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Tecsesti Vlogs
案例简介：背景 2018年，Albalact希望开展宣传运动，以推广其产品，该产品来自喀尔巴阡山脉中心Transilvania农村地区的深处。 Albalact仅使用受当地独特习俗启发的传统方法生产产品。 我们需要将这些僻静地点的魔力带给精通城市，数字化和社交媒体的人群。为此，我们创建了一个颠覆性平台，将Albalact置于当地传统的核心，同时保持品牌的核心价值。 描述创意 (投票30%) 在谈论传统之前，我们先看了一下当地的情况。我们看到传统正在慢慢消亡，因为越来越多的年轻人离开他们的家乡，迁移到大城市。因此，在只有现代才流行的社会中，我们如何谈论传统产品的重要性。 我们通过让我们自己的内容创作者，最后一个知道当地故事的人，让他们适应了一种新的媒体 -- 视频博客。 我们带走了Tecsesti的6个最大居民，该村庄现在有23名居民 (20世纪50年代有350名)，并启动了Tecsesti Vlogs，该平台可以通过流行的vlogging格式分享他们惊人的独特故事。 我们在360活动中推广了内容系列，并使他们的故事出名而永恒。 描述策略 (投票20%) 受欢迎的罗马尼亚影响者对当地传统了解不多，因此Albalact希望创建一种新型的影响者，可以讲真实的故事。 我们推出了Tecsesti vlog，这是一个内容平台，用户可以在其中发现Tecsesti的真实故事，Tecsesti是一个有着惊人传统的僻静村庄。这些故事是通过6位最年长的居民的眼睛讲述的，他们是当地独特习俗的最后守护者。 该活动的重点是年龄在24至40岁之间的城市人口，他们希望购买具有传统遗产的产品。 这是我们的主要目标，我们必须将当地习俗和长期被遗忘的传统融合到一种主要谈论新奇事物的媒介中。通过用传统的乡村习俗复制已知的视频记录格式，我们创建了一个破坏性的内容系列 我们为新的影响者推出了一个专用的Instagram页面，并创建了一个定制内容的整个生态系统，将用户引导到视频博客。 描述执行 (投票20%) Albalact派遣了一个小型纪录片团队到Tecsesti。他们和村民呆在一起，谈论当地的故事。他们拍摄了这些故事，并使用流行的视频日志格式重新解释了它们。 我们推出了Tecsesti vlog，并围绕内容创建了一个完整的生态系统。我们使用了特殊的社交媒体格式，就像任何受人尊敬的影响者一样，甚至推出了自己的Instagram页面，其中包含来自Tecsesti影响者的定制本地内容。此外，我们使用店内和电视材料将消费者引导到我们的vlog。 列出结果 (投票30%) 2,683,000 Youtube视图 5,952,295？印象 + 512% 增加YouTube订阅者 + 销售价值的11% 增长 利润的9% 用于修复乡村社区中心 请告诉我们与产品/服务分销的地方或市场有关的品牌 Albalact是一个乳制品品牌，从喀尔巴阡山脉深处的阿尔巴县收集牛奶。Tecsesti是这个收集区的一个村庄，距离Albalact的工厂25公里。 这个村庄是许多失去居民的村庄之一 (现在有23个居民，而20世纪50年代有350个)，因为年轻人正在迁移到大城市。这意味着当地独特的传统和村民的生活方式正在慢慢消失。 Albalact以通过传统方法生产乳制品而感到自豪，因此它成为当地社区的支持者，拥护其居民和生活方式。 该品牌希望通过将本地故事带到原本不会知道的在线社区来使它们变得永恒。
Tecsesti Vlogs
案例简介：Background In 2018, Albalact wanted to create an awareness campaign to promote their products, sourced from deep in the rural area of Transilvania, in the heart of the Carpathian Mountains. Albalact makes their products using only traditional methods inspired by the unique local customs. We needed to bring the magic of these secluded locations to the urban, digitalized and social media savvy population. To do this, we created a disruptive platform that placed Albalact at the heart of the local traditions, while maintaining the brand’s core values. Describe the creative idea (30% of vote) Before talking about traditions, we looked at our local context. We saw that traditions are slowly dying because more and more young people are leaving their native places, migrating to the big cities. So how could we talk about the importance of traditional products in a society where only modern is trending. We adapted them to a new medium, vlogging, by making our own content creators, the last people that know the local stories. We took the 6 eldest inhabitants of Tecsesti, a village that now has 23 residents (in the 1950s it had 350) and launched Tecsesti Vlogs, a platform where they could share their amazingly unique stories, through popular vlogging formats. We promoted the content series in a 360 campaign and made their stories famous and timeless. Describe the strategy (20% of vote) Popular Romanian influencers don’t know much about local traditions, so Albalact wanted to create a new type of influencer that can tell authentic stories. We launched Tecsesti Vlogs, a content platform where users could discover the real stories from Tecsesti, the secluded village with amazing traditions. The stories were told through the eyes of the 6 eldest inhabitants, the last keepers of unique local customs. The campaign focused on the urban population, with ages between 24-40, who is looking to buy products with traditional heritage. This being our main target we had to bring together local customs and long forgotten traditions to a medium that talks mainly about novelties. By replicating known vlogging formats with traditional village customs, we created a disruptive content series We launched a dedicated Instagram page for our new influencers and created an entire ecosystem of custom-made