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Samsung Puts Trolls Under the Microscope

基本信息
行业: 视听与电子产品
媒体:网络
风格: Minimalism
说明cnen
Synopsis
After its fiery recall, the Galaxy Note7 was subject to countless memes and late-night TV punchlines, bruising Samsung’s reputation with the general public and putting our long-time loyalists at risk of defecting. Worst of all, it made us a constant target for haters and “trolls” on social media. We faced an uphill battle to regain trust and generate demand for the next flagship phone: the Galaxy S8. So for launch, we had four core objectives: - Drive awareness of the Galaxy S8’s availability - Re-energize our base, whose loyalty was shaken by the recall - Engage new audience segments (specifically Gen Z and Millennials) - Combat the inevitable trolls
Strategy
We knew we could rebuild trust with our community by being “real” and transparent. After all, millennials expect more from brands; they’re drawn to those that take risks and feel human. Our strategy became confronting negativity head-on, in real-time. Unfortunately, you never know what the Internet will serve up next. So we stacked our team with community managers and strategists who not only deeply understood Twitter, but could act on the unexpected—quick. They knew what to look for, and how to react to it with brevity and incisive wit.
Outcome
A single emoji sparked a viral moment and eclipsed the Note7 narrative. Starting with brand’s immediate fans, it quickly expanded to include tech, lifestyle and mainstream media. But most rewarding was the vocal praise it earned from our loyal fans AND ardent detractors. Key highlights: - Awareness: 528MM estimated media impressions from more than 80 news placements, all of which were earned organically with no PR outreach. Coverage was universally positive with 100% message pull through (e.g. picture of GS8 and mention of launch/availability). - Viral Engagement: The interaction resulted in 72,483 Retweets and 228,000 Likes. It trended on numerous social content aggregators, including the front page of Reddit. - New Audience Exposure: Coverage in top-tier millennial and female-focused outlets including BuzzFeed, Refinery29, Teen Vogue and Cosmopolitan. - Brand Praise: 52% increase in brand praise week-over-week from time of microscope reply. Hundreds of replies expressing purchase/switching intent.
Execution
The moment itself happened rapidly. Our community managers spotted @SavEdward’s tweet in real-time and quickly shared it with our war room team. We came up with the emoji reply in under a minute and, twenty minutes later, we hit publish on the client-approved tweet. The reaction on Twitter was swift and positive, reaching “escape velocity” by the evening—thanks in part to the troll’s embrace of our reply. He captioned a screenshot of the interaction with “Samsung roasted me” and an emoji of his own: the tears of joy. News coverage hit the following morning with zero PR outreach, sustaining organically over the next several days.
CampaignDescription
It started with a tweet. We asked new GS8 owners to show off the camera by sharing the first picture snapped on their new phones. They responded with glamour shots, ‘gram worthy landscapes, pet pics and more. But of course the trolls replied, too. One in particular—@SavEdward—sent us a gross tweet: “It was a dick pic.”. Thankfully, he didn’t attach proof. Twitter had become an increasingly hostile environment, so we couldn’t let this go. This was our chance to stand up for anyone who’s ever received an unwanted picture. Within minutes, we responded to @SavEdward with a savagely simple reply: the microscope emoji. We knew the one character tweet was a clever retort, but we didn’t predict the viral sensation that followed: more than 80 news stories worldwide—all from a single emoji.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
入围 社交与影响力
Low Budget / High Impact Campaign
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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