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SHE-I-O
案例简介：为什么这项工作与媒体相关？ 致力于Land o 'lakes的媒体策划和购买团队负责寻找 有效的环境，在那里她-I-O可以活过来，而不会损害与 适度的竞选预算。团队从合作伙伴那里购买了与 目标受众，并使观众 (主要消费短格式视频格式) 能够 专注于完整的音乐视频体验。 背景 Land o 'lakes被认为是传统的烘焙黄油。该品牌以质量闻名， 被铭记为 “我妈妈和奶奶用来烘烤的黄油” 幸运的是，我们的 以前的活动强化了这些观念，传达了强有力的质量信息，并与 成功提高驾驶意识的食谱。但是随着忠诚分子基础的老化， 品牌真正需要的是推动与千禧一代消费者的相关性和考虑 将负责未来几十年的产品增长。 千禧一代也将奥湖之地视为不露面的 “大食物”。这再远不过了 真相。奥湖之地实际上是一个农民所有的合作社，由同样的奶农经营 为黄油提供牛奶 -- 只有13% 的人知道。这个农民拥有的 合作故事与千禧一代完全一致，他们重视投资于可持续性、包容性、支持家庭农场和食品采购透明度的品牌。 描述创意/见解 (30% 的选票) 在一个因差异而分裂的世界里，陆地奥湖相信团结。这种团结的信念是真实的 他们的合作社农民，是千禧一代渴望的。这导致了 “她-I-O” 的诞生 关注团结、包容和协作的重要性。我们使用了一个统一 帮助解决大问题的信息: 农民平均年龄为59岁，农业在文化上是可以理解的 作为男人的工作，很少有年轻人成为农民。我们需要拓宽我们的 农民意味着更具包容性的定义。 农业作为纯男性产业的概念可以追溯到流行的儿歌 “老 麦克唐纳。“作为一家刚刚任命其第一位女性首席执行官的公司，兰德 · 奥莱克希望 改变这种看法。与纳什维尔艺术家玛吉 · 罗斯和格莱美奖一起 歌曲作者莉兹 · 罗斯，我们把《老麦克唐纳》修改成了一首充满力量的颂歌庆祝 正在重写规则的女农民。 描述策略 (20% 的选票) 由于预算有限，我们不得不通过我们的媒体计划来培养影响力，这不仅带来了 有针对性的付费印象，但也产生了社会轰动和赢得媒体价值来推动 对o 'lakes土地的考虑。我们的媒体规划方法不仅仅是坚持 行业流行语，如 “碎片化” 或 “受众算法”。“我们将我们的 建议与千禧一代消费者的激情，有时，优先考虑 媒体的有效性超过成本效率。 除了音乐视频，SHE-I-O的预滚动版本还接触到消费内容的用户 从类似的艺术家如凯莉 · 安德伍德增加有机视图。基于上下文的兴趣 像女性农民项目这样的目标和影响者确保我们接触的人最多 可能会参与和分享。她在千禧一代最受欢迎的声音中出现 具有社交聊天和名人影响力的运动。我们扩展到全国广播公司全集 球员们在《这是我们》、《威尔》和《格蕾丝》等受欢迎的首映式上登陆了她。 描述执行情况 (20% 的选票) 作为世界领先的音乐视频平台，Vevo是推出2:45的最佳场所 妇女平等日的SHE-I-O音乐视频。更短的SHE-I-O版本，幕后 视频和一系列授权gif也在YouTube、脸书和 Instagram将推动流量，以获得奥莱拥有的内容，包括关于 品牌的核心价值观。 几周后，我们播出了一个: 90版本的音乐视频在季首映式 声音作为SHE-I-O激活的结局。随着乡村音乐的联系，名人评委 凯莉·克莱森和布莱克 · 谢尔顿通过推特放大了这一位置，将她的身份扩展到他们的 追随者。 The :90 spot在秋季期间继续在NBC流媒体属性上定位 首映式周，让我们接触到喜欢有线电视流媒体的千禧一代。 在短短一个月内，该活动产生了100毫米 + 付费印象，激发了418毫米 + 赢得的印象，3比1的回报。 列出结果 (30% 的选票) • 积极的品牌口碑同比增长了70%，在千禧一代的父母中，对Land o 'lakes黄油产品的考虑增加了31%。 与前一年相比，活动召回增加了17个百分点，当时Land o 'lakes与其他品牌信息一起上市。 • 在控制和曝光群体中，品牌好感度增长了近15%，购买意向增长了22%。 • 音乐视频被观看Ed 1.2MM + 倍，比平均音乐视频长64% 同样的长度。SHE-I-O也很快上升到iTunes摇滚排行榜的前20名。 • Vevo在语音首映当天的视频浏览量比平均水平高300% 迄今为止的视频视图。 请告诉我们激发您的活动的社会行为和/或文化见解 美国最具标志性的农业歌曲《老麦克唐纳》只关注男性农民。 作为一个拥有30% 女农民的农民合作社，Land o 'lakes想要更新这首歌 对于新一代来说。“她-我-O” 是一首强有力的国歌，庆祝正在重写的女性 农业的规则。
SHE-I-O
案例简介：Why is this work relevant for Media? The media planning and buying team dedicated to Land O’Lakes was responsible for finding effective environments where SHE-I-O could come to life, without compromising reach with a modest campaign budget. The team purchased media from partners that were relevant to the target audience, and that enabled viewers (who mostly consume short-form video formats) to dedicate their attention to a full music video experience. Background Land O’Lakes was perceived as the traditional baking butter. The brand was known for quality, and was remembered as “the butter my mom and grandma used for baking.” Luckily, our previous campaigns reinforced these perceptions, with a strong quality message and a tie to recipes that was successful in driving awareness. But with an aging loyalist base, what the brand really needed was to drive relevance and consideration with Millennial consumers who will be responsible for product growth in decades to come. Millennials also saw Land O’Lakes as faceless “big food.” This couldn’t have been further from the