Breastfeeding Extras|短视频|广告营销案例【ADGuider广告指南】

母乳喂养额外

案例简介：简介: 在古代历史中，母乳喂养是一种神圣和自然的东西，在成千上万的绘画和雕塑中被描绘出来。但是事情已经改变了。越来越多的母乳喂养母亲因其 “不雅行为” 而受到投诉，并被送往餐馆、公园或商店。被迫在闭门甚至厕所里给婴儿喂奶。这就是为什么支持年轻父母和托儿所的政府组织 “善良的孩子” 想让母乳喂养再次正常。策略: 由于没有媒体预算，需要巨大的覆盖范围和重复，最有效的媒体是电视。但是如何在电视上冲浪而不付费呢？我们指望每个制作公司都需要的一件事: 在肥皂剧、电视剧或电影的背景下表演。所以，我们创建了一个非常特别的代理: 一个只提供母乳喂养的额外服务。在一些有影响力的人的帮助下，我们在网上和离线的公共场合推动了母乳喂养的对话。多亏了大量的新闻报道，制作公司感受到了加入辩论的压力，并为他们接下来的录制日预订了一些母乳喂养的临时演员。通过这样做，每个在弗兰德斯观看电视节目的人都会在他们最喜欢的节目中反复面对母乳喂养。这就是我们如何通过每天出现在媒体上，一点点地改变公众舆论。结果: 这是一个不寻常的方法，但它的工作。仅在两天内，就有 411 名新妈妈注册成为母乳喂养的补充。然后我们说服生产公司雇佣他们。此外，由于巨大的新闻报道，我们达到了 1.17 亿人，广告价值超过 42.5 万英镑。多亏了所有像《家庭》这样的热门节目，《 de Zonen van an as 》已经预订了母乳喂养的额外节目。佛兰德视听基金甚至决定成为支持伙伴。随着黄金时段电视上出现的每一次母乳喂养，这种影响只会持续增长。但更好的是，我们的母乳喂养临时演员正在改变比利时人对母乳喂养的看法。证明母乳喂养确实是日常生活的一部分。执行 10月2日，我们推出了一个在线视频，介绍我们非常特殊的母乳喂养额外的代理。我们要求一些重要的影响者妈妈在他们的社交媒体账户上传播这个消息，为我们的机构创造意识，并激励新妈妈在我们的微型网站上注册，成为一个额外的母乳喂养者。此外，我们邀请了在线媒体和影响者加入我们母乳喂养机构的铸造日。因此，这个话题成为热门话题，因此，母乳喂养的额外内容在每一家大报纸、电视新闻和比利时人最大的广播电台都有报道。在短短几天内，数百名临时演员申请支持我们的活动。此外，多家制作公司注意到媒体的关注，并同意为自己的节目预订额外的母乳喂养。与此同时，我们的第一批临时演员已经在比利时第二受关注的情景喜剧《家庭》等大型电视节目中首次亮相。所以，我们做了一些不寻常的事情。我们成立了自己的选角机构，专门从事一种非常特殊的临时演员: 母乳喂养临时演员。就像正常的临时演员一样，母乳喂养临时演员出现在电视节目、电影、视频剪辑或脱口秀节目的背景中。唯一的区别是，当他们在表演时，他们正在母乳喂养他们的孩子。通过劫持流行的电视节目和连续剧，我们的目标是尽可能频繁地展示母乳喂养。因此，一集又一集，母乳喂养变得越来越正常。

母乳喂养额外

案例简介：Synopsis: In ancient history, breastfeeding was a sacred and natural thing, depicted in thousands of paintings and sculptures. But things have changed. More and more breastfeeding mothers receive complaints for their “indecent behaviour” and are being sent away from restaurants, parks or shops. Forced to breastfeed their babies behind closed doors or even in toilets. That’s why ‘Kind en Gezin’, a governmental organisation that supports young parents and nurseries, wanted to make breastfeeding normal again. Strategy: With no media budget and the need for huge reach and repetition, the most effective medium to use was television. But how to surf on the reach of TV without paying for it? We counted on the one thing that every production company needs: extras to act in the background of soaps, shows or movies. So, we created a very special casting agency: one that only provided Breastfeeding Extras. With the help of some influencers we pushed the conversation on breastfeeding in public both online and offline. Thanks to huge press coverage, production companies felt the pressure of joining the debate and booking some Breastfeeding Extras for their next recording days. By doing so, every television watching person in Flanders will repeatedly be confronted with breastfeeding in their favourite shows. And that’s how we’re changing public opinion bit by bit, episode by episode, by being present in every day media. Outcome: It was an unusual approach but it worked. In just 2 days, 411 new mothers registered to become a Breastfeeding Extra. Then we convinced the production companies to hire them. Besides, thanks to the huge press coverage, we reached 11,7 million people and gained over €425.000 ad value. Thanks to all the buzz big shows like ‘Familie’, ‘De Zonen van Van As’ en ‘De Buurtpolitie’ already booked Breastfeeding Extras. The Flemish Audiovisual Fund even decided to become a supporting partner. And the reach will only keep on growing with every Breastfeeding Extra appearing on primetime television. But what’s even better is that episode by episode and show by show, our Breastfeeding Extras are changing the way Belgians think about breastfeeding. Proving that breastfeeding is truly part of everyday life. Execution On October the 2nd, we launched an online video, introducing our very special Breastfeeding Extra casting agency. We asked some important influencer moms to spread the word on their social media accounts to create awareness for our agency and to motivate new mothers to register on our microsite to become a Breastfeeding Extra themselves. What’s more, we invited online media and influencers to join the casting days at our Breastfeeding agency. And so, the subject became hot topic and as a result, Breastfeeding Extras were covered in every big newspaper, television news and Belgians biggest radio stations. In just a few days, hundreds of extras applied to support our campaign. Moreover, multiple production companies noticed the press attention and agreed on booking a Breastfeeding Extra for their own shows. Meanwhile, our first Extras have already made their debut in big TV shows like Belgium’s second most watched sitcom, ‘Familie’. Campaign Description So, we did something quite unusual. We started our own casting agency specialised in a very special type of extras: Breastfeeding Extras. Just like normal extras, Breastfeeding Extras appear in the background of television shows, movies, video clips or talk shows. The only difference is that while they’re acting, they’re breastfeeding their babies. By hijacking popular TV shows and series with Breastfeeding Extras, we aim to show breastfeeding as frequent as possible. And so, episode by episode, breastfeeding becomes more and more normal again.