Pre-Roll Concerts|短视频|广告营销案例【ADGuider广告指南】

滚动前音乐会

案例简介：概要每年，布鲁塞尔广播电台工作室都会举办一场发现当地新艺术家的比赛。在行业专家的支持下，这些艺术家有潜力成为比利时最伟大的艺术家之一。那么，我们如何支持获胜者走向成功的第一步，并帮助他们建立粉丝群？这项活动的目标侧重于给艺术家尽可能广泛的接触 (KPI: 达到的人数)，同时尽可能相关 (KPI: 那些真正喜欢他们音乐的人的数量)。战略为了推出这些新艺术家，我们想在音乐爱好者活跃的地方接触他们。YouTube 本身是合乎逻辑的，但是 YouTube 上有大量的音乐流派，重要的是要接触到真正对合适音乐感兴趣的观众。这就是为什么我们将每一场预卷音乐会与类似音乐风格的知名艺术家联系在一起。通过利用他们的成功 (和搜索量)，我们不仅可以确保所需的范围，还可以通过将他们的风格与我们艺术家的风格相匹配来确保更高的机会。在现实生活中，我们的音乐家永远不会成为这样标志性艺术家的开场。但是通过以创新的方式使用预卷在 YouTube 上是可能的。他们这样到达的观众甚至不适合温布利体育场。执行作为一个广播电台，讨厌的音乐爱好者是我们最不想要的。这就是为什么我们选择可跳过的预卷而不是不可跳过的预卷。这不仅减轻了任何愤怒，还让我们能够在不聚焦点击率的情况下衡量观众的兴趣: 如果他们在 5 秒钟后没有跳过开场白, 我们知道他们对新艺术家表现出真正的兴趣。我们的预选音乐会在 13 天内播出。活动描述今年 Brussel 工作室比赛的获胜者通过预赛音乐会获得了比以往任何时候都多的观众。有了有针对性的预卷，我们让获胜者成为了一些世界上最大的明星，如酷玩、德雷克和愚蠢的朋克。当寻找这些明星之一时，你不会得到任何其他广告作为预选，你会发现我们的比赛获胜者是你想要的音乐的开场白。通过这种方式，我们将 YouTube 上的年轻天才与类似的艺术家联系起来，增加了找到感兴趣的粉丝群的机会，并提升了他们的成功。结果 5 秒钟后可以跳过开场表演，但 40% 观看了完整的表演。它给了他们超过 525.000 人的粉丝基础。获胜者将是比利时最大的节日之一 Pukkelpop 的开幕式。一个参与者甚至两次出卖了自己的个人表演,成为比利时排行榜的第一名，并将在摇滚 Werchter 比赛。

滚动前音乐会

案例简介：Synopsis Each year, radio station Studio Brussels hosts a competition to discover new local artists. Supported by industry experts, these artists have the potential to become part of Belgium’s greatest. So how could we support the winners in their first steps to success and help them build a fan base? This campaign’s objectives focused on giving the artists the widest reach possible (KPI: the number of people reached) whilst being as relevant as possible (KPI: the number of those people who are actually into their music). Strategy To launch these new artists we wanted to approach music lovers where they are active. YouTube was a logical fit as such, but with a ton of musical genres available on YouTube it’s important to reach that part of the viewers who are actually interested in the right kind of music. That’s why we linked each of the pre-roll concerts to well-known artists with a similar music style. By piggybacking on their success (and search volume) we would ensure not only the required reach, but also a higher chance by matching their style to the style of our artists.In real life, our musicians could never be the opening act of such iconic artists. But it was possible on YouTube by using pre-rolls in an innovative way. The audience they reached this way wouldn't even fit in Wembley Stadium. Execution As a radio station, annoying music lovers is the last thing on our mind. That’s why we chose skippable pre-rolls over un-skippable ones. Not only does this mitigate any irritation, it also allowed us to measure the interest of our audience without focusing click-throughs: if they didn’t skip the opening act after 5 seconds, we knew they showed genuine interest in the new artists. Our pre-roll concerts aired during 13 days. CampaignDescription This year the winners of Studio Brussel’s contest were awarded with an audience bigger than ever before through the pre-roll concerts. With targeted pre-rolls, we made the winners the digital opening act for some of the world’s biggest stars like Coldplay, Drake and Daft Punk. When searching for one of these stars, you wouldn’t get just any other commercial as a pre-roll, you would discover our contest winners as the opening act for the music you were looking for. This way we linked the young talent on YouTube to similar artists, increasing the chance of finding an interested fan base, and elevating their success. Outcome • The opening acts could be skipped after 5 seconds but 40% watched the complete performance.• It gave them a fan base of over 525.000 people.• Winners will be the opening acts on Pukkelpop, one of Belgium’s Biggest festivals.•One participant even sold out his own solo show twice, became the number 1 in the Belgian charts and will play on Rock Werchter as well.