truth. Land O’Lakes is actually a farmer-owned co-op, run by the same dairy farmers that provide the milk for the butter — something only 13% of the population knew. This farmer-owned co-op story aligned perfectly with Millennials who value brands that invest in sustainability, inclusion, supporting family farms, and food sourcing transparency. Describe the creative idea/insights (30% of vote) In a world divided by differences, Land O’Lakes believes in unity. This belief in unity is true of their co-op farmers, and is something Millennials yearn for. This led to the birth of “SHE-I-O,” focusing on the importance of coming together, inclusion and collaboration. We used a unity message to help tackle big problems: the average farmer is 59, farming is perceived culturally as a man’s job, and few young people are becoming farmers. We needed to broaden our definition of what being a farmer means to be more inclusive. The notion of farming as a male-only industry dates back to the popular children’s song “Old MacDonald.” As a company that just named its first female CEO, Land O’Lakes wanted to change this perception. Alongside Nashville artist Maggie Rose and Grammy-winning songwriter Liz Rose, we modified “Old MacDonald” into an empowering anthem celebrating female farmers who are rewriting the rules. Describe the strategy (20% of vote) With limited budget, we had to cultivate impact via our media plan that not only delivered targeted paid impressions, but also generated social buzz and earned media value to drive consideration for Land O’Lakes. Our media planning approach was simpler than just adhering to industry buzzwords like “fragmentation” or “audience algorithms.” We aligned our recommendation with the passions of the Millennial consumer, and at times, prioritized the effectiveness of media over cost efficiency. Alongside the music video, pre-roll versions of SHE-I-O reached users consuming content from similar artists like Carrie Underwood to increase organic views. Contextual interest-based targeting and influencers like The Female Farmer Project ensured we reached people most likely to engage and share. SHE-I-O’s presence in Millennial-favorite The Voice capped the campaign with social chatter and celebrity influence. Our extension into NBC full-episode players landed SHE-I-O in popular premieres such as This Is Us and Will and Grace. Describe the execution (20% of vote) As the world’s leading music-video platform, Vevo was the perfect place to launch the 2:45 SHE-I-O music video on Women’s Equality Day. Shorter SHE-I-O versions, behind-the-scenes footage, and a series of empowering GIFs were also released on YouTube, Facebook and Instagram to drive traffic to Land O’Lakes' owned content, including information about the brand’s core values. Several weeks later, we aired a :90 version of the music video in the season premiere of The Voice as a finale to the SHE-I-O activation. With the country music connection, celebrity judges Kelly Clarkson and Blake Shelton amplified the spot via Twitter, extending