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翻新的推文
案例简介:为什么这项工作与PR相关? 法国初创公司和欧洲翻新产品领导者Back Market决定将业务扩展到美国。在一个喜欢新产品的国家,这不是一件容易的事。 我们没有名人影响者的预算,而且我们意识到他们中的大多数人真的想要我们的产品,并且几年前就已经发过推文了。 因此,为了推广我们的翻新产品,我们决定翻新他们的推文。我们转发了它们,就好像它们是在前一天发布的一样,并向他们发送了他们 (过去) 梦想中的智能手机,免费创建了有史以来最大的在线影响者活动。 背景 2019,法国初创公司Back Market在5年内成为欧洲翻新产品的领导者,决定将其扩展到美国市场。 这个增加品牌收入的新机会是一个复杂的挑战,因为美国人很自豪地购买昂贵的全新小工具 (从智能手机到语音助手) 作为个人成就的证明。该类别本身 (翻新产品) 被视为二手市场,即使更换了大部分零件以使产品再次焕然一新。 此外,在美国,新颖性是一种持续的广告论点,不能应用于回售市场。我们必须找到一个聪明的解决方案,以展示市场作为一种时尚和廉价的替代全新的电子设备。我们的简介很简单: 在没有任何媒体预算的情况下,尽管市场对我们所做的事情有所了解,但仍会引起人们的注意。 描述创意 (投票20%) 我们的第一个想法是使用影响者来评估我们销售的产品。 可悲的是,拥有数百万粉丝的美国全球巨星超出了我们的预算,要求数十万美元发布一条推文或一张Instagram图片。 但是我们也意识到,这些美国名人中的大多数确实想要我们的产品,并且已经在几年前发布了有关该产品的推文。 因此,为了推广我们的翻新产品,我们决定翻新他们的推文。我们转发了它们,就好像它们是在前一天发布的一样,并向他们发送了他们 (过去) 梦想中的智能手机,免费创建了有史以来最大的在线影响者活动,而影响者甚至都不知道。 描述公关策略 (投票30%) 我们从twitter收集数据,分析最强大的twitter帐户的受众,针对性,代表性和获得的媒体潜在影响力。然后,我们将从这些帐户中提取的所有数据 (代表超过500 000条推文) 与我们可用于美国市场的翻新产品的名称进行了交叉。它让我们看到了300旧的推文,这些推文之前提到了我们今天销售的产品,然后我们 “翻新” 了这些产品。 通过翻新这些推文并最大化互动,我们使它们在我们瞄准的名人的追随者的twitter时间表中上升。然后,我们将它们放在我们的twitter时间轴上,并通过愚蠢的视频演示展示了整个计划,在我们的社交媒体平台上进行了中继,并通过影响者,记者和公关工具包在线传播。 描述PR执行情况 (投票20%) 数周以来,我们在twitter上搜索了来自美国超级巨星的关于我们产品的被遗忘的推文。我们收集了它们,写下了机智而愚蠢的答案,就好像它们刚刚发布一样,并在一天之内将它们转发到我们的twitter帐户上,从而创建了第一个完全由超级明星推文制成的twitter帐户。我们还将推文打印在纸上,以包装他们多年前想要的产品并将其发送给他们。我们解释了我们激活背后的整个思维和机制,让记者、媒体、明星粉丝和美国社交网络用户注意到我们通过口口相传做了什么。整个事情是在twitter上完全有机地进行的,在美国产生了很多对话,在国外也产生了很多对话,导致我们的网站上有美国人的大量订单。 列出结果 (投票30%) 必须至少包括以下两层: 通过100% 有机地传播我们的想法,所有以下结果都是在没有媒体投资的情况下取得的。 -我们翻新了来自老名人的311条旧推文,包括2位POTUS (巴拉克·奥巴马,唐纳德·特朗普),十几位演员,歌手,嘻哈艺术家,小说家,电视节目主持人,运动员,漫画艺术家,甚至是twitter的创始人 -在我们的美国网站发布之前,平均每天有100个客户,在最初的48小时内超过26,000个订单。 -在我们的活动启动后的一个月内,我们网站上的全球订单427% 增加。 -3个不同的名人 “参与” 在竞选期间承认在收到他们 (过去) 梦想的智能手机后的倡议在线。
翻新的推文
案例简介:Why is this work relevant for PR? Back Market, French startup and European leader of refurbished products, decided to expand to the US. Not an easy feat in a country that loves new gadgets. We didn't have the budget for celebrity influencers and also we realised that most of them really wanted our products and had already tweeted about that years ago. So, to promote our refurbished products, we decided to refurbish their tweets. We retweeted them as if they were published the day before and sent them the smartphones of their (past) dreams, creating the biggest online influencer campaign ever, for free. Background In 2019, Back Market, the French startup that has become in 5 years the European leader of refurbished products, decided to expand to the American market. This new opportunity to increase the brand’s revenue was a complex challenge as people in America are proud to buy expensive brand-new gadgets (from smartphones to voice assistants) as proof of personal achievement. The category in itself (refurbished products) is perceived as a second-hand market, even if most of the parts are replaced to make the products brand new again. Also, in the USA novelty is a constant advertising argument that cannot be applied to what Back Market sell. We had to find a clever solution to show Back Market as a trendy and cheap alternative to brand new electronic devices. Our brief was simple: getting noticed despite the market perception of what we do, without any media budget. Describe the creative