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Posts Into Letters

基本信息
行业: 媒体与出版
媒体:网络
投放:美国
风格: Minimalism
说明cnen
Synopsis
The US has more mass shootings than any other country. After each tragedy, Americans take to social media to voice their concerns and vent their frustrations. Though 93% of the public believes something must change, few actually write letters to their representatives directly to ask for it. In fact, 96% of Capitol Hill staffers said in a recent congressional report that handwritten letters are the most powerful way to influence lawmakers’ policy decisions. We set out to directly engage with Americans in order to compel them to amplify their own social media posts. Our goal was to call the nation to behavior change. The shift from only posting gun control opinions on social media, to also mailing them to representatives, would amplify each American’s posts into something that Congress can’t ignore.
Strategy
We gathered data that 93% of Americans wants increased gun control. These Americans are our target audience. We launched a multi-channel initiative to engage with this audience. After a tragedy, millions of Americans post on social media. But only few write letters to their representatives. On digital channels, we created an algorithm that recognizes key words related to gun control in social posts. We urged their authors to send a letter from our site. For key influencers with gun control posts, we created and sent their letters ourselves, publically notifying them that they were part of our campaign. At the heart of our campaign was a single compelling call-to-action: to transform your ineffective social posts into something Congress can’t ignore.
Relevancy
Online posts don’t influence policy change. Handwritten letters do. We compelled people to turn their gun-control social-media posts into letters to Congress. But not in just any handwriting. In the handwriting of a child killed at the Parkland, FL, school shooting: Joaquin. This initiative is built on the original form of direct advertising: letters. We motivated people with our call-to-action to transform posts into letters on our web platform, and mail them to their congressperson. The idea sought behavior change: getting voters to amplify the opinions they share on social media through a channel that their representatives will directly see.
Outcome
Through social engagement, Posts into Letters became a huge success. There have been 1MM impressions per day since the campaign launched. The project was endorsed by the official March for Our Lives group. Additionally, all of the founders of the March for Our Lives movement gave individualized endorsements of the campaign through their personal social media channels. Since launch, over 10,000 letters have been created and sent to Congress.
Execution
We found users on social media and drove them to our site. There, they created unique letters to directly mail to Congress. By creating a key word algorithm to identify social media posts about gun control, we were able to target thousands of people overnight, causing an immediate uptick in direct engagement and letter creation. This engagement then grew exponentially, as our first round of engagers sparked conversations about Posts into Letters throughout social media. As this initiative relies on each individual to act, it is infinitely scalable.
CampaignDescription
The idea is simple: compel Americans to convert their posts into letters in Joaquin’s (Parkland victim) handwriting and mail them to Congress. We motivated people to turn their ineffective social media posts about gun control into effective letters for Congress written in the handwriting of a school shooting victim. By doing this, we were able to directly engage with users to create tens of thousands of personalized direct mailers from the American public. These were in turn personally sent by each voter through the mail, to their respective congressperson.
制作信息
品牌:
广告公司:
制作公司:
奖项
D&AD 2019
木铅笔 媒介应用
Use of Direct
D&AD 2019
入围 数字营销
Use of Social Media
The One Show 2019
银铅笔 社交媒体
Innovation in Social Media
戛纳国际创意节 2018
入围 直效
Channels > Mailing
戛纳国际创意节 2018
入围 媒介应用
Channels > Use of Print / Outdoor
戛纳国际创意节 2018
入围 公关活动
Sectors > Not-for-profit / Charity
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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