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The Baby Stroller Test-Ride by Contours

The Baby Stroller Test-Ride by Contours | Kolcraft | 博达大桥 | FCB
下载原始文件 下载原始文件 JPG | 4000x2836px
基本信息
行业: 文化、娱乐与运动
媒体:推广与活动
投放:美国
风格: Minimalism
说明cnen
CampaignDescription

We created an exact adult-size replica of one of our best-selling baby strollers, the Bliss, and invited shoppers to try it.We intercepted parents pre-store by creating highly shareable special digital/mobile content and socialized it via paid Facebook, Twitter, Periscope, and YouTube. We knew that showing adults being pushed around in a baby stroller was likely going to resonate with consumers, and especially first-time parents. We captured the adult stroller test-ride in environments where we could best intercept shoppers – parks and the baby stroller department in-store.
Outcome

The Baby Stroller Test-Ride earned Contours 580MM media impressions, increasing our social share of conversation 26 percentage points and accelerating organic search interest in our product BEFORE shoppers ever got into a store – ultimately leading to a 15% increase in sales. We would have otherwise delivered less than 10MM impressions of the Contours Bliss Stroller given our budget. Instead, in less than one month, we earned 479MM impressions across PR, online, and in-store as networks of parents viewed and shared our social video (53MM views; 134K shares).The idea and video spread to more than 35 countries and was picked up by 284 news outlets around the world, which included appearances on the Today Show, Good Morning America, and MSN with more live appearances scheduled around the US.
Execution

We conducted the Baby Stroller Test-Ride in baby stores and parks around the Chicago area in April 2016. We created an engaging online film that introduced and invited more people to participate in the Baby Stroller Test-Ride by Contours.Because we were operating on such a small budget for paid social media, we leveraged the power of a great creative idea to earn social engagement, organic search interest, and media coverage on sites and news platforms. Our live experiential events were supported with an online film, live broadcasts via Twitter and Facebook, and through other social media.
Synopsis

As a premium brand, Contours is proud to make extremely safe and comfortable baby strollers. Stroller-shopping for parents can be a challenge for many reasons, but an often-overlooked stroller-buying consideration is how the baby feels. This is because babies can’t verbalize their comfort levels or preferences, and average-size adults can’t fit into strollers themselves to experience it firsthand.Contours needed a creative solution that would raise awareness and show parents how the Contours Bliss Stroller is the safest and most comfortable stroller in the category. As budgets were limited, we needed an idea that would generate a lot of buzz and engagement among our target audience, so they would help spread the word online.
Relevancy

The Baby Stroller Test-Ride by Contours serves as a one-of-a-kind product demo, in a visually stunning medium that can be understood in any culture across the globe. Contours is a small player in a cluttered, highly competitive and fragmented premium stroller category, with a very interesting circumstance: parents, who are the decision makers, can never be sure they are buying the safest and most comfortable product for their babies. Therefore, we had to create a distinctive PR stunt to engage and convince parents that Contours strollers are the best option for them.
Strategy

Our primary target is U.S. parents who are in the market for buying a new stroller. Data shows that roughly 90% of new moms in America are Millennials who value remarkable experiences and look for four aspects in brands: authenticity, meaningfulness, uniqueness and innovation. Using this knowledge as our guide, we had to create a way to allow moms to “test ride” the stroller in order to feel what their baby feels. We achieved this by creating an unusual experience: the Baby Stroller Test-Ride by Contours. Our solution was to turn the product into a unique media catalyst, which we captured on film to create a video that was shared online to introduce and invite more people to participate in the Baby Stroller Test-Ride by Contours.
制作信息
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其他职位:VP, Creative Director: Gustavo Dorietto
SVP, Executive Creative Producer: John Bleeden,Max Geraldo
SVP, Management Director: Hollie Platte,Todd Durston
奖项
戛纳国际创意节 2017
入围 公关活动
Durable Consumer Goods
戛纳国际创意节 2017
入围 公关活动
Costs / Creative Performance PR Campaign
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