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重要的话
案例简介：概要 宝洁公司是世界上最大的公司之一，也是最大的营销公司之一，每年花费约70亿美元。这是韩国2018冬季奥运会的首屈一指的赞助商，其中包括一则广告，该广告以美国队滑雪者Gus Kenworthy为Head & Shoulders。Kenworthy是第一个 “out” 动作运动运动员。该广告在一次更大的竞选活动的计划会议上引发了更大的讨论。宝洁认识到其包容性政策并不总是这样。这是什么时候改变的，又是谁改变的？这个问题将我们的团队引向了25年前领导这项指控的宝洁实验室技术和声音同性恋权利倡导者Michael Chanak。Chanak不知疲倦地工作，最终将性取向添加到宝洁的平等就业机会 (EEO) 多样性声明中。这部电影讲述了他的战斗故事和他在宝洁公司创造的遗产。 战略 我们知道这个故事不仅仅是一个品牌故事。宝洁对包容性的承诺不仅仅是口头上的服务。因此，我们需要把这个真实的故事放在合适的观众面前，以传达电影的深度-这并不总是对宝洁公司的奉承。对于那些对来自大公司的 “包容性” 消息持谨慎态度的受众，需要非常仔细地考虑定位、消息传递、削减和社交媒体帖子。我们使用我们专有的社交平台来识别和定位喜欢，分享和谈论这些问题 (甚至是Kenworthy商业广告) 的受众。我们还想以一种非常自然的方式捕捉Chanak的要义和电报，为什么你应该关心这个故事，并想花近20分钟的时间观看它。 相关性 我们为宝洁制作的短片讲述了我们这个时代最突出的问题之一，并将其带给了全世界的观众。话很重要: 一个声音可以有所作为庆祝宝洁将性取向纳入EEO声明25周年，这要归功于LGBT活动家和退休的宝洁实验室技术人员Michael Chanak的坚定努力。发布会伴随着庆祝电影的特别公关活动，以及经常未被认可的个人的贡献改变了我们的文化结构，包括美国奥运奖牌获得者Gus Kenworthy等演讲者。 结果 获得的单词是:-3.42% 对社会事业和短片有亲和力的观众的参与率。(比我们的平均纪录片高出2.5倍)。-第一方观众和对人权和自由感兴趣的人在YouTube上的32% 完成率 (53% 高于我们的平均水平)。-1.5% 在Facebook上的参与率 (26% 高于我们的平均水平)。-6.8% 在Facebook上的完成率 (66% 高于我们的平均水平)。 执行 如前所述，宝洁是一家营销巨头，习惯于播放高质量的30秒广告。但是该品牌从未涉足长篇纪录片领域。这句话对公司来说是第一次。这部电影汇集了我们与Chanak的广泛访谈镜头，以及宝洁的其他主要利益相关者，档案镜头和视觉元素，这些都是我们视频平台的代名词。我们还协调了一个现场活动，与美国奥运奖牌获得者Gus Kenworthy，宝洁的首席多元化官William P. Gipson和宝洁的全球美容传播副主任Brent Miller进行了小组讨论。这次活动不仅是对这部电影的公关推动，而且还是一个诚实，坦率地讨论工作场所LGBTQ权利的论坛，我们去过的地方，以及我们应该去的地方。 CampaignDescription 一旦我们了解了宝洁的包容性EEO政策的 “失落历史”，它就让我们开始了一项研究和报告任务，以找到答案。在宝洁品牌官Marc Pritchard的帮助下，我们找到了前雇员Michael Chanak，他给了我们完整的故事。幸运的是，Chanak和他的同事们是一丝不苟的记录保管员，文件涵盖了改变EEO政策的漫长过程的每一步。在收集了Chanak的故事并分析了文档 (以及历史数据) 之后，我们开发了电影的核心故事情节。我们知道，有了如此重要的话题和如此可见的公司，掌握事实和故事的权利 (同时也传达了一个强大的人类故事) 是绝对必要的。最后的元素包括梳理数小时的档案素材，并以我们平台的讲故事视觉和叙事风格呈现最终产品。
重要的话
案例简介：Synopsis Procter & Gamble is one of the largest corporations in the world and one of the largest marketers, spending some $7 billion per year. It was a premiere sponsor of the 2018 Winter Olympic Games in South Korea, including an ad that featured Team U.S.A. skier Gus Kenworthy for Head & Shoulders. Kenworthy is the first “out” action-sports athlete. The commercial prompted a larger discussion during a planning session for a bigger campaign. P&G recognized that its policy of inclusivity wasn’t always that way. So when did that change and who changed it? This question led our team to Michael Chanak, the P&G lab tech and vocal gay rights advocate who led the charge 25 years ago. Chanak worked tirelessly to finally add sexual orientation to P&G’s equal employment opportunity (EEO) statement of diversity. The film recounts the story of his fight and the legacy he created at P&G. Strategy We knew that this story was bigger than just a brand story. And P&G’s commitment to inclusivity was more than just lip service. Thus we needed to put this authentic story in front of the right audience in a way that conveyed the film’s depth—which was not always flattering to P&G. The targeting, messaging, cut-downs, and social media posts needed to be very carefully considered for an audience wary of “inclusive” messaging from major corporations. We used our proprietary social platform to identify and target receptive audiences who