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玩流行音乐
案例简介：执行 首先，我们找到了 Zara Larsson 和她的足迹 “郁郁葱葱的生活”。 “我们与索尼和 Epic Records 及其制作人合作，重新掌握了同一首歌曲的三个更独特的流派，这增加了一个挑战，即需要所有人都保持相同的节奏。我们在一个受控的舞台上拍摄，通过灯光，布景,和衣柜来反映每种颜色。我们和一个编舞合作，为艺术家开发对比和情感的方式，让她每次都带着自己穿越这个空间。虽然 Zara 的表现各不相同，但钻机上的运动控制相机遵循相同的路径。同时，我们与我们的数字技术合作伙伴合作，以确保无缝。视频被托管在一个微型网站上，并嵌入博客中。它得到了付费媒体的支持，运营着我们的电影预告片，尤其是尼龙、 Hulu 、魅力和潘多拉 (特别是在美国)，以及来自倩碧的社会支持 结果 与流行音乐一起玩的结果非常突出，表明这项活动确实引起了消费者的共鸣。这场运动导致了更多的考虑,Clinique.397% lift 在 YouTube 和 Google 上搜索 “clinique” 一词的感知和相关性 10% lift 在 youtube 观众的购买考虑中-同类最佳的美容品牌 2016年平均花费的时间为第1 quarter4 分钟在跨平台的 playwithpop.com 上，桌面-6:58 分钟移动-1:31 分钟稳定-1:55 分钟视频观看率比下降 55% 的胖乎乎的婴儿视频活动增加了 2014; 与 16% 春季倩碧流行视频活动相比，观看率提高了 2015 概要 我们的任务是为倩碧的 “流行” 彩妆系列为世界各地的女性千禧一代 (18-34 岁) 开发一个数字化领导的全球活动。我们的重点是与他们的新唇线，推出大胆明亮的颜色。我们的目标是提高认识，创造具有高传递价值的内容，并以有趣、有趣和真实的方式让倩碧与这个千禧一代消费者整体相关。我们的目标是通过这条大胆的路线激励女性探索自己的不同侧面。 活动描述 播放流行音乐是一个互动的音乐视频，由国际明星 Zara Larsson 和歌曲 “郁郁葱葱的生活” 组成，让你通过改变口红的颜色来改变轨道的类型。事实上，整个情绪从流派到灯光、布景设计、表演、舞蹈编排和衣柜都发生了变化，以反映每种口红颜色的情感。我们受到了心理学研究的启发，研究表明女性对穿不同唇色有不同的情绪反应。例如，对红色口红更有信心。刷一下红色口红，你会得到一个大胆的乡村版本，粉色是一个有趣的流行音乐，裸体是一个自然的声音，梅子是一个火热的舞蹈版本。这是第一个在微型网站上的 iPhone 上运行的交互式音乐视频 -- 不需要应用程序。我们的整个体验就在你手机的浏览器中播放，并且可以从博客嵌入到推特。 战略 大多数千禧一代认为倩碧是他们妈妈的品牌，所以我们必须向他们展示它既有趣又与他们的生活相关。我们将它定位为充满大胆色彩的口红系列，非常适合千禧一代，无论他们的情绪或情况如何，都可以用来表达自己。我们都知道千禧一代喜欢在社交媒体上表达自己，但是他们中的许多人觉得大胆的唇色太吓人了。根据尼尔森的说法，千禧一代每月花四个小时在手机上看视频，所以我们想创造一些易于在手机上使用的东西，让他们接触他们喜欢的视频内容, 同时强调整个产品的好处。
玩流行音乐
案例简介：Execution First, we found Zara Larsson and her track “Lush Life.” We worked with Sony and Epic Records and their producers to re-master three more unique genres of the same song with the added challenge of needing all to be the same tempo.We filmed on a controlled stage manipulating a single environment through lighting, set dressing, and wardrobe to reflect each color. We worked with a choreographer to develop contrasting and emotional ways for the artist to carry herself through the space each time. While Zara’s performance varied, a motion controlled camera on a rig followed the same path. Simultaneously, we worked with our digital tech partner to ensure seamlessness.The video was hosted on a microsite and embeddable in blogs. It was backed with paid media placements running our film trailers most notably on Nylon, Hulu, Glamour & Pandora (within the US specifically) as well as social support from both Clinique Outcome Results for Play With Pop were pretty outstanding and show that the campaign really resonated with consumers. The campaign lead to increased consideration, perception and relevance for Clinique.397% lift in search for the term “clinique” on YouTube and Google during campaign time period 10% lift in purchase consideration for youtube viewers – best-in-class for beauty brands in 2016 1st quarter4 minute average time spent on playwithpop.com across platformsDesktop - 6:58 minutesMobile - 1:31 minutesTablet - 1:55 minutesVideo view rate increased by 55% compared to Fall 2014 Chubby Baby video campaign; View rate increased by 16% compared to the Spring 2015 Clinique Pop video campaign Synopsis We were tasked to develop a digitally-led global campaign for Clinique’s “POP” colour makeup line for female millennials around the world (ages 18-34). Our focus was tied to their new lip line that was launching with bold bright colors. Our objective was to raise awareness and to create content that would have high pass-around value and make Clinique relevant to this millennial consumer overall in a playful, fun