Title | #LABELACTION |
Brand | LABEL EMMAÜS |
Product/Service | LABEL EMMAÜS |
Category |
B08. Use of Celebrity, Influencers & Key Opinion Leaders |
Entrant
|
LABEL EMMAüS Paris, FRANCE
|
Idea Creation
|
BRAINSONIC Paris, FRANCE
|
Production
|
BRAINSONIC Paris, FRANCE
|
Credits
Alban Penicaut |
Brainsonic |
Executive Creative Director |
Thomas Audoin |
Brainsonic |
Senior Art Director |
Sebastien Combemale |
Brainsonic |
Senior Copywriter |
Emilie Cabanie |
Brainsonic |
PR and Influence Manager |
Anastasia Sebban |
Brainsonic |
Head of Production |
Louis Chapelain |
Brainsonic |
Videomaker |
Dimitry Alazet |
Brainsonic |
Editor - Motion Designer |
Charly Kraft |
Brainsonic |
Editor - Motion Designer |
Mathieu Crucq |
Brainsonic |
Deputy Managing Director & Partner |
Maud Sarda |
Label Emmaüs |
Cofounder and Director |
Soumaya El Bakkali |
Label Emmaüs |
Communications Director |
Guillaume Mikowski |
Brainsonic |
CEO |
Why is this work relevant for PR?
PR is at the heart of the #LabelAction campaign concept: we set up an influence strategy with VIP celebrities, to make the Emmaus Label e-shop known to a wider audience.
Background
Label Emmaus is the Emmaus Movement's e-shop for activism started by Father Pierre and it aims to offer an alternative to traditional e-shops by promising a solidarity purchase.
Indeed, it is the first integration company dedicated to e-commerce that, in addition to fighting against waste, provides training for journeypersons, employees in integration courses and people in shelters, to digital professions and logistics.
But Label Emmaus has to face fierce competition because there are multiple resale platforms: eBay, leboncoin, vinted, selency, etc.
So how to make the marketplace known to the general public?
Describe the creative idea (20% of vote)
LabelEmmaüs is a solidarity e-shop for used items.
Few people know the site, let alone the items on it.
So to make them known, we had the idea to put items of celebrities online.
The concept: a product to highlight all others.
Describe the PR strategy (30% of vote)
We chose celebrities matching our target audience, namely the Parisian hipsters from 30 to 45 years old, but also more mainstream celebrities to expand our initial target, reach a wider audience and meet the goal of notoriety.
Describe the PR execution (20% of vote)
The campaign took place from the 12th to the 26th of September and was supported by a Social Media presence and a PR strategy. First, we contacted various media outlets who reported about the operation. Then, every day during this period, we hid one to two celebrity items on the e-shop. Each one invited their community to search for the item via their social networks! At the same time, we invited internet users to do the same via the social networks of Label Emmaüs.
We also conducted a lead gen strategy with a social bot to invite users to subscribe to the #LabelAction alert, a daily newsletter announcing the opening of celebrity sales.
List the results (30% of vote)
• 12 medias impacted (Press, TV, web, Radio) with more than 20 contents
• 23 participating celebrities and 30 items
• Nearly 9M people reached
• An increase in site traffic of 58% compared to the same period last year which allowed us to reintegrate 4 times the number of people to e-commerce trades
• More than 8k subscribers earned organically on FB, TW and Instagram