SHE-I-O to their followers. The :90 spot continued to targeted placements on NBC streaming properties during fall premiere week, allowing us to reach Millennials who preferred streaming over cable. In just one month, the campaign generated 100MM+ paid impressions which inspired 418MM+ earned impressions, a 3-to-1 return. List the results (30% of vote) • Positive brand word of mouth increased 70% year-over-year, and consideration for Land O’Lakes Butter products increased 31% among Millennial parents. • Campaign recall rose 17 points compared to the previous year when Land O’Lakes was in market with other brand messaging. • Among control and exposed groups, brand favorability increased nearly 15%, while purchase intent increased 22%. • The music video was viewed 1.2MM+ times and 64% longer than average music videos of the same length. SHE-I-O also quickly rose to the top 20 on the iTunes rock charts. • Vevo video views on the day of The Voice premiere were 300% higher than the average video views to date. Please tell us about the social behaviour and/or cultural insights that inspired your campaign America’s most iconic song about farming, “Old MacDonald,” only focuses on male farmers. As a farmer-owned co-op with 30% female farmers, Land O’Lakes wanted to update the song for a new generation. “She-I-O” is a powerful anthem celebrating the women who are rewriting the rules of farming.
SHE-I-O
案例简介：为什么这项工作与媒体相关？ 致力于Land o 'lakes的媒体策划和购买团队负责寻找 有效的环境，在那里她-I-O可以活过来，而不会损害与 适度的竞选预算。团队从合作伙伴那里购买了与 目标受众，并使观众 (主要消费短格式视频格式) 能够 专注于完整的音乐视频体验。 背景 Land o 'lakes被认为是传统的烘焙黄油。该品牌以质量闻名， 被铭记为 “我妈妈和奶奶用来烘烤的黄油” 幸运的是，我们的 以前的活动强化了这些观念，传达了强有力的质量信息，并与 成功提高驾驶意识的食谱。但是随着忠诚分子基础的老化， 品牌真正需要的是推动与千禧一代消费者的相关性和考虑 将负责未来几十年的产品增长。 千禧一代也将奥湖之地视为不露面的 “大食物”。这再远不过了 真相。奥湖之地实际上是一个农民所有的合作社，由同样的奶农经营 为黄油提供牛奶 -- 只有13% 的人知道。这个农民拥有的 合作故事与千禧一代完全一致，他们重视投资于可持续性、包容性、支持家庭农场和食品采购透明度的品牌。 描述创意/见解 (30% 的选票) 在一个因差异而分裂的世界里，陆地奥湖相信团结。这种团结的信念是真实的 他们的合作社农民，是千禧一代渴望的。这导致了 “她-I-O” 的诞生 关注团结、包容和协作的重要性。我们使用了一个统一 帮助解决大问题的信息: 农民平均年龄为59岁，农业在文化上是可以理解的 作为男人的工作，很少有年轻人成为农民。我们需要拓宽我们的 农民意味着更具包容性的定义。 农业作为纯男性产业的概念可以追溯到流行的儿歌 “老 麦克唐纳。“作为一家刚刚任命其第一位女性首席执行官的公司，兰德 · 奥莱克希望 改变这种看法。与纳什维尔艺术家玛吉 · 罗斯和格莱美奖一起 歌曲作者莉兹 · 罗斯，我们把《老麦克唐纳》修改成了一首充满力量的颂歌庆祝 正在重写规则的女农民。 描述策略 (20% 的选票) 由于预算有限，我们不得不通过我们的媒体计划来培养影响力，这不仅带来了 有针对性的付费印象，但也产生了社会轰动和赢得媒体价值来推动 对o 'lakes土地的考虑。我们的媒体规划方法不仅仅是坚持 行业流行语，如 “碎片化” 或 “受众算法”。“我们将我们的 建议与千禧一代消费者的激情，有时，优先考虑 媒体的有效性超过成本效率。 除了音乐视频，SHE-I-O的预滚动版本还接触到消费内容的用户 从类似的艺术家如凯莉 · 安德伍德增加有机视图。基于上下文的兴趣 像女性农民项目这样的目标和影响者确保我们接触的人最多 可能会参与和分享。她在千禧一代最受欢迎的声音中出现 具有社交聊天和名人影响力的运动。我们扩展到全国广播公司全集 球员们在《这是我们》、《威尔》和《格蕾丝》等受欢迎的首映式上登陆了她。 描述执行情况 (20% 的选票) 作为世界领先的音乐视频平台，Vevo是推出2:45的最佳场所 妇女平等日的SHE-I-O音乐视频。更短的SHE-I-O版本，幕后 视频和一系列授权gif也在YouTube、脸书和 Instagram将推动流量，以获得奥莱拥有的内容，包括关于 品牌的核心价值观。 几周后，我们播出了一个: 90版本的音乐视频在季首映式 声音作为SHE-I-O激活的结局。随着乡村音乐的联系，名人评委 凯莉·克莱森和布莱克 · 谢尔顿通过推特放大了这一位置，将她的身份扩展到他们的 追随者。 The :90 spot在秋季期间继续在NBC流媒体属性上定位 首映式周，让我们接触到喜欢有线电视流媒体的千禧一代。 在短短一个月内，该活动产生了100毫米 + 付费印象，激发了418毫米 + 赢得的印象，3比1的回报。 列出结果 (30% 的选票) • 积极的品牌口碑同比增长了70%，在千禧一代的父母中，对Land o 'lakes黄油产品的考虑增加了31%。 与前一年相比，活动召回增加了17个百分点，当时Land o 'lakes与其他品牌信息一起上市。 • 在控制和曝光群体中，品牌好感度增长了近15%，购买意向增长了22%。 • 音乐视频被观看Ed 1.2MM + 倍，比平均音乐视频长64% 同样的长度。SHE-I-O也很快上升到iTunes摇滚排行榜的前20名。 • Vevo在语音首映当天的视频浏览量比平均水平高300% 迄今为止的视频视图。 请告诉我们激发您的活动的社会行为和/或文化见解 美国最具标志性的农业歌曲《老麦克唐纳》只关注男性农民。 作为一个拥有30% 女农民的农民合作社，Land o 'lakes想要更新这首歌 对于新一代来说。“她-我-O” 是一首强有力的国歌，庆祝正在重写的女性 农业的规则。
