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关怀的触摸
案例简介：执行 为了接触我们的观众，我们使用了电影讲故事的传统代码，讲述了一个经典的母女经历苦难的故事，这个故事在印度公众中引起了特别好的共鸣。我们的目的是介绍 Gauri，我们的 Hijra (印度变性人) 母亲，就像她是人类一样,像任何其他母亲一样，一个每个人都可以很容易认同的母亲 -- 为了避免像其他广告或主流媒体那样代表 Hijras，这仅仅是刻板印象。只有这样，人们才能真正理解她和她的女儿经历了什么，他们的关系有多强大，他们的母女故事有多相似。只有将变性人的母亲作为任何其他母亲呈现出来，社会才能理解变性人与其他任何人没有什么不同，应该被接受。 概要 情景: 维克斯在印度已经有 50 多年了，三代人都尊重和信任这个品牌。它与童年时代的消费者有着深厚的情感联系。这样做的缺点是，该品牌已经开始感觉过时 -- 不再是曾经的文化偶像。我们的交流虽然成功，但并没有挑战这一信念 -- 它们强化了一幅令人安心但有点怀旧的家庭生活画面。简介: 通过与现代印度的情感联系，重申类别领导地位。沟通目标: 将品牌的核心理念与当今消费者的现实生活重新联系起来。 战略 今天，维克斯对家庭的新定义是 (而且一直是) “家庭护理” 业务。护理是永恒的，永远强大，是我们作为一个品牌的终极区别。然而，我们的观众研究表明，印度的家庭是一个不断变化的想法。家庭不再是一个如此严格定义的单位。我们确定了承认和拥抱这一变化的机会，并在这样做的同时，领导一个重要的社会议程:印度社会没有正式承认的家庭关系。这次对话将确保维克斯在未来 50 年继续成为家庭护理的领导者太… BriefWithProjectedOutcomes 自印度最高法院 2014年承认变性人是 “第三性别” 以来，已经取得了一些法律和政治进展。然而，整个社会继续污蔑和刻板印象他们，他们仍然被剥夺基本权利。收养权就是这样一个例子。许多变性活动家 (包括维克斯电影中的 Gauri Sawant) 和他们的朋友和支持者继续斗争，最大的战斗仍然是公众的感知和接受。 结果 仅在一周内，我们在 Vicks India 页面上的独特帖子就获得了我们粉丝群 739% 的有机影响力，是 2.6% 的基准的 284 倍。我们还见证了有史以来最高的有机粉丝增长，达到 997%，获得了超过 8,000 的粉丝。凭借零媒体美元支出，仅从 Facebook 和 Twitter 就获得了超过 6060万的印象。仅在两周内，该视频就获得了超过 3550万次观看和 7980万次印象，并引发了超过 150万次互动，达到近 500,000 股。这个故事被几个主要的国家日报报道，从印度斯坦时报到 Zee 新闻，后来被 NBC 新闻、 NPR 和 CNN 等国际媒体报道, 产生超过 296万美元的盈利媒体。著名和有影响力的人也在网上讨论过: 电影导演、体育明星、博客作者，从卡兰 · 乔哈尔到维迪亚 · 巴兰和乔治 · 竹井, 它在全球各地发了推特，甚至联合国也加入了进来。这部电影是在 NYT 组织的活动 & 世界妇女峰会上放映的; 没有品牌或机构的任何人意识到这一点。但是除了其他一切，我们被每个人对这样一个敏感话题的惊人支持反应所淹没。
关怀的触摸
案例简介：Execution To reach our audience, we used the traditional codes of cinematic storytelling, to tell a classic Mother - Daughter story of care through hardships, one that resonates particularly well with the Indian public.Our point was to present Gauri, our Hijra (Indian word for transgender) mother, like the human being she is, like any other mother, one that everyone can easily identify with - and to avoid representing Hijras the way they always are in other ads or in mainstream media, as mere stereotypes. Only then could people really understand what she and her daughter have been through, how powerful their relationship is and how similar to any other Mother-Daughter story theirs is.Only by presenting a transgender mother as any other mother can society understand that transgenders are not different from anyone else, and should be accepted as they are. Synopsis Situation:Vicks had been in India for over 50 years.For three generations, the brand had been respected and trusted by Indians. It had a deep emotional connection with consumers from their own childhood.The downside of this was that the brand had begun to feel old-fashioned- and was no longer the cultural icon it once was.Our communications, while successful, had not challenged this belief- they reinforced a reassuring but somewhat nostalgic picture of family life. Brief:Reassert category leadership by emotionally connecting with modern India.Objective for communication:Reconnect the brand’s core idea with the real lives of today’s consumers. Strategy A new definition of Family for today Vicks is (and have always been) in the 'Family Care' business.Care is timeless, ever powerful and our ultimate difference as a brand.However our audience research showed us that Family in India is an evolving changing idea. No longer was family such a tightly defined unit.We identified the opportunity to acknowledge and embrace this change and in so doing, to lead an important social agenda: the family relationships that are not formally acknowledged by Indian society.This conversation would ensure that Vicks would continue to be the leader in Family Care for the next 50 years too… BriefWithProjectedOutcomes