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

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!