SHE-I-O
案例简介：Why is this work relevant for Media? The media planning and buying team dedicated to Land O’Lakes was responsible for finding effective environments where SHE-I-O could come to life, without compromising reach with a modest campaign budget. The team purchased media from partners that were relevant to the target audience, and that enabled viewers (who mostly consume short-form video formats) to dedicate their attention to a full music video experience. Background Land O’Lakes was perceived as the traditional baking butter. The brand was known for quality, and was remembered as “the butter my mom and grandma used for baking.” Luckily, our previous campaigns reinforced these perceptions, with a strong quality message and a tie to recipes that was successful in driving awareness. But with an aging loyalist base, what the brand really needed was to drive relevance and consideration with Millennial consumers who will be responsible for product growth in decades to come. Millennials also saw Land O’Lakes as faceless “big food.” This couldn’t have been further from the truth. Land O’Lakes is actually a farmer-owned co-op, run by the same dairy farmers that provide the milk for the butter — something only 13% of the population knew. This farmer-owned co-op story aligned perfectly with Millennials who value brands that invest in sustainability, inclusion, supporting family farms, and food sourcing transparency. Describe the creative idea/insights (30% of vote) In a world divided by differences, Land O’Lakes believes in unity. This belief in unity is true of their co-op farmers, and is something Millennials yearn for. This led to the birth of “SHE-I-O,” focusing on the importance of coming together, inclusion and collaboration. We used a unity message to help tackle big problems: the average farmer is 59, farming is perceived culturally as a man’s job, and few young people are becoming farmers. We needed to broaden our definition of what being a farmer means to be more inclusive. The notion of farming as a male-only industry dates back to the popular children’s song “Old MacDonald.” As a company that just named its first female CEO, Land O’Lakes wanted to change this perception. Alongside Nashville artist Maggie Rose and Grammy-winning songwriter Liz Rose, we modified “Old MacDonald” into an empowering anthem celebrating female farmers who are rewriting the rules. Describe the strategy (20% of vote) With limited budget, we had to cultivate impact via our media plan that not only delivered targeted paid impressions, but also generated social buzz and earned media value to drive consideration for Land O’Lakes. Our media planning approach was simpler than just adhering to industry buzzwords like “fragmentation” or “audience algorithms.” We aligned our