and genuine way. Our goal was to inspire women to explore different sides to themselves through this bold line. Campaign Description Play With Pop is an interactive music video featuring international star Zara Larsson and song “Lush Life” that let’s you change the genre of the track simply by changing the color of the lipstick. In fact, the entire mood changes from the genre to lighting, set design, performance, choreography and wardrobe to reflect the emotion of each lipstick color. We were inspired by psychology research that shows women have different emotional responses to wearing different lipcolors. For instance, feeling more confident in red lipstick. Swipe to the red lipstick and you got a bold country version, pink was a playful pop, nude was a natural acoustic, and plum was a fiery dance version. This is the first interactive music video to run inline on the iPhone on a microsite - no app needed. Our whole experience played right in your phone’s browser and was embeddable from blogs to twitter. Strategy Most millennials think Clinique is their mom’s brand so we had to show them it’s both fun and relevant to their lives. We positioned it as a lipstick line full of bold colors perfect for millennials to use to express themselves no matter their mood or situation. We all know millennials love expressing themselves on social media, but many of them felt bold lip color was too intimidating. According to Nielsen, millennials spend four hours watching video on mobile a month, so we wanted to create something that was easy to use on mobile, engaged them with video content that they’d love, all while highlighting the product benefits throughout.
Play With Pop
案例简介：执行 首先，我们找到了 Zara Larsson 和她的足迹 “郁郁葱葱的生活”。 “我们与索尼和 Epic Records 及其制作人合作，重新掌握了同一首歌曲的三个更独特的流派，这增加了一个挑战，即需要所有人都保持相同的节奏。我们在一个受控的舞台上拍摄，通过灯光，布景,和衣柜来反映每种颜色。我们和一个编舞合作，为艺术家开发对比和情感的方式，让她每次都带着自己穿越这个空间。虽然 Zara 的表现各不相同，但钻机上的运动控制相机遵循相同的路径。同时，我们与我们的数字技术合作伙伴合作，以确保无缝。视频被托管在一个微型网站上，并嵌入博客中。它得到了付费媒体的支持，运营着我们的电影预告片，尤其是尼龙、 Hulu 、魅力和潘多拉 (特别是在美国)，以及来自倩碧的社会支持 结果 与流行音乐一起玩的结果非常突出，表明这项活动确实引起了消费者的共鸣。这场运动导致了更多的考虑,Clinique.397% lift 在 YouTube 和 Google 上搜索 “clinique” 一词的感知和相关性 10% lift 在 youtube 观众的购买考虑中-同类最佳的美容品牌 2016年平均花费的时间为第1 quarter4 分钟在跨平台的 playwithpop.com 上，桌面-6:58 分钟移动-1:31 分钟稳定-1:55 分钟视频观看率比下降 55% 的胖乎乎的婴儿视频活动增加了 2014; 与 16% 春季倩碧流行视频活动相比，观看率提高了 2015 概要 我们的任务是为倩碧的 “流行” 彩妆系列为世界各地的女性千禧一代 (18-34 岁) 开发一个数字化领导的全球活动。我们的重点是与他们的新唇线，推出大胆明亮的颜色。我们的目标是提高认识，创造具有高传递价值的内容，并以有趣、有趣和真实的方式让倩碧与这个千禧一代消费者整体相关。我们的目标是通过这条大胆的路线激励女性探索自己的不同侧面。 活动描述 播放流行音乐是一个互动的音乐视频，由国际明星 Zara Larsson 和歌曲 “郁郁葱葱的生活” 组成，让你通过改变口红的颜色来改变轨道的类型。事实上，整个情绪从流派到灯光、布景设计、表演、舞蹈编排和衣柜都发生了变化，以反映每种口红颜色的情感。我们受到了心理学研究的启发，研究表明女性对穿不同唇色有不同的情绪反应。例如，对红色口红更有信心。刷一下红色口红，你会得到一个大胆的乡村版本，粉色是一个有趣的流行音乐，裸体是一个自然的声音，梅子是一个火热的舞蹈版本。这是第一个在微型网站上的 iPhone 上运行的交互式音乐视频 -- 不需要应用程序。我们的整个体验就在你手机的浏览器中播放，并且可以从博客嵌入到推特。 战略 大多数千禧一代认为倩碧是他们妈妈的品牌，所以我们必须向他们展示它既有趣又与他们的生活相关。我们将它定位为充满大胆色彩的口红系列，非常适合千禧一代，无论他们的情绪或情况如何，都可以用来表达自己。我们都知道千禧一代喜欢在社交媒体上表达自己，但是他们中的许多人觉得大胆的唇色太吓人了。根据尼尔森的说法，千禧一代每月花四个小时在手机上看视频，所以我们想创造一些易于在手机上使用的东西，让他们接触他们喜欢的视频内容, 同时强调整个产品的好处。
Play With Pop