content that directed users to the vlogs. Describe the execution (20% of vote) A small documentary team was sent by Albalact to Tecsesti. They stayed with the villagers and talked about the local stories. They took these stories and reinterpreted them using popular vlogging formats. We launched Tecsesti Vlogs and created an entire ecosystem around the content. We used special social media formats and, just like any respectable influencer would have, even launched their own Instagram page with custom made local content from our Tecsesti influencers. Furthermore, we used in-store and TV materials to direct consumers to our vlogs. List the results (30% of vote) 2,683,000 Youtube views 5,952,295? impressions +512% increase in YouTube subscribers +11% increase in sales value 9% of the profit went to rehabilitating the village community center Please tell us about the brand in relation to the locality or market where the product/service is distributed Albalact is a dairy brand that collects milk from the county of Alba, deep in the Carpathian Mountains. Tecsesti is a village from this collection area, 25 kilometers away from Albalact’s factory. This village is one of the many villages that are losing their inhabitants (it has 23 inhabitants now, versus 350 in the 1950s) because young people are migrating to the big cities. This means that unique local traditions and the villagers’ way of life are slowly disappearing. Albalact prides itself on making their dairy products through traditional methods and therefore it became a supporter of the local community, championing its inhabitants and their way of life. The brand wanted to make the local stories timeless by bringing them to online communities who would have never known them otherwise.
Tecsesti Vlogs
案例简介：背景 2018年，Albalact希望开展宣传运动，以推广其产品，该产品来自喀尔巴阡山脉中心Transilvania农村地区的深处。 Albalact仅使用受当地独特习俗启发的传统方法生产产品。 我们需要将这些僻静地点的魔力带给精通城市，数字化和社交媒体的人群。为此，我们创建了一个颠覆性平台，将Albalact置于当地传统的核心，同时保持品牌的核心价值。 描述创意 (投票30%) 在谈论传统之前，我们先看了一下当地的情况。我们看到传统正在慢慢消亡，因为越来越多的年轻人离开他们的家乡，迁移到大城市。因此，在只有现代才流行的社会中，我们如何谈论传统产品的重要性。 我们通过让我们自己的内容创作者，最后一个知道当地故事的人，让他们适应了一种新的媒体 -- 视频博客。 我们带走了Tecsesti的6个最大居民，该村庄现在有23名居民 (20世纪50年代有350名)，并启动了Tecsesti Vlogs，该平台可以通过流行的vlogging格式分享他们惊人的独特故事。 我们在360活动中推广了内容系列，并使他们的故事出名而永恒。 描述策略 (投票20%) 受欢迎的罗马尼亚影响者对当地传统了解不多，因此Albalact希望创建一种新型的影响者，可以讲真实的故事。 我们推出了Tecsesti vlog，这是一个内容平台，用户可以在其中发现Tecsesti的真实故事，Tecsesti是一个有着惊人传统的僻静村庄。这些故事是通过6位最年长的居民的眼睛讲述的，他们是当地独特习俗的最后守护者。 该活动的重点是年龄在24至40岁之间的城市人口，他们希望购买具有传统遗产的产品。 这是我们的主要目标，我们必须将当地习俗和长期被遗忘的传统融合到一种主要谈论新奇事物的媒介中。通过用传统的乡村习俗复制已知的视频记录格式，我们创建了一个破坏性的内容系列 我们为新的影响者推出了一个专用的Instagram页面，并创建了一个定制内容的整个生态系统，将用户引导到视频博客。 描述执行 (投票20%) Albalact派遣了一个小型纪录片团队到Tecsesti。他们和村民呆在一起，谈论当地的故事。他们拍摄了这些故事，并使用流行的视频日志格式重新解释了它们。 我们推出了Tecsesti vlog，并围绕内容创建了一个完整的生态系统。我们使用了特殊的社交媒体格式，就像任何受人尊敬的影响者一样，甚至推出了自己的Instagram页面，其中包含来自Tecsesti影响者的定制本地内容。此外，我们使用店内和电视材料将消费者引导到我们的vlog。 列出结果 (投票30%) 2,683,000 Youtube视图 5,952,295？印象 + 512% 增加YouTube订阅者 + 销售价值的11% 增长 利润的9% 用于修复乡村社区中心 请告诉我们与产品/服务分销的地方或市场有关的品牌 Albalact是一个乳制品品牌，从喀尔巴阡山脉深处的阿尔巴县收集牛奶。Tecsesti是这个收集区的一个村庄，距离Albalact的工厂25公里。 这个村庄是许多失去居民的村庄之一 (现在有23个居民，而20世纪50年代有350个)，因为年轻人正在迁移到大城市。这意味着当地独特的传统和村民的生活方式正在慢慢消失。 Albalact以通过传统方法生产乳制品而感到自豪，因此它成为当地社区的支持者，拥护其居民和生活方式。 该品牌希望通过将本地故事带到原本不会知道的在线社区来使它们变得永恒。
Tecsesti Vlogs
案例简介：Background In 2018, Albalact wanted to create an awareness campaign to promote their products, sourced from deep in the rural area of Transilvania, in the heart of the Carpathian Mountains. Albalact makes their products using only traditional methods inspired by the unique local customs. We needed to bring the magic of these secluded locations to the urban, digitalized and social media savvy population. To do this, we created a disruptive platform that placed Albalact at the heart of the local traditions, while maintaining the brand’s core values. Describe the creative idea (30% of vote) Before