"Families to reconnect"
Today, children need to reconnect with their parents and vice versa," says Shirley Curtat, director of Com' des enfants.
In a context of upheaval in the family unit, brands must play the card of reconnecting parents and children. Read our agency director's intervention in the Stratégies article "Des familles à reconnecter" (Families to be reconnected) in which Saforelle Miss' Brand Content strategy is also detailed.
[EXCERPT] Saforelle Miss, intimate hygiene without taboos
To introduce this intimate hygiene product for little girls aged 4 to 10, the agency Com' des enfants has devised a brand content strategy that should enable this brand, sold in pharmacies, to provide parents with tools to engage in dialogue with their children. A small booklet, "Lisa's day", is first inserted with the product. It tells the story of a little girl's day and serves as a reference for the girl in choosing the right gestures, as an intermediary between the parents and the child and as an aid to medical prescription. " This is a classic problem in communication aimed at children, where there are always several targets around them," notes Shirley Curtat, director of the agency. Other actions have been taken, including the distribution of a video in which Lisa tells about her sleepover on YouTube and Facebook. Created two years ago, this Facebook page now has a community of 13,000 people. A new video, in the form of testimonials from little girls recounting their bath time, is taking over this fall. According to the agency, sales and brand awareness have increased over the last two years as a result of this campaign.
To read the article online: READ THE ARTICLE
