Current situation around Branded Content & Entertainment is the growing media format in France and the most flexible to share a long format experience with a connected audience.

There are no specific regulations imposed by the government besides the fact that you need to be on a professional race track if you want to show in your campaign a car driving really fast.

We brought snacking content to our audience where they were during the Christmas holiday season: on social media.

Social media activation

The content was broadcasted on TBWA’s Facebook and Twitter accounts through a series of posts telling the story of our team’s epic trip around the world.

From the 28th until the 30th of December, a first wave of teaser posts -showing the TBWA logo travelling around the world with short explanation- was published. Then, during the afternoon of the 31st, we published and sponsored reveal posts, targeting the French marketing & communication communities.

Mailing activation

We wanted to send something personal to our clients, so in addition to traditional email wishes we sent over 200 personalized post cards from the Fiji Island.

Social media performance:

The reach and the engagement of the marketing and advertising social media communities on social media went beyond our expectations.

- Overall we generated 820K impressions & 164K interactions with our content on Facebook and Twitter.

- Our engagement rate went up to 20%, and we generated 30,7K clicks on our gifs/links/videos & 13,4K clicks on our New Year Whishes video.

But most important:

We received hundreds of email replies from our clients telling us how much they loved our campaign.