idea (20% of vote) Our first thought was to use influencers to value what we sell. Sadly, American global superstars with millions of followers were absurdly out of our budget, asking for hundreds of thousands of dollars to publish a single tweet or an Instagram picture. But we also realised that most of these American celebrities really wanted our products and had already tweeted about that years ago. So, to promote our refurbished products, we decided to refurbish their tweets. We retweeted them as if they were published the day before and sent them the smartphones of their (past) dreams, creating the biggest online influencer campaign ever, for free, without the influencers even knowing it. Describe the PR strategy (30% of vote) We gathered data from twitter, analyzing the most powerful twitter accounts in terms of audience, pertinence, representation and earned media potential influence. We then crossed all the data extracted from these accounts, representing over 500 000 tweets, with the name of the refurbished products we have available for the American market. It led us to three hundred old tweets, that had previously mentioned the products we are selling today, which we then “refurbished”. By refurbishing these tweets and maximizing interactions, we made them go up in the twitter timeline of the followers of the celebrities we targeted. We then put them on our twitter timeline and showcased the whole initiative through a silly video presentation, relayed on our social media platforms and spread online through influencers, journalists, and PR kits. Describe the PR execution (20% of vote) For weeks, we searched on twitter for old forgotten tweets from American superstars that talked about our products. We collected them, wrote witty and silly answers as if they had just been posted, and retweeted them on our twitter account in one day, creating the first twitter account entirely made out of superstar tweets. We also printed the tweets on paper as a pattern to wrap up the products they had wanted so many years ago and sent it to them. We explained the whole thinking and mechanism behind our activation and let journalists, media, fans of the stars and American social networks users notice what we did through word of mouth. The whole thing was made totally organically on twitter, generating a lot of conversations in the USA, but also abroad, leading to huge orders on our website from American people. List the results (30% of vote) must include at least two of the following tiers: All of the following results were made without media investment, through a 100% organic spread of our idea. - We refurbished 311 old tweets from old celebrities, including 2 POTUS (Barack Obama, Donald Trump) dozen of actors, singers, hip hop artists, novelists, TV show presenters, athletes, comic book artists, and even the founder of twitter - A jump from an average of 100 customers per day before the launch on our US website to over 26 000 orders in the first 48 hours. - A global increase of 427% of orders on our website for the month following the launch of our campaign. - 3 different celebrities “involved” during the campaign acknowledged the initiative online after receiving the smartphones of their (past) dreams.
