| Title | LABEL ACTION |
| Brand | LABEL EMMAÜS |
| Product/Service | LABEL EMMAÜS |
| Category |
B09. Use of Social Platforms |
|
Entrant
|
LABEL EMMAüS Paris, FRANCE
|
|
Idea Creation
|
BRAINSONIC Paris, FRANCE
|
|
PR
|
BRAINSONIC Paris, FRANCE
|
Credits
| Alban Pénicaut |
Brainsonic |
Creative Director |
| Emilie Cabanié |
Brainsonic |
PR & Influence manager |
Why is this work relevant for Media?
The case relies entirely on the participation and donation of celebrities, their influence and above all their community. Moreover, the campaign was fully disseminated on the social networks of the influencers and those of the Label Emmaüs to encourage consumers to visit the e-shop. Without media placement budget, the press coverage were the key to the campaign's success.
Background
Label Emmaüs is the Emmaüs solidarity online shop initiated by Abbé Pierre and aims to offer an alternative to traditional online shops by promising a solidarity purchase. Label Emmaüs also means more than 600,000 items, but no one knows that!
In addition, the online shop has to deal with increased competition as there are multiple resale platforms: Ebay, Le Bon Coin, Vinted, Selency, etc. So how can you make the marketplace and its 600,000 products known to the general public when you don't have a media budget?
We had to reach the general public in a general way to meet this objective.
Describe the creative idea / insights (30% of vote)
To respond to these different issues, we launched the #LabelAction campaign with the concept "One object to highlight all the others".
To publicise the Label Emmaüs solidarity online shop, 23 celebrities donated a personal item that we hid among the 600,000 others on sale on the platform in order to encourage Internet users to visit the site and discover them
Describe the strategy (20% of vote)
To invite consumers to ask themselves questions and think about how they can consume differently, in a more supportive and ecological way, Label Emmaüs and its agency have launched an influence campaign in the form of a treasure hunt from 12 to 26 September 2019.
Describe the execution (20% of vote)
We called on more than twenty celebrities (singer, actor, chef, comedian, cartoonist,...) who gave us a personal object that we hid among the 600,000 others on sale in the online shop to encourage Internet users to visit the site and discover them!
Then, each day during the operation, we hid one or two objects from celebrities (contacted via our network of contacts and agents / press attachés / etc.) on the online shop. Each one invited his community to search for his object via his social networks!
At the same time, we invited web users to do the same via the Label Emmaüs social networks.
The operation was supported by a social media system and was relayed by various media contacted upstream.
We also conducted a lead strategy with a social bot to invite users to subscribe to the daily alert, a daily newsletter announcing the opening of celebrity sales.
List the results (30% of vote)
23 celebrities took part in the #LabelAction operation by donating nearly 30 objects. The campaign reached more than 9 million people. Label Emmaüs recorded an increase of 8,000 subscribers on Twitter, Facebook and Instagram organically, as well as an increase in its website traffic of nearly 58% compared to the same period in N-1, which made it possible to reintegrate and train 4 times more companions in e-commerce professions. #LabelAction has also generated numerous mentions on TV, press, radio and the web: C News, France 2, Madame Figaro, RTL, Grazia, CB News, Midi libre, La Réclame, Stratégies, etc.
We had no media budget and the celebrities gave their time and object. At the agency, an Influence and Social Media manager was mobilised for 25 days.