Le Stagiaire

With over 40 years of history and 19 branch offices in Switzerland, Conforama is a key player in today’s Swiss furniture industry. Creatives has been working with the Swiss branch of Conforama since 2015 on their digital communications strategy and the management of their Facebook page, destined to reach both French and German-speaking audiences.

Mission

While Conforama has strong brand awareness in the Swiss market, they were looking to build a stronger emotional connection with their customers, so Creatives proposed an innovative Facebook promotional campaign to help them accomplish their goals.

Challenge

Previously, Conforama had always focused their communications around special promotions and specific products, but with this campaign Creatives helped the company take on a different, lighter tone that still remained true to their brand identity. The campaign targeted a younger audience and focused on the brand’s quality, while still preserving their competitive pricing and product presentation in the market.

Strategy

Creatives chose to develop an episodic web series for Facebook, taking inspiration from the current comedic “talking head” phenomenon that has been making waves on social media. These simple but dynamic videos led to the idea behind “The Intern” (La Stagiaire): a young, very motivated (yet very incompetent) employee takes viewers behind-the-scenes at Conforama. While following the intern’s hilarious adventures in each episode, audiences inadvertently also learn about the wide variety of products sold in Conforama stores.

Actions

One of the core challenges was to ensure the project reached both French-speaking and German-speaking audiences, so each episode was produced and distributed by Creatives in both French and German. The web series kicked off in July 2016 and featured 12 regularly released episodes, each between 2-3 minutes long.

“We were not entirely sure what “Le Stagiaire” project would be when we started… all we knew was that we wanted to create a few short videos in the style of YouTube tutorials. Creatives understood exactly what we were looking for and brought the idea to life in a way that was perfectly aligned with our vision. As the project evolved, we discovered new ways of working around each episode and our thinking has matured enormously thanks to the guidance provided by Creatives and the production team.”

Thanks for keeping an eye on the intern!