來源：SocialBeta
一個名為 Louise Delage 的法國女人短短幾個月的時間突然在 Instagram 上走紅，她每天都會發(fā)一些自己在吃喝玩樂的自拍，不過仔細觀察我們慢慢會發(fā)現(xiàn)，每張照片中這個妹子手中都端著一杯酒。
其實這是 BETC 戒癮組織策劃的一場 campaign，法國女人 Louise Delage 的 Instagram的其實是他們申請并運營的虛假賬號，他們希望通過這些拿著酒的照片，來揭示在法國社會酒精泛濫的現(xiàn)象，以及提醒年輕人酗酒的嚴重性。這個事件在網(wǎng)絡引起了熱議，在 Ins 上關注 Louise 的 1 萬 7 千多個粉絲才警覺，對酒他們毫無戒心，甚至當成了品味的象征。
別再覺得“網(wǎng)紅”上不了臺面，
以及，誰都無法忽視網(wǎng)絡的力量。
項目信息
品牌/廣告主
ADDICT'AIDE
營銷機構(gòu)
Creative Agency 創(chuàng)意代理商
BETC 巴黎
參與者
獎項榮譽
2017
Cannes Lions
Social Purpose
Silver
2017
Cannes Lions
Direct | Use of Social Platforms
Silver
2017
Cannes Lions
Media | Excellence in Media Insights & Strategy
Silver
2017
Cannes Lions
Promo And Activation丨Budget / High Impact Campaign
Silver
2017
Cannes Lions
Promo And Activation | Use of Mobile
Bronze
2017
Cannes Lions
Mobile | Targeted?Communication
Bronze
2017
Cannes Lions
Mobile | Social?Trends
Gold
2017
Cannes Lions
Media | Charities & Non-profit
Silver
2017
Cannes Lions
Promo And Activation | Charities & Non-profit
Gold
2017
Cannes Lions
Promo And Activation | Use of Social Platforms
Gold
2017
Cannes Lions
Mobile | Social?Purpose
Bronze
2017
Cannes Lions
PR | Innovative Use of Social Media
Silver
2017
Cannes Lions
Direct | Low Budget / High Impact Campaign
Bronze
2017
Cannes Lions
PR | Content-led Engagement & Marketing
Silver
2017
Cannes Lions
Charities & Non-profit
Silver
2017
Cannes Lions
PR | Charities & Non-profit
Bronze
2017
Cannes Lions
Mobile | Content?for?User?Engagement
Silver
2017
Cannes Lions
PR | Social Community Building / Management
Gold
2017
Cannes Lions
Cyber | Innovative Use of Social or Community
Gold
2017
D&AD Awards
Direct | Direct Response/Digital
Graphite Pencil
2017
LIA
Digital | Public Service/Social Welfare
Silver
2017
LIA
Digital | Use of Social Media
Silver
2017
NYF Advertising Awards
Social Media & Viral Marketing
Second Prize
2017
NYF Advertising Awards
Public Service Announcements / Communications
First Prize
2017
CLIO Awards
Direct | Social Media
Bronze
2017
CLIO Awards
Social Media | Single Platform Campaign
Bronze
2017
CLIO Awards
Public Relations | Cause Related
Bronze
2017
The One Show
Digital | Social Media & Viral Marketing
Bronze Pencil
2017
The One Show
Public Relations | Community Building
Silver Pencil
2017
The One Show
Social Influencer Marketing | Influencer Marketing / Single Channel
Gold Pencil
2017
ADC Awards
Digital | Craft in Digital / Content Strategy - Single
Gold Cube
2017
ADC Awards
Digital | Digital Experiences / Guerrilla / Stunts - Single
Bronze Cube
2017
The Webby Awards
Advertising & Media | Best Media Strategy
Winner
2017
Cristal Festival
Digital | Innovative Use of Social / Community
Emerald (Bronze)
2017
Cristal Festival
Digital | NGO / Charity / General Interest
Cristal (Gold)
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