Prof Adam Acar El Fatni Houda2B5016

Section 1: 5 outstanding social media campaigns in France

1.Air France upgrade challenge

Air France just launched a clever little mobile based game that allows people waiting at the gate to compete for upgrades to first class. It targets customer engagement at a key point of attention opportunity, when people are waiting for their flight and likely nose down into their devices. Simple. And the carrot at the end of the stick is something of high value to everyone in that ‘waiting’ moment. They’re already thinking about their ensuing discomfort of a long flight. Motivating.

https://www.youtube.com/watch?v=RA1qRlUynGg

2.Dior  The 90 second commercial featured Charlize Theron rushing

backstage to prepare for her runway, but amazingly though special effects, Marilyn Monroe, Grace Kelly, and Marlene Dietrich also appeared in the video. It quickly became one of the most watched videos on YouTube.

RESULTS: 1.1% increase in market share by the end of 2011, and topped

Chanel N°5 2.4% increase in market share during the peak in December sales 17% increase in sales boosted sales worldwide —> No.1 in Italy, No.2 in China, top 10 in

UK and US (sales increased by 25.9%)

https://www.youtube.com/watch?v=Rm-vBq-1T1k

3.Guerlain

RESULTS: From a Nielsen Brand Effect study, the photo campaign reached an overwhelming success.•965,000 women reached•23 point increase in ad recall•15 point increase in campaign awareness

4.Pullman hotels Passengers flying via Paris had a very special preview of the newest

Pullman Hotel opening on the 15th October at Charles de Gaulle Airport.

Travellers were delighted to try on the special goggles and virtually look and walk around the hotel.

To change rooms, one had to simply focus on a dedicated symbol within the image. The camera inside the goggles read eye-movement and responded by changing the image accordingly. Participants could also have a picture taken of them during their experience and have it shared on social media with the hashtag #pullmanexperience.

https://www.youtube.com/watch?v=evYMUOxrvZg

5.Air France Air France has released a new in-flight video which uses attractive

women and a hip soundtrack to get passengers to pay attention to safety instructions.

The French carrier’s four-minute clip is a chic attempt at breaking the boredom during what is normally a dull moment before any flight.

A woman in a flight attendant’s uniform delivers the safety message in French and English as five stylish women act out the instructions or hold props with flair.

Set to a song by American electronic duo Glass Candy, it may be the only in-flight video to suggest that a seatbelt is a fashion accessory.

https://www.youtube.com/watch?v=gzsH67F4Dt4

Section 2 : The content strategy on the most

common 3 major platforms for :Gap

American Eagle H&M

InstagramGAP American Eagle H&M

• Mostly posts employee product’s pictures & videos

• Just started using UGC

• Almost ones a week asks questions

• Posts frequently

• Focuses on campaigns

• Most engaging post: A picture of Sandra Riley Tang ( a musician) with a self-styled looks reached 4236 likes.

• Mostly posts branch photos

• Often uses UGC

• Asks many questions

• Posts every day

• Focus on campaigns, especially seasonally campaigns and engagement and posts from the consumers

• Most engaging post: the #AEOLiveEXpress campaign in tandem with its ripped jeans collection launch, asking buyers to place temporary tattoos on their skin visible through the holes in the jeans.

• Mostly posts products and new campaigns news and pictures

• Often use UGC

• Post every day

• Mixed content and try to connect the fashion world with the music lovers

• Most engaging post: A picture titled BE SWEET AS WATERMELON generated 185.5K likes .The visuals were relatively simple, styled according to a specific mood or inspiration and usually laid out on a thematic background without a model.

TumblrGAP American Eagle H&M

• Mostly posts new products pictures

• Often uses UGC

• Asks many questions

• Posts frequently

• Focuses on campaigns and new products design

• Product’s pictures and the young life style pictures

• Often uses UGC

• Rarely ask questions

• Posts once a week

• Life style posts and product’s post

• Post only products pictures

• Often use UGC

• Post almost once or twice a month

• Post about winning some prices and the new campaigns and fashion news

FacebookGAP American Eagle H&M

• Mostly posts products' pictures

• Rarely uses UGC

• Rarely asks questions

• Posts frequently

• Focuses on campaigns

• Most engaging post: A video of The ‘Born to Fit’ campaign where Rada Shadick, Gap’s ‘fit engineer’ explaining how the new denim line, dubbed 1969 after the year Gap was founded, has been devised.

• Mostly posts pictures of employees

• Often uses UGC

• Asks many questions

• Posts twice a week

• Focus on fashion posts and travelling experience

• Most engaging post: A video campaign called‘ WEALLCAN’ reached 4.1M views and 1.4K likes

• Mostly posts video and pictures of new campaigns and fashion news all over the world.

• Often uses UGC

• Posts at least once a day

• Mixed content

• Most engaging post: Video campaign for autumn 2016 ‘She's a Lady’ where women are  from a variety legitimate real-life activities, the ad features models diverse in age, ethnicity, and body type—even body hair. 

Conclusion Marketing is no longer about the stuff you

make, but about the stories you tell.

The market has became a very competitive, and in order to stand out, your story should be not only different but also it should touch people’s feeling and catch their attention.