Stories from the other side of the world|海报/平面|广告营销案例【ADGuider广告指南】

来自世界另一端的故事

案例简介：概要 70年来，Care一直在支持发展中国家的妇女与赤贫作斗争。但即使它是一个主要的非政府组织，Care的活动在法国仍然广为人知。我们设定了4个主要目标: 第一个目标是尽可能多的人，然后提高媒体意识，第三个是建立一个有影响力的人，最后一个，但并非最不重要的是，吸引新招募的受众。战略 “来自世界另一端的故事” 是一场完整的社交媒体活动。主要目标是通过争取更年轻的目标受众，以争取未来的潜在捐助者。2017年11月，在一周的时间里 (从6日到12日)，每天都会发布一个关于世界另一边的女人的新故事。为了支持这项运动，Care邀请了130多位名人和有影响力的人捐赠自己的Instagram故事，并发布了关于女性的故事。其中，法国演员皮埃尔 · 尼尼、卡罗琳 · 德 · 梅格雷、前小姐弗朗西丝 · 亚历山德拉 · 罗森菲尔德小姐和弗洛拉 · 科奎尔，主持人奥菲莉 · 梅尼耶或非常受欢迎的影响者诺霍利塔、萨纳纳斯和恩乔菲尼克斯。所有的故事都可以在: https://www.instagram.com/care_france/ 相关性我们的主要目标之一是吸引新招募的观众-仅在一周内就招募了13K粉丝 (标准简介: 女性，从18岁到34岁，居住在城市)，72% 名观众观看了这些故事，直到最后。向CARE发送了400多个个人的祝贺信息。此外，在媒体预算非常有限的情况下，我们的目标是建立一个强大的影响者，免费分享我们的故事: 来自法国最大的有影响力的人的133个故事捐款。由具有非常不同的个人资料 (演员，时尚博客作者，youtubers，…) 组成的游泳池。结果我们的媒体目标是在有限的媒体预算下建立关爱法国意识。为了达到更多的人数，我们运行了一个6000 € AB测试Facebook和Instagram活动，并将其与一个巨大的影响力计划相结合。竞选活动最终走红了。这些故事达到了460万多人，其中64% 人是有机的。在这两周的竞选活动中，达到的人数是过去4.5年在Facebook上获得的总人数的5倍。为了有效的影响，我们观察了3个主要的KPI。招募的社区: 从零开始，我们开设了Care的Instagram账户，并在我们的核心目标中招募了13K的粉丝。在几天内，我们设法建立了一个超过其他非政府组织的大型社区。多亏了这场运动，Care成为法国最受关注的非政府组织之一。人们的参与暴露: 通过400多个私人信息和故事的非常好的完成率 (72% 名观众看到故事直到最后)，我们可以衡量故事对人们的影响。抓住人们的注意力，在社交媒体上超过3秒已经是一个成功遇到的挑战，但触动了他们的心，并收到了如此多的感激迹象，援助提案是金色的。捐款: 我们登记的捐款增加了 + 280%。这对数字的影响并没有停止，该非政府组织还在现场观察到，自发的捐赠者表示，他们已经被活动曝光并触动了。执行为了最好地描绘他们的现实，但也为了尊重Instagram的代码，两名纪录片制作人走过去与每名女性面对面，并帮助她们用智能手机记录他们的日常生活。就像其他Instagrammer在法国所做的那样。这些故事发表在2018年11月6日至12日的Instagram账户上，并由130多名女性有影响力的人分享，她们接受了捐赠他们当天的故事。 CampaignDescription 每天，超过3亿人在Instagram上分享他们的故事。但是，尽管我们都有一个故事可以分享，但其中一些值得支持。关爱法国希望通过将她们置于聚光灯下并提高法国人的意识来支持遭受极端贫困的妇女。他们创造了一种独特的体验: “来自世界另一端的故事”。在 @ care_france上发表了7个女人的日常故事，7天里离我们很远。最重要的是，我们通常在Instagram订阅源上从未见过的7个故事。

来自世界另一端的故事

案例简介：Synopsis For 70 years, Care has been supporting women in developing countries to fight extreme poverty. But even if it’s a major NGO, Care’s activities are still widely unknown in France. We set 4 main objectives: the first was to reach as many people as possible, then to raise media awareness, thirdly to build a pool of influencers and the last, but not least, to engage a newly recruited audience. Strategy “Stories from the other side of the world” is a complete social media campaign. The main goal was to reach future potential donors by winning over a younger target audience. In November 2017, over the period of a week (from the 6th to the 12th), a new story about a woman on the other side of the world was released each day. To support the campaign, Care invited more than 130 celebrities and influencers to donate their own Instagram stories and post those about the women instead. Among them, the French actor Pierre Niney, Caroline de Maigret, the former Miss Frances Alexandra Rosenfeld and Flora Coquerel, the presenter Ophélie Meunier or the very popular influencers Noholita, Sananas and EnjoyPhoenix. All the stories are available on: https://www.instagram.com/care_france/ Relevancy One of our main objectives was to engage a newly recruited audience - 13K followers were recruited in just one week (standard profile: woman, from 18 to 34 years old, living in cities), 72% of viewers watched the stories until the end. More than 400 personal messages of congratulations were sent to CARE about the campaign. Also, with a very limited media budget, the aim was to build a strong pool of influencers to share our stories for free: 133 story donations from the biggest influencers in France. A pool composed of people with very different profiles (actors, fashion bloggers,youtubers,…). Outcome Our Media objective was to build Care France Awareness with a limited media budget. To reach the larger number of people possible, we run a 6000€ AB Testing Facebook and Instagram campaign and combine it with a massive influence plan. The campaign finally went viral. The stories reached more than 4.6 million of people, 64% of them organically. 5 times more people reached during these two weeks of campaign than the total number of people reached by Care on Facebook during the last 4.5 years. To mesure the impact we looked at 3 main KPIs. The community recruited: Starting from scratch, we opened Care’s Instagram Account and recruited 13K followers among our core target. Within a few days, we managed to build a large community overtaking other NGO. Thanks to this campaign, Care became one of the most followed NGO in France. The engagement of people exposed: With more than 400 private messages and a very good completion rate on the Stories (72% of the viewers saw the stories until the end) we can measure the impact the Stories had on people exposed. Catch people attention, for more than 3 seconds on Social Media was already a challenge successfully met but touch their heart and receive so many signs of gratitude, aid proposal was gold. Donations: We registered an increase of +280% donations. An impact that didn’t stop on digital, the NGO also observed on the field, spontaneous donors saying that they’ve been exposed and touched by the campaign. Execution In order to best portray their reality, but also to respect the Instagram codes, two documentary filmmakers went over to meet each woman in person and help them record their everyday lives with smartphones. Just like any other Instagrammer would do in France. The stories were published on Care France’s Instagram account from the 6th to the 12th November 2018 and shared by more than 130 female influencers, who’d accepted to donate their day’s Story. CampaignDescription Each day, more than 300 million people share their stories on Instagram. But even though we all have a story to share, some of them deserve to be supported. Care France wanted to support women hit by extreme poverty, by putting them into the spotlight and raising awareness among French people. They created a unique experience: “Stories from the other side of the world”. The daily stories of 7 women, 7 lives far away from ours, published over a period of 7 days on @care_france. And above all, 7 stories that we never usually see on our Instagram feeds.