portfolio
LE PETIT MARSEILLAIS
LE PETIT MARSEILLAIS
Verbena-scented
City
Integrated campaign for Le Petit Marseillais that made the brand famous not just online but also in countrywide media. The campaign was awarded in international inside contest held by Johnson&Johnson brand. It was the very first European campaign that has been awarded.
Customer
LE PETIT MARSEILLAIS
Scope
strategy | creation | digital marketing | influencer marketing | PR event service | web design | social media content | point of sale marketing
When
2015

BRIEF/THE CHALLENGE

The beauty and hygiene market is highly competitive and it’s not easy to acquire the strong position there. Even more when the brand is present in Poland for just 2 years. How to make Le Petit Marseillais stand out among others and build its image? 

IDEA

Observed trends on hygiene and beauty market clearly shown a new phenomena – increasing importance of recommendation and leaders of shopping-wise opinion. Therefore we built integrated campaign of word-of-mouth marketing that engaged ambassadors of the brand, bloggers, journalists, and consumers across big Polish cities. 

EXECUTION/ACTIVITY

We created website for ambassadors and among 16 000 applications we chose 2000 ambassadors of Le Petit Marseillais in Poland.

Each of them received a package of products and samples for friends. Thankfully to the shared photos taken by ambassadors, and with support of reviews and tests on blogs, rumour about program and the brand has echoed among large group of consumers. 

EXECUTION/ACTIVITY

Purposeful PR activities were part of our plan.

We organised a press conference in form of sensual workshop for journalists and bloggers. They gained knowledge about brand’s region of origin and that helped them feel the full of sun nature of Le Petit Marseillais. The peaking point of activation was a serie of bubble events: during each we, together with citizens of Polish cities, sent into the sky millions of verbena-lemon bubbles. 

WWW

EXECUTION/ACTIVITY

The whole campaign was supported by shopping activities in points of sales.

We created foundation and established communication for a consumer contest. Additionally we prepared outstanding POS materials: attracting islands, brand stands and even recommendation materials with image of our best ambassadors. 

RESULTS/EFFECTS

Thankfully to the integrated activities we managed to reach 60% of our target group. The generated reach of the campaign converted into AVE of 2.6 million dollars. The sales of brand products increased year-on-year by 38%.

2.6 mln
ADVERTISING
EQUIVALENT
38%
SALES INCREASE


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