Creation of a two-phase communications campaign taking a stance that is the exact opposite of the new la Redoute positioning «Anything goes» at the teaser stage, in order to generate maximum publicity when the signature is launched.
Faced with the emergence of e-commerce clothing websites, la Redoute – the leading online order company driving more than 80% of its revenue through the internet – had to respond strongly in order to establish itself as the leader in its market. 3 essential challenges :
- Reaffirm its position as an online expert in fashion.
- Modernise its brand image.
- Be the brand that turns social networks into a medium for building relationships and driving communications.