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雀巢的错字域
案例简介：战略 我们没有投资标准媒体库存，而是把我们的营销活动放在没有广告的地方。它保证了我们的信息是屏幕上唯一的一个，将 “我们无法访问” 页面变成一个独特的广告空间。通常，当你输入错误的网站地址时，你会得到一个 “无法访问网站” 的错误页面，并且你已经重新输入了正确的地址。通过数据和分析，我们购买了土耳其 3000 个最受欢迎的拼错域名。通过重新引导互联网用户，它给了我们机会把我们自己定制的信息放在一个整洁的空间里，提醒人们我们一直是他们心中的那个。 概要 雀巢咖啡在土耳其已经是一个成熟的品牌，它是市场上最受欢迎的速溶咖啡。雀巢的品牌定位是 “我心中的一个”，因为我们知道，当有人提到 “咖啡” 时，人们首先想到的是我们的雀巢。我们想建立在这个品牌地位上，并在我们的营销活动中脱颖而出。但是随着网络广告的混乱，如果我们购买了在线横幅，它不会给我们带来最大的影响。在土耳其，每千人的平均成本约为 3.25 美元。这只会让你对我们的预算有 300,000 的印象。我们如何做一些不同的事情，这将给我们更广泛的影响和影响，使我们继续成为土耳其最受欢迎的品牌？ 相关性 我们创建了一个全新的媒体频道，以确保 nescaf 继续成为土耳其最受欢迎的品牌，也是人们心目中唯一的品牌。通过对网址的创新使用，我们创建了打字域名，将 “我们无法访问” 页面变成了一个独特的广告空间。我们购买了 3000 最常见的错误输入的域名，每当有人错误输入网站地址时，我们会自动将它们重定向到正确的页面。 结果 我们通过理解他们的想法帮助了数百万人!在为期 30 天的活动中，我们独特的影响力是 19,368,982 人，根据我们 0.05 美元的预算，相当于 1,000 美元的 CPM -- 每个印象都给了不同的人! 我们的标签 # 达到了 8000万多人，超过 30,000 条推文。根据品牌健康评分，品牌认知度提高了 19%，“热爱品牌” 的指标高达 21%。销售额比去年同期增长 + 21%。 执行 每当有人输入错误的网站域时，他们就会进入我们购买的输入错误的域之一。在这个重定向页面上，我们展示了雀巢品牌的信息，“你知道你在想什么”。几秒钟后，它会自动将用户重定向到他们想要键入的域。例如，如果有人输入了 www.linked？n.com，他们会自动重定向到 www.linkedin.com。 活动描述 当我们发现人们浪费了 11,000 个小时错误地输入网站地址时，我们找到了我们的机会。由于特殊字符，土耳其键盘有不同的配置，所以打字错误很常见。当然，在他们喝了一天的第一杯咖啡之前，每个人都在努力集中注意力!我们想帮助人们找到他们想要的东西，并在这个过程中把他们浪费的时间变成一个全新的渠道。没有聪明的搜索关键词。只是 url 的创新使用。
雀巢的错字域
案例简介：Strategy Instead of investing in standard media inventory, we put our marketing campaign where no-body was advertising. It guaranteed our message was the only one on the screen at one time, turning the ‘This site cannot be reached’ page into a unique advertising space.Usually, when you mistype a website address, you get a ‘This site cannot be reached’ error page, and you have re-type the correct address. Through data and analysis, we bought 3000 of the most popular misspelled domains in Turkey. By redirecting internet users, it gave us the opportunity to put our own bespoke message in an uncluttered space, reminding people we were always the one on their mind. Synopsis Nescafé is already an established brand in Turkey with it being the favourite instant coffee in the market. Nescafé’s brand position is 'the one on my mind', because we knew that the first thing that came to people’s mind when someone mentioned ‘coffee’ was our Nescafé. We wanted to build on this brand position, and stand out in our marketing campaign. But with the clutter of online advertising, if we bought online banners, it couldn’t give us the maximum impact. In Turkey, the average Cost per Thousand (CPM) is around $3.25 USD. This would only get you around 300,000 impressions for our budget. How could we do something different, which would give us much wider reach and impact so that we continue to be the most loved brand in Turkey? Relevancy We created a brand new media channel, to ensure Nescafé continued to be Turkey’s best loved brand and the only one on people’s minds. With innovative use of URLs, we created Typo Domains, turning the ‘This site cannot be reached’ page into a unique advertising space. We bought 3000 of the most commonly mistyped domain names and whenever someone mistyped a website address, we automatically redirected them to the correct page. Outcome We helped