recommendation with the passions of the Millennial consumer, and at times, prioritized the effectiveness of media over cost efficiency. Alongside the music video, pre-roll versions of SHE-I-O reached users consuming content from similar artists like Carrie Underwood to increase organic views. Contextual interest-based targeting and influencers like The Female Farmer Project ensured we reached people most likely to engage and share. SHE-I-O’s presence in Millennial-favorite The Voice capped the campaign with social chatter and celebrity influence. Our extension into NBC full-episode players landed SHE-I-O in popular premieres such as This Is Us and Will and Grace. Describe the execution (20% of vote) As the world’s leading music-video platform, Vevo was the perfect place to launch the 2:45 SHE-I-O music video on Women’s Equality Day. Shorter SHE-I-O versions, behind-the-scenes footage, and a series of empowering GIFs were also released on YouTube, Facebook and Instagram to drive traffic to Land O’Lakes' owned content, including information about the brand’s core values. Several weeks later, we aired a :90 version of the music video in the season premiere of The Voice as a finale to the SHE-I-O activation. With the country music connection, celebrity judges Kelly Clarkson and Blake Shelton amplified the spot via Twitter, extending SHE-I-O to their followers. The :90 spot continued to targeted placements on NBC streaming properties during fall premiere week, allowing us to reach Millennials who preferred streaming over cable. In just one month, the campaign generated 100MM+ paid impressions which inspired 418MM+ earned impressions, a 3-to-1 return. List the results (30% of vote) • Positive brand word of mouth increased 70% year-over-year, and consideration for Land O’Lakes Butter products increased 31% among Millennial parents. • Campaign recall rose 17 points compared to the previous year when Land O’Lakes was in market with other brand messaging. • Among control and exposed groups, brand favorability increased nearly 15%, while purchase intent increased 22%. • The music video was viewed 1.2MM+ times and 64% longer than average music videos of the same length. SHE-I-O also quickly rose to the top 20 on the iTunes rock charts. • Vevo video views on the day of The Voice premiere were 300% higher than the average video views to date. Please tell us about the social behaviour and/or cultural insights that inspired your campaign America’s most iconic song about farming, “Old MacDonald,” only focuses on male farmers. As a farmer-owned co-op with 30% female farmers, Land O’Lakes wanted to update the song for a new generation. “She-I-O” is a powerful anthem celebrating the women who are rewriting the rules of farming.
SHE-I-O
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SHE-I-O
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基本信息
- 广告战役： #Land O'Lakes-网络-e432#
- 广告品牌： Land O'Lakes
- 发布日期： 2020
- 行业领域： 商务服务
- 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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