Covid-19 has created new challenges for the organisation of press events. How do you organise a press showroom while taking health and safety measures into account? What arrangements should be put in place to ensure that journalists are able to attend, while complying with the necessary health precautions?
In addition, Cdiscount is still not very well known in the home segment, and the media have little or no expectations of it. An additional challenge was therefore to attract home and decoration journalists and convince them to come to one of the two days on offer to discover the world of Cdiscount Maison.
Cdiscount is reinventing its Home universe and positioning itself as a key player in online decoration. As France’s leading e-commerce company, Cdiscount has been promoting access to goods and services for as many people as possible for over twenty years. So it was only natural that in 2008 the company became one of the pioneers of online furniture and home decoration sales. Today, Cdiscount is reinventing itself with the desire to offer its customers the very best in home decoration, based on a strong promise: accessible design.
A strong theme to be promoted through a large-scale, tailor-made PR campaign.
RESPONSES
A flexible and focused campaign, adaptede to the context
As soon as the decision was taken to hold an event to present the Autumn-Winter selection from Cdiscount Maison, Profile worked with Cdiscount to set up a press showroom with the dual objective of presenting the collection in the best possible way while complying with health regulations.
In a gallery in the heart of Paris, in the République/Marais district, a favourite haunt of home and interior design journalists, the Cdiscount teams were able to recreate a flat showcasing the 10 permanent styles and the 4 trends of the season: Asian Flowers, Folk Terra Cotta, Retro Vegetal and Christmas 2020.
Journalists were invited to book a 2-hour slot in order to give them the best possible welcome. It was a simple but effective way of reconciling health precautions with a personal welcome. The media were thus able to discover Cdiscount’s Autumn-Winter 2020/2021 collection in ideal conditions and talk to Karen Lattarini Barbier, Style Director at Cdiscount and Thierry Huz, Director of Offer and Purchasing for Furniture and Decoration at Cdiscount.
Tailor-made follow-up
Following the showroom, Profile sent personalised messages to each of the journalists who had visited the showroom, thanking them for coming and providing them with all the information they needed for their future projects.
A targeted mailing was also sent to journalists covering home decoration, with the press kit and visuals.
RESULTS (TO DATE)
- 53 journalists from the sector’s key media (Le Journal de la Maison, Marie Claire Maison, ELLE Décoration, etc.) attended the showroom.
- Personalised on-site support. Each journalist accompanied by a Cdiscount spokesperson.
- A dedicated portage to 20 journalists unable to make it to the showroom.
- Incoming requests: Avantages, Maxi, Marie Claire Maison, Le Journal des Femmes, Maison Créative, Maison à Vivre, etc.