were Liking, sharing, and talking about these issues (and even the Kenworthy commercial). We also wanted to capture Chanak’s essense and telegraph in a very natural way why you should could care about this story and want to spend nearly 20 minutes watching it. Relevancy The short film we created for P&G took on one of the most salient issues of our time and brought it to a worldwide audience. The Words Matter: One Voice Can Make A Difference celebrated the 25th anniversary of the inclusion of sexual orientation in P&G’s EEO statement, thanks to determined efforts by LGBT activist and retired P&G lab tech Michael Chanak. The launch was accompanied by a special PR event celebrating the film, as well as contributions of often unrecognized individuals changing the fabric of our culture, including speakers such as U.S. Olympic Medalist Gus Kenworthy. Outcome The Words Matter garnered: - 3.42% engagement rate amongst viewers with an affinity towards social causes and short films. (+2.5X higher than our average documentary film). - 32% completion rate on YouTube among first-party audiences and people interested in human rights and liberties (53% higher than our average). - 1.5% engagement rate on Facebook (26% higher than our average). - 6.8% completion rate on Facebook (66% higher than our average). Execution As mentioned, P&G is a marketing powerhouse that is well accustomed to airing high-quality 30-second commercials. But the brand had never before ventured into the realm of long-form documentary. The Words Matter was a first for the company. The film brought together our extensive interview footage with Chanak, as well as other key stakeholders at P&G, archival footage, and visual elements that are synonymous with our video platform. We also coordinated a live event that featured a panel discussion with U.S. Olympic Medalist Gus Kenworthy, P&G's Chief Diversity Officer William P. Gipson, and P&G's Associate Director of Global Beauty Communications Brent Miller. This event was not only a PR push for the film, but it also served as a forum for honest, candid discussion of LGBTQ rights in the workplace, where we’ve been, and where we should be headed. CampaignDescription Once we had the insight of P&G’s “lost history” of its inclusive EEO policy, it set us on a research and reporting mission to find the answer. With the help of P&G Brand Officer Marc Pritchard, we tracked down former employee Michael Chanak, who gave us the full story. Fortunately, Chanak and his colleagues were meticulous record keepers, with documents covering every step of the lengthy process to change the EEO policy. After collecting Chanak’s story and analyzing the documents (as well as historical data), we developed the core storyline of the film. We knew that with such an important topic and such a visible company, getting the facts and the story right (while also conveying a powerful human story) was absolutely essential. The final elements included combing through hours of archival footage and rendering the final product in the tell-tale visual and narrative style of our platform.
