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护理计数
案例简介：战略 为了证明获得干净的衣服和提高出勤率之间有明显的联系，我们为每个洗衣机创建了数据收集设备。这些设备将每次洗涤都归因于特定的学生，并将这些信息发送到我们的数据库，在那里我们跟踪每个学生的洗涤和出席情况。到年底，数据可以告诉我们，利用洗衣机的学生的出勤率是否比前一年有了更大的提高。通过对教师的进一步调查，我们收集了更多的数据，以了解穿干净衣服对学生的质量影响 -- 从改善课堂参与、更多的社会互动和更好的学习成绩。很难证明像洗衣店这样的东西的价值,但是有了正确的数据，我们能够量化地证明它可以以令人惊讶的深刻方式影响生活。 概要 在美国，每天都有成千上万的孩子缺课，因为他们缺少一件事: 干净的衣服。经常失学的孩子辍学的可能性是现在的 7 倍。作为庆祝日常护理价值 (即烹饪、清洁和洗涤) 的品牌, 惠而浦创建了 Care Counts 项目，看看像上学这样重要的事情是否会受到像洗衣这样简单的事情的影响。 活动描述 我们在美国各地的学校安装了洗衣机和烘干机，让有风险的学生获得干净的衣服。作为该计划的一部分，我们为每一对洗衣房创建了数据收集设备。这些设备让我们跟踪每个学生的洗衣机使用情况，并将其与他们的出勤率数据联系起来，这样我们就可以看到干净的衣服是如何直接影响每个学生的出勤率的。为了帮助讲述我们的故事，我们拍摄了一部纪录片，讲述了教师、学生和管理人员在一整年的节目前后的经历。这部电影揭示了护理不仅影响出勤率，还影响了学生的学术和社会福祉。 相关性 Care Counts 项目的核心是一个纪录片式的视频，展示了没有干净衣服会如何影响小学生的教育和最终成功。这是一个大多数美国人根本没有意识到的问题，这部电影引起了广泛的关注，并引发了一波支持浪潮。对这部电影的这种反应，把被动观看变成了行动，正是这种反应使得护理与娱乐狮子相关。 结果 该项目的结果是，超过 93% 的参与学生的出勤率比前一年有所增加。前一年错过了 10 天以上的学生将他们的缺勤减少了近两周。根据教师的说法: 89% 的学生增加了课堂参与人数，93% 的学生更多地参与了课外活动。护理重要影响的轨迹的无数儿童的教育，帮助他们上学的次数更多，有一个更好的机会在一个成功的未来。营销 ResultsOver 12.5 毫米视频 views4 pt 升降在广告召回中，千禧一代与千禧一代的信息关联中，千禧一代与千禧一代的信息关联。 执行 在公开推出之前，我们在全国各地的学校运行了整整一年的护理计数项目，收集数据和视频内容，这样我们就可以推出一个完整的故事，并有可衡量的结果作为支持。我们终于在 2016年返校季期间公开发布了我们的 4 分钟纪录片视频，通过社交媒体和付费视频渠道发布。Care Counts 网站也在这个时候上线了，让用户沉浸在我们的故事中，并给他们一个为这项事业捐款的机会。公关努力利用学年开始时的优势，在当地和国家新闻媒体上获得广泛报道。故事本身的力量推动了它持续的有机传播，因为惠而浦和感兴趣的家长和老师之间的对话稳步增长, 赞扬这个项目，并要求他们自己的学校。
护理计数
案例简介：Strategy In order to prove that there was a clear connection between having access to clean clothes and an improvement in attendance rates, we created data collection devices for each washer. These devices attributed each wash to a specific student, and sent that information to our database where we were tracking each student’s washes and attendance.By year’s end, the data could tell us whether students who took advantage of the washers experienced a greater improvement in attendance versus the previous year. Through further surveying of teachers, we gathered more data to learn the qualitative impact that having clean clothes had on students – from improved class participation, more social interaction and better academic performance.It can be difficult to prove the value of something like laundry, but with the right data we were able to quantifiably demonstrate that it can impact lives in surprisingly profound ways. Synopsis Every day in America, thousands of kids miss school because they lack one thing: clean clothes. And kids who regularly miss school are 7 times more likely to drop out.As the brand that celebrates the value of everyday care (i.e. cooking, cleaning and washing), Whirlpool created the Care Counts program to see if something as important as school attendance could be impacted by something as simple as laundry. CampaignDescription We installed washers and dryers into schools across America to give at-risk students access to clean clothes. As part of the program, we created data collection devices for each laundry pair. The devices let us track washer usage for each individual student, and relate that to their attendance data, so we could see how clean clothes were directly impacting each student’s attendance.To help tell our story, we filmed a documentary featuring teachers, students and administrators before and after a full year with the program. The film revealed how Care Counts impacted not only attendance, but the academic and social well-being of students as well. Relevancy The centerpiece of the Care Counts program is a documentary-style video that shows how not having access to clean clothes can impact the education and ultimate success of grade school kids. It’s an issue that most Americans simply aren’t aware of, and the film has created a widespread awareness and sparked a wave of support. This kind of response to the film, turning passive viewing into action, is what makes Care Counts relevant for Entertainment Lions. Outcome The Program ResultsWith the Care Counts program, over 93% of participating students saw an increase in their attendance over the previous year.Students who had missed more than 10 days the previous year reduced their absences by almost two weeks.According to teachers:89% of students increased their classroom participation93% of students participated more in extracurricular activitiesMost importantly, Care Counts impacted the trajectory of countless kids’ educations, helping them attend school more often and have a better shot at a successful future.The Marketing ResultsOver 12.5 MM video views4 pt lift in ad recall6 pt lift in ad recall among millennials8 pt lift in message association with millennials613 feature PR placements382 million impressions110 Tier-A stories4 national broadcastsOver 53k social shares of this earned coverage Execution Before launching publicly, we ran the Care Counts program in schools across the country for a full year, collecting data and video content so we could launch with a complete story backed by measurable results.We finally launched publicly during the back-to-school season of 2016, releasing our 4-minute documentary video through social media and paid video outlets. The Care Counts website also went live at this time, immersing users in our story and giving them a chance to donate to the cause.PR efforts capitalized on the start of the school year to earn widespread coverage on local and national news outlets. The power of the story itself has fueled its continued organic spread as a dialog has steadily grown between Whirlpool and a wide audience of interested parents and teachers, praising the program and requesting it for their own schools.
Care Counts
案例简介：战略 为了证明获得干净的衣服和提高出勤率之间有明显的联系，我们为每个洗衣机创建了数据收集设备。这些设备将每次洗涤都归因于特定的学生，并将这些信息发送到我们的数据库，在那里我们跟踪每个学生的洗涤和出席情况。到年底，数据可以告诉我们，利用洗衣机的学生的出勤率是否比前一年有了更大的提高。通过对教师的进一步调查，我们收集了更多的数据，以了解穿干净衣服对学生的质量影响 -- 从改善课堂参与、更多的社会互动和更好的学习成绩。很难证明像洗衣店这样的东西的价值,但是有了正确的数据，我们能够量化地证明它可以以令人惊讶的深刻方式影响生活。 概要 在美国，每天都有成千上万的孩子缺课，因为他们缺少一件事: 干净的衣服。经常失学的孩子辍学的可能性是现在的 7 倍。作为庆祝日常护理价值 (即烹饪、清洁和洗涤) 的品牌, 惠而浦创建了 Care Counts 项目，看看像上学这样重要的事情是否会受到像洗衣这样简单的事情的影响。 活动描述 我们在美国各地的学校安装了洗衣机和烘干机，让有风险的学生获得干净的衣服。作为该计划的一部分，我们为每一对洗衣房创建了数据收集设备。这些设备让我们跟踪每个学生的洗衣机使用情况，并将其与他们的出勤率数据联系起来，这样我们就可以看到干净的衣服是如何直接影响每个学生的出勤率的。为了帮助讲述我们的故事，我们拍摄了一部纪录片，讲述了教师、学生和管理人员在一整年的节目前后的经历。这部电影揭示了护理不仅影响出勤率，还影响了学生的学术和社会福祉。 相关性 Care Counts 项目的核心是一个纪录片式的视频，展示了没有干净衣服会如何影响小学生的教育和最终成功。这是一个大多数美国人根本没有意识到的问题，这部电影引起了广泛的关注，并引发了一波支持浪潮。对这部电影的这种反应，把被动观看变成了行动，正是这种反应使得护理与娱乐狮子相关。 结果 该项目的结果是，超过 93% 的参与学生的出勤率比前一年有所增加。前一年错过了 10 天以上的学生将他们的缺勤减少了近两周。根据教师的说法: 89% 的学生增加了课堂参与人数，93% 的学生更多地参与了课外活动。护理重要影响的轨迹的无数儿童的教育，帮助他们上学的次数更多，有一个更好的机会在一个成功的未来。营销 ResultsOver 12.5 毫米视频 views4 pt 升降在广告召回中，千禧一代与千禧一代的信息关联中，千禧一代与千禧一代的信息关联。 执行 在公开推出之前，我们在全国各地的学校运行了整整一年的护理计数项目，收集数据和视频内容，这样我们就可以推出一个完整的故事，并有可衡量的结果作为支持。我们终于在 2016年返校季期间公开发布了我们的 4 分钟纪录片视频，通过社交媒体和付费视频渠道发布。Care Counts 网站也在这个时候上线了，让用户沉浸在我们的故事中，并给他们一个为这项事业捐款的机会。公关努力利用学年开始时的优势，在当地和国家新闻媒体上获得广泛报道。故事本身的力量推动了它持续的有机传播，因为惠而浦和感兴趣的家长和老师之间的对话稳步增长, 赞扬这个项目，并要求他们自己的学校。
Care Counts
案例简介：Strategy In order to prove that there was a clear connection between having access to clean clothes and an improvement in attendance rates, we created data collection devices for each washer. These devices attributed each wash to a specific student, and sent that information to our database where we were tracking each student’s washes and attendance.By year’s end, the data could tell us whether students who took advantage of the washers experienced a greater improvement in attendance versus the previous year. Through further surveying of teachers, we gathered more data to learn the qualitative impact that having clean clothes had on students – from improved class participation, more social interaction and better academic performance.It can be difficult to prove the value of something like laundry, but with the right data we were able to quantifiably demonstrate that it can impact lives in surprisingly profound ways. Synopsis Every day in America, thousands of kids miss school because they lack one thing: clean clothes. And kids who regularly miss school are 7 times more likely to drop out.As the brand that celebrates the value of everyday care (i.e. cooking, cleaning and washing), Whirlpool created the Care Counts program to see if something as important as school attendance could be impacted by something as simple as laundry. CampaignDescription We installed washers and dryers into schools across America to give at-risk students access to clean clothes. As part of the program, we created data collection devices for each laundry pair. The devices let us track washer usage for each individual student, and relate that to their attendance data, so we could see how clean clothes were directly impacting each student’s attendance.To help tell our story, we filmed a documentary featuring teachers, students and administrators before and after a full year with the program. The film revealed how Care Counts impacted not only attendance, but the academic and social well-being of students as well. Relevancy The centerpiece of the Care Counts program is a documentary-style video that shows how not having access to clean clothes can impact the education and ultimate success of grade school kids. It’s an issue that most Americans simply aren’t aware of, and the film has created a widespread awareness and sparked a wave of support. This kind of response to the film, turning passive viewing into action, is what makes Care Counts relevant for Entertainment Lions. Outcome The Program ResultsWith the Care Counts program, over 93% of participating students saw an increase in their attendance over the previous year.Students who had missed more than 10 days the previous year reduced their absences by almost two weeks.According to teachers:89% of students increased their classroom participation93% of students participated more in extracurricular activitiesMost importantly, Care Counts impacted the trajectory of countless kids’ educations, helping them attend school more often and have a better shot at a successful future.The Marketing ResultsOver 12.5 MM video views4 pt lift in ad recall6 pt lift in ad recall among millennials8 pt lift in message association with millennials613 feature PR placements382 million impressions110 Tier-A stories4 national broadcastsOver 53k social shares of this earned coverage Execution Before launching publicly, we ran the Care Counts program in schools across the country for a full year, collecting data and video content so we could launch with a complete story backed by measurable results.We finally launched publicly during the back-to-school season of 2016, releasing our 4-minute documentary video through social media and paid video outlets. The Care Counts website also went live at this time, immersing users in our story and giving them a chance to donate to the cause.PR efforts capitalized on the start of the school year to earn widespread coverage on local and national news outlets. The power of the story itself has fueled its continued organic spread as a dialog has steadily grown between Whirlpool and a wide audience of interested parents and teachers, praising the program and requesting it for their own schools.
护理计数
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Care Counts
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