Put a Price on Your Precious|短视频|广告营销案例【ADGuider广告指南】

为你的宝贝定价

案例简介：结果价格计算器被使用了 170.000 多次 (在一天内) 我们达到了 15.940.818 人 (比利时人口 = 1100万)，被国家电视和广播电台接收所有报纸和网站的标题，成为社交媒体的热门话题。我们获得了至少 374.845 € 的媒体收入。没有任何媒体预算，我们让整个国家谈论欧洲对未成年人的性虐待。提高认识是保护和预防的关键步骤。相关性整个活动发生在社交媒体上，并以我们目标群体的行为作为起点: 大多数父母经常在社交媒体上分享他们孩子的照片。核心是一个非常直接的互动工具，在线和移动，让人们自己个性化信息。他们计算罪犯和他们的孩子一起赚的钱，并在 Facebook 上与家人和朋友分享。这样成为我们的信使。甚至新闻发布会也通过 Facebook Live 在社交媒体上进行。活动描述我们创建了一个令人不安的在线工具，名为 “为你的珍贵定价” (Schat je schatje/Estimez votre tr é sor)。众所周知，父母喜欢在 Facebook 上分享他们孩子的照片。这个工具让他们计算罪犯会为一个像他们自己的孩子支付的价格。基于令人震惊但真实的数据的估计导致了他们自己孩子的照片上的价格标签或匿名的外观。通过分享这张照片，他们把这个令人震惊的问题带给了所有的 facebook 朋友。这样，所有参与者都成为我们竞选活动中非常私人的一对一信使。执行计算器的功能是跨平台的，具有非常简单的用户体验设计。使它非常容易使用，并鼓励人们分享结果。计算器甚至提供了一个匿名的外观，以防你没有孩子的照片。确保尽可能多的人分享运动。在 11月18日，欧洲禁止对儿童进行性剥削日，发起了这项运动。我们在 Facebook 上组织了一次现场新闻发布会。与此同时，名人开始分享这项运动。这场运动得到了著名的电视主持人、首席执行官、运动员、政治家甚至比利时女王陛下的支持 -- 她自己也是 4 个孩子的母亲。概要大多数比利时人认为对儿童的性剥削和猥亵只发生在遥远的国家。他们没有意识到这也发生在离家近的地方。在那里，孩子们喜欢自己成为打扮的受害者，喜欢男孩。儿童美容是与儿童建立情感联系，以降低儿童对儿童性虐待的抑制。引诱他们从事儿童卖淫或制作儿童色情制品。情人男孩是与年轻女孩开始关系并提供物质支持让她依赖他们的男人, 后来，比利时失踪和性剥削儿童中心通过强迫卖淫儿童中心要求还款，希望让人们意识到这一可怕的事实。目标: 让比利时所有成年人都意识到家庭附近存在对未成年人的性剥削。挑战: 几乎没有媒体预算战略我们的目标受众 -- 比利时的所有成年人，尤其是 (大) 父母 -- 都知道存在对未成年人的性剥削。但他们认为这只发生在异国他乡。我们可以通过使用关于欧洲未成年人性交易的真实数据来正面反驳这种错误的看法。但是 “只看事实” 的方法不会做这项工作。为了让他们觉得这甚至可能发生在他们身上，我们使用社交媒体作为我们的主要平台。直接影响他们生活的完美工具。因为众所周知，人们喜欢分享他们孩子的照片。计算器通过将数据翻译成他们自己的个人生活，让人们面对可怕的事实。他们每天以同样的方式分享我们的活动: 通过与朋友和家人分享他们孩子的照片。

为你的宝贝定价

案例简介：Outcome •The price calculator was used more than 170.000 times (In one single day)•We reached 15.940.818 people (population of Belgium = 11 million),•got picked up by national tv and radio, •headlined all newspapers and -sites,•became the trending topic on social media.•We got at least € 374.845 earned media.Without any media budget we got the entire country talking about sexual abuse of minors in Europe. Creating awareness as a crucial step to protection and prevention. Relevancy The entire campaign took place on social media and used a behavior of our target group as a starting point: most parents frequently share pictures of their children on social media.The core is a very direct interactive tool, online and mobile, that lets people personalize the message themselves. They calculate the price criminals would earn with their child and instantly share it with family and friends on Facebook. This way becoming our messenger. Even the press conference took place on social media through Facebook Live. CampaignDescription We created a disturbing online tool called 'Put a Price on your Precious' (Schat je schatje/Estimez votre trésor). As we all know, parents like to share pictures of their kids on Facebook. This tool lets them calculate the price criminals would pay for a child like their own. The estimation - based on appalling but real data - results in a price tag on a picture of their own child or an anonymous look-a-like. By sharing this picture they bring the shocking problem very close to home for all their Facebookfriends. This way all participants became very personal 1-on-1 messengers for our campaign. Execution The calculator was developed to function cross platform with a very straightforward UX design. Making it very easy to use and encouraging people to share the result. The calculator even provided an anonymous look-a-like in case you didn’t have a picture of your child. Making sure as many people as possible shared out campaign.On the 18th of November, European Day against sexual exploitation of children, the campaign was launched. We organized a live press conference on Facebook. At the same moment celebrities started sharing the campaign.The campaign was supported by famous tv-hosts, CEO's, sportsmen, politicians and even Her Majesty the Queen of Belgium – a mother of 4 herself. Synopsis Most Belgians think sexual exploitation and traficking of children only happens in far away countries. They don’t realise it also happens close to home. Where children like their own fall victim to grooming, and loverboys. Child grooming is befriending and establishing an emotional connection with a child to lower the child's inhibitions for child sexual abuse. Luring them into child prostitution or the production of child pornography.Loverboys are men that start a relationship with a young girl and provide material support to make her dependent on them, only to later demand repayment through forced prostitutionChild Focus - the Belgian Center for Missing and Sexually Exploited Children - wants to create awareness about this horrifying fact. Objective: make all adults in Belgium aware of the existence of sexual exploitation of minors close to home Challenge: almost no media budget Strategy Our target audience - all adults in Belgium, especially (grand)parents - knows sexual exploitation of minors exists. But they think it only happens in exotic countries. We can counter this false perception head-on by using real data - about the sex trade of minors in Europe. But a 'facts only' approach will not do the job.To make them feel it could even happen to them, we used social media as our main platform. The perfect tool to directly impact their lives. Because as we all know people like to share pictures of their kids.The calculator confronts people with the horrifying truth by translating data to their personal lives themselves. They share our campaign in the same way they already act every day: by sharing pictures of their children with friends and family.