Addict Aide Digital, Case study Like my addiction [video] by BETC

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Like my addiction [video]

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Industry Against alcohol
Media Digital, Interactive & Mobile, Case study
Market France
Agency BETC
Chief Creative Officer Stephane Xiberras
Executive Creative Director Stephane Xiberras
Art Director Rayhaan Khodabux
Copywriter Rémi Campet
Production Francine Framboise
Director Pierre Edouard Joubert
Released August 2016

Awards

Cannes Lions 2017
PR Digital & Social: Social Community Building / Management Gold Lion
Promo And Activation Digital & Social: Use of Social Platforms Gold Lion
Promo And Activation Sectors: Charities & Non-profit Gold Lion
Cyber Social: Innovative Use of Social or Community Gold Lion
Mobile Social : Social Trends Gold Lion
Promo And Activation Campaign: Low Budget / High Impact Campaign Silver Lion
Direct Digital & Social: Use of Social Platforms Silver Lion
Media Excellence in Media: Excellence in Media Insights & Strategy Silver Lion
PR Practices & Specialisms: Content-led Engagement & Marketing Silver Lion
Media Sectors: Charities & Non-profit Silver Lion
Mobile Social : Content for User Engagement Silver Lion
Cyber Social: Social Purpose Silver Lion
Cyber Web Campaign: Charities & Non-profit Silver Lion
Direct Campaign: Low Budget / High Impact Campaign Bronze Lion
Promo And Activation Digital & Social: Use of Mobile Bronze Lion
PR Sectors: Charities & Non-profit Bronze Lion
Mobile Social: Social Purpose Bronze Lion
Mobile Social : Targeted Communication Bronze Lion

Credits & Description

Title: Like My Addiction
Agency: Betc
Brand: Addictaide
Country: France
Entrant Company: Betc, Paris
Advertising Agency: Betc, Paris
Production Company: Gum, Paris / Francine Framboise, Paris
Chief Creative Officer: Stéphane Xiberras (Betc)
Brand Manager: Amine Benyamina (Addictaide)
Brand Manager: Michel Reynaud (Addictaide)
Agency Management: Catherine Emprin (Betc)
Agency Management: Isabelle Picot (Betc)
Art Director: Rayhaan Khodabux (Betc)
Copywriter: Rémi Campet (Betc)
Traffic Manager: Marie-Caroline Pupin (Betc)
Tv Producer: Christine Lefers (Betc)
Director: Pierre Edouard Joubert (/)
Head Of Activation Strategy: Julien Lévêque (Betc)
Executive Producer: Stéphanie Huguenin (Francine Framboise)
Synopsis:
It is estimated that in France addictions account for one in five deaths and one out of every two delinquent acts, mainly among young people. It’s easy to miss the alcoholism of someone close.Our proximity prevents us from spotting the early signs of addiction.Addict Aide, an organisation specialised in alcohol addiction,wanted to highlight this difficulty.
Campaign Description:
Through an Instagram profile created specifically, followers were introduced to Louise Delage during 6 weeks: a 25-year-old Parisian, who seems to enjoy life to the fullest. From an after work between colleagues, to holidays in Brittany, Saint Tropez, or Berlin, each her 150 photos shows the presence of alcohol in a more or less discreet way.
Execution:
An implementation cantered on Instagram and in particular the profile of Louise https://www.instagram.com/loui... 150 photos posted in 2 months. The reveal video was multiposted on Instagram, Youtube and Facebook, in French and English. Diffusion of the video reveal in more than 150 countries.
Outcome:
Media Investment: 0€Earned media: 9 800 000€Impressions: 1 billionTraffic on addictaide.fr: Multiplied by 5Number of articles France: 122 International: 191 Instagram Followers: +110 000Likes Instagram: +150 000
Strategy:
A campaign built and thought around growth hacking techniques with no media buying but the appropriate knowledge of the mechanisms that govern Instagram. To build a solid and massive community around Louise we imagined a native craft of Instagram and habits of users of the platform. The idea was deployed around a strategy acquisition of 4 pillars. A content strategy that led us to post 2 to 3 photos per day. A strategy of hashtags used to find the most popular expressions around the topic of interest at the time they were posted, a Bot to like and automatically follow the public likely to be a relay of opinion at the time of the reveal. To conclude, we carefully selected a dozen influencers to talk about the profile during the summer.