Escalating Gifs|短视频,动图|广告营销案例【ADGuider广告指南】

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升级 gif

案例简介：执行这项运动是在 3月6日发起的，也就是希腊的反欺凌日，在国家和泛欧层面上，正在不同的青少年相关频道上播送 GIFs。在其他国家的推广紧随其后，现在仍然如此。 GIFs 被播种在青少年寻找娱乐的地方 -- 在平台上，这是 Giphy 、 9gag 、 Imgur 和其他人等 GIFs 的知名家园。为欧洲反欺凌网络 (EAN) 的 17 个合作非政府组织之一进行了当地调整GIFs 还在几个国家的社交媒体页面上发布，重点是 Facebook 、 Instagram 和 Twitter。在欧洲范围内，公共关系支持的这场运动的主要活动从 3月6日一直持续到 4月15日。活动描述为了让青少年理解欺凌的真正后果，我们必须在社交媒体上使用他们最喜欢的语言: gif。Gif 一遍又一遍地重复，不像欺凌，欺凌会随着每次重复而变得越来越糟糕。因此，我们开发了 “不断升级的 gif”，每次重复显示的欺凌行为都会变得更糟。为了尽可能真实，我们拍摄的 gif 没有演员，而是欺凌的真正受害者。不断升级的 gif 被播种在青少年寻找娱乐 gif 的地方。他们链接到欧洲各地的网站和帮助热线，以增强受害者和旁观者的能力。概要每三个欧洲青少年中就有一个在某个时候成为欺凌的受害者。许多人不止一次遭受虐待，每次袭击时，侵略和暴力往往会升级。社交媒体的兴起只会加剧这个问题。此外，青少年倾向于拒绝老师、家长和其他外部机构对这个话题的任何干预。欧洲反欺凌网络 (EAN) 及其 17 个当地合作组织希望接触尽可能多的欧洲青少年，让他们了解欺凌的真正后果，以阻止欺凌。作为辅助工具，网站和帮助热线应该传达给受害者和旁观者。但是由于 EAN 是一个非营利非政府组织，竞选预算不到 30,000 欧元，这项运动必须建立在盈利和共享媒体的力量之上。结果六周内，450万名青少年看到了这场运动。超过 120,000 的人参与了 GIFs，喜欢、评论或分享它们。甚至最著名的反欺凌活动家莫尼卡 · 莱温斯基也在推特上发布了一张礼物。一些帖子被分享了 4,000 多次。通过挣媒体，又有 1000万人被接触到，增加了相当于 220,000 欧元的价值。所有这些都没有花一分钱在媒体上，只有几张礼物。战略主要目标群体是 13-19 岁的青少年学生。他们每天花在社交媒体上的时间超过三个小时，主要是为了娱乐和娱乐。但是社交媒体也放大了欺凌的影响: 50% 的网络欺凌受害者认为成为在线目标比面对面欺凌更糟糕。欺凌者的匿名性让受害者经常感到无助和沮丧。为了改变青少年的行为，我们必须让他们理解欺凌的后果。由于他们倾向于拒绝老师、家长和外部机构对这个话题的任何干预，我们不得不在社交媒体上使用青少年最喜欢的语言: gif。特别构建的 “升级 gif” 必须看起来像普通的 gif。仅仅在三次一对一的重复之后，我们就让显示的欺凌升级。这些 gif 被播种在青少年寻找娱乐的地方 -- 在平台上，这是 Giphy 、 9gag 、 Imgur 和其他人等众所周知的 gif 之家。

升级 gif

案例简介：Execution The campaign was launched on the 6th of March, the Anti-Bullying Day in Greece on a national and pan-European level with an ongoing seeding of GIFs on different teen relevant channels. The roll-out in other countries followed and still is.The GIFs were seeded exactly where teens are looking for entertainment – on platforms, which are well-known homes of GIFs like Giphy, 9gag, Imgur and others.Locally adapted for one of the 17 partnering NGOs of the European Anti-Bullying Network (EAN) the GIFs were posted additionally on several national social media pages with a focus on Facebook, Instagram and Twitter.The main flight of the campaign supported by PR on a European level took place from March 6th until April 15th. CampaignDescription To make teens understand the real consequences of bullying we had to use their favourite language in social media: GIFs. GIFs repeat over and over, unlike bullying, which gets worse and worse with every repetition. Therefore, we developed the “Escalating GIFs”, where the shown bullying action gets worse with every repetition. To be as authentic as possible, we shot the GIFs without actors, but real victims of bullying. Escalating GIFs were seeded exactly where teens are looking for entertaining GIFs. They linked to websites and helplines across Europe to empower victims and bystanders. Synopsis One in three European teenagers becomes a victim of bullying at some point. Many suffer from abuse more than once, with the aggression and violence often escalating with each attack. The rise of social media has only worsened the problem. Furthermore teens tend to reject any intervention on this topic from teachers, parents and other external authorities.The European Anti-Bullying Network (EAN) with its 17 local partnering organizations wanted to reach as many European teens as possible and make them understand the real consequences of bullying in order to stop bullying. As supporting tools websites and helplines should be communicated to empower victims and bystanders.But as the EAN is a non-profit NGO with a campaign budget under 30,000 Euro, the campaign had to be built on the power of earned and shared media. Outcome Within six weeks, the campaign was seen by 4.5 million teens. More than 120,000 engaged with the GIFs, liked, commented or shared them. Even Monica Lewinsky, the most famous anti-bullying activist, tweeted one of the GIFs. Some posts were shared more than 4,000 times.Via earned media another 10 million people were reached, adding an equivalent value of 220,000 Euros. All this without a single Cent spent on media, just with a few GIFs. Strategy The main target group are teen-students aged 13-19. They spend more than three hours daily on social media primarily for the purpose of entertainment and fun. But social media also amplifies the effect of bullying: 50% of cyber-bullying victims think that being targeted online is worse than face-to-face bullying. The anonymity of bullies leaves the victims often helpless and depressed.To change teens’ behaviour, we had to make them understand the consequences of bullying. As they tend to reject any intervention on this topic from teachers, parents and external authorities, we had to use teens’ favourite language in social media: GIFs.The special built “Escalating GIFs” had to look like normal GIFs. Just after three one-to-one repetitions we let the shown bullying escalate. These GIFs were seeded exactly where teens are looking for entertainment – on platforms, which are well-known homes of GIFs like Giphy, 9gag, Imgur and others.