Each week brings a new brand content campaign to France - web series, short films, interactive content, and so on. There are many formats being produced by advertisers in all the sectors thriving on the web, and often for a large target audience.

Advertisers often emphasise humour and sometimes artistic quality in order to create the maximum buzz, but few end up combining both.

In this context Eram’s campaign seems truly innovative, both in terms of its content and its format. That’s because for the first time in France a brand is creating its own 20-MINUTE MUSICAL. A screen play and six new songs created from scratch for the brand have led to a range of video content (teasers, trailers, studio clips, interviews, behind the scenes footage, making of footage, clips from the musical etc.) released on the web over a period of nearly one month.

The media team structured the launch and the release of each part of the content over time to maximise the global impact of the campaign.

- a campaign rotated on websites with large and receptive audiences - Journal des femmes.com / Dailymotion / Plurielles.fr / PurePeople / Beead / Unrully Media / eBuzzin, selected in line with the content of the trailer (fashion, music or women’s).

- behavioural targeting in terms of fashion and women in the 25-35 year-old range.

- Event-driven formats with homepage, newsletter and seeding on Journaldesfemmes.com / Plurielles.fr / Dailymotion.

- A Dailymotion ‘Buzz pack’ to maximise sharing on social networks and blogs.

Eram has suffered from an old-fashioned image in recent years. The campaign has allowed Eram to return to its musical roots and rediscover its former daring so that it appeals to women who are more likely to live in cities and be fashionistas now.

The products are presented as an extension of the styles of the actors, but above all as promoters of creativity and optimism which have given the whole spring-summer collection a breath of fresh air. The leading designs in the musical were all in the top 10 sellers in boutiques after two weeks of the campaign.

In terms of brand visibility:

-‐ the campaign has had 27,000,000 page impressions.

-‐ there has been extensive coverage in the press: 200 press articles and 30 blog posts

-‐ the brand has gained 17,000 new fans.

-‐ the campaign has had 33,000 clicks on Facebook.