Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

What brand has mastered the use of GIFs?
哪个品牌精通动图的运用?

Lucie Wong
Communication Strategist / We Are Social

Brand: BBC America

BBC America 是我在GIPHY上最喜欢的账号之一。它们已经成功地将它们的内容转化为“金子”而走红。还有,看看那些可爱的动物和疯狂的表情!在群聊大战中,它们总可以为你提供武装。

BBC America is one of my favorite accounts on GIPHY. They’ve successfully turned their content into nuggets to help make them viral. Also, look at those cute animals and mad expressions! There’ll always be something there to arm anyone for a group chat battle.

Link:
https://giphy.com/bbcamerica

Michael Russam
Copywriter / We Are Social

Brand: Netflix

网飞是一家意识到动图在线上营销中能起到重要作用的公司。生产视觉内容以便创造优秀动图是他们独一无二的优势,他们抓住机会,通过完整的Giphy主页在可视列表中分开展示不同节目的动图。想想《养虎为患》爆红的时候有多少动图刷屏。网飞明白,如果人们扩散了某一个节目中足够多的搞笑、有趣或奇异的动图,即使完全脱离了节目内容,也可能会让好奇的围观群众回到节目本身。

One company that recognizes how powerful gifs can be for online marketing is Netflix. They have a unique advantage in that their product itself is visual content that lends itself to the creation of great gifs, but they really take the opportunity and run with it via a full Giphy profile divided by show into huge browsable lists. Think about how many Tiger King gifs were floating around when that show was at its peak of virality. Netflix understands that if people spread enough funny, relatable, or bizarre gifs from a particular show of theirs – even totally out of context – it will probably lead curious bystanders back to them.

Link:
https://giphy.com/netflix

Elena Tan
Copywriter / We Are Social

Brand: Adult Swim

易如反掌的问题,Adult Swim。这个著名的怪异的深夜电视频道以创造迷幻的(有时令人不安的)动画来熟练使用动图,动画的阵容包括许多人气角色。当你看这些动图的时候,很难不去注意阵容。它们呈现出一种低保真度和手工制作的感觉,不像干净整洁的企业信息那样令人不快,这在不喜欢社交媒体上看到广告的观众中产生了更积极的共鸣。

Hands down, Adult Swim. The notoriously weird late-night TV channel has mastered GIFs by creating trippy (and sometimes disturbing) animations that feature many of the most popular characters in its line-up. When you see their GIFs, it’s hard not to look at it. They have a certain lo-fi and handmade feeling that is less off-putting than neat and tidy corporate messaging, which resonates more positivity with audiences who don’t love seeing ads in their social streams.

Link:
https://www.instagram.com/adultswim/

Thomas Johnson
Copywriter / We Are Social

Brand: Starbucks

2015年,星巴克推出了21款自制动图,它们提供了有关低因咖啡的沙雕内容(带着独角兽面具的人用星巴克大杯干杯)来吸引那些一想到被企业机器捆绑就会退缩的年轻潮人们。因此,动图作为媒介—浮夸、廉价、自制、低分辨率—被有胆量的咖啡大亨用来渗透出一种变化无常、低保真、冷静的的基调。

Starbucks used Gifs nicely when they released 21 of their own home-brewed ones back in 2015. They were able to play around and serve up decaf-dank content (people in unicorn masks toasting Grandes) which would appeal to the type of young, artisanal obsessed hipster who would traditionally recoil at the thought of getting their frap ground by the corporate machine. Thus, the medium of the Gif – glitchy, cheap, homemade, and low-res as it is – was used to great effect in percolating a mercurial, lo-fi, totally chill change of tone for our plucky coffee-lords.

Links:
https://giphy.com/starbucks

http://the-cma.com/news/starbucks-whips-up-21-branded-gifs-starring-the-frappuccino/