案例简介：Execution First, we found Zara Larsson and her track “Lush Life.” We worked with Sony and Epic Records and their producers to re-master three more unique genres of the same song with the added challenge of needing all to be the same tempo.We filmed on a controlled stage manipulating a single environment through lighting, set dressing, and wardrobe to reflect each color. We worked with a choreographer to develop contrasting and emotional ways for the artist to carry herself through the space each time. While Zara’s performance varied, a motion controlled camera on a rig followed the same path. Simultaneously, we worked with our digital tech partner to ensure seamlessness.The video was hosted on a microsite and embeddable in blogs. It was backed with paid media placements running our film trailers most notably on Nylon, Hulu, Glamour & Pandora (within the US specifically) as well as social support from both Clinique Outcome Results for Play With Pop were pretty outstanding and show that the campaign really resonated with consumers. The campaign lead to increased consideration, perception and relevance for Clinique.397% lift in search for the term “clinique” on YouTube and Google during campaign time period 10% lift in purchase consideration for youtube viewers – best-in-class for beauty brands in 2016 1st quarter4 minute average time spent on playwithpop.com across platformsDesktop - 6:58 minutesMobile - 1:31 minutesTablet - 1:55 minutesVideo view rate increased by 55% compared to Fall 2014 Chubby Baby video campaign; View rate increased by 16% compared to the Spring 2015 Clinique Pop video campaign Synopsis We were tasked to develop a digitally-led global campaign for Clinique’s “POP” colour makeup line for female millennials around the world (ages 18-34). Our focus was tied to their new lip line that was launching with bold bright colors. Our objective was to raise awareness and to create content that would have high pass-around value and make Clinique relevant to this millennial consumer overall in a playful, fun and genuine way. Our goal was to inspire women to explore different sides to themselves through this bold line. Campaign Description Play With Pop is an interactive music video featuring international star Zara Larsson and song “Lush Life” that let’s you change the genre of the track simply by changing the color of the lipstick. In fact, the entire mood changes from the genre to lighting, set design, performance, choreography and wardrobe to reflect the emotion of each lipstick color. We were inspired by psychology research that shows women have different emotional responses to wearing different lipcolors. For instance, feeling more confident in red lipstick. Swipe to the red lipstick and you got a bold country version, pink was a playful pop, nude was a natural acoustic, and plum was a fiery dance version. This is the first interactive music video to run inline on the iPhone on a microsite - no app needed. Our whole experience played right in your phone’s browser and was embeddable from blogs to twitter. Strategy Most millennials think Clinique is their mom’s brand so we had to show them it’s both fun and relevant to their lives. We positioned it as a lipstick line full of bold colors perfect for millennials to use to express themselves no matter their mood or situation. We all know millennials love expressing themselves on social media, but many of them felt bold lip color was too intimidating. According to Nielsen, millennials spend four hours watching video on mobile a month, so we wanted to create something that was easy to use on mobile, engaged them with video content that they’d love, all while highlighting the product benefits throughout.
玩流行音乐
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Play With Pop
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