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SHE-I-O
案例简介：为什么这项工作与媒体有关？ 致力于Land O'Lakes的媒体计划和购买团队负责寻找 在有效的环境中，she-i-o可以栩栩如生，而不会影响 适度的竞选预算。团队从合作伙伴那里购买了与 目标受众，这使观看者 (主要使用短格式视频格式) 能够 专注于完整的音乐视频体验。 背景 Land O'Lakes被认为是传统的烘烤黄油。该品牌以质量闻名， 并被铭记为 “我妈妈和奶奶用来烘烤的黄油”。幸运的是，我们的 以前的竞选活动强化了这些看法，发出了强烈的质量信息，并与 成功提高意识的食谱。但是随着忠诚基础的老化， 品牌真正需要的是推动与千禧一代消费者的相关性和考虑，这些消费者 将负责未来几十年的产品增长。 千禧一代也将Land O'Lakes视为不露面的 “大食物”。 真相.Land O'Lakes实际上是一个农民拥有的合作社，由同一家奶农经营， 为黄油提供牛奶-只有13% 人口知道。这个农民拥有的 合作社的故事与千禧一代完美契合，他们重视投资于可持续性、包容性、支持家庭农场和食品采购透明度的品牌。 描述创意/见解 (投票30%) 在一个被差异分割的世界里，兰德·奥莱克斯相信团结。这种团结的信念是真实的 他们的合作社农民，是千禧一代向往的东西。这导致了 “she-i-o” 的诞生。 专注于团结、包容和协作的重要性。我们使用了unity 帮助解决重大问题的信息: 农民的平均年龄为59岁，农业在文化上被认为是 作为一个男人的工作，很少有年轻人成为农民。我们需要扩大我们的 成为农民意味着更具包容性的定义。 农业作为男性唯一产业的概念可以追溯到流行的儿童歌曲 “老 麦克唐纳。“。作为一家刚刚任命第一位女性首席执行官的公司，兰德·奥莱克斯想要 改变这种看法。与纳什维尔艺术家Maggie Rose和格莱美奖得主一起 歌曲作者Liz Rose，我们将 “Old MacDonald” 修改为庆祝的赋权国歌 正在重写规则的女性农民。 描述策略 (投票20%) 在预算有限的情况下，我们不得不通过我们的媒体计划来培养影响力，这些计划不仅提供了 有针对性的付费印象，但也产生了社交热议，并获得了媒体价值，以推动 考虑土地O'Lakes。我们的媒体策划方法比仅仅坚持更简单 行业流行语，如 “碎片化” 或 “受众算法”。我们调整了我们的 以千禧一代消费者的热情推荐，有时优先考虑 媒体的有效性高于成本效率。 除了音乐视频，she-i-o的预卷版本还吸引了用户消费内容 来自类似的艺术家，如Carrie Underwood，以增加有机观点。基于上下文兴趣 像女性农民项目这样的目标和有影响力的人确保我们接触到最多的人 可能参与和分享。She-i-o出现在千禧一代最受欢迎的《The Voice》中 具有社交喋喋不休和名人影响力的竞选活动。我们扩展到NBC整集 玩家将she-i-o降落在受欢迎的首映式中，例如《这就是我们》和《威尔与格蕾丝》。 描述执行情况 (投票20%) 作为世界领先的音乐视频平台，Vevo是推出该2:45的理想场所 妇女平等日的she-i-o音乐视频。She-i-o版本较短，幕后 视频和一系列授权gif也在YouTube、Facebook和 Instagram将推动流量登陆o'lakes拥有的内容，包括有关 品牌的核心价值。 几周后，我们在本季首映中播出了a :90版本的音乐视频 声音作为she-i-o激活的结局。有了乡村音乐的联系，名人评委 Kelly Clarkson和Blake Shelton通过Twitter扩大了这个位置，将she-i-o扩展到了他们的 追随者。 秋季: 90 spot继续在NBC流媒体属性上进行有针对性的投放 首映周，让我们接触到更喜欢流媒体而不是有线电视的千禧一代。 在短短一个月内，该活动产生了100MM + 付费印象，激发了418MM + 赢得的印象，3比1的回报。 列出结果 (投票30%) • 正面品牌口碑同比70% 增长，千禧一代父母对Land O'Lakes黄油产品的考虑31% 增加。 • 与去年相比，当Land O'Lakes与其他品牌信息一起进入市场时，Campaign recall上升了17个百分点。 • 在对照组和暴露组中，品牌好感度增加近15%，而购买意图22% 增加。 • 音乐视频被查看ed 1.2mm + 倍，64% 长于平均音乐视频 同样的长度。She-i-o也迅速升至iTunes摇滚排行榜的前20名。 • Voice首映当天的Vevo视频观看次数300% 高于平均水平 迄今为止的视频视图。 请告诉我们激发您竞选活动的社会行为和/或文化见解 美国最具代表性的关于农业的歌曲 “老麦克唐纳” 只关注男性农民。 作为与30% 位女性农民的农民拥有的合作社，Land O'Lakes希望更新这首歌 对于新一代。“She-i-o” 是一首强有力的国歌，庆祝正在重写的女性 农业的规则。
SHE-I-O
案例简介：Why is this work relevant for Media? The media planning and buying team dedicated to Land O’Lakes was responsible for finding effective environments where SHE-I-O could come to life, without compromising reach with a modest campaign budget. The team purchased media from partners that were relevant to the target audience, and that enabled viewers (who mostly consume short-form video formats) to dedicate their attention to a full music video experience. Background Land O’Lakes was perceived as the traditional baking butter. The brand was known for quality, and was remembered as “the butter my mom and grandma used for baking.” Luckily, our previous campaigns reinforced these perceptions, with a strong quality message and a tie to recipes that was successful in driving awareness. But with an aging loyalist base, what the brand really needed was to drive relevance and consideration with Millennial consumers who will be responsible for product growth in decades to come. Millennials also saw