注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

#TrollingisUgly

基本信息
行业: 公益与非盈利组织
媒体:网络
投放:英国
风格: Minimalism
说明cnen
Synopsis
43% of UK secondary or high school children have been exposed to online abuse and one in four have suffered repeated incidents. But no one is talking about it. It is a common form of bullying for this age group, especially among young women, and can lead to depression, low self-esteem, low self-confidence, self-harming, social isolation and, in the worst cases, suicide. Our brief was to shine a light on some of these issues, raising awareness for Cybersmile, and the support that they offer.
Strategy
We wanted to unearth and expose the pain caused by cyberbullying, in an environment where it naturally breeds. What better place to do this than Instagram platform? By working with Chessie, a body positive influencer, we wanted to create a movement that sparked conversation, outrage, and a united rallying cry. We wanted to hold up a mirror to trolling; while the trolling was ugly, the response was beautiful. We turned the negative into a positive, creating a groundswell of support.
Outcome
With no paid for media support, there were 33 pieces of news coverage, on a global scale, within 24 hours, to an online readership of 1.72 billion. Press outlets included Independent, Daily Mail, Metro, Huffington Post, Business Insider, MSN, The Sun and Cosmopolitan. The estimated coverage views was 6.95 million, with 2.38k social shares. Chessie appeared on BBC London News, reaching an additional viewing figure of 617k. Over 300,000 people followed the Instagram story live, with (thousands) of overwhelmingly supportive comments made in response. At its peak we had 306,220 viewers following the Instagram story live, 5 times higher than Chessie’s average stories. Most importantly, Cybersmile saw a 70% uplift on post engagements on their Facebook page and an influx of messages from people inspired by the campaign.
Execution
The campaign started with a post on Chessie’s Instagram about body confidence. The post got over 150,000 views in the first 12 hours. We then co-created content with Chessie throughout the following day, in response to genuine negative comments from online trolls. This content was posted as a series of photos and videos to Chessie’s Instagram Story. With each post, Chessie became more and more distorted, eventually appearing in an unhuman-like form: an amalgamation of the Insta-haters comments. On 12th April, it was revealed that Chessie’s alien-like transformation was in fact a collaboration between us and The Cybersmile Foundation, with people being directed to their website for help and advice. News of our campaign spread like wildfire, hitting headlines online and offline in a matter of hours. Through hashtag strategy and management this combined voice is now in every social channel surrounding the Cybersmile platform. And it’s still growing.
CampaignDescription
Cyberbullying charity Cybersmile put internet trolling in the spotlight in a ground-breaking way. Over 24 hours, we manipulated influencer Chessie King’s appearance in response to real negative comments in a live Instagram story. She became uglier in response to each comment, culminating in a shockingly distorted final image. Ultimately, we showed the internet that ‘Trolling is ugly’.
制作信息
品牌:
广告公司:
制作公司:
奖项
The One Show 2019
优秀奖 互动与在线
Online Video / Interactive Video
The One Show 2019
优秀奖 社交媒体
Social Channel
The One Show 2019
优秀奖 社交媒体
Social Post / Real-time Response
The One Show 2019
优秀奖 社交媒体
Social Engagement / Stunts & Activations
戛纳国际创意节 2018
金奖 移动应用
Social > Influencer / Talent
戛纳国际创意节 2018
银奖 移动应用
Social Purpose
戛纳国际创意节 2018
铜奖 移动应用
Social Trends
The One Show 2018
金铅笔 网红营销
Influencer Marketing / Single Channel
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

最新更新
加载中...
赞助商