Sales case Sanoma

1. A succesful partnership

2. Create ...
Objective 1. Awareness about the use
of the right pan (Tefal Talent & Tefal
Ceramic)
2. Image boost
3. Engagement
4. Sales boost

3. Communication target
Objective
• Women, 25 – 54 y.o.
• responsible for everyday cooking
• needs easy and delicious recipes
Perfect match with
Libelle & Femmes

4. Approach A smart content strategy
that inspires, informs and engages
A crossmedia campaign
on all Libelle & Femmes d’Aujourdhui
touchpoints

5. The perfect match
Approach
Libelle/Femmes d’Aujourdhui
= 500.000 women, age 25-54, responsible for everyday
home cooking
= selectivity 163

6. The perfect match
Approach
The values which are accorded by women to Tefal are situated
near by the values they give to Libelle and Femmes d’Aujourd’hui.
A free tool which measures the
brand identity of advertiser’s brands
and mediabrands of Sanoma.
www.brandcompass.be

7. The perfect match
Approach
The more an advertiser’s brand
has a comparable personality
with a specific media brand,
the more the advertising in this medium
will be effective
 Libelle/Femmes d’Aujourd’hui become actors
and catalysts in building the Tefal brand
“
”

8. Creation of a common logo
Approach
To emphasize the importance of this partnership
To point out the editorial integrations
on all touchpoints and platforms

9. Content plan
Approach
September 2014
Kick off with context
banners in Libelle and
Femmes d’Aujourd’hui
November 2014
Presence at the
Libelle Winterfair
January 2015
Endorsement:
goedgekeurd door Libelle lezers / Approuvé
par les lectrices de Femmes d’Aujourd’hui
Ilse kookt
Product placement on Libelle tv
Editorial integrations in
Libelle and Femmes d’Aujourd’hui
October 2014
Ilse kookt
Product placement on Libelle tv
Editorial integrations in
Libelle and Femmes d’Aujourd’hui
December 2014
Quiz on libelle.be and
femmesdaujourdhui.be

10. Turning the target group into users
Editorial
integrations
The readers received the
opportunity to test both
pans and to grant them a
score.
Afterwards the scores could
be read in Libelle Femmes
d’Aujourd’hui

11. Encourage the readers to prepare the same recipes
and hearten them to use the appropriate pan
Lots of inspirational recipes
Editorial
integrations

12. The use of the appropriate
pan was matched to recipes.
In that way each
pan received the
necessary attention.
Lots of inspirational recipes
Editorial
integrations

13. Lots of inspirational recipes
Editorial
integrations

14. Lots of inspirational recipes
Editorial
integrations

15. Activation with special
-40% discountSpecial offer

16. Activation with special
-50% discount on POSContext
banners

17. • Different content pages
• Discount vouchers
• Recipes
• Quiz
• Information
Online
content
pages

18. Online
content
pages

19. Ilse kookt
on libelle tv

20. Video
Ilse kookt
online

21. Libelle
Winterfair

22. Tefal story = succes?
Results
Survey: extremely good results
• 9/10 for Tefal Talent,
• 9.4 for Tefal Ceramic Control
• More than 9 readers out of 10 would recommend Tefal pans.
Some already did!
40% discount offer
• The offer was such a success that it scored twice as good
as similar discount offers of Libelle
Online traffic target was achieved

23. Online tests via magazines panels
VuLu Test
Results
Libelle Lekker & Délices
editions November & December 2014
Field – 27/11/2014 – 2/01/2015
Libelle & Femmes d’Aujourd’hui
edition 13/11/2014
Field – 19/11/2014 - 4/12/2014

24. Very good reading scores
VuLu Test
Results
122 122
100
Libelle/Femmes
d'Aujourd'hui
Lekker Délices
Index reading scores vs sector average

25. Excellent evaluation
VuLu Test
Results 9 out of 10 respondents gave a good evaluation
17% 23% 20%
47%
53%
41%
27%
19%
31%
8% 5% 8%
Libelle/Femmes
d'Aujourd'hui
Libelle Lekker Délices
91% 95% 92%
Very bad
Bad
Rather bad
Neither good, nor bad
Rather good
Good
Very good

26. Clear brand recognition
VuLu Test
Results
91%
75% 76%
9%
25% 24%
Libelle/Femmes
d'Aujourd'hui
Libelle Lekker Délices
No
Yes

27. Positive effect on buying intention
VuLu Test
Results
123 127
163
109
Libelle/Femmes
d'Aujourd'hui
Lekker/Délices
Index read vs not read
Tefal non-stick pan
Tefal ceramic pan

28. Positive impact
on consumer’s attitudesVuLu Test
Results
208
212
223
265
259These pages made me have
a more positive image of the Tefal pans
These pages make me want to buy a Tefal pan
These pages made me discover the ceramic pans of Tefal
These pages made it clear to me that the ceramic pan is
particularly suitable for crispy preparations
These pages made it clear to me that the non-stick pan is
especially suitable for baking without fat
Index read vs not read

29. Positive impact
on consumer’s attitudesVuLu Test
Results
126
164
117
122
134
211
Index read vs not read
This page makes me want to buy a Tefal pan
This page made me discover other ways
of using the non-stick Tefal pan
This page makes me have a more positive image
of the Tefal pans
This recipe gives me useful tips & advice
This recipe inspires me, gives me ideas
This recipe looks good and makes me want to try the dish

30. Positive impact
on consumer’s attitudesVuLu Test
Results
148
197
149
138
145
307
Index read vs not read
This page makes me want to buy a Tefal pan
This page made me discover other ways
of using the non-stick Tefal pan
This page makes me have a more positive image
of the Tefal pans
This recipe gives me useful tips & advice
This recipe inspires me, gives me ideas
This recipe looks good and makes me want to try the dish

31. Some quotes …
VuLu Test
Results
The usefulness of
the Tefal pan is
explained in detail
It’s very tempting:
the photos of the prepared dishes are
appetizing, it makes you want to buy the pan!
Congratulations!
This is realy pleasing and it inspirers me
to prepare the 'tarte tatin'.
Continue like this, you can always find tasty recipes
and useful tips in Libelle, including those of Tefal,
good to know!