Branded entertainment is growing rapidly in France. A survey conducted in February 2013 by Opinionway and Limelight Consulting indicates that 67% of advertisers are active in Brand content.

Furthermore, 82% of respondents declare that brand content will be part of their communication strategy in order to drive engagement.

The benefits of brand entertainment in the view of advertisers: drive engagement, interactivity and entertainment

Within the galaxy of the brand entertainment, webserie is considered as the most representative of brand content by over 70% of advertisers and their partners (agencies, production houses, media owners).

Give our target of teenagers, the media strategy focused primarly on their favorite media: radio & web.

-A radio partnership with Skyrock (leading radio on this target) was negotiated to create a key moment every week throughout the 6 weeks of the campaign. It relied on 90sec spots featuring 2 of the lead actors of the serie and using the tone of the webserie. This was endorsed by the radio through the use of one of their voices.

-The web plan was designed to create traffic and maximize visibility. It comprised of: display, SEA, web mobile and Facebook.

PuceauX became a huge success in a few weeks.

Some key figures:

-Nearly 4 million videos viewed on social networks

-A community of over 48 000 fans on Facebook and 17 000 subscribers on YouTube

-Over 730 000 visits on Onsexprime.fr website. The site saw its traffic multiplied by 20

-The program has achieved over 50 million impressions in earned media

In addition to these figures, the program generated a great level of involvement from different stakeholders: teenagers, health and education professionals, journalists, bloggers. In total , over 4 300 comments were posted on the different platforms.

With over 450 000 unique visitors in the last month of the campaign, the 12-17 years old have been more often on onsexprime.fr than on youporn!