environmental activists, we used this targeting to maximize our paid social spend while driving the most conversations and buzz. Describe the execution (20% of vote) We verified the President’s Twitter handle, @JohnFKennedy, making him the only dead President to be verified on Twitter. We then used his words to create contextually and culturally relevant tweets that were shared with users. We used paid support to boost the impact of certain tweets that were performing really well, were relevant to current events or aligned with a cultural opportunity. Through daily social scours, we were able to respond to what was happening in the world with words of inspiration from JFK. Through creative targeting, we were able to share work that was thought provoking and relevant to different audiences across the political and social spectrum. @JohnFKennedy shares 1-4 tweets every day, responding to and generating conversations across not only Twitter but other social platforms and in the press. List the results (30% of vote) For under $75,000, the campaign has increased the followers of the handle over 50% and tripled engagement rates. Our current fans showed the highest levels of engagement and were able to drive new followers at an average cost of just $1.75, despite that not being our main KPI. In just the first month and a half of the campaign, we were able to drive over ten million impressions and over 320,000 user engagements. We targeted and aligned with specific moments in time, like St. Patricks’ Day or the Super Bowl, to organically bolster our efforts.
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基本信息
- 广告战役： #John F. Kennedy Presidential Library-网络-7d37#
- 广告品牌： John F. Kennedy Presidential Library
- 发布日期： 2020
- 行业领域： 互联网服务 , 文娱/内容
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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