Lego Kronkiwongi|短视频|广告营销案例【ADGuider广告指南】

乐高克朗基

案例简介：战略我们知道，妈妈是玩具的主要购买者，并且在定性研究中看到，他们对乐高作为与想象力相关的品牌的看法正在下降。随着妈妈的媒体行为越来越分散，一种媒体脱颖而出: 她平均每天在手机上检查Facebook 16次。平均每天花在手机上的3个小时中，每5分钟就有一个花在Facebook和Instagram上，与朋友联系，发现并分享她关心的事情。因此，我们着手在她的移动Facebook新闻提要中实现Kronkiwongi挑战，针对15个市场的妈妈，包括英国，法国，德国，意大利，荷兰，波兰，土耳其，澳大利亚，新西兰，印度，巴基斯坦，孟加拉国，智利，秘鲁和哥伦比亚。此外，我们还建立了一个Facebook Kronkiwongi页面，其中包含了更大社区自己的Kronkiwongi创作。执行我们拍摄了一种无脚本的社交体验: 一系列真实的儿童 (不是演员) 的电影，在自己的家中拍摄了自己对Kronkiwongi的解释，以捕捉真实性。这些电影的特色是来自8个国家/地区的儿童仅用一盒乐高积木和他们的想象力来挑战Kronkiwongi挑战赛。他们告诉我们什么是Kronkiwongi，它听起来像什么，它如何帮助…… 所有这些都是只有孩子才能做到的。亲吻宇宙飞船，年兽，一个讲述世界上最有趣笑话的记忆芯片...Kronkiwongis采取了尽可能多的形式，使孩子们无法想象。每部电影都邀请妈妈鼓励自己的孩子参加Kronkiwongi挑战赛，并通过Facebook和Instagram将提交的内容上传到Facebook LEGO页面。我们将视频的目标对准了全球2400万mums的移动Facebook新闻提要。概要 CREATIVITYLego的衰落长期以来一直是想象力的拥护者-相信所有孩子都是天生的创造力天才，距离解锁它只有一堆砖头。但是，尽管我们所有人都可能以年轻艺术家的身份开始-研究表明，到25岁时，我们中只有2% 人保留了3岁时的创造力。在创造力持续下降的同时，预定义的乐高套装的增加对妈妈对品牌的看法产生了负面影响，从关于想象力的品牌到关于规范性说明的品牌。简介: 在品牌的帮助下，激励妈妈激发孩子的想象力，品牌的使命是激励明天的建设者乐高。活动描述 “Kronkiwongi挑战” 当您将一盒乐高积木放在孩子面前并要求他们建造不存在的东西时，会发生什么？想象力最好。所以我们就这么做了。来自世界8个国家的十几个孩子被要求建造一个Kronkiwongi -- 这是我们客户的丹麦妈妈发明的一个完全虚构的词，她用它来激发自己儿子的想象力。这是一个没有指示，没有规则，没有先入为主的观念的挑战。纯粹的想象练习。完全没有脚本，我们以相机纪录片的方式捕捉了孩子们 (不是演员) 令人难以置信的想象力。荒谬和精彩的东西，有趣和感人的东西。然后，我们要求世界也接受同样的克朗基翁吉挑战，在世界范围内庆祝想象力和创造力的胜利。结果想象的胜利 • 运动达到2400万妈妈？在全球15个国家，在Facebook上代表这些国家的所有妈妈的80%。交付了1.6亿印象，生成了3700万的视频视图。此外，我们有机地接触了3.3万乐高粉丝。• 在活动期间，乐高Facebook页面上的参与度增加了61%，包括超过3000个用户生成的Kronkiwongi提交。• 品牌与想象力和创造力的关联在所有市场上都有显著提升，包括英国增加了7分，澳大利亚增加了21分。• 所有衡量市场的广告召回显著增加，包括德国39分的增长。• 欧洲mum人口中CPV最低的国家之一 (0.03美元) 和该人口平均CPM的一半 (6.10美元)。• 92% 在活动期间，玩具和游戏类别中的声音份额。

乐高克朗基

案例简介：Strategy We know that mums are the primary purchaser of toys and saw in qualitative research that their perceptions of LEGO as a brand associated with imagination was declining. As mums’ media behaviours further and further fragment, one medium stood out: She checks Facebook on her mobile on average 16 times per day. Out of 3 hours a day spent on average on her phone a day, one out of every 5 minutes was being spent on Facebook & Instagram, connecting with friends and discovering and sharing what she cares about. So we set out to bring to life the Kronkiwongi Challenge in her mobile Facebook newsfeed, targeting mums in 15 markets including UK, France, Germany, Italy, Netherlands, Poland, Turkey, Australia, New Zealand, India, Pakistan, Bangladesh, Chile, Peru and Colombia. In addition, we built a Facebook Kronkiwongi page that housed the larger community’s own Kronkiwongi creations. Execution We filmed an unscripted social experience: a series of films of real children (not actors) building their own interpretations of a Kronkiwongi, shot in their own home to capture authenticity. The films featured children from different 8 countries taking on the Kronkiwongi challenge with just a box of LEGO bricks and their imaginations to help. They told us what a Kronkiwongi is, what it sounds like, how it can help… all in that way that only children can. Kissing spaceships, year beasts, a memory chip that tells the funniest jokes in the world... Kronkiwongis took on as many forms as the endless imaginations of the kids could come up with. Each film invited mums to encourage their own children to take the Kronkiwongi challenge, with submissions uploaded via Facebook and Instagram to the Facebook LEGO page. We targeted the videos to 24M mums’ mobile Facebook newsfeeds around the world. Synopsis A DECLINE IN CREATIVITYLego has long been a champion of imagination - believing that all children are born creative geniuses, and only a pile of bricks away from unlocking it. But while we all may start as young artists – research shows that by the age of 25, only 2% of us retain the creativity that we had as a 3-year old. At the same time as this on-going decline in creativity, the rise in predefined LEGO sets was negatively impacting mums’ perceptions of the brand, from a brand about imagination to a brand about prescriptive instructions. THE BRIEF: inspire mum to inspire her child’s imagination, with help from the brand who’s mission is to inspire the builders of tomorrow, LEGO. Campaign Description “The Kronkiwongi Challenge”What happens when you stick a box of LEGO bricks in front of a child and ask them to build something that doesn’t exist? Imagination at its finest. So we did just that. A dozen kids from 8 countries around the world were asked to build a Kronkiwongi – a completely made up word invented by the Danish mum of our client that she had used to inspire her own son’s imagination. It’s a challenge that comes with no instructions, no rules, no preconceived notions. A pure exercise in imagination. Completely unscripted, we captured kids’ (not actors) incredible imaginations on camera documentary-style. The nonsensical and the brilliant stuff, the funny and the touching stuff. Then we asked the world to take on the same Kronkiwongi Challenge too, in a worldwide celebration of the triumph of imagination & creativity. Outcome THE TRIUMPH OF IMAGINATION• The campaign reached 24 million mums ?in 15 countries across the world, representing 80% of all mums in these countries on Facebook. 160 million impressions were delivered, generating 37 million video views. Additionally, we reached 3.3m LEGO fans organically. • Engagement on the LEGO Facebook Page was up by 61% during the campaign period, including over 3000 user-generated Kronkiwongi submissions.• Significant uplifts in all markets in the brand's association to imagination & creativity, including a 7pt increase in the UK and a 21pt increase in Australia. • Significant uplifts in ad recall across all measured markets, including a 39 pt increase in Germany. • One of the lowest CPV’s in Europe for the mum demographic ($0.03) and half the average CPM for this demographic ($6.10).• 92% share of voice within the Toys & Games category during the campaign.