practical cases: power up your blog's ambassadors

Power up your Blog’s Ambassadors…

Zadig & Voltaire: How to save a A Level Writer Endorsement

Zadig & Voltaire, A fashion and Hype clothes Maker choose to endorse the French Writter Frederic Beigbeder, and Brand 2 of its Bestsellers product (Tunisien Tee-Shirt Zadig & Voltaire)



Why Use Bloggers to promote this endorsment ?

• Beigbeder decide that He would refuse any Interviews (TV, Radio, Paper Magazines, …) for his last Book « Au Secours, pardon »

• Therefore, Z & V lost a big part of the profit in this endorsement…

• Issue : Z & V needed to reach its Consumers who’s profiles is the following 25yo to 35yo, CSP+, Connected, …



The solution :

• Build a small selection of « A Level Bloggers », in harmony with the Consumers Profile of Z & V.

• Make them Participate to a Dedicace Session in one of the Lead Z & V shop in Paris.

• Offer them the possiblity to share more with the Writer, and therefore, create valued Contents.



ROI :• 8 bloggers (Gross Audience of 1 000 000 VU/Month) Write

productive and valuable Posts on Z & V endorsement.

• 1 of Them, Thomas Clément, Hosting a web TalkShow with a large audience, made the only Interview of The Writer, and credited largely Z & V in his video.

• The Branded tunisiens Tee-shirt where sold Out « online & offline » in 3 weeks



Chosen Extract from the ITW (27 000 Views in Dailymotion):


Club Med : How To Capitalize on a Historical Fondement of The Company : « Happyness »

Club Med, World Wellknown Travel and Leisure Agency, was about to Launch a new Communication Campaign focus on its Historical Fondements.



Needs :

• Communicate without advertising about the « Happyness », one of the base of CM.

• Offer a way to make a soft teasing before the Ads campaing in December 2008



Solution:

Create a Collectiv around the notion of Happyness and bring people to « join » the mouvement. Club Med would reveal later to be a sponsor of the « Cause ».



Tools of the Collective (Collectif pour la Création d’une journée Officielle du Bonheur):

Events : Regate of « Optimists » (small boats) in Paris, A « Paris les flots » (volleyball, sunbathing, music, on the seine river, in the middle of winter), …

Website www.collectifpourlajourneedubonheur.com + Official Group and Page on Facebook

Blogs Networking with A level Bloggers (Representing Gross Audience of 5 000 000 VU Months) + Bloggers From The Mainstream Medias (TV + Newspaper + Radio)


http://www.collectifpourlajourneedubonheur.com/


Results Online before Club Med Reveal as the Sponsor of the Collectiv

On Website• 60 000 Unique Visitors• 150 000 Pages view• 7 000 signataires of the JODB Manifest

On Facebook• More than 25 000 Members of the JODB Group and Official

Page



Results in the Mainstream Medias

• Radios : numerous Chronics about the JODB on FG RADIO, Radio Nova, National Radios…

• Tv: Canal + ( la Matinale, 5 minutes !!) , TF1 (8 O’clock News , most watched tv news broadcast)

• Paper Magazine (Average Print per Issue= 200 to 300 k) : Nouvel Obs, Figaro, …



Canal + , La Matinale (An audience of 1.8 Millions telespectators each Morning)



TF1 – PPDA - 8 PM News Broadcast ( 5 000 000 Telespectators that Day)


Thank you!

Any questions?

practical cases: power up your blog's ambassadors

Technology