▷ A marketing influence campaign to raise awareness of ethical consumption 2020 Guide -

Today, people are becoming more and more aware of the impact of their consumption on the environment and want to consume better. Despite this, certain commercial operations, such as Black Friday, are poles apart and continue to advocate unreasonable consumption. Fortunately, brands are also taking the opposite view by offering local and sustainable consumption. On the occasion of the Black Out Friday, Camif in collaboration with Reech, a company with expertise in Influence Marketing, organized a campaign encouraging people to consume less but better …


Context of the campaign

Camif, a brand of home furnishings, advocates sustainable consumption with locally produced furniture designed to last. For 3 years, the brand has opposed Black Friday, causing many unnecessary purchases and a significant impact on the environment.

During the last Black Friday, to mark even more the spirits, the company joined forces with influencers with values ​​turned towards ethical consumption.

To orchestrate the campaign, Camif called on Reech with whom it had already collaborated.

Indeed, Camif had already had the opportunity to work with Reech for a first consumer awareness campaign thanks to influencers. Thanks to its technology, Reech was able to identify influencers in line with the brand’s values ​​in order to offer them content to feed Camif’s social networks and product sheets.

3 influencers had also been selected to promote the brand’s responsible and made in England products.

Results of this first campaign : a traffic peak on the site, + 336% of consultations of the products selected by the influencers and 102 additions to the basket.

After this first success, Camif renewed its operations with Reech and entrusted it with the anti black friday campaign.

The campaign # JeMeDeconnectePourLaPlanète

The campaign was intended to make an impression so that a greater number of people dedicate this day to actions in favor of the planet rather than to purchases.

For this awareness campaign, Reech selected 22 influencers on Instagram with ethical and responsible profiles including Hugo Decrypte, Les Astuces de Margaux and You Make Fashion (audience of 1.5 million followers among them).

A week before Black Friday, influencers explained to their respective audiences on Youtube and Instagram the contours of their collaboration with Camif and the reasons for their engagement with him.

On D-Day, in addition to closing the site, all influencers closed their social accounts and only posted a blue monochrome image with the hashtag # JeMeDeconnectePourLaPlanète to challenge and show their support for the movement.

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The results of the campaign

With 68 publications posted on the social accounts of the 23 influencers activated, the results were there:

  • 2.4 million impressions;
  • 70,000 Instagram engagements:
  • 300,000 Youtube views.

The brand also gained 1,100 subscribers and the operation was spontaneously relayed to various celebrity accounts who played the game in their turn. This is the case of Joey Starr, for example.

For this campaign carried out from A to Z by Reech, the brand tech activated its technology throughout the process to identify, activate and monitor the results. The creative system was also developed by the Reech teams.

To learn more about Reech, I invite you to consult their site.

Article written in collaboration with Reech