The Words Matter
案例简介：概要 宝洁公司是世界上最大的公司之一，也是最大的营销公司之一，每年花费约70亿美元。这是韩国2018冬季奥运会的首屈一指的赞助商，其中包括一则广告，该广告以美国队滑雪者Gus Kenworthy为Head & Shoulders。Kenworthy是第一个 “out” 动作运动运动员。该广告在一次更大的竞选活动的计划会议上引发了更大的讨论。宝洁认识到其包容性政策并不总是这样。这是什么时候改变的，又是谁改变的？这个问题将我们的团队引向了25年前领导这项指控的宝洁实验室技术和声音同性恋权利倡导者Michael Chanak。Chanak不知疲倦地工作，最终将性取向添加到宝洁的平等就业机会 (EEO) 多样性声明中。这部电影讲述了他的战斗故事和他在宝洁公司创造的遗产。 战略 我们知道这个故事不仅仅是一个品牌故事。宝洁对包容性的承诺不仅仅是口头上的服务。因此，我们需要把这个真实的故事放在合适的观众面前，以传达电影的深度-这并不总是对宝洁公司的奉承。对于那些对来自大公司的 “包容性” 消息持谨慎态度的受众，需要非常仔细地考虑定位、消息传递、削减和社交媒体帖子。我们使用我们专有的社交平台来识别和定位喜欢，分享和谈论这些问题 (甚至是Kenworthy商业广告) 的受众。我们还想以一种非常自然的方式捕捉Chanak的要义和电报，为什么你应该关心这个故事，并想花近20分钟的时间观看它。 相关性 我们为宝洁制作的短片讲述了我们这个时代最突出的问题之一，并将其带给了全世界的观众。话很重要: 一个声音可以有所作为庆祝宝洁将性取向纳入EEO声明25周年，这要归功于LGBT活动家和退休的宝洁实验室技术人员Michael Chanak的坚定努力。发布会伴随着庆祝电影的特别公关活动，以及经常未被认可的个人的贡献改变了我们的文化结构，包括美国奥运奖牌获得者Gus Kenworthy等演讲者。 结果 获得的单词是:-3.42% 对社会事业和短片有亲和力的观众的参与率。(比我们的平均纪录片高出2.5倍)。-第一方观众和对人权和自由感兴趣的人在YouTube上的32% 完成率 (53% 高于我们的平均水平)。-1.5% 在Facebook上的参与率 (26% 高于我们的平均水平)。-6.8% 在Facebook上的完成率 (66% 高于我们的平均水平)。 执行 如前所述，宝洁是一家营销巨头，习惯于播放高质量的30秒广告。但是该品牌从未涉足长篇纪录片领域。这句话对公司来说是第一次。这部电影汇集了我们与Chanak的广泛访谈镜头，以及宝洁的其他主要利益相关者，档案镜头和视觉元素，这些都是我们视频平台的代名词。我们还协调了一个现场活动，与美国奥运奖牌获得者Gus Kenworthy，宝洁的首席多元化官William P. Gipson和宝洁的全球美容传播副主任Brent Miller进行了小组讨论。这次活动不仅是对这部电影的公关推动，而且还是一个诚实，坦率地讨论工作场所LGBTQ权利的论坛，我们去过的地方，以及我们应该去的地方。 CampaignDescription 一旦我们了解了宝洁的包容性EEO政策的 “失落历史”，它就让我们开始了一项研究和报告任务，以找到答案。在宝洁品牌官Marc Pritchard的帮助下，我们找到了前雇员Michael Chanak，他给了我们完整的故事。幸运的是，Chanak和他的同事们是一丝不苟的记录保管员，文件涵盖了改变EEO政策的漫长过程的每一步。在收集了Chanak的故事并分析了文档 (以及历史数据) 之后，我们开发了电影的核心故事情节。我们知道，有了如此重要的话题和如此可见的公司，掌握事实和故事的权利 (同时也传达了一个强大的人类故事) 是绝对必要的。最后的元素包括梳理数小时的档案素材，并以我们平台的讲故事视觉和叙事风格呈现最终产品。
The Words Matter
案例简介：Synopsis Procter & Gamble is one of the largest corporations in the world and one of the largest marketers, spending some $7 billion per year. It was a premiere sponsor of the 2018 Winter Olympic Games in South Korea, including an ad that featured Team U.S.A. skier Gus Kenworthy for Head & Shoulders. Kenworthy is the first “out” action-sports athlete. The commercial prompted a larger discussion during a planning session for a bigger campaign. P&G recognized that its policy of inclusivity wasn’t always that way. So when did that change and who changed it? This question led our team to Michael Chanak, the P&G lab tech and vocal gay rights advocate who led the charge 25 years ago. Chanak worked tirelessly to finally add sexual orientation to P&G’s equal employment opportunity (EEO) statement of diversity. The film recounts the story of his fight and the legacy he created at P&G. Strategy We knew that this story was bigger than just a brand story. And P&G’s commitment to inclusivity was more than just lip service. Thus we needed to put this authentic story in front of the right audience in a way that conveyed the film’s depth—which was not always flattering to P&G. The targeting, messaging, cut-downs, and social media posts needed to be very carefully considered for an audience wary of “inclusive” messaging from major corporations. We used our proprietary social platform to identify and target receptive audiences who were Liking, sharing, and talking about these issues (and even the Kenworthy commercial). We also wanted to capture Chanak’s essense and telegraph in a very natural way why you should could care about this story and want to spend nearly 20 minutes watching it. Relevancy The short film we created for P&G took on one of the most salient issues of our time and brought it to a worldwide audience. The Words Matter: One Voice Can Make A Difference celebrated the 25th anniversary of the inclusion of sexual orientation in P&G’s EEO statement, thanks to determined efforts by LGBT activist and retired P&G lab tech Michael Chanak. The launch was accompanied by a special PR event celebrating the film, as well as contributions of often unrecognized individuals changing the fabric of our culture, including speakers such as U.S. Olympic Medalist Gus Kenworthy. Outcome The Words Matter garnered: - 3.42% engagement rate amongst viewers with an affinity towards social causes and short films. (+2.5X higher than our average documentary film). - 32% completion rate on YouTube among first-party audiences and people interested in human rights and liberties (53% higher than our average). - 1.5% engagement rate on Facebook (26% higher than our average). - 6.8% completion rate on Facebook (66% higher than our average). Execution As mentioned, P&G is a marketing powerhouse that is well accustomed to airing high-quality 30-second commercials. But the brand had never before ventured into the realm of long-form documentary. The Words Matter was a first for the company. The film brought together our extensive interview footage with Chanak, as well as other key stakeholders at P&G, archival footage, and visual elements that are synonymous with our video platform. We also coordinated a live event that featured a panel discussion with U.S. Olympic Medalist Gus Kenworthy, P&G's Chief Diversity Officer William P. Gipson, and P&G's Associate Director of Global Beauty Communications Brent Miller. This event was not only a PR push for the film, but it also served as a forum for honest, candid discussion of LGBTQ rights in the workplace, where we’ve been, and where we should be headed. CampaignDescription Once we had the insight of P&G’s “lost history” of its inclusive EEO policy, it set us on a research and reporting mission to find the answer. With the help of P&G Brand Officer Marc Pritchard, we tracked down former employee Michael Chanak, who gave us the full story. Fortunately, Chanak and his colleagues were meticulous record keepers, with documents covering every step of the lengthy process to change the EEO policy. After collecting Chanak’s story and analyzing the documents (as well as historical data), we developed the core storyline of the film. We knew that with such an important topic and such a visible company, getting the facts and the story right (while also conveying a powerful human story) was absolutely essential. The final elements included combing through hours of archival footage and rendering the final product in the tell-tale visual and narrative style of our platform.
重要的话
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The Words Matter
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