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与克劳斯夫人一起赢得圣诞节
案例简介：执行 为了让克劳斯夫人立即出名，我们与第四频道合作，通过一个专门创作的节目，让她在该频道扮演 “正式开幕圣诞节” 的著名角色, 在热门节目 goggglebox 中联合品牌 3 分钟广告中断收购。一个完全优化的在线视频和付费社交活动最大化了广告时段的在线观看。与此同时，克劳斯夫人用自己定制的表情符号接管了 M & S 的推特手柄，直接与成千上万谈论她的人交谈。在她最初的 3 小时直播中，她每次都以独特的内容回应 250 多人，让 # LoveMrsClaus 立即成为趋势。一个社会倾听和响应付费媒体计划确保我们可以用相关的克劳斯夫人内容来回应不同的观众信号。在 M & S.com，精选产品获得独家 “克劳斯夫人推荐” 地位，员工有权向最忠诚的顾客提供克劳斯夫人现货奖励。 结果 竞选活动在文化和商业上的影响都是巨大的。晚上，我们把克劳斯夫人介绍给全国，周围的嗡嗡声是瞬间的。平均每分钟有 158 条以 # LoveMrsClaus 标签为特色的推文。总体社会声音份额同比上升 250%。克劳斯夫人的电影在网上获得了超过 80 万次观看 (65 万次无偿观看)，最初的配乐在发布周末在 iTunes 古典音乐排行榜上名列第一。公关报道在英国和全球都很重要。英国《每日电讯报》宣称，“为了帮助 2016 女性少崩溃,M & S 用他们的圣诞礼物拯救了这一天。客流量同比增加 1.5%，M & S 网站流量增加 14%。 M & S 6 年来首次增加了季度销售额，实现了自 2013年以来最好的整体圣诞节，销售额同比增长 5.9%。 概要 Marks and Spencer (M & S) 是一家英国零售商，在为顾客带来真正的圣诞魔力方面有着丰富的传统，但它在艰难的条件下进入了圣诞节 2016。该品牌越来越失去了与 45 + 女性核心购物者的相关性。他们感到被商业街品牌疏远了，该品牌让本专注于年轻购物者，因此访问次数减少，导致连续 5 年的季节性销售下降。我们的目标是开展一场整合的圣诞活动，在情感上重新吸引失去的观众, 激励他们重新爱上 M & S，并在店内和网上开车送他们度过一个商业上成功的圣诞节。 战略 我们将把克劳斯夫人放在 M & S 圣诞活动的核心，使用多个接触点来让她的角色变得栩栩如生，推动品牌声誉，并推动顾客进入 M & S为了在发布时创造品牌声誉和轰动效应，我们需要以最大的影响力接触到大众观众。这意味着采取一种颠覆性的、多渠道的广播方式，将克劳斯夫人介绍给全国，以及互动和内容丰富的媒体，将她提升到电视广告之外，让她的角色变得栩栩如生。为了将品牌声誉转化为销售，我们将采取更有针对性的媒体方法，专注于我们的核心 M & S 购物者。通过一系列的数据来源，我们能够确定他们是谁，他们在为他们购买什么，这样克劳斯夫人就可以在正确的时间与他们接触, 有正确的灵感和相关的产品信息。 活动描述 M & S 的核心客户是一个坚强、时尚的家庭女性，她接受了圣诞节带来的挑战。对她来说，节日是一个机会，让她沉浸在对礼物的热爱中，让那些亲近她的人感到被爱。不幸的是，21 世纪的圣诞零售营销未能以一种有抱负和相关的方式代表或吸引她。广告在很大程度上代表了她，因为这位四面楚歌的妻子忙于准备圣诞晚餐，信息已经变得不那么体贴了，更多的是价值了。几乎一半的英国女性觉得缺乏强有力的女性榜样，我们看到了一个机会，让 M & S 通过一个新的、相关的、失去的观众重新联系起来,现代女性偶像。因此，我们创造了一个现代的克劳斯夫人 -- 一个适合 21世纪女性的圣诞偶像，她将捍卫和代表 M & S 客户的价值观和个性。 相关性 在 Marks 和 Spencer (M & S) 2016 圣诞活动中，我们创造了一个现代的克劳斯夫人 -- 一个急需的相关女性偶像, 旨在支持和激励数百万女性，她们是英国为亲人打造特别圣诞节的真正驱动力。我们在创意中使用媒体, 整合和动态的方式让克劳斯夫人在发布会上出名，以推动品牌声誉，并让她的性格栩栩如生，使品牌更好地与客户接触和联系。结果是 M & S 五年来最成功的圣诞节。
与克劳斯夫人一起赢得圣诞节
案例简介：Execution To make Mrs Claus instantly famous we partnered with Channel 4 to give her the prestigious role of ‘Officially opening Christmas’ on the channel, via a specially created, co-branded 3-minute ad-break takeover in hit show Gogglebox. A fully optimised online video and paid social campaign maximised online views of the ad break.At the same time Mrs Claus took over M&S’s Twitter handle with her own custom emoji, conversing directly with the thousands of people talking about her. In her first 3 hours live she responded to over 250 individuals with unique pieces of content each time, making #LoveMrsClaus trend instantly. A social listening and responsive paid media plan ensured we could respond to different audience signals with relevant Mrs Claus content. On M&S.com select products were given exclusive 'Mrs Claus recommends' status and staff were empowered to offer Mrs Claus spot rewards to the most loyal customers. Outcome The campaign impact was significant, both culturally and commercially.In the evening we introduced Mrs Claus to the nation, the buzz around her was instantaneous. There were an average 158 tweets per minute featuring the #LoveMrsClaus hashtag.Overall social share of voice went up 250% YOY.The Mrs Claus film received over 80M views online (65M unpaid) and the original soundtrack reached #1 on the iTunes Classical chart on launch weekend.PR coverage was significant, both in the UK and globally. The UK Telegraph declared that ‘In a bid to help 2016 come to a less crashing end