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SHE-I-O

基本信息
行业: 企业宣传
媒体:网络
风格: Minimalism
说明cnen
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.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
入围 媒介应用
Social Behaviour & Cultural Insight
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。

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