Land O’Lakes as faceless “big food.” This couldn’t have been further from the truth. Land O’Lakes is actually a farmer-owned co-op, run by the same dairy farmers that provide the milk for the butter — something only 13% of the population knew. This farmer-owned co-op story aligned perfectly with Millennials who value brands that invest in sustainability, inclusion, supporting family farms, and food sourcing transparency. Describe the creative idea/insights (30% of vote) In a world divided by differences, Land O’Lakes believes in unity. This belief in unity is true of their co-op farmers, and is something Millennials yearn for. This led to the birth of “SHE-I-O,” focusing on the importance of coming together, inclusion and collaboration. We used a unity message to help tackle big problems: the average farmer is 59, farming is perceived culturally as a man’s job, and few young people are becoming farmers. We needed to broaden our definition of what being a farmer means to be more inclusive. The notion of farming as a male-only industry dates back to the popular children’s song “Old MacDonald.” As a company that just named its first female CEO, Land O’Lakes wanted to change this perception. Alongside Nashville artist Maggie Rose and Grammy-winning songwriter Liz Rose, we modified “Old MacDonald” into an empowering anthem celebrating female farmers who are rewriting the rules. Describe the strategy (20% of vote) With limited budget, we had to cultivate impact via our media plan that not only delivered targeted paid impressions, but also generated social buzz and earned media value to drive consideration for Land O’Lakes. Our media planning approach was simpler than just adhering to industry buzzwords like “fragmentation” or “audience algorithms.” We aligned our recommendation with the passions of the Millennial consumer, and at times, prioritized the effectiveness of media over cost efficiency. Alongside the music video, pre-roll versions of SHE-I-O reached users consuming content from similar artists like Carrie Underwood to increase organic views. Contextual interest-based targeting and influencers like The Female Farmer Project ensured we reached people most likely to engage and share. SHE-I-O’s presence in Millennial-favorite The Voice capped the campaign with social chatter and celebrity influence. Our extension into NBC full-episode players landed SHE-I-O in popular premieres such as This Is Us and Will and Grace. Describe the execution (20% of vote) As the world’s leading music-video platform, Vevo was the perfect place to launch the 2:45 SHE-I-O music video on Women’s Equality Day. Shorter SHE-I-O versions, behind-the-scenes footage, and a series of empowering GIFs were also released on YouTube, Facebook and Instagram to drive traffic to Land O’Lakes' owned content, including information about the brand’s core values. Several weeks later, we aired a :90 version of the music video in the season premiere of The Voice as a finale to the SHE-I-O activation. With the country music connection, celebrity judges Kelly Clarkson and Blake Shelton amplified the spot