Carte Noire Print RECIPES by Proximity Paris

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RECIPES

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Industry Coffee, Tea, Breakfast Drinks
Media Print, Magazine & Newspaper
Market France
Agency Proximity Paris
Director Michael Roulier, Philippe Lhomme
Executive Creative Director Valerie Levy-Harrar
Editor Bruno Herlin
Released March 2011

Credits & Description

Category: Food and Non-Alcholic Drinks
Advertiser: KRAFT FOODS
Product/Service: CARTE NOIRE
Agency: PROXIMITY BBDO
Senior Brand Manager: Aurore Lasserre-Laude (Kraft Foods/Carte Noire)
Senior Brand Manager: Elise Martin (Kraft Foods/Carte Noire)
Managing Director: Emmanuel Devezeaux de Rancougne (Proximity BBDO)
Account Director: Cécile Bitoun (Proximity BBDO)
Account Manager: Aude Beauvallet (Proximity BBDO)
Project Manager: Anne-Sophie Riou (Proximity BBDO)
Executive Creative Director: Valérie Levy Harrar (Proximity BBDO)
Artistic Director/Copywriter: Audrey Tamic (Proximity BBDO)
Artistic Director: Rémi Jamin (Proximity BBDO)
Sound Creation: Aymeric Lepage (Proximity BBDO)
Art Buyer: Francine Jiminiga (Proximity BBDO)
Strategic Planer: Nicolas Orsoni Durand (Proximity BBDO)
Motion Designer: Jérémy Delhuvenne (Proximity BBDO)
Director: Philippe Lhomme (Le Potager)
Director: Michael Roulier (Le Potager)
Food Styling: Emmanuel Turiot (Le Potager)
Editor: Bruno Herlin (Le Potager)
Soundman: Didier Feldmann (Le Potager)
Calibration: Louis Limpalaer (Le Potager)
Media placement: Web Video - 4 Recipes - Desir&Moi Newsletter + Youtube Carte Noire + Facebook + Website Cartenoire.fr - March 2011
Describe the objective of the promotion.
Carte Noire aimed to get closer to its prime target market, 'Digital mums'.
The solution? To offer mums what they are searching for: recipes! But how do we stand out from the millions of results available?
Describe how the promotion developed from concept to implementation.
The format has been reinvented to emerge this concept!
4 filmed recipes by Carte Noire from March to December.
To driving the audience to the recipes, they are infused into the Carte Noire's ecosystem: videos are posted on the YouTube channel, the Home page of the Carte Noire hub, specific articles on the Carte Noire blog, dedicated newsletters sent to the members (700,000) of the CRM programme: Désir&Moi, Facebook posts, tweets.
And in a second time, the community has appropriated them: blogs share Facebook / Twitter press
No media investment, only our earned media.
Explain why the method of promotion was most relevant to the product or service.
We are reinventing the format: the recipes by Carte Noire!
More design, more qualitative, more surprising...
At the end of the video, people are incited to download the recipe via a link leading to the relation program Désir&Moi and therefore to the registration process.
Describe the success of the promotion with both client and consumer including some quantifiable results.
4 exquisite recipes, generating immediate success.
- 990,000 views in 4 months. 60 times more than the TV ad.
- 40% opening rate and nearly 50% click through rate on the newsletter.
- One year after being posted on YouTube, the recipe is still mentioned in tweets and more than 50 spontaneous pins in pinterest.
See you again in 2012 for season 2!