Leboncoin

Objectives

Leboncoