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A succesful partnership
Create ...
Objective 1. Awareness about the use
of the right pan (Tefal Talent & Tefal
Ceramic)
2. Image boost
3. Engageme...
Communication target
Objective
• Women, 25 – 54 y.o.
• responsible for everyday cooking
• needs easy and delicious recipes...
Approach A smart content strategy
that inspires, informs and engages
A crossmedia campaign
on all Libelle & Femmes d’Aujou...
The perfect match
Approach
Libelle/Femmes d’Aujourdhui
= 500.000 women, age 25-54, responsible for everyday
home cooking
=...
The perfect match
Approach
The values which are accorded by women to Tefal are situated
near by the values they give to Li...
The perfect match
Approach
The more an advertiser’s brand
has a comparable personality
with a specific media brand,
the mo...
Creation of a common logo
Approach
To emphasize the importance of this partnership
To point out the editorial integrations...
Content plan
Approach
September 2014
Kick off with context
banners in Libelle and
Femmes d’Aujourd’hui
November 2014
Prese...
Turning the target group into users
Editorial
integrations
The readers received the
opportunity to test both
pans and to g...
Encourage the readers to prepare the same recipes
and hearten them to use the appropriate pan
Lots of inspirational recipe...
The use of the appropriate
pan was matched to recipes.
In that way each
pan received the
necessary attention.
Lots of insp...
Lots of inspirational recipes
Editorial
integrations
Lots of inspirational recipes
Editorial
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
• Mo...
Online tests via magazines panels
VuLu Test
Results
Libelle Lekker & Délices
editions November & December 2014
Field – 27/...
Very good reading scores
VuLu Test
Results
122 122
100
Libelle/Femmes
d'Aujourd'hui
Lekker Délices
Index reading scores vs...
Excellent evaluation
VuLu Test
Results 9 out of 10 respondents gave a good evaluation
17% 23% 20%
47%
53%
41%
27%
19%
31%
...
Clear brand recognition
VuLu Test
Results
91%
75% 76%
9%
25% 24%
Libelle/Femmes
d'Aujourd'hui
Libelle Lekker Délices
No
Yes
Positive effect on buying intention
VuLu Test
Results
123 127
163
109
Libelle/Femmes
d'Aujourd'hui
Lekker/Délices
Index re...
Positive impact
on consumer’s attitudesVuLu Test
Results
208
212
223
265
259These pages made me have
a more positive image...
Positive impact
on consumer’s attitudesVuLu Test
Results
126
164
117
122
134
211
Index read vs not read
This page makes me...
Positive impact
on consumer’s attitudesVuLu Test
Results
148
197
149
138
145
307
Index read vs not read
This page makes me...
Some quotes …
VuLu Test
Results
The usefulness of
the Tefal pan is
explained in detail
It’s very tempting:
the photos of t...
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Tefal & Libelle / Femmes d'Aujourd'hui: a succesful partnership

Sales case Sanoma

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

  1. 1. A succesful partnership
  2. 2. Create ... Objective 1. Awareness about the use of the right pan (Tefal Talent & Tefal Ceramic) 2. Image boost 3. Engagement 4. Sales boost
  3. 3. Communication target Objective • Women, 25 – 54 y.o. • responsible for everyday cooking • needs easy and delicious recipes Perfect match with Libelle & Femmes
  4. 4. Approach A smart content strategy that inspires, informs and engages A crossmedia campaign on all Libelle & Femmes d’Aujourdhui touchpoints
  5. 5. The perfect match Approach Libelle/Femmes d’Aujourdhui = 500.000 women, age 25-54, responsible for everyday home cooking = selectivity 163
  6. 6. The perfect match Approach 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
  7. 7. The perfect match Approach 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 “ ”
  8. 8. Creation of a common logo Approach To emphasize the importance of this partnership To point out the editorial integrations on all touchpoints and platforms
  9. 9. Content plan Approach September 2014 Kick off with context banners in Libelle and Femmes d’Aujourd’hui November 2014 Presence at the Libelle Winterfair January 2015 Endorsement: goedgekeurd door Libelle lezers / Approuvé par les lectrices de Femmes d’Aujourd’hui Ilse kookt Product placement on Libelle tv Editorial integrations in Libelle and Femmes d’Aujourd’hui October 2014 Ilse kookt Product placement on Libelle tv Editorial integrations in Libelle and Femmes d’Aujourd’hui December 2014 Quiz on libelle.be and femmesdaujourdhui.be
  10. 10. Turning the target group into users Editorial 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
  11. 11. Encourage the readers to prepare the same recipes and hearten them to use the appropriate pan Lots of inspirational recipes Editorial integrations
  12. 12. The use of the appropriate pan was matched to recipes. In that way each pan received the necessary attention. Lots of inspirational recipes Editorial integrations
  13. 13. Lots of inspirational recipes Editorial integrations
  14. 14. Lots of inspirational recipes Editorial integrations
  15. 15. Activation with special -40% discountSpecial offer
  16. 16. Activation with special -50% discount on POSContext banners
  17. 17. • Different content pages • Discount vouchers • Recipes • Quiz • Information Online content pages
  18. 18. Online content pages
  19. 19. Ilse kookt on libelle tv
  20. 20. Video Ilse kookt online
  21. 21. Libelle Winterfair
  22. 22. 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
  23. 23. Online tests via magazines panels VuLu Test Results Libelle Lekker & Délices editions November & December 2014 Field – 27/11/2014 – 2/01/2015 Libelle & Femmes d’Aujourd’hui edition 13/11/2014 Field – 19/11/2014 - 4/12/2014
  24. 24. Very good reading scores VuLu Test Results 122 122 100 Libelle/Femmes d'Aujourd'hui Lekker Délices Index reading scores vs sector average
  25. 25. Excellent evaluation VuLu Test Results 9 out of 10 respondents gave a good evaluation 17% 23% 20% 47% 53% 41% 27% 19% 31% 8% 5% 8% Libelle/Femmes d'Aujourd'hui Libelle Lekker Délices 91% 95% 92% Very bad Bad Rather bad Neither good, nor bad Rather good Good Very good
  26. 26. Clear brand recognition VuLu Test Results 91% 75% 76% 9% 25% 24% Libelle/Femmes d'Aujourd'hui Libelle Lekker Délices No Yes
  27. 27. Positive effect on buying intention VuLu Test Results 123 127 163 109 Libelle/Femmes d'Aujourd'hui Lekker/Délices Index read vs not read Tefal non-stick pan Tefal ceramic pan
  28. 28. 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
  29. 29. Positive impact on consumer’s attitudesVuLu Test Results 126 164 117 122 134 211 Index 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
  30. 30. Positive impact on consumer’s attitudesVuLu Test Results 148 197 149 138 145 307 Index 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
  31. 31. 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!

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