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。

加薪 | Ask For A Raise

基本信息
行业: 专业与公共服务
媒体:网络
投放:美国
风格: Minimalism
说明cnen
Outcome

With ZERO dollars of media budget, the Cindy Gallop Chatbot garnered over 110 million media impressions worth over $1 million in earned media, in the first seven days. Mashable said the Cindy Gallop Chatbot is a girl’s “new foul-mothed best friend” and Fortune loved the tips: “Best piece of advice: ‘… ask yourself what would a straight white guy do? Do that.’” Brand partners saw 5x the normal daily reach on social media and traffic to their site. But above all, the tool has seen over 100,000 users, 86% of them female (ages 18-44), with conversations lasting an average of 1 minute and 43 seconds. And from the myriad of tweets and posts from women referencing the Chatbot on social media, one made all of this worthwhile: Twitter user @CMwritesalot (Claire Mason) tweeted “… it got me to ask for my worth & the client paid! #winning”.
Strategy

To develop a skill, you need more than advice, you need a tool. To build it, we gathered information from a global salary profile database, research data from various sources, and real human insights from a professional community for women and from conversations, articles and TED talks Cindy has given. More than that, building a case and facing fears in an individual challenge. Therefore, we needed an accessible platform (with a global reach) to be able to deliver the 1:1 conversation that can help guide women in their personal path to develop their skills. Facebook Messenger was the perfect platform to get the reach as well as the necessary privacy. Besides female professionals all over the world, the Cindy Gallop Chatbot is also intended to draw awareness to the pay gap issue, and so can be used by anyone. However, only women have full access to the Chatbot’s information.
Synopsis

Women do just as much in the workplace, but still make less than men on average. Overall, women make .80 cents for every dollar a white man makes, while Latina and black women, respectively, make .54 and .63 cents (in the US). The Muse, a career building website, looking into ways to fight this situation stumbled upon an insight from a study by the Cass Business School in London, the University of Warwick in the U.K., and the University of Wisconsin which revealed that women are 25% less likely to receive a raise after asking. They then approached us with the task of helping women better prepare for this key moment in their careers: asking for a raise.
CampaignDescription

The Muse turned one of the world’s fiercest female leaders and equal pay advocate into an innovative tool that helps women develop their salary bargaining skills. Why? Because amongst the reasons why women are 25% less likely to receive a raise are the facts that women often don’t know how to ask, when to ask, and how much to ask. Along with partners Ladies Get Paid, Reply.AI, and PayScale, we launched on April 4th, International Equal Pay day, the Cindy Gallop Chatbot, which creates a private conversation on Facebook Messenger between two women backed by data and supported with sass, getting us one step closer to closing the gender pay gap by building the confidence and the case ladies need to successfully ask for a raise, while drawing awareness and inspiring action.
Execution

To build the Cindy Gallop Facebook Messenger Chatbot, we compiled salary information from PayScale (a global salary profile database), research data from various sources, and real human insights from Ladies Get Paid and Cindy Gallop herself. All this data made possible for ladies to compare their salary with other professionals in their own city, learn when is the best day to ask (Friday, morning), and even answer confidence concerns with cold hard data (75% of people who ask get some kind of pay bump). The pay gap is a global problem, and solving it requires a 1:1 conversation. Because of that, the bot launched on April 4th (International Equal Pay day), runs on Facebook Messenger, and thanks to Cindy’s unique tone of voice, has become a light-hearted but insightful tool to scale powerful individual conversations, helping female professional around the world build their case 24 hours/day, 7 days/week.
制作信息
品牌:
广告公司:
执行创意总监:
文案:
美术指导:
客户主管:
制片:
导演:
音效设计:
其他职位:Entrant Company: R/GA, New York, USA
Additional Company: THE MUSE, New York, USA
Additional Company: LADIES GET PAID, Portland, USA
Additional Company: PAYSCALE, Seattle, USA
EVP, Global Head of R/GA Studios, Vin Farrell, R/GA
Tech Lead QA, Jodha Kandola, R/GA
Senior Experience Strategist , Brad Jacobson , R/GA
Studio Manager, DP, Stephen Barnwell, R/GA
Content Creator, Shima Green, R/GA
Video Editor, Bharat Vohra, R/GA
Director, Business Affairs, Stephen Bernstein, R/GA
Production Assistant, Rita Pinkusevich, R/GA
Director of Marketing , Allison Mertzman , R/GA
Resource Coordinator, Talia Comens , R/GA
Production Assistant, Content Studio, TJ Boegle, R/GA
Corporate Communications Associate , Kay Bernadas, R/GA
奖项
The One Show 2018
类别最佳作品 社会影响力营销
Influencer Marketing / Single Channel
The One Show 2018
金铅笔 社会影响力营销
Influencer Marketing / Single Channel
戛纳国际创意节 2017
铜奖 网络
Influencer / Talent
戛纳国际创意节 2017
入围 公关活动
Innovative Use of Social Media
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。

最新更新
加载中...
赞助商