Justino|短视频|广告营销案例【ADGuider广告指南】

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Justino

案例简介：活动描述基于我们的背景，我们为埃尔戈多创造了一个新概念，圣诞国家彩票: 没有比分享更大的价格了，我们推出了一部由查斯蒂诺主演的动画短片。模特工厂的夜间警卫。一个因为上夜班而不能和别人分享的人。概要西班牙圣诞彩票活动是西班牙今年最受期待的广告活动之一。从长远来看，这是我们的约翰 · 刘易斯或塞恩斯伯里。增加销售和名声总是关键目标。今年的预期非常高，因为去年的竞选活动，在经历了六年的下跌后，彩票销量比以往任何时候都多。同样重要的是要知道，我们的国家彩票已经有 250 年的历史，在家人、朋友、同事之间购买和分享数字。这是一个巨大的圣诞节传统。在西班牙，每个数字都分为十分之一，所以人们习惯用相同的数字买票。如果他们赢了，他们一起赢战略我们可以考虑任何 18 岁的西班牙人作为我们的目标观众。这一点上最引人注目的是社交网络上发生的事情和动画短片之间的相关性。我们创建了 Justino 工作的人体模型工厂的 facebook 页面。工厂发布图片、评论，就像任何小企业在白天都会做的那样，人们可以从电影中的人物那里欣赏不同的观点。我们还创建了 Justino 的 Instagram 账户 (我们的主角)，在那里你可以跟踪他在工厂的夜晚以及与他的同事的互动。在这两个账户中，我们复制了短片的时间表，如果在 12月2日电影中发生了一些事情，在同一天，我们在两个账户上创建了与该事件相关的内容。我们还发布了一些与当前事件相关的内容，如电影首映 (星球大战) 或比赛日 (皇家马德里-巴塞罗那)。结果一个月内，这个故事被浏览了 1600万多次。超过 100.000 人在 Justino 自己的 Instagram 和 Facebook 账户上跟踪他的夜晚和同事的日子。这项活动在西班牙是头号热门话题，在世界排名第五，他的 Instagram 的参与率是 29.6%，是世界顶级品牌的两倍。视频产生了 + 150.000 股，平均圣诞节彩票支出增加到每西班牙人惊人的 55,42 €。数据: YouTube 、 Facebook 、 Instagram 、 loter í as 和 Quintly (参与) 执行一部动画短片第一次在所有西班牙电视频道完全同时播出。前一天，我们在 Youtube 上预发布了它，在第一天就取得了巨大的成功，浏览量达到了 100 万次，成为西班牙的 n ° 1 热门话题和全球第五大话题。多亏了 Justino 的 Instagram 账户和模特工厂的 Facebook 页面，这有助于推动社交网络的互动。那里有持续的日夜内容流动

Justino

案例简介：Campaign Description Based on our background, we created a new concept for El Gordo, the Xmas National Lottery: There’s no bigger price than sharing, we launched an animated short film starred by Justino. A night guard at a mannequin factory. Someone who can’t share with others because he works the night shift. Synopsis The Spanish Christmas lottery campaign is one of the most anticipated advertising campaigns of the year in Spain. To put it in perspective it’s our John Lewis or Sainsburys. Increasing sales and notoriety are always key objectives. This year expectations were really high because of last years campaign, that sold more lottery tickets than ever after a six years decline. It is also important to know that our National Lottery has a history of 250 years, and the buying and sharing of numbers amongst family, friends, workmates colleagues etc. is a huge Xmas tradition. In Spain every number is divided into tenths so people are used to buy tickets with the same number. If they win, they all win together Strategy We can consider any 18 year old Spaniard as our target audience. The most remarkable thing in this point is the correlation between what was happening on social networks and the animated short film. We created the facebook page of The Mannequin Factory where Justino works. The factory post pictures, comments like any small business woul do during the day, and people could enjoy different points of view from the characters of the film. We also created Justino´s Instagram account (our main character), where you could follow his nights at the Factory and the interaction with his co-workers. In both accounts we reproduced the short’s timeline, if in December 2nd something happened in the film, that same day we created content related to that event on both accounts. We also posted some content related to current events like movie premieres (Star Wars) or match days (Real Madrid – Barcelona) . Outcome Within a month, the story was viewed over 16 million times.More than 100.000 people followed Justino´s nights and his coworkers days on his own Instagram and Facebook accounts.The campaign was #1 trending topic in Spain and 5th in the world,the engagement rate of his Instagram was 29.6%, doubling the top brands in the world. The video generated +150.000 shares, and the average Xmas Lottery spend was increased to an amazing 55,42 € per Spaniard. Data: YouTube, Facebook, Instagram, Loterías and Quintly (Engagement) Execution For the first time, an animated short film was broadcasted entirely and simultaniously in all Spanish tv channels. The day before, we prelaunched it on Youtube with great success reaching 1M views within the first day and becoming Spain’s nº1 Trending topic and 5th worldwide. This helped drive the interaction in social networks thanks to Justino´s Instagram account and the Mannequins Factory Facebook page. Where there was a constant Day and night flow of content