talking about traditions, we looked at our local context. We saw that traditions are slowly dying because more and more young people are leaving their native places, migrating to the big cities. So how could we talk about the importance of traditional products in a society where only modern is trending. We adapted them to a new medium, vlogging, by making our own content creators, the last people that know the local stories. We took the 6 eldest inhabitants of Tecsesti, a village that now has 23 residents (in the 1950s it had 350) and launched Tecsesti Vlogs, a platform where they could share their amazingly unique stories, through popular vlogging formats. We promoted the content series in a 360 campaign and made their stories famous and timeless. Describe the strategy (20% of vote) Popular Romanian influencers don’t know much about local traditions, so Albalact wanted to create a new type of influencer that can tell authentic stories. We launched Tecsesti Vlogs, a content platform where users could discover the real stories from Tecsesti, the secluded village with amazing traditions. The stories were told through the eyes of the 6 eldest inhabitants, the last keepers of unique local customs. The campaign focused on the urban population, with ages between 24-40, who is looking to buy products with traditional heritage. This being our main target we had to bring together local customs and long forgotten traditions to a medium that talks mainly about novelties. By replicating known vlogging formats with traditional village customs, we created a disruptive content series We launched a dedicated Instagram page for our new influencers and created an entire ecosystem of custom-made content that directed users to the vlogs. Describe the execution (20% of vote) A small documentary team was sent by Albalact to Tecsesti. They stayed with the villagers and talked about the local stories. They took these stories and reinterpreted them using popular vlogging formats. We launched Tecsesti Vlogs and created an entire ecosystem around the content. We used special social media formats and, just like any respectable influencer would have, even launched their own Instagram page with custom made local content from our Tecsesti influencers. Furthermore, we used in-store and TV materials to direct consumers to our vlogs. List the results (30% of vote) 2,683,000 Youtube views 5,952,295? impressions +512% increase in YouTube subscribers +11% increase in sales value 9% of the profit went to rehabilitating the village community center Please tell us about the brand in relation to the locality or market where the product/service is distributed Albalact is a dairy brand that collects milk from the county of Alba, deep in the Carpathian Mountains. Tecsesti is a village from this collection area, 25 kilometers away from Albalact’s factory. This village is one of the many villages that are losing their inhabitants (it has 23 inhabitants now, versus 350 in the 1950s) because young people are migrating to the big cities. This means that unique local traditions and the villagers’ way of life are slowly disappearing. Albalact prides itself on making their dairy products through traditional methods and therefore it became a supporter of the local community, championing its inhabitants and their way of life. The brand wanted to make the local stories timeless by bringing them to online communities who would have never known them otherwise.
Tecsesti Vlogs
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Tecsesti Vlogs
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基本信息
- 广告战役： #Albalact-影视-4a02#
- 广告品牌： albalact
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 微电影 , VLOG
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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