via Twitter, extending SHE-I-O to their followers. The :90 spot continued to targeted placements on NBC streaming properties during fall premiere week, allowing us to reach Millennials who preferred streaming over cable. In just one month, the campaign generated 100MM+ paid impressions which inspired 418MM+ earned impressions, a 3-to-1 return. List the results (30% of vote) • Positive brand word of mouth increased 70% year-over-year, and consideration for Land O’Lakes Butter products increased 31% among Millennial parents. • Campaign recall rose 17 points compared to the previous year when Land O’Lakes was in market with other brand messaging. • Among control and exposed groups, brand favorability increased nearly 15%, while purchase intent increased 22%. • The music video was viewed 1.2MM+ times and 64% longer than average music videos of the same length. SHE-I-O also quickly rose to the top 20 on the iTunes rock charts. • Vevo video views on the day of The Voice premiere were 300% higher than the average video views to date. Please tell us about the social behaviour and/or cultural insights that inspired your campaign America’s most iconic song about farming, “Old MacDonald,” only focuses on male farmers. As a farmer-owned co-op with 30% female farmers, Land O’Lakes wanted to update the song for a new generation. “She-I-O” is a powerful anthem celebrating the women who are rewriting the rules of farming.
SHE-I-O
案例简介：为什么这项工作与媒体有关？ 致力于Land O'Lakes的媒体计划和购买团队负责寻找 在有效的环境中，she-i-o可以栩栩如生，而不会影响 适度的竞选预算。团队从合作伙伴那里购买了与 目标受众，这使观看者 (主要使用短格式视频格式) 能够 专注于完整的音乐视频体验。 背景 Land O'Lakes被认为是传统的烘烤黄油。该品牌以质量闻名， 并被铭记为 “我妈妈和奶奶用来烘烤的黄油”。幸运的是，我们的 以前的竞选活动强化了这些看法，发出了强烈的质量信息，并与 成功提高意识的食谱。但是随着忠诚基础的老化， 品牌真正需要的是推动与千禧一代消费者的相关性和考虑，这些消费者 将负责未来几十年的产品增长。 千禧一代也将Land O'Lakes视为不露面的 “大食物”。 真相.Land O'Lakes实际上是一个农民拥有的合作社，由同一家奶农经营， 为黄油提供牛奶-只有13% 人口知道。这个农民拥有的 合作社的故事与千禧一代完美契合，他们重视投资于可持续性、包容性、支持家庭农场和食品采购透明度的品牌。 描述创意/见解 (投票30%) 在一个被差异分割的世界里，兰德·奥莱克斯相信团结。这种团结的信念是真实的 他们的合作社农民，是千禧一代向往的东西。这导致了 “she-i-o” 的诞生。 专注于团结、包容和协作的重要性。我们使用了unity 帮助解决重大问题的信息: 农民的平均年龄为59岁，农业在文化上被认为是 作为一个男人的工作，很少有年轻人成为农民。我们需要扩大我们的 成为农民意味着更具包容性的定义。 农业作为男性唯一产业的概念可以追溯到流行的儿童歌曲 “老 麦克唐纳。“。作为一家刚刚任命第一位女性首席执行官的公司，兰德·奥莱克斯想要 改变这种看法。与纳什维尔艺术家Maggie Rose和格莱美奖得主一起 歌曲作者Liz Rose，我们将 “Old MacDonald” 修改为庆祝的赋权国歌 正在重写规则的女性农民。 描述策略 (投票20%) 在预算有限的情况下，我们不得不通过我们的媒体计划来培养影响力，这些计划不仅提供了 有针对性的付费印象，但也产生了社交热议，并获得了媒体价值，以推动 考虑土地O'Lakes。我们的媒体策划方法比仅仅坚持更简单 行业流行语，如 “碎片化” 或 “受众算法”。我们调整了我们的 以千禧一代消费者的热情推荐，有时优先考虑 媒体的有效性高于成本效率。 除了音乐视频，she-i-o的预卷版本还吸引了用户消费内容 来自类似的艺术家，如Carrie Underwood，以增加有机观点。基于上下文兴趣 像女性农民项目这样的目标和有影响力的人确保我们接触到最多的人 可能参与和分享。She-i-o出现在千禧一代最受欢迎的《The Voice》中 具有社交喋喋不休和名人影响力的竞选活动。我们扩展到NBC整集 玩家将she-i-o降落在受欢迎的首映式中，例如《这就是我们》和《威尔与格蕾丝》。 描述执行情况 (投票20%) 作为世界领先的音乐视频平台，Vevo是推出该2:45的理想场所 妇女平等日的she-i-o音乐视频。She-i-o版本较短，幕后 视频和一系列授权gif也在YouTube、Facebook和 Instagram将推动流量登陆o'lakes拥有的内容，包括有关 品牌的核心价值。 几周后，我们在本季首映中播出了a :90版本的音乐视频 声音作为she-i-o激活的结局。有了乡村音乐的联系，名人评委 Kelly Clarkson和Blake Shelton通过Twitter扩大了这个位置，将she-i-o扩展到了他们的 追随者。 秋季: 90 spot继续在NBC流媒体属性上进行有针对性的投放 首映周，让我们接触到更喜欢流媒体而不是有线电视的千禧一代。 在短短一个月内，该活动产生了100MM + 付费印象，激发了418MM + 赢得的印象，3比1的回报。 列出结果 (投票30%) • 正面品牌口碑同比70% 增长，千禧一代父母对Land O'Lakes黄油产品的考虑31% 增加。 • 与去年相比，当Land O'Lakes与其他品牌信息一起进入市场时，Campaign recall上升了17个百分点。 • 在对照组和暴露组中，品牌好感度增加近15%，而购买意图22% 增加。 • 音乐视频被查看ed 1.2mm + 倍，64% 长于平均音乐视频 同样的长度。She-i-o也迅速升至iTunes摇滚排行榜的前20名。 • Voice首映当天的Vevo视频观看次数300% 高于平均水平 迄今为止的视频视图。 请告诉我们激发您竞选活动的社会行为和/或文化见解 美国最具代表性的关于农业的歌曲 “老麦克唐纳” 只关注男性农民。 作为与30% 位女性农民的农民拥有的合作社，Land O'Lakes希望更新这首歌 对于新一代。“She-i-o” 是一首强有力的国歌，庆祝正在重写的女性 农业的规则。