Since the Supreme Court of India ruling in 2014 recognising transgender individuals as the "third gender", some legal and political progress has been made. However, society at large continues to stigmatise and stereotype them, and they are still denied basic rights. The right to adoption being one such example. A number of transgender activists (including Gauri Sawant, featured in the Vicks film) and their friends and supporters carry on the struggle, and the single biggest battle remains the one of public perception and acceptance. Outcome In just one week, our singular post on Vicks India page garnered 739% organic reach of our fanbase which is 284x the benchmark of 2.6%. We also witnessed the highest organic fan growth ever at 997%, gaining over 8,000 fans. With zero media dollar spend, the video garnered over 60.6 million impressions from Facebook and Twitter alone. In just two weeks, the video garnered over 35.5 million views & 79.8 million impressions, and sparked over 1.5 million interactions, reaching almost 500,000 shares. The story was picked up by several major national dailies, from Hindustan Times, India today to Zee News, later being reported by International outlets like NBC news, NPR & CNN, generating above USD 2.96 million of earned media. The famous and influential also discussed it online: Film directors, sports stars, bloggers, from Karan Johar to Vidya Balan & George Takei, it was tweeted around the globe and even the United Nations joined in. The film was projected at the NYT organised event & Women in the World summit; without anyone from brand or agency being aware of it. But beyond everything else, we were overwhelmed by the amazingly supportive reaction from everyone for such a sensitive topic.
Touch of Care
案例简介：执行 为了接触我们的观众，我们使用了电影讲故事的传统代码，讲述了一个经典的母女经历苦难的故事，这个故事在印度公众中引起了特别好的共鸣。我们的目的是介绍 Gauri，我们的 Hijra (印度变性人) 母亲，就像她是人类一样,像任何其他母亲一样，一个每个人都可以很容易认同的母亲 -- 为了避免像其他广告或主流媒体那样代表 Hijras，这仅仅是刻板印象。只有这样，人们才能真正理解她和她的女儿经历了什么，他们的关系有多强大，他们的母女故事有多相似。只有将变性人的母亲作为任何其他母亲呈现出来，社会才能理解变性人与其他任何人没有什么不同，应该被接受。 概要 情景: 维克斯在印度已经有 50 多年了，三代人都尊重和信任这个品牌。它与童年时代的消费者有着深厚的情感联系。这样做的缺点是，该品牌已经开始感觉过时 -- 不再是曾经的文化偶像。我们的交流虽然成功，但并没有挑战这一信念 -- 它们强化了一幅令人安心但有点怀旧的家庭生活画面。简介: 通过与现代印度的情感联系，重申类别领导地位。沟通目标: 将品牌的核心理念与当今消费者的现实生活重新联系起来。 战略 今天，维克斯对家庭的新定义是 (而且一直是) “家庭护理” 业务。护理是永恒的，永远强大，是我们作为一个品牌的终极区别。然而，我们的观众研究表明，印度的家庭是一个不断变化的想法。家庭不再是一个如此严格定义的单位。我们确定了承认和拥抱这一变化的机会，并在这样做的同时，领导一个重要的社会议程:印度社会没有正式承认的家庭关系。这次对话将确保维克斯在未来 50 年继续成为家庭护理的领导者太… BriefWithProjectedOutcomes 自印度最高法院 2014年承认变性人是 “第三性别” 以来，已经取得了一些法律和政治进展。然而，整个社会继续污蔑和刻板印象他们，他们仍然被剥夺基本权利。收养权就是这样一个例子。许多变性活动家 (包括维克斯电影中的 Gauri Sawant) 和他们的朋友和支持者继续斗争，最大的战斗仍然是公众的感知和接受。 结果 仅在一周内，我们在 Vicks India 页面上的独特帖子就获得了我们粉丝群 739% 的有机影响力，是 2.6% 的基准的 284 倍。我们还见证了有史以来最高的有机粉丝增长，达到 997%，获得了超过 8,000 的粉丝。凭借零媒体美元支出，仅从 Facebook 和 Twitter 就获得了超过 6060万的印象。仅在两周内，该视频就获得了超过 3550万次观看和 7980万次印象，并引发了超过 150万次互动，达到近 500,000 股。这个故事被几个主要的国家日报报道，从印度斯坦时报到 Zee 新闻，后来被 NBC 新闻、 NPR 和 CNN 等国际媒体报道, 产生超过 296万美元的盈利媒体。著名和有影响力的人也在网上讨论过: 电影导演、体育明星、博客作者，从卡兰 · 乔哈尔到维迪亚 · 巴兰和乔治 · 竹井, 它在全球各地发了推特，甚至联合国也加入了进来。这部电影是在 NYT 组织的活动 & 世界妇女峰会上放映的; 没有品牌或机构的任何人意识到这一点。但是除了其他一切，我们被每个人对这样一个敏感话题的惊人支持反应所淹没。
Touch of Care