Refurbished tweets
案例简介:为什么这项工作与PR相关? 法国初创公司和欧洲翻新产品领导者Back Market决定将业务扩展到美国。在一个喜欢新产品的国家,这不是一件容易的事。 我们没有名人影响者的预算,而且我们意识到他们中的大多数人真的想要我们的产品,并且几年前就已经发过推文了。 因此,为了推广我们的翻新产品,我们决定翻新他们的推文。我们转发了它们,就好像它们是在前一天发布的一样,并向他们发送了他们 (过去) 梦想中的智能手机,免费创建了有史以来最大的在线影响者活动。 背景 2019,法国初创公司Back Market在5年内成为欧洲翻新产品的领导者,决定将其扩展到美国市场。 这个增加品牌收入的新机会是一个复杂的挑战,因为美国人很自豪地购买昂贵的全新小工具 (从智能手机到语音助手) 作为个人成就的证明。该类别本身 (翻新产品) 被视为二手市场,即使更换了大部分零件以使产品再次焕然一新。 此外,在美国,新颖性是一种持续的广告论点,不能应用于回售市场。我们必须找到一个聪明的解决方案,以展示市场作为一种时尚和廉价的替代全新的电子设备。我们的简介很简单: 在没有任何媒体预算的情况下,尽管市场对我们所做的事情有所了解,但仍会引起人们的注意。 描述创意 (投票20%) 我们的第一个想法是使用影响者来评估我们销售的产品。 可悲的是,拥有数百万粉丝的美国全球巨星超出了我们的预算,要求数十万美元发布一条推文或一张Instagram图片。 但是我们也意识到,这些美国名人中的大多数确实想要我们的产品,并且已经在几年前发布了有关该产品的推文。 因此,为了推广我们的翻新产品,我们决定翻新他们的推文。我们转发了它们,就好像它们是在前一天发布的一样,并向他们发送了他们 (过去) 梦想中的智能手机,免费创建了有史以来最大的在线影响者活动,而影响者甚至都不知道。 描述公关策略 (投票30%) 我们从twitter收集数据,分析最强大的twitter帐户的受众,针对性,代表性和获得的媒体潜在影响力。然后,我们将从这些帐户中提取的所有数据 (代表超过500 000条推文) 与我们可用于美国市场的翻新产品的名称进行了交叉。它让我们看到了300旧的推文,这些推文之前提到了我们今天销售的产品,然后我们 “翻新” 了这些产品。 通过翻新这些推文并最大化互动,我们使它们在我们瞄准的名人的追随者的twitter时间表中上升。然后,我们将它们放在我们的twitter时间轴上,并通过愚蠢的视频演示展示了整个计划,在我们的社交媒体平台上进行了中继,并通过影响者,记者和公关工具包在线传播。 描述PR执行情况 (投票20%) 数周以来,我们在twitter上搜索了来自美国超级巨星的关于我们产品的被遗忘的推文。我们收集了它们,写下了机智而愚蠢的答案,就好像它们刚刚发布一样,并在一天之内将它们转发到我们的twitter帐户上,从而创建了第一个完全由超级明星推文制成的twitter帐户。我们还将推文打印在纸上,以包装他们多年前想要的产品并将其发送给他们。我们解释了我们激活背后的整个思维和机制,让记者、媒体、明星粉丝和美国社交网络用户注意到我们通过口口相传做了什么。整个事情是在twitter上完全有机地进行的,在美国产生了很多对话,在国外也产生了很多对话,导致我们的网站上有美国人的大量订单。 列出结果 (投票30%) 必须至少包括以下两层: 通过100% 有机地传播我们的想法,所有以下结果都是在没有媒体投资的情况下取得的。 -我们翻新了来自老名人的311条旧推文,包括2位POTUS (巴拉克·奥巴马,唐纳德·特朗普),十几位演员,歌手,嘻哈艺术家,小说家,电视节目主持人,运动员,漫画艺术家,甚至是twitter的创始人 -在我们的美国网站发布之前,平均每天有100个客户,在最初的48小时内超过26,000个订单。 -在我们的活动启动后的一个月内,我们网站上的全球订单427% 增加。 -3个不同的名人 “参与” 在竞选期间承认在收到他们 (过去) 梦想的智能手机后的倡议在线。
Refurbished tweets
案例简介:Why is this work relevant for PR? Back Market, French startup and European leader of refurbished products, decided to expand to the US. Not an easy feat in a country that loves new gadgets. We didn't have the budget for celebrity influencers and also we realised that most of them really wanted our products and had already tweeted about that years ago. So, to promote our refurbished products, we decided to refurbish their tweets. We retweeted them as if they were published the day before and sent them the smartphones of their (past) dreams, creating the biggest online influencer campaign ever, for free. Background In 2019, Back Market, the French startup that has become in 5 years the European leader of refurbished products, decided to expand to the American market. This new opportunity to increase the brand’s revenue was a complex challenge as people in America are proud to buy expensive brand-new gadgets (from smartphones to voice assistants) as proof of personal achievement. The category in itself (refurbished products) is perceived as a second-hand market, even if most of the parts are replaced to make the products brand new again. Also, in the USA novelty is a constant advertising argument that cannot be applied to what Back Market sell. We had to find a clever solution to show Back Market as a trendy and cheap alternative to brand new electronic devices. Our brief was simple: getting noticed despite the market perception of what we do, without any media budget. Describe the creative idea (20% of vote) Our first thought was to use influencers to value what we sell. Sadly, American global superstars with millions of followers were absurdly out of our budget, asking for hundreds of thousands