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。

Bagelgate

Bagelgate | 卡夫 | Kraft | Droga5
下载原始文件 下载原始文件 JPG | 3530x2502px
基本信息
行业: 食品
媒体:网络
风格: Minimalism
说明cnen
Background

It’s been 147 years since Philadelphia first invented cream cheese, and today, it still remains one of America’s most beloved brands. It’s bought by 58 percent of American households and outsells its nearest competitor more than 10 to one. But with penetration dropping among millennials, the brand is aware that it can’t rest on laurels. They need to remain relevant and build loyalty among a generation notorious for being irreverent toward iconic brands. So, we kept our ear to the ground, looking for opportunities to prove we're an icon to love.

When the conversation around Apple’s obvious oversight exploded, Philadelphia knew they had take a stand. Our objective was clear: fix the #SadBagel emoji by getting Apple to add a schmear of cream cheese to it. As the authority on cream cheese, we wanted to amplify the issue and unite millennial bagel lovers to help create the change.

Describe the creative idea

Everyone knows that a bagel isn’t a bagel without cream cheese. But it seems Apple never got the memo. When they revealed their new bagel emoji on October 2, bagel lovers were quick to unleash their anger on this dry, sad bagel online. As the inventors of cream cheese, Philadelphia knew they were they only ones who could make a stand. With an agile approach, we led a real-time social campaign that rallied the world behind righting this bagel travesty. Within 10 days, the tech giant had listened—updating their emoji to include a spread of cream cheese. The win saw global publicity and a very grateful Jimmy Kimmel.

Describe the strategy

When the conversation exploded on Twitter surrounding Apple’s obvious oversight, Philadelphia saw the opportunity and jumped in rapidly to lead the social conversation.On October 4th, we posted our revised emoji across Twitter, Facebook and Instagram to begin seeding the conversation and generating awareness. We altered our standard audience targeting for paid amplification to include the those with an interest in technology - knowing they would be more likely to engage in the conversation.Then, we actively engaged with consumers through a Twitter poll and drove them to a Change.org petition to keep the conversation going and direct the outrage into action. In the meantime, we used Twitter to directly connect with the consumers who had spearheaded the initial outrage, sending them bespoke responses with our support. Within 10 days, Apple released a new bagel emoji, with 300+ PR outlets acknowledging Philadelphia’s role in the process.

Describe the execution

As a brand intrinsically tied to bagels, Philadelphia monitored the conversation around the emoji. Once conversation had begun to hit a critical mass, Philadelphia entered the discussion on Twitter. First, we tweeted at Apple with an image of our revised version of the emoji, complete with Philadelphia Cream Cheese. Next, we posted a poll asking consumers which version of the emoji they preferred.

As the poll caught fire, we looked for more opportunities to turn this online discourse into a movement. We launched a petition on Change.org, which was promoted across our social channels. As we gathered signatures, we also engaged with the generators of the initial social conversation with bespoke responses.

Within 10 days, Apple released a revised version of the emoji—this time featuring a generous schmear of cream cheese. We celebrated with fans on social and even tweeted an offer to send bagels to Apple’s HQ.

List the results

Attaching ourselves to the #BagelGate conversation on social paid off in a massive upswing in earned PR coverage for Philadelphia.The campaign achieved 401M+ earned-media impressions ($4.2M in ad value) as well as 7M+ social impressions. The massive media coverage spread across a wide range of 300+ outlets in the United States and abroad.

The biggest driver of reach was inclusion in general news outlets like People, USA Today and over 200 local television news stations. Outlets addressed our campaign directly, citing Philadelphia’s tweet and the results of our poll and petition.

Notably, the coverage spanned across vertical. Philadelphia was cited in millennial culinary outlets, keeping us top of mind with our key target. Coverage then expanded into tech and business outlets, reaching beyond our typical brand spheres.

Most importantly, Apple listened and rereleased the bagel emoji that everyone deserved, now featuring a generous schmear of cream cheese.
制作信息
品牌:
广告公司:
奖项
戛纳国际创意节 2019
金奖 移动应用
Real-time Response
戛纳国际创意节 2019
铜奖 移动应用
Social Trends
戛纳国际创意节 2019
铜奖 公关活动
Real-time Response
戛纳国际创意节 2019
入围 社交媒体与网红
Food & Drink
戛纳国际创意节 2019
入围 社交媒体与网红
Real-time Response
戛纳国际创意节 2019
入围 社交媒体与网红
Breakthrough on a Budget
最新更新
加载中...
赞助商