RĂ©no-DĂ©pĂ´t renovates community with online strategy
For the second year, Transcontinental Media helped boost participation to the Rénovez en beauté contest on the AtelierRenoDeco.com microsite. This promotion encouraged user participation and brought together quality user-generated content.
Strengthening the brand within the community
Launched in spring 2008 by Transcontinental Media and Réno-Dépôt, AtelierRenoDeco.com is a French-language site for women 25-45 interested in DIY renovations. The launch campaign was a huge success, with a contest, Rénovez en beauté, that drew a lot of traffic.
To further build the brand in its second year, Atelier RĂ©no DĂ©co asked Transcontinental Media to create a campaign to push the contest.
Winning projects
The contest invited women to show their pride in a renovation project they undertook by submitting a short text and some photos on AtelierRenoDeco.com.
At the end of the contest, five finalists were chosen from among the 211 participants and received a $1,000 gift card from RĂ©no-DĂ©pĂ´t. The grand prize winner received $5,000 in RĂ©no-DĂ©pĂ´t gift cards in recognition of her achievement, as well as an article about her project in the November issue of Coup de pouce magazine.
“Once again, the success of the contest is attributed in part to the creative approach of Transcontinental Media,” confirms Julie Goulet, from Zoum Armada. “Promotions like this one further the industry’s creative capacities - and that means exciting new advertising opportunities for future campaigns.”
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