Brief
Communicate on all the famous German brand’s home appliances in France, injecting a fresh approach across all the brand’s touchpoints (PR, social media, brand content).
Client: Bosch Home France
DISCIPLINES:
Ambassador programme
Brand Content
Influencers
Media Amplification
public relations
Social Media
Year: 2018
Response
The recommendation became one of the new sell-out pillars for advertisers. In a transparent approach embracing the consumer reviews generated by the brand’s users, the agency created the #BoschFamilies ambassador programme.
SCOUT A FIRST AMBASSADOR FAMILY TO KICKSTART THE MECHANISM
Florence, of the J’AURAIS PU M’APPELER MARCEL blog, was picked to be the first ambassador family for Bosch Home appliances. Resident in Normandy for three years, she has the DNA of a typical French family for whom Bosch will simplify daily life. Equipped entirely with Bosch products, she sent us her reviews, tips, recipes and benefits inspired by them. One month later, a photo shoot was arranged to immortalise the partnership and start communicating.
A WEBSITE CONTAINING THE DIGITAL MECHANICS
Florence’s family, the products provided to her, and her reviews were presented in a first version of the site and on the brand’s social media – thus allowing us to kick off a big programme of national auditions to find five more ambassador families. Out of 5,000-plus applicants, 24 families were shortlisted, then over 20,000 voters chose our five new families… who were then also equipped by Bosch Home France.
A #BoschFamilyTour TO CREATE CAMPAIGN CONTENT
Like Florence’s family, our five new ambassador families did photo and video shoots to feed the web platform. The upshot: eight films, 27 campaign photos, 500 lifestyle product photos, and 300-plus reviews on the brand’s products, all shown on the site.
A LARGE-SCALE MEDIA campaIGN
In conjunction with M+A, Lagardère and BLUE, a national campaign was launched: display, native ads, SMO, etc. The results are impressive (campaign ongoing).
Results
9,5 MILLION
PEOPLE REACHED
55,4 MILLION
IMPRESSIONS
650 K
VIDEO VIEWS
236
PUBLICATIONS
70 K
FOLLOWERS
85 K
CLICKS TO WEBSITE