Media RELATIONS and content-DRIVEN STORYTELLING: Driving memberships and E-COMMERCE|海报/平面|广告营销案例【ADGuider广告指南】

媒体关系和内容驱动的故事讲述: 驱动会员资格和 E-COMMERCE

案例简介：挑战: 给人们他们想要的电子商务领域拥挤且竞争激烈。当消费者有如此多的选择时，很难在他们的脑海中脱颖而出，零售商在向消费者传达他们的价值时，大声清晰是至关重要的。作为 2018年更广泛品牌发展的一部分，山姆俱乐部计划宣布简化会员等级和相应的好处。挑战很明显: 通过简化会员服务来吸引媒体和潜在俱乐部会员的注意力。我们的解决方案: 免费送货了解消费者内心最快捷的方式是向他们展示内心深处的东西。基于消费者的洞察力和内部零售专业知识，米切尔团队确定了新加会员资格的免费运输优势。制定了一个整体计划，通过免费运输新闻接触消费者和媒体。媒体关系 -新闻通过禁止电话会议与击败记者分享 -发布与强大的视觉资产包共享，用于更广泛的内容驱动的讲故事 -定制、定格视频内容以有趣、意想不到的方式展示日常物品。物品类别包括纸张、婴儿、办公室、户外和家庭清洁工出现在一系列 9 个视频中，这些视频旨在填充萨姆俱乐部的 Instagram feed，最终揭示免费送货的大消息。 -9 个视频中的每一个都提供了一个机会来展示俱乐部内部的一个关键部门，并通过标题传达会员福利和细节。 -视频内容在山姆俱乐部的自有和社交渠道中得到利用，包括公司博客、 Facebook (帖子和旋转木马广告部门) samsClub.com 上提供了一份关键优势的信息图表供下载。

媒体关系和内容驱动的故事讲述: 驱动会员资格和 E-COMMERCE

案例简介：The Challenge:GIVE THE PEOPLE WHAT THEY WANT The e-commerce landscape is crowded and competitive. When consumers have so many choices, it’s tough to stand out in their minds, and it’s critical for retailers to be loud and clear when communicating their value to consumers. As part of a broader brand evolution in 2018, Sam’s Club planned to announce the simplification of its membership tiers and corresponding benefits.The challenge was clear: capture the attention of both media and potential Club members with the news of a simplified membership offering designed to delight.OUR SOLUTION:GO ALL IN WITH FREE SHIPPING The quickest way to a consumer’s heart is to show them what’s in it for them. Based on consumer insights and in-house retail expertise, the Mitchell team identified the Free Shipping benefit of the new Plus Membership as the way in.A holistic plan was developed to reach the consumer and the media with the Free Shipping news.Media Relations - News was shared with beat reporters via embargoed conference call - Release shared with robust package of visual assets for broader outreachContent-Driven Storytelling - Custom, stop-motion video content was produced featuring everyday items in a fun, unexpected way. Items from categories including paper, baby, office, outdoor and household cleaners were featured in a series of 9 videos designed to populate the Sam’s Club Instagram feed in a grid takeover ultimately revealing the big news of Free Shipping.- Each of the 9 videos offered an opportunity to feature a key department within the club and communicate membership benefits and details via the captions. - The video content was leveraged across Sam’s Club’s owned and social channels including corporate blog, Facebook (posts and Carousel ad unit) and an infographic of key benefits was made available for download on SamsClub.com.