SHE-I-O
案例简介：Why is this work relevant for Media? The media planning and buying team dedicated to Land O’Lakes was responsible for finding effective environments where SHE-I-O could come to life, without compromising reach with a modest campaign budget. The team purchased media from partners that were relevant to the target audience, and that enabled viewers (who mostly consume short-form video formats) to dedicate their attention to a full music video experience. Background Land O’Lakes was perceived as the traditional baking butter. The brand was known for quality, and was remembered as “the butter my mom and grandma used for baking.” Luckily, our previous campaigns reinforced these perceptions, with a strong quality message and a tie to recipes that was successful in driving awareness. But with an aging loyalist base, what the brand really needed was to drive relevance and consideration with Millennial consumers who will be responsible for product growth in decades to come. Millennials also saw Land O’Lakes as faceless “big food.” This couldn’t have been further from the truth. Land O’Lakes is actually a farmer-owned co-op, run by the same dairy farmers that provide the milk for the butter — something only 13% of the population knew. This farmer-owned co-op story aligned perfectly with Millennials who value brands that invest in sustainability, inclusion, supporting family farms, and food sourcing transparency. Describe the creative idea/insights (30% of vote) In a world divided by differences, Land O’Lakes believes in unity. This belief in unity is true of their co-op farmers, and is something Millennials yearn for. This led to the birth of “SHE-I-O,” focusing on the importance of coming together, inclusion and collaboration. We used a unity message to help tackle big problems: the average farmer is 59, farming is perceived culturally as a man’s job, and few young people are becoming farmers. We needed to broaden our definition of what being a farmer means to be more inclusive. The notion of farming as a male-only industry dates back to the popular children’s song “Old MacDonald.” As a company that just named its first female CEO, Land O’Lakes wanted to change this perception. Alongside Nashville artist Maggie Rose and Grammy-winning songwriter Liz Rose, we modified “Old MacDonald” into an empowering anthem celebrating female farmers who are rewriting the rules. Describe the strategy (20% of vote) With limited budget, we had to cultivate impact via our media plan that not only delivered targeted paid impressions, but also generated social buzz and earned media value to drive consideration for Land O’Lakes. Our media planning approach was simpler than just adhering to industry buzzwords like “fragmentation” or “audience algorithms.” We aligned our recommendation with the passions of the Millennial consumer, and at times, prioritized the effectiveness of media over cost efficiency. Alongside the music video, pre-roll versions of SHE-I-O reached users consuming content from similar artists like Carrie Underwood to increase organic views. Contextual interest-based targeting and influencers like The Female Farmer Project ensured we reached people most likely to engage and share. SHE-I-O’s presence in Millennial-favorite The Voice capped the campaign with social chatter and celebrity influence. Our extension into NBC full-episode players landed SHE-I-O in popular premieres such as This Is Us and Will and Grace. Describe the execution (20% of vote) As the world’s leading music-video platform, Vevo was the perfect place to launch the 2:45 SHE-I-O music video on Women’s Equality Day. Shorter SHE-I-O versions, behind-the-scenes footage, and a series of empowering GIFs were also released on YouTube, Facebook and Instagram to drive traffic to Land O’Lakes' owned content, including information about the brand’s core values. Several weeks later, we aired a :90 version of the music video in the season premiere of The Voice as a finale to the SHE-I-O activation. With the country music connection, celebrity judges Kelly Clarkson and Blake Shelton amplified the spot via Twitter, extending SHE-I-O to their followers. The :90 spot continued to targeted placements on NBC streaming properties during fall premiere week, allowing us to reach Millennials who preferred streaming over cable. In just one month, the campaign generated 100MM+ paid impressions which inspired 418MM+ earned impressions, a 3-to-1 return. List the results (30% of vote) • Positive brand word of mouth increased 70% year-over-year, and consideration for Land O’Lakes Butter products increased 31% among Millennial parents. • Campaign recall rose 17 points compared to the previous year when Land O’Lakes was in market with other brand messaging. • Among control and exposed groups, brand favorability increased nearly 15%, while purchase intent increased 22%. • The music video was viewed 1.2MM+ times and 64% longer than average music videos of the same length. SHE-I-O also quickly rose to the top 20 on the iTunes rock charts. • Vevo video views on the day of The Voice premiere were 300% higher than the average video views to date. Please tell us about the social behaviour and/or cultural insights that inspired your campaign America’s most iconic song about farming, “Old MacDonald,” only focuses on male farmers. As a farmer-owned co-op with 30% female farmers, Land O’Lakes wanted to update the song for a new generation. “She-I-O” is a powerful anthem celebrating the women who are rewriting the rules of farming.
SHE-I-O
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SHE-I-O
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基本信息
- 广告战役： #Land O'Lakes-网络-e432#
- 广告品牌： Land O'Lakes
- 发布日期： 2020
- 行业领域： 商务服务
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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