for women, M&S have saved the day with their Christmas offering’.Footfall increased by 1.5% YOY and traffic to the M&S website increased by 14%.M&S increased it's quarterly sales for the first time in 6 years and deliver it's best overall Christmas since 2013 with a 5.9% increase in sales YOY. Synopsis Marks and Spencer (M&S) is a British retailer with a rich heritage in bringing real magic to Christmas for its customers but it was entering Christmas 2016 in tough conditions. The brand had increasingly lost relevance with its core shopper of 45+ women. They felt alienated by the high street brand who had ben focusing on younger shoppers, and as a result were visiting less often, resulting in 5 years of consecutive seasonal sales decline. Our objectives were to deliver an integrated Christmas campaign that would emotionally re-engage this lost audience, inspire them to fall back in love with M&S and drive them in-store and online to deliver a commercially successful Christmas. Strategy We would put Mrs Claus at the heart of the M&S Christmas campaign, using multiple touchpoints to bring her character to life, drive brand fame and drive customers to M&S. To create brand fame and buzz at launch we needed to reach a mass audience with maximum impact. This meant taking a disruptive, multi-channel broadcast approach to introduce Mrs Claus to the nation, alongside interactive and content rich media to elevate her beyond the TV advertising spot and bring her character to life.To convert the brand fame to sales, we would then take a more targeted media approach focusing on our core M&S shopper. Informed by a range of data sources we were able to identify who they were and what they were shopping for them, so Mrs Claus could engage with them at the right time, with the right inspiration and relevant product messaging. CampaignDescription M&S’s core customer is a strong, stylish family woman who embraces the challenge that Christmas brings around. For her, the festive season is an opportunity to indulge in her love of gifting and making those close to her feel loved. Unfortunately, 21st century Christmas retail marketing was failing to represent or engage her in an aspirational and relevant way. Advertising largely represented her as the embattled wife slaving away preparing Christmas dinner and messaging had become less about thoughtfulness and more about value.With almost half of British women feeling that there is a lack of strong female role models, we saw an opportunity for M&S to reconnect with it’s lost audience through a new, relatable, modern female icon. So we created a modern day Mrs Claus - a Christmas icon fit for the 21st Century woman, who would champion and represent the values and personality of M&S customers. Relevancy For Marks and Spencer’s (M&S) 2016 Christmas campaign, we created a modern day Mrs Claus – a much needed and relevant female icon, designed to champion and inspire the millions of women who are the real driving force behind making Christmas special for their loved ones in the UK. We used media in a creative, integrated and dynamic way to make Mrs Claus famous at launch to drive brand fame and bring her character to life to enable the brand to better engage and connect with its customers.The result was M&S’s most successful Christmas in 5 years.
Winning Christmas with Mrs Claus
案例简介：执行 为了让克劳斯夫人立即出名，我们与第四频道合作，通过一个专门创作的节目，让她在该频道扮演 “正式开幕圣诞节” 的著名角色, 在热门节目 goggglebox 中联合品牌 3 分钟广告中断收购。一个完全优化的在线视频和付费社交活动最大化了广告时段的在线观看。与此同时，克劳斯夫人用自己定制的表情符号接管了 M & S 的推特手柄，直接与成千上万谈论她的人交谈。在她最初的 3 小时直播中，她每次都以独特的内容回应 250 多人，让 # LoveMrsClaus 立即成为趋势。一个社会倾听和响应付费媒体计划确保我们可以用相关的克劳斯夫人内容来回应不同的观众信号。在 M & S.com，精选产品获得独家 “克劳斯夫人推荐” 地位，员工有权向最忠诚的顾客提供克劳斯夫人现货奖励。 结果 竞选活动在文化和商业上的影响都是巨大的。晚上，我们把克劳斯夫人介绍给全国，周围的嗡嗡声是瞬间的。平均每分钟有 158 条以 # LoveMrsClaus 标签为特色的推文。总体社会声音份额同比上升 250%。克劳斯夫人的电影在网上获得了超过 80 万次观看 (65 万次无偿观看)，最初的配乐在发布周末在 iTunes 古典音乐排行榜上名列第一。公关报道在英国和全球都很重要。英国《每日电讯报》宣称，“为了帮助 2016 女性少崩溃,M & S 用他们的圣诞礼物拯救了这一天。客流量同比增加 1.5%，M & S 网站流量增加 14%。 M & S 6 年来首次增加了季度销售额，实现了自 2013年以来最好的整体圣诞节，销售额同比增长 5.9%。 概要 Marks and Spencer (M & S) 是一家英国零售商，在为顾客带来真正的圣诞魔力方面有着丰富的传统，但它在艰难的条件下进入了圣诞节 2016。该品牌越来越失去了与 45 + 女性核心购物者的相关性。他们感到被商业街品牌疏远了，该品牌让本专注于年轻购物者，因此访问次数减少，导致连续 5 年的季节性销售下降。我们的目标是开展一场整合的圣诞活动，在情感上重新吸引失去的观众, 激励他们重新爱上 M & S，并在店内和网上开车送他们度过一个商业上成功的圣诞节。 战略 我们将把克劳斯夫人放在 M & S 圣诞活动的核心，使用多个接触点来让她的角色变得栩栩如生，推动品牌声誉，并推动顾客进入 M & S为了在发布时创造品牌声誉和轰动效应，我们需要以最大的影响力接触到大众观众。这意味着采取一种颠覆性的、多渠道的广播方式，将克劳斯夫人介绍给全国，以及互动和内容丰富的媒体，将她提升到电视广告之外，让她的角色变得栩栩如生。为了将品牌声誉转化为销售，我们将采取更有针对性的媒体方法，专注于我们的核心 M & S 购物者。通过一系列的数据来源，我们能够确定他们是谁，他们在为他们购买什么，这样克劳斯夫人就可以在正确的时间与他们接触, 有正确的灵感和相关的产品信息。 活动描述 M & S 的核心客户是一个坚强、时尚的家庭女性，她接受了圣诞节带来的挑战。对她来说，节日是一个机会，让她沉浸在对礼物的热爱中，让那些亲近她的人感到被爱。不幸的是，21 世纪的圣诞零售营销未能以一种有抱负和相关的方式代表或吸引她。广告在很大程度上代表了她，因为这位四面楚歌的妻子忙于准备圣诞晚餐，信息已经变得不那么体贴了，更多的是价值了。几乎一半的英国女性觉得缺乏强有力的女性榜样，我们看到了一个机会，让 M & S 通过一个新的、相关的、失去的观众重新联系起来,现代女性偶像。因此，我们创造了一个现代的克劳斯夫人 -- 一个适合 21世纪女性的圣诞偶像，她将捍卫和代表 M & S 客户的价值观和个性。 相关性 在 Marks 和 Spencer (M & S) 2016 圣诞活动中，我们创造了一个现代的克劳斯夫人 -- 一个急需的相关女性偶像, 旨在支持和激励数百万女性，她们是英国为亲人打造特别圣诞节的真正驱动力。我们在创意中使用媒体, 整合和动态的方式让克劳斯夫人在发布会上出名，以推动品牌声誉，并让她的性格栩栩如生，使品牌更好地与客户接触和联系。结果是 M & S 五年来最成功的圣诞节。
Winning Christmas with Mrs Claus
案例简介：Execution To make Mrs Claus instantly famous we partnered with Channel 4 to give her the prestigious role of ‘Officially opening Christmas’ on the channel, via a specially created, co-branded 3-minute ad-break takeover in hit show Gogglebox. A fully optimised online video and paid social campaign maximised online views of the ad break.At the same time Mrs Claus took over M&S’s Twitter handle with her own custom emoji, conversing directly with the thousands of people talking about her. In her first 3 hours live she responded to over 250 individuals with unique pieces of content each time, making #LoveMrsClaus trend instantly. A social listening and responsive paid media plan ensured we could respond to different audience signals with relevant Mrs Claus content. On M&S.com select products were given exclusive 'Mrs Claus recommends' status and staff were empowered to offer Mrs Claus spot rewards to the most loyal customers. Outcome The campaign impact was significant, both culturally and commercially.In the evening we introduced Mrs Claus to the nation, the buzz around her was instantaneous. There were an average 158 tweets per minute featuring the #LoveMrsClaus hashtag.Overall social share of voice went up 250% YOY.The Mrs Claus film received over 80M views online (65M unpaid) and the original soundtrack reached #1 on the iTunes Classical chart on launch weekend.PR coverage was significant, both in the UK and globally. The UK Telegraph declared that ‘In a bid to help 2016 come to a less crashing end for women, M&S have saved the day with their Christmas offering’.Footfall increased by 1.5% YOY and traffic to the M&S website increased by 14%.M&S increased it's quarterly sales for the first time in 6 years and deliver it's best overall Christmas since 2013 with a 5.9% increase in sales YOY. Synopsis Marks and Spencer (M&S) is a British retailer with a rich heritage in bringing real magic to Christmas for its customers but it was entering Christmas 2016 in tough conditions. The brand had increasingly lost relevance with its core shopper of 45+ women. They felt alienated by the high street brand who had ben focusing on younger shoppers, and as a result were visiting less often, resulting in 5 years of consecutive seasonal sales decline. Our objectives were to deliver an integrated Christmas campaign that would emotionally re-engage this lost audience, inspire them to fall back in love with M&S and drive them in-store and online to deliver a commercially successful Christmas. Strategy We would put Mrs Claus at the heart of the M&S Christmas campaign, using multiple touchpoints to bring her character to life, drive brand fame and drive customers to M&S. To create brand fame and buzz at launch we needed to reach a mass audience with maximum impact. This meant taking a disruptive, multi-channel broadcast approach to introduce Mrs Claus to the nation, alongside interactive and content rich media to elevate her beyond the TV advertising spot and bring her character to life.To convert the brand fame to sales, we would then take a more targeted media approach focusing on our core M&S shopper. Informed by a range of data sources we were able to identify who they were and what they were shopping for them, so Mrs Claus could engage with them at the right time, with the right inspiration and relevant product messaging. CampaignDescription M&S’s core customer is a strong, stylish family woman who embraces the challenge that Christmas brings around. For her, the festive season is an opportunity to indulge in her love of gifting and making those close to her feel loved. Unfortunately, 21st century Christmas retail marketing was failing to represent or engage her in an aspirational and relevant way. Advertising largely represented her as the embattled wife slaving away preparing Christmas dinner and messaging had become less about thoughtfulness and more about value.With almost half of British women feeling that there is a lack of strong female role models, we saw an opportunity for M&S to reconnect with it’s lost audience through a new, relatable, modern female icon. So we created a modern day Mrs Claus - a Christmas icon fit for the 21st Century woman, who would champion and represent the values and personality of M&S customers. Relevancy For Marks and Spencer’s (M&S) 2016 Christmas campaign, we created a modern day Mrs Claus – a much needed and relevant female icon, designed to champion and inspire the millions of women who are the real driving force behind making Christmas special for their loved ones in the UK. We used media in a creative, integrated and dynamic way to make Mrs Claus famous at launch to drive brand fame and bring her character to life to enable the brand to better engage and connect with its customers.The result was M&S’s most successful Christmas in 5 years.
与克劳斯夫人一起赢得圣诞节
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Winning Christmas with Mrs Claus
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