La Redoute partnered with OUAT Entertainment and the social game Totally Spies! Fashion Agents to promote La Redoute's clothing brands and marketplace launch. The campaign established an in-game La Redoute shop with branded virtual items linked to real products, recruited over 46,000 new fans, and exposed the brand to over 750,000 players, 25% of whom visited La Redoute's website. Both companies found the partnership successfully established La Redoute in social gaming and reached their target demographic within a short time period.

2. 1. Context and involved actors introduction
2. Campaign objectives
3. Operation setup
4. Performance indicators
5. Experience feedback
6. Media Impact & Testimonials

3. Founded in 1999, OUAT Entertainment is a
creator and publisher of successful social
games on Facebook.
But not only…
OUAT is also a true pioneer in brand and
product placement inside social games.

4. Launched in July 2010, the game is based on the popular TV
series Totally Spies! Broadcasted all over the world.
Around 4 million subscribed players, 800 000 monthly active
users in July with 80% women, 60% 13-24 years old.
In Totally Spies! Fashion Agents, the player mixes the frenetic
life of a special agent and the more common civil life of a
young fashion lover girl!

5. Founded in 1875. La Redoute is a brand of
Redcats, from the french PPR group.
La Redoute positions as a multispecialist in
ready-to-wear clothing and decoration.
Laredoute.fr is the first clothing and decoration
webshop in France with more than 18
millions customers worldwide.
77% of its revenue comes from Internet.

6. After the launch of the first Facebook shop in France and
an exclusive operation to earn Facebook Credits on their
fan page, La Redoute wanted to continue its
establishment on social networks.
 Communicate on the marketplace launch: 700
brands sold on La Redoute.fr
 Target young french women, not easily reachable
through other communication channels. Recruit fans
(40 000).
 Establish their position of pioneer in social media
marketing.

7. The main goal was to establish a multiple presence deeply
and not intrusively integrated into the game. The operation
was geolocalized and available for french people only.
• A real / virtual La Redoute shop containing 80 items based
on Marketplace branded products (Morgan, Guess, Esprit,
Ray Ban, Carrera and Lollipops). Links included in the game
shop to find directly the real life products on LaRedoute.fr.
• A dedicated La Redoute game landing page where users
are proposed to become fan of La Redoute.
• An exclusive newcomer offer for players only on
LaRedoute.fr : a complimentary Bensimon bag offered for
any order.
• A co-branded Facebook Ads campaign and a dedicated
app on the LaRedoute fan page where fans could win
Facebook Credits to be used in the game.
• In game and in community event communication and
teasing.

8. The sponsorised shop and the branded items, with a
direct link to real life products pages on LaRedoute.fr.

9. Dedicated landing page and exclusive offer

10. Cobranded Facebook Ads and special
operation « Win Facebook Credits » on
La Redoute fan page.

11. Players have totally accepted the appearance of real brands inside the
game. Brands give a more realistic feeling to the game and improve its
fashion touch.
The La Redoute items stayed on top of the sales of ALL game items during the
operation.
The direct relation between virtual items sales and real products sales shows
that the avatar is perceived as a self representation.

12. • Over 750 000 players have been exposed to
the brand, and more than 46 000 of them got
engaged and became fan of La Redoute.
Amongst Totally Spies! Fashion Agents players,
3% were already La Redoute fans.
• More than 200 000 virtual items were bought by
players.
• 1 player over 3 visited the virtual shop and
visited it an average of 1,52 times per month.
• 25% of players that got virtually engaged
towards the brand visited La Redoute.fr.

13. • On a quality scale, recruited fans are ranked between
« natural » brand fans and opportunists.
• Recruited fans developed a real affective relationship with
the brand, making them value added fans.
• The direct link between virtual and real sales shows that the
avatar is a self-projection: ‘I want it to wear what I would
wear’. The virtual purchase becomes a stimulus for a real
purchase (emotional and compulsive).
• Players who bought virtual items will keep it in their inventory,
which will dramatically impact the memorisation rate…

15. « Totally Spies! Fashion Agents was according to us
the ideal mix : a huge notoriety in France, a female
target, and also a « Fashion » orientation of the
game totally coherent with the unique conception
of fashion developed by La Redoute.
Guillaume Darrousez,
E- commerce Director
La Redoute
« We wanted to establish La Redoute in the social
gaming world with a partner adressing our own
demographic target. This partnership proved to be
really fruitful and was also really fast as all the
operation setup took less than a month. »
Gwenola Toulemonde,
Social Media Manager
La Redoute

16. Head Office
OUAT Entertainment
197, rue de Bordeaux - 16000 Angoulême
France
Tel: (+33) 545 384 015
http://www.ouat-e.com
Frédérique Doumic (CEO)
fdoumic@ouat-e.com
Antoine Papot (Social Marketing Manager)
apapot@ouat-e.com