[case study] gq magazine marketing campaign
DESCRIPTION
Projet de campagne marketing pour GQ Magazine, avec Aurélie Chapotin, Kévin Lagier, Florentin Monteil, Nicolas Torres et Soufien Troudi.TRANSCRIPT
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COMPRÉHENSION DU SUJET
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M A GA ZI N E GÉ N É R A L I S T E M A S CU L I N H A U T D E GA M M E OR I E N T É M OD E E T R É U S S I T E S OCI A L E , P R OF E S S I ON N E L L E
VALEURS Réussite Virilité Charisme Apparence Consommation
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CIBLE Homme CSP + 25-40 ans France 1/3 de lectrices femmes
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CHARTE GRAPHIQUE
#C00000 PALETTE
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Accroitre les ventes et la notoriété de la marque lors de la St-Valentin.
OBJ E CT I F
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Concevoir une campagne de communication multi-canal pour faire de GQ le meilleur magazine pour la Saint-valentin.
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Facebook, Twitter, site web actifs AUTRES The Good Life, FHM, Choc, Playboy, Entrevue Peu de présence en dehors du web
Spot TV
Twitter Facebook
Dailymotion Facebook, Twitter
Version Homme peu connue
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FORCES
“Troisième voie des magazines
Masculins” Cohérente et identifiable
FAIBLESSE
Peu de communication
OPPORTUNITÉS St-Valentin
Présence multicanale
MENACES Marché du print en crise
Concurrence
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GQ COPILOTE
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GQ RELOOKING
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RECOMMANDATIONS
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“ F A I T E S L E D E R N I E R P A S”
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LES LEVIERS Réseau Sociaux, Partenariat, Print, Vidéo, Street Marketing
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TEASING
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TEASING Campagne video : Youtube, Relayé par les réseaux sociaux, Spot TV
Rappel l’affiche print Invite à se rendre aux Galleries Lafayette
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STREET MARKETING
Auber : 5 million de voyageurs par an Galerie Lafayette du boulevard Hausmann : 100 000 clients par jour
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NIV 0 : Voyages-Spectacles /Accessoires-Parfums NIV 1: Gastronomie / Vins NIV 2: Sports / sous-vêtements NIV 3 : Vêtements FEMMES: cadeaux
STREET MARKETING
Plusieurs marques sont présentent sur les stands
Les marques tweeteront l’évènement.
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STREET MARKETING
FAITES LE DERNIER PAS SURPRENEZ-LA
Plus d’informations dans notre guide anti-looser
À LA FIN DU PARCOURS :
STAND DE VENTE DU MAGAZINE
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DIGITALE
Conseils avant St-Valentin : #GQtips
Après le 14 Février : #MyLastStep
Chaque points clés de la campagne est annoncés par Facebook
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FIN DE LA CAMPAGNE La rédaction sélectionne le meilleur Tip,
le meilleur LastStep et la meilleure photo
RÉDACTION D’UNE PAGE AVEC TOUS CES ÉLÉMENTS Présente les ambassadeurs GQ de la Saint Valentin
Création d’un lien «parole aux lecteurs» Identification du lecteur à la marque
Suscite l’intéret d’apparaitre
dans le magasine. Incite à l’achat
AUGMENTATION DES VENTES DE FÉVRIER - MARS
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Editorial line : mainly about fashion, social and professional success.
Competitors : well-known magazine as Optimum, Vogue Homme and The Good Life.
Main target : open minded men between twenty-five and forty years old
from upper socio-professional group.
“For Valentine’s, do the last step !” The last step refers to the surprise they’ll do to their wife or the woman they are dating. GQ will be their
coach and partner to make that “last step” really perfect and successful.
E X E CU T I V E SU M M A R Y
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- Teasing : With a few TV spots and displays, we will get attention and arouse curiosity toward the following points of the campaign.
- Street Marketing : Men will be suggested to participate to a
competition which consist in preparing themselves to Valentine’s day. GQ will be their coach in this event.
- Digital Marketing : To make our target participate actively to the
operation, we will ask them to share their tips and experience on social networks.
- End of campaign / Results : The editorial staff will select the best tips,
experience and picture to put it in the next edition of GQ.
E X E CU T I V E SU M M A R Y
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MERCI