Justin Bridou
Challenge
How to talk about sausages on the internet?
We don't. This was the answer that started our collaboration with Justin Bridou, during the consultation for the brand's digital strategy.
The concept
As dry sausage is not really a mainstream topic on the World Wide Web, I suggested to the brand to opt for a completely different digital strategy.
To embody its strong value of sharing, I steered the brand towards amateur sports sponsorship.
Justin Sponsor was born.
campaign launch
The idea
The brand will get involved in rugby by sponsoring an amateur team.
To win, teams will have to apply on the brand's website and campaign on social networks.
The number of votes/likes will determine the 10 finalists, a jury will select the winning team. This team will be offered a year of sponsorship by the brand: 2 sets of jerseys/shorts/socks (home/away), tickets for the Top14 final at the Stade de France, visibility on the brand's website, and of course, third half is on us.
The website
Results
Overall, 170 teams registered for the first year, with 75,000 votes on the site, 100,000 visits and 88,000 views of the video, without any media investment (editorial support only).
This operation is celebrating its fourth year and therefore its fourth sponsored amateur rugby team, in 2020.
The brand will then intensify its presence in rugby, whose values are very similar, by investing in the Top 14 and then with Lou Rugby (Lyon).