Ici Paris XL
For this campaign, the goal is to bring awareness and consideration to Ici Paris Xl and So Soir. A So Soir Masterclass was created.
OBJECTIVE: Awareness & Consideration
TARGET AUDIENCE: 25 - 50 yo millennial, interested about make-up
TIMING: December 2022
FORMATS: So Soir Masterclass, Editorial content, IG post, IG stories
PLATFORMS (INSTAGRAM & SO SOIR)
The masterclass was displayed on different platforms: Sosoir and Instagram. It combines native advertising with online advertising (instagram with an influencer). The objective of the campaign is twofold.
1 IINFLUENCER (MACRO)
For this masterclass, there was only one influencer. The influencer had her own experience about make-up that she could bring for the masterclass. She also posted about the masterclass on her Instagram.
The post is permanent and offers the possibility to be saved for later.
Stories allow you to be very real and authentic and show what you are doing in real time. This was a great format to announce the live Masterclass and to remind the audience about this too.
MASTERCLASS SO SOIR
The masterclass is dynamic and instructive for the viewers. It allows you to bring the brand to the forefront of So Soir magazine readers and sosoir.be visitors.
In the weeks leading up to the masterclass, editorial content was created on the various touchpoints. This creates awareness about the masterclass
Let's talk facts
The goal of the campaign (brand awareness) was achieved by reaching an impressive number of 67K unique viewers only with the Influencer’s account without counting the press and the video on So Soir’s website. .
For this campaign Efluenz was in collaboration with So Soir and especially So Soir Masterclass. So Soir did several content around the Masterclass:
- A new section on the So Soir’s Website with “Masterclass”
- 6 print Articles (Before, during and after the live)
- A On-Top Article
- 3 online Articles (Before, during and after the live) => 11K reach
- Social Media posts & stories
- AD PROMO banners (Before, during and after the live)
- Masterclass video Live Instagram
- Masterclass video replay on the So Soir’s website
This brought to more than 19 750 Unique views on the Masterclass video in less than a month.
How did we do it?
SO SOIR MASTERCLASS
Online & Ofﬂine experience
For this campaign, the concept was to create a So Soir masterclass in collaboration with a make-up artist and an influencer. A So Soir masterclass allows you to bring the brand to the forefront of So Soir magazine readers and Sosoir.be visitors. Prior to the masterclass, editorial content was created on So Soir’s networks to allow readers to discover the topic that will be discussed during the masterclass.
During the masterclass, an expert from Ici Paris XL led the masterclass in collaboration with the influencer. The goal was to make discover all the secrets and tricks of professional make-up artists and the influencer itself..
The influencer aims to communicate on her networks about the masterclass and also to give her make-up tips&tricks.