Yves Rocher and Buzz in a Box on all the lips
For the launch of six new, glamorous colors of Glossy Lip Pen, Yves Rocher calls on the agency Buzz in a Box and the talents of six bloggers: Yentl Keuppens,An-Katrien Casselman, Audrey Marshmaloo, Annabel Pesant, Lufy MakesYouUP andMissLipGloss.
"One of the principles of viral communication is that the brand no longer talks to the consumers, but that they discuss the brand among themselves," says Grégory Defay, managing director of Buzz in a Box and marketing teacher at EPHEC.
"The bloggers are diffusing the message. That's why in our ad the camera captures every young lady in a setting that reflects their world. The idea is simple: there isa Glossy Lip Pen for every personality." The choice for bloggers andYouTubers is an important element " says Sylvie Bové, brand and consumer marketing director of Yves Rocher Benelux.
" Their personality must first and foremost match that of the brand: feminine, natural and healthy. Furthermore, they must be enthusiastic about our products and really love the brand.Otherwise it won't work. We want to be consistent, always and everywhere. "
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