The brand content celebrates the come back of the world famous influencer Jerome Jarre who, after months of social media detox, decided to recall the importance of real memories. Across an inspirational manifesto, the audience is taken on a journey full of adventures, sharing moments, emotions.

In this dematerialized and digital world, the ambassador of the young generation reminds us that the most important it’s not the virtual world, but the true memories you create with people:

“We manufacture our memories in the virtual world. With perfect smiles to it. Cool hashtags.

I don't want to be playing this game.

I want to be proud of my life. Proud of the mark I leave in the world.

Without consideration of what people are going to think or how many likes is it gonna get.

I just want to enjoy the ride, I want to try everything, travel everywhere, I want to meet everybody

To meet the millennials target, the campaign was social network centric and had been launched from the 01/11/16 to 31/01/17 across Europe: Spain, UK, Germany, Swiss and Netherland.

In terms of timeline, it was the best moment to communicate for two reasons:

¬ Just after the social media detox phenomenon which began to be widely spread, headed by Jerome Jarre

¬ Just before the highest point of sales: Christmas Holidays

It was a micro targeted campaign that focused on young millennials’ interests on Facebook, Instagram and Snapchat with dedicated short format videos.

In terms of results, the campaign reached a high engagement on social networks toward the target and registered a good business results:

¬ 13.8 millions of reach on social networks (Facebook, Instagram, Snapchat)

¬ the product sold out one month after the campaign in UK

¬ 3 additional markets for the product in Europe after the campaign: France, Belgium, Italy

But must of all, thanks to this adventure, millennials increased their sensitivity to real memories in the dematerialized world they are living in and found a new usage and interest in printing.