案例简介：Execution To reach our audience, we used the traditional codes of cinematic storytelling, to tell a classic Mother - Daughter story of care through hardships, one that resonates particularly well with the Indian public.Our point was to present Gauri, our Hijra (Indian word for transgender) mother, like the human being she is, like any other mother, one that everyone can easily identify with - and to avoid representing Hijras the way they always are in other ads or in mainstream media, as mere stereotypes. Only then could people really understand what she and her daughter have been through, how powerful their relationship is and how similar to any other Mother-Daughter story theirs is.Only by presenting a transgender mother as any other mother can society understand that transgenders are not different from anyone else, and should be accepted as they are. Synopsis Situation:Vicks had been in India for over 50 years.For three generations, the brand had been respected and trusted by Indians. It had a deep emotional connection with consumers from their own childhood.The downside of this was that the brand had begun to feel old-fashioned- and was no longer the cultural icon it once was.Our communications, while successful, had not challenged this belief- they reinforced a reassuring but somewhat nostalgic picture of family life. Brief:Reassert category leadership by emotionally connecting with modern India.Objective for communication:Reconnect the brand’s core idea with the real lives of today’s consumers. Strategy A new definition of Family for today Vicks is (and have always been) in the 'Family Care' business.Care is timeless, ever powerful and our ultimate difference as a brand.However our audience research showed us that Family in India is an evolving changing idea. No longer was family such a tightly defined unit.We identified the opportunity to acknowledge and embrace this change and in so doing, to lead an important social agenda: the family relationships that are not formally acknowledged by Indian society.This conversation would ensure that Vicks would continue to be the leader in Family Care for the next 50 years too… BriefWithProjectedOutcomes Since the Supreme Court of India ruling in 2014 recognising transgender individuals as the "third gender", some legal and political progress has been made. However, society at large continues to stigmatise and stereotype them, and they are still denied basic rights. The right to adoption being one such example. A number of transgender activists (including Gauri Sawant, featured in the Vicks film) and their friends and supporters carry on the struggle, and the single biggest battle remains the one of public perception and acceptance. Outcome In just one week, our singular post on Vicks India page garnered 739% organic reach of our fanbase which is 284x the benchmark of 2.6%. We also witnessed the highest organic fan growth ever at 997%, gaining over 8,000 fans. With zero media dollar spend, the video garnered over 60.6 million impressions from Facebook and Twitter alone. In just two weeks, the video garnered over 35.5 million views & 79.8 million impressions, and sparked over 1.5 million interactions, reaching almost 500,000 shares. The story was picked up by several major national dailies, from Hindustan Times, India today to Zee News, later being reported by International outlets like NBC news, NPR & CNN, generating above USD 2.96 million of earned media. The famous and influential also discussed it online: Film directors, sports stars, bloggers, from Karan Johar to Vidya Balan & George Takei, it was tweeted around the globe and even the United Nations joined in. The film was projected at the NYT organised event & Women in the World summit; without anyone from brand or agency being aware of it. But beyond everything else, we were overwhelmed by the amazingly supportive reaction from everyone for such a sensitive topic.
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Touch of Care
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