We have created content specifically designed to reach millennials. For this we drew on the ElectRIC campaign, which has been among France's top ten ad campaigns for three years. It follows the adventures of Eric Judor, a hugely popular French actor and comedian. On Snapchat, we have invented a young cousin for him called Aymeric Judor.

The series begins when Aymeric flies the nest and moves into his own apartment. This key moment in a young person's life is also key for EDF: it's the moment when they set up their first energy contract… From this point on we follow Aymeric as he goes about his life, settling in, the equipment he buys, but above all his adventures with his buddy Bob and girlfriend Juliette. Aymeric enables us to offer content that is entertaining and snap-native, without ever sounding commercial or corporate. 

We have designed a campaign that is Snapchat-native in both style and content. Spontaneity, authenticity and immediacy were the guiding principles underpinning this saga. Everything has been videoed or photographed on a smartphone, directly in Snapchat. Our stories are real stories, which comes through in the images and sound. Because the content is revealed day by day, we have tied it in with certain events in the calendar, for example Mother's Day, football matches, the start of daylight saving time in France or the Bac exams. In certain stories we gave a new twist to these events, sometimes with a competition to enable our audience to participate (for example, to win tickets to watch France play).

We naturally started out with a community of 0. And because Snapchat works like a private messaging service and not like a conversation aggregator, the challenge is to create visibility.

The figures below show results based on a month of operation:

• Number of story views: 201,000 in 1 month (3 March-3 April)

• Estimated total followers: 7,400 in 1 month (3 March-3 April)

• Average completion rate: 98% in 1 month (3 March-3 April)

(source: Snaplytics)

These results are provisional because the adventures of Aymeric are programmed to last at least five months.