It is estimated that in France addictions are responsible for 1 in 5 deaths and 1 in 2 delinquent acts, mainly among young people. Faced with these alarming facts, psychiatrists and various personalities launched AddictAide.fr, the first public platform dedicated to addictions, which brings together all the tools to find help.

In spite of quite a successful PR launch, the site struggled to become known to the general public.

The challenge of this campaign was to engage as many people as possible on the subject of addictions and promote the website addictaide.fr within a very limited budget.

Our angle: it is easy to miss an addiction.

The closer you are to a situation, the more difficult it is to take the necessary step back to make the link between all the signs that characterize an addiction.

The creative idea: catch people’s attention by hijacking Instagram

Using a fake Instagram profile to portray the fact that it's easy to miss out on a loved one's addiction.

Louise Delage appeared on Instagram on August 1st. This smiling bubbly 25-year-old Parisian seems to enjoy life to the full. Whether during an afterwork with colleagues,

or on holidays, each of her 150 photos showed more or less discreetly the presence of alcohol. 6 weeks later, a video putting all the photos of Louise Delage together revealed what followers had missed: Louise's addiction.

We put in place a system inspired by growth hacking techniques to build in a short time, and with little means, a solid and massive community around Louise Delage.

• Content - A content strategy that led us to post 2 to 3 photos a day at key moments for the target

• Hashtags – The hashtag strategy was to find the most popular expressions around the subject of interest when they were posted

• Bot – We set up a bot to automatically like and follow people who could be an opinion relay at the time of the reveal as well as building an active community.

• Kol – Finally, we carefully selected a dozen or so influential relays to talk about the profile during the summer and to reach out to young people.

The campaign had a huge impact on engagement and awareness.

Engagement:

• Over 1300 000 cumulative views on Youtube (English and French versions) on the video with a 87% video completion rate (vs. an average 15% rate)

• More than 20 million views across all media (including 1.3 million on YT)

• More than 111,000 followers on the Instagram account, a number that continued to grow even after revealing the true nature of the profile

• 227 countries reached

• +140,000 likes on Instagram

• In total, the transaction generated more than 1 billion impressions, or 9.8 million euros in earned media , without any advertising investment.

• Traffic x6 week of the reveal (about 1900 visitors per day)

• Traffic x2 vs. pre-campaign traffic (from about 300 unique visitors per day to about 600)