Loading...

Test-Achats campaign Case

350 views

Loading...

Loading...

Loading...

Rating is available when the video has been rented.
This feature is not available right now. Please try again later.
Published on Nov 2, 2011

Test-Achats, lives only on subscriptions. Their push recruitment strategy (DM) is less effective to attract new profiles. And Test-Achats is seen as a magazine only Challenge: attract new subscribers, younger profile. Solution: Let's not say Test-Achats is useful, let's prove it. A pull-strategy offering for free a 1st lawyer advice service. Enabling 50 lawyers to take up cases and defend the prospects.

The campaign used on & off-line touchpoints, (viralvideo, emailing, banner, social media, radio, print, free press, table mats, SEA) which pushed consumers to the website to post a complaint, and on Facebook to share and publicise Test-Achat's free service. After the case closed, Test-Achats proposed them membership in order to enjoy the same service throughout the year. A viral ecosystem-campaign.


More than 3500 complaints written by prospects after 4 weeks of media on&off.
8 months later, thanks to on-line Ecosystem, pushing the word-of-mouth, using Facebook sharing and Adwords (with no more advertising support), complaints reached 12000

Astonishing conversion rate: 20%, meaning 2.400 new subscribers.
This new pull strategy is exported to 4 other Test-Achats countries (Spain, Italy, Portugal, Brazil)

Loading...

When autoplay is enabled, a suggested video will automatically play next.

Up next


to add this to Watch Later

Add to

Loading playlists...