Tefal & Libelle / Femmes d'Aujourd'hui: a succesful partnership

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    07-Apr-2017
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Transcript of Tefal & Libelle / Femmes d'Aujourd'hui: a succesful partnership

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A succesful partnership

Create ...ObjectiveAwareness about the use of the right pan (Tefal Talent & Tefal Ceramic)Image boostEngagementSales boost

Communication target

ObjectiveWomen, 25 54 y.o.responsible for everyday cookingneeds easy and delicious recipes

Perfect match with Libelle & Femmes

Approach

A smart content strategy that inspires, informs and engages

A crossmedia campaign on all Libelle & Femmes dAujourdhui touchpoints

The perfect match

ApproachLibelle/Femmes dAujourdhui= 500.000 women, age 25-54, responsible for everyday home cooking= selectivity 163

The perfect match

ApproachThe values which are accorded by women to Tefal are situated near by the values they give to Libelle and Femmes dAujourdhui.A free tool which measures the brand identity of advertisers brands and mediabrands of Sanoma.

www.brandcompass.be

The perfect match

ApproachThe more an advertisers brand has a comparable personality with a specific media brand, the more the advertising in this medium will be effective Libelle/Femmes dAujourdhui become actors and catalysts in building the Tefal brand

Creation of a common logo

ApproachTo emphasize the importance of this partnershipTo point out the editorial integrations on all touchpoints and platforms

Content plan

ApproachSeptember 2014Kick off with context banners in Libelle and Femmes dAujourdhui

November 2014Presence at theLibelle WinterfairJanuary 2015Endorsement: goedgekeurd door Libelle lezers / Approuv par les lectrices de Femmes dAujourdhuiIlse kooktProduct placement on Libelle tvEditorial integrations in Libelle and Femmes dAujourdhui

October 2014Ilse kooktProduct placement on Libelle tvEditorial integrations in Libelle and Femmes dAujourdhuiDecember 2014Quiz on libelle.be andfemmesdaujourdhui.be

Turning the target group into usersEditorial integrationsThe readers received the opportunity to test both pans and to grant them a score.Afterwards the scores could be read in Libelle Femmes dAujourdhui

Encourage the readers to prepare the same recipes and hearten them to use the appropriate panLots of inspirational recipesEditorial integrations

The use of the appropriate pan was matched to recipes. In that way each pan received the necessary attention.Lots of inspirational recipesEditorial integrations

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Lots of inspirational recipesEditorial integrations

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Lots of inspirational recipesEditorial integrations

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Activation with special -40% discount

Special offer

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Activation with special -50% discount on POS

Context banners

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Different content pagesDiscount vouchersRecipesQuizInformation

Online content pages

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Online content pages

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Ilse kookt on libelle tv

Video Ilse kookt online

Libelle Winterfair

Tefal story = succes?ResultsSurvey: extremely good results9/10 for Tefal Talent, 9.4 for Tefal Ceramic ControlMore than 9 readers out of 10 would recommend Tefal pans. Some already did!40% discount offerThe offer was such a success that it scored twice as good as similar discount offers of LibelleOnline traffic target was achieved

1283 verkochtBij gelijkaardige actie verkopen er vaak rond de 500 80022

Online tests via magazines panelsVuLu Test ResultsLibelle Lekker & Dlices editions November & December 2014Field 27/11/2014 2/01/2015

Libelle & Femmes dAujourdhui edition 13/11/2014Field 19/11/2014 - 4/12/2014

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Very good reading scoresVuLu Test Results

Index reading scores vs sector average

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Excellent evaluationVuLu Test Results

9 out of 10 respondents gave a good evaluation

91%

95%

92%

Very badBadRather badNeither good, nor badRather goodGoodVery good

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Clear brand recognition

VuLu Test ResultsNoYes

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Positive effect on buying intention

VuLu Test ResultsIndex read vs not read

Tefal non-stick panTefal ceramic pan

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Positive impact on consumers attitudes

VuLu Test Results

These pages made me have a more positive image of the Tefal pansThese pages make me want to buy a Tefal panThese pages made me discover the ceramic pans of TefalThese pages made it clear to me that the ceramic pan is particularly suitable for crispy preparationsThese pages made it clear to me that the non-stick pan is especially suitable for baking without fat

Index read vs not read

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Positive impact on consumers attitudes

VuLu Test Results

Index read vs not readThis page makes me want to buy a Tefal panThis page made me discover other ways of using the non-stick Tefal pan This page makes me have a more positive image of the Tefal pansThis recipe gives me useful tips & adviceThis recipe inspires me, gives me ideasThis recipe looks good and makes me want to try the dish

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Positive impact on consumers attitudes

VuLu Test Results

Index read vs not readThis page makes me want to buy a Tefal panThis page made me discover other ways of using the non-stick Tefal pan This page makes me have a more positive image of the Tefal pansThis recipe gives me useful tips & adviceThis recipe inspires me, gives me ideasThis recipe looks good and makes me want to try the dish

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Some quotes VuLu Test ResultsThe usefulness of the Tefal pan is explained in detail

Its very tempting: the photos of the prepared dishes are appetizing, it makes you want to buy the pan!

Congratulations! This is realy pleasing and it inspirers me to prepare the 'tarte tatin'.

Continue like this, you can always find tasty recipes and useful tips in Libelle, including those of Tefal, good to know!