CREATIVE WEB SERIE
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.
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.
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.
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.
All in all the series resulted in some exciting statistics, reaching over 930,000 unique visitors, accumulating more than 530,000 views, and generating an impressive CPM of 2-4 CHF (benchmark = 8 CHF).
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.