Category: Titanium and Integrated
Advertiser: EDITIONS POINTS
Product/Service: PUBLISHING HOUSE
Agency: MARCEL
Date of First Appearance: Mar 28 2011
Executive Creative Director: Véronique Sels (Marcel)
Executive Creative Director: Sébastien Vacherot (Marcel)
Executive Creative Director: Anne de Maupeou (Marcel)
Creative Director: Eric Jannon (Marcel)
Creative Director: Dimitri Guerassimov (Marcel)
Author: Christophe Paviot (Marcel)
Community Manager: Simon Cachera (Marcel)
Managing Director: Emmanuelle Vial (Editions Points)
Marketing Director: Catherine Lauprêtre (Editions Points)
Account Supervisor: Michel Kowalski (Marcel)
Account Manager: Cécile Henderyckx (Marcel)
Director (case): Maxime Tibay
Media placement: Social Media - Twitter - 28 March 2011
Describe the campaign/entry
Statistics show that young people read less than ever.
The objective for Editions Point, a major French publishing house, was to find a specific way to become desirable to them and start building a lasting relationship with a particular target audience.
The goal was to pursue new customers by showing them that literature can be interesting.
To reach this young target, we’ve opted for a direct approach and literally connected young people to the brand by going where they spend most of their time: social media.
We’ve asked Christophe Paviot, a French author who has already published 7 successful books, to write his new story on Twitter - sentence after sentence - at the pace of his imagination. So readers can read the book in real time while the author is actually writing it, allowing each individual to live his creative process LIVE.
Describe how the campaign/entry was launched across each channel in the order of implementation
Prior to the event, we sent detailed information about the upcoming campaign to targeted bloggers, magazines and to websites mostly visited by young people. A week later, we asked our author to start twriting in real time.
We followed him for a few days in Paris and even filmed him sending his thriller, sentence-by-sentence on Twitter. We then posted the videos on social media. At this time, the number of "Followers" began to increase dramatically.
Give some idea of how successful this campaign/entry was with both client and consumer
- A story written in 10 days in real time via Twitter.
- 14,400 minutes of twriting for 183 tweets.
- More than 15,000 followers.
- 96 articles on blogs.
- 2,500 re-tweets.
- 1,600 shares on social networks.
- +50% connections per day to the brand website during the campaign
The tweet and re-tweet process allowed the brand to know much more about the target and gave the chance to engage a relationship, finally bringing young people to the publishing house website and promoting books that could interest them.
Please Google "LIVE twriting" to get more details on media coverage and followers.