millions of people by understanding what was on their minds! During the 30-day campaign, our unique reach was 19,368,982 people, equivalent to a CPM of $0.05 based on our $1,000 budget – and every impression went to a different individual!Our hashtag # reached over 80 million people with more than 30,000 tweets. According to Brand Health Scores, brand recognition increased 19%, the metric ‘loving the brand’ up to 21%. Sales value increased +21% vs same period last year. Execution Whenever someone mistyped a website domain, it took them to one of the mistyped domains we had purchased. On this redirect page, we displayed the Nestlé brand message of ‘we know what’s on your mind’. After a few seconds, it would automatically redirect the user to the domain they meant to type. For example, if someone typed in www.linked?n.com, they automatically got redirected to www.linkedin.com. CampaignDescription We found our opportunity when we discovered people waste 11,000 hours mistyping website addresses. The Turkish keyboard has a different configuration, due to special characters, so it’s really common to mistype. And of course everyone struggles to focus before they’ve had their first coffee of the day! We wanted to help people find what they were looking for and in the process turn their wasted time into a brand new channel.Introducing Typo Domain. No clever search keywords. Just innovative use of URLs.
Typo Domains by Nescafe
案例简介：战略 我们没有投资标准媒体库存，而是把我们的营销活动放在没有广告的地方。它保证了我们的信息是屏幕上唯一的一个，将 “我们无法访问” 页面变成一个独特的广告空间。通常，当你输入错误的网站地址时，你会得到一个 “无法访问网站” 的错误页面，并且你已经重新输入了正确的地址。通过数据和分析，我们购买了土耳其 3000 个最受欢迎的拼错域名。通过重新引导互联网用户，它给了我们机会把我们自己定制的信息放在一个整洁的空间里，提醒人们我们一直是他们心中的那个。 概要 雀巢咖啡在土耳其已经是一个成熟的品牌，它是市场上最受欢迎的速溶咖啡。雀巢的品牌定位是 “我心中的一个”，因为我们知道，当有人提到 “咖啡” 时，人们首先想到的是我们的雀巢。我们想建立在这个品牌地位上，并在我们的营销活动中脱颖而出。但是随着网络广告的混乱，如果我们购买了在线横幅，它不会给我们带来最大的影响。在土耳其，每千人的平均成本约为 3.25 美元。这只会让你对我们的预算有 300,000 的印象。我们如何做一些不同的事情，这将给我们更广泛的影响和影响，使我们继续成为土耳其最受欢迎的品牌？ 相关性 我们创建了一个全新的媒体频道，以确保 nescaf 继续成为土耳其最受欢迎的品牌，也是人们心目中唯一的品牌。通过对网址的创新使用，我们创建了打字域名，将 “我们无法访问” 页面变成了一个独特的广告空间。我们购买了 3000 最常见的错误输入的域名，每当有人错误输入网站地址时，我们会自动将它们重定向到正确的页面。 结果 我们通过理解他们的想法帮助了数百万人!在为期 30 天的活动中，我们独特的影响力是 19,368,982 人，根据我们 0.05 美元的预算，相当于 1,000 美元的 CPM -- 每个印象都给了不同的人! 我们的标签 # 达到了 8000万多人，超过 30,000 条推文。根据品牌健康评分，品牌认知度提高了 19%，“热爱品牌” 的指标高达 21%。销售额比去年同期增长 + 21%。 执行 每当有人输入错误的网站域时，他们就会进入我们购买的输入错误的域之一。在这个重定向页面上，我们展示了雀巢品牌的信息，“你知道你在想什么”。几秒钟后，它会自动将用户重定向到他们想要键入的域。例如，如果有人输入了 www.linked？n.com，他们会自动重定向到 www.linkedin.com。 活动描述 当我们发现人们浪费了 11,000 个小时错误地输入网站地址时，我们找到了我们的机会。由于特殊字符，土耳其键盘有不同的配置，所以打字错误很常见。当然，在他们喝了一天的第一杯咖啡之前，每个人都在努力集中注意力!我们想帮助人们找到他们想要的东西，并在这个过程中把他们浪费的时间变成一个全新的渠道。没有聪明的搜索关键词。只是 url 的创新使用。
Typo Domains by Nescafe
案例简介：Strategy Instead of investing in standard media inventory, we put our marketing campaign where no-body was advertising. It guaranteed our message was the only one on the screen at one time, turning the ‘This site cannot be reached’ page into a unique advertising space.Usually, when you mistype a website address, you get a ‘This site cannot be reached’ error page, and you have re-type the correct address. Through data and analysis, we bought 3000 of the most popular misspelled domains in Turkey. By redirecting internet users, it gave us the opportunity to put our own bespoke message in an uncluttered space, reminding people we were always the one on their mind. Synopsis Nescafé is already an established brand in Turkey with it being the favourite instant coffee in the market. Nescafé’s brand position is 'the one on my mind', because we knew that the first thing that came to people’s mind when someone mentioned ‘coffee’ was our Nescafé. We wanted to build on this brand position, and stand out in our marketing campaign. But with the clutter of online advertising, if we bought online banners, it couldn’t give us the maximum impact. In Turkey, the average Cost per Thousand (CPM) is around $3.25 USD. This would only get you around 300,000 impressions for our budget. How could we do something different, which would give us much wider reach and impact so that we continue to be the most loved brand in Turkey? Relevancy We created a brand new media channel, to ensure Nescafé continued to be Turkey’s best loved brand and the only one on people’s minds. With innovative use of URLs, we created Typo Domains, turning the ‘This site cannot be reached’ page into a unique advertising space. We bought 3000 of the most commonly mistyped domain names and whenever someone mistyped a website address, we automatically redirected them to the correct page. Outcome We helped millions of people by understanding what was on their minds! During the 30-day campaign, our unique reach was 19,368,982 people, equivalent to a CPM of $0.05 based on our $1,000 budget – and every impression went to a different individual!Our hashtag # reached over 80 million people with more than 30,000 tweets. According to Brand Health Scores, brand recognition increased 19%, the metric ‘loving the brand’ up to 21%. Sales value increased +21% vs same period last year. Execution Whenever someone mistyped a website domain, it took them to one of the mistyped domains we had purchased. On this redirect page, we displayed the Nestlé brand message of ‘we know what’s on your mind’. After a few seconds, it would automatically redirect the user to the domain they meant to type. For example, if someone typed in www.linked?n.com, they automatically got redirected to www.linkedin.com. CampaignDescription We found our opportunity when we discovered people waste 11,000 hours mistyping website addresses. The Turkish keyboard has a different configuration, due to special characters, so it’s really common to mistype. And of course everyone struggles to focus before they’ve had their first coffee of the day! We wanted to help people find what they were looking for and in the process turn their wasted time into a brand new channel.Introducing Typo Domain. No clever search keywords. Just innovative use of URLs.
雀巢的错字域
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Typo Domains by Nescafe
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涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
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任意搜索品牌关键词，脑洞创意策划1秒呈现
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