A succesful partnership
Create ...
Objective 1.Awareness about the use of the right pan (Tefal Talent & Tefal Ceramic)
2.Image boost
3.Engagement
4.Sales boost
Communication targetObjective
• Women, 25 – 54 y.o.• responsible for everyday cooking• needs 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 d’Aujourdhui touchpoints
The perfect matchApproach
Libelle/Femmes d’Aujourdhui= 500.000 women, age 25-54, responsible for everyday home cooking= selectivity 163
The perfect matchApproach
The values which are accorded by women to Tefal are situated near by the values they give to Libelle and Femmes d’Aujourd’hui.
A free tool which measures the brand identity of advertiser’s brands and mediabrands of Sanoma.
www.brandcompass.be
The perfect matchApproach
The more an advertiser’s brand has a comparable personality with a specific media brand, the more the advertising in this medium will be effective
Libelle/Femmes d’Aujourd’hui become actors and catalysts in building the Tefal brand
“”
Creation of a common logoApproach
To emphasize the importance of this partnership
To point out the editorial integrations on all touchpoints and platforms
Content planApproach
September 2014Kick off with context banners in Libelle and Femmes d’Aujourd’hui
November 2014Presence at the
Libelle Winterfair
January 2015Endorsement:
goedgekeurd door Libelle lezers / Approuvé par les lectrices de Femmes
d’Aujourd’huiIlse kookt
Product placement on Libelle tvEditorial integrations in
Libelle and Femmes d’Aujourd’hui
October 2014Ilse kookt
Product placement on Libelle tvEditorial integrations in
Libelle and Femmes d’Aujourd’hui
December 2014Quiz on libelle.be and femmesdaujourdhui.b
e
Turning the target group into usersEditorial
integrations
The readers received the opportunity to test both pans and to grant them a score.Afterwards the scores could be read in Libelle Femmes d’Aujourd’hui
Encourage the readers to prepare the same recipes and hearten them to use the appropriate pan
Lots 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
Lots of inspirational recipesEditorial
integrations
Lots of inspirational recipesEditorial
integrations
Activation with special -40% discountSpecial
offer
Activation with special -50% discount on POSContext
banners
• Different content pages
• Discount vouchers• Recipes• Quiz• Information
Online content pages
Online content pages
Ilse kookt on libelle
tv
Video Ilse kookt
online
Libelle Winterfair
Tefal story = succes?Results
Survey: extremely good results• 9/10 for Tefal Talent, • 9.4 for Tefal Ceramic Control• More than 9 readers out of 10 would recommend Tefal pans.
Some already did!
40% discount offer• The offer was such a success that it scored twice as good
as similar discount offers of Libelle
Online traffic target was achieved
Online tests via magazines panelsVuLu Test Results
Libelle Lekker & Délices editions November & December 2014Field – 27/11/2014 – 2/01/2015
Libelle & Femmes d’Aujourd’hui edition 13/11/2014Field – 19/11/2014 - 4/12/2014
Very good reading scoresVuLu Test Results
Libelle/Femmes d'Aujourd'hui
Lekker Délices
122 122100
Index reading scores vs sector average
Excellent evaluationVuLu Test Results 9 out of 10 respondents gave a good
evaluation
Libelle/Femmes d'Aujourd'hui
Libelle Lekker Délices
17% 23% 20%
47%53%
41%
27%19%
31%
8% 5% 8%
91% 95% 92%Very badBadRather badNeither good, nor badRather goodGoodVery good
Clear brand recognitionVuLu Test Results
Libelle/Femmes d'Aujourd'hui
Libelle Lekker Délices
91%75% 76%
9%25% 24% No
Yes
Positive effect on buying intentionVuLu Test Results
Libelle/Femmes d'Au-jourd'hui
Lekker/Délices
123 127
163
109
Index read vs not read
Tefal non-stick panTefal ceramic pan
Positive impact on consumer’s attitudesVuLu Test
Results
208
212
223
265
259These pages made me have a more positive image of the Tefal pans
These pages make me want to buy a Tefal pan
These pages made me discover the ceramic pans of Tefal
These pages made it clear to me that the ceramic pan is particularly suitable for crispy preparations
These pages made it clear to me that the non-stick pan is especially suitable for baking without fat
Index read vs not read
Positive impact on consumer’s attitudesVuLu Test
Results
126
164
117
122
134
211Index read vs not read
This page makes me want to buy a Tefal pan
This 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 pans
This recipe gives me useful tips & advice
This recipe inspires me, gives me ideas
This recipe looks good and makes me want to try the dish
Positive impact on consumer’s attitudesVuLu Test
Results
148
197
149
138
145
307Index read vs not read
This page makes me want to buy a Tefal pan
This 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 pans
This recipe gives me useful tips & advice
This recipe inspires me, gives me ideas
This recipe looks good and makes me want to try the dish
Some quotes …VuLu Test Results
The usefulness of the Tefal pan is explained in
detail
It’s 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!