AQUAFRESH PRESENTS THE NURDLES|短视频|广告营销案例【ADGuider广告指南】

AQUAFRESH 提出了养育

案例简介：结果和有效性 Aquafresh 让孩子们对刷牙感到兴奋!妈妈们冲到 Facebook 描述他们的孩子对 “护理” 的热情和他们新的夜间例行公事。Aquafresh 让妈妈们受到启发!在一次间歇中，一位妈妈写道: “请在下午8点把“ 护理 ”带回来。有一个非常悲伤的小女孩，她对今晚刷牙并不感到兴奋。”一篇宣布该品牌回归的 Facebook 帖子收到了 143 条“ 赞 ”和 67 条评论，包括“ 耶!这开始了睡前的休息…!“生意也回应了!Aquafresh 在儿童领域的份额增加了 5 个百分点，消费增加了 95%。创意执行在电视、视频点播、数字和印刷领域开展了以 “养育” 为特色的多媒体宣传活动。Nurdle 的角色通过 “Nurdle Durdle brilling” 这首歌变得栩栩如生。 “每天晚上下午7:58，一个 90 秒的护理视频在一个定制的、独家的 pod 中播放，该 pod 位于儿童网络 Sprout 上一个名为“ 晚安秀 ”的流行学前节目中。孩子们被鼓励和 “托儿所” 一起唱歌，通过歌舞，学会了刷牙。在整个活动期间 (Q2-Q4 2011)，该点在每晚的确切时间运行。Aquafresh 最终通过赞助 “阳光明媚的一面秀” 增加了在斯普劳特的影响力，该节目在学龄前儿童和他们的父母醒来并为这一天做准备时向他们致意。广告也每天都在各种萌芽节目中播放，在线和点播。见解、战略和想法 Aquafresh 在 2011年推出了一款儿童培训牙膏，旨在提高美国家庭的渗透率。该品牌面临着来自佳洁士和高露洁的激烈竞争，在市场份额和声音份额方面遥遥领先。尽管面临挑战，Aquafresh 仍享有强大的知名度和潜在的消费者喜爱。因此，该品牌开始通过利用品牌资产的独特内容与母亲和孩子接触。妈妈们经常把 “刷牙之战” 描述为让年幼的孩子刷牙的夜间斗争。Aquafresh 需要找到一种聪明而诱人的方式进入浴室常规。我们的策略是通过开发娱乐内容来让孩子们对刷牙感到兴奋，这也有助于教育妈妈。Aquafresh 创造了可爱的品牌角色 “Nurdles”，通过音乐和舞蹈展示。

AQUAFRESH 提出了养育

案例简介：Results and Effectiveness Aquafresh got kids excited about brushing! Mums rushed to Facebook to describe their kids’ enthusiasm for “The Nurdles” and their new night-time routine. Aquafresh got Mums inspired! During a hiatus, one mum wrote “Bring “The Nurdles” back at 8PM please. There was a very sad little girl who didn’t get excited about brushing her teeth tonight.” A Facebook post announcing the brand’s return received 143 'likes' and 67 comments, including “YAY!!! This starts the wind down for bedtime…!” Business responded too! Aquafresh share increased 5 points in the Kids segment, and consumption increased 95%. Creative Execution A multi-media campaign featuring “The Nurdles” was deployed across TV, VOD, digital and print. The Nurdle characters were brought to life through the “Nurdle Durdle Brushing Song.” Every evening at 7:58PM, a 90 second Nurdle video ran in a custom, exclusive pod within a popular pre-school program called “The Good Night Show” on the kids network Sprout. Kids were encouraged to sing along with “The Nurdles” and, through song and dance, learned to brush their teeth. The spot ran at the exact time every night for the duration of the campaign (Q2 – Q4 2011). Aquafresh eventually increased its presence on Sprout with a sponsorship of “The Sunny Side Up Show,” which greets pre-schoolers and their parents as they wake and prepare for the day. The commercials also ran daily across various Sprout programming, online and On-Demand. Insights, Strategy and the Idea Aquafresh set out to increase household penetration in the US through the launch of a kids training toothpaste in 2011. The brand faced tough competition from Crest and Colgate as a distant third in market share and share of voice. Despite its challenges, Aquafresh enjoyed strong name recognition and latent consumer affection. So, the brand set out to engage with Mums and their kids through unique content that leveraged the brand equity. Mums frequently describe the “brushing battle” as the nightly struggle to get young children to brush their teeth. Aquafresh needed to find a way into the bathroom routine in a smart and enticing way. Our strategy was to get kids excited about brushing by developing entertaining content that also helped educate Mum. Aquafresh created the adorable branded characters “The Nurdles,” which were showcased through music and dance.