of dollars to publish a single tweet or an Instagram picture. But we also realised that most of these American celebrities really wanted our products and had already tweeted about that years ago. So, to promote our refurbished products, we decided to refurbish their tweets. We retweeted them as if they were published the day before and sent them the smartphones of their (past) dreams, creating the biggest online influencer campaign ever, for free, without the influencers even knowing it. Describe the PR strategy (30% of vote) We gathered data from twitter, analyzing the most powerful twitter accounts in terms of audience, pertinence, representation and earned media potential influence. We then crossed all the data extracted from these accounts, representing over 500 000 tweets, with the name of the refurbished products we have available for the American market. It led us to three hundred old tweets, that had previously mentioned the products we are selling today, which we then “refurbished”. By refurbishing these tweets and maximizing interactions, we made them go up in the twitter timeline of the followers of the celebrities we targeted. We then put them on our twitter timeline and showcased the whole initiative through a silly video presentation, relayed on our social media platforms and spread online through influencers, journalists, and PR kits. Describe the PR execution (20% of vote) For weeks, we searched on twitter for old forgotten tweets from American superstars that talked about our products. We collected them, wrote witty and silly answers as if they had just been posted, and retweeted them on our twitter account in one day, creating the first twitter account entirely made out of superstar tweets. We also printed the tweets on paper as a pattern to wrap up the products they had wanted so many years ago and sent it to them. We explained the whole thinking and mechanism behind our activation and let journalists, media, fans of the stars and American social networks users notice what we did through word of mouth. The whole thing was made totally organically on twitter, generating a lot of conversations in the USA, but also abroad, leading to huge orders on our website from American people. List the results (30% of vote) must include at least two of the following tiers: All of the following results were made without media investment, through a 100% organic spread of our idea. - We refurbished 311 old tweets from old celebrities, including 2 POTUS (Barack Obama, Donald Trump) dozen of actors, singers, hip hop artists, novelists, TV show presenters, athletes, comic book artists, and even the founder of twitter - A jump from an average of 100 customers per day before the launch on our US website to over 26 000 orders in the first 48 hours. - A global increase of 427% of orders on our website for the month following the launch of our campaign. - 3 different celebrities “involved” during the campaign acknowledged the initiative online after receiving the smartphones of their (past) dreams.
翻新的推文
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Refurbished tweets
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基本信息
- 广告战役: #Back Market-影视-2bd3#
- 广告品牌: Back Market
- 发布日期: 2000
- 行业领域: 电器/办公
- 媒体类别: 微电影
- 广告语言: 英语
- 媒介平台: 网络
- 获得奖项:
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涵盖全球100万精选案例,涉及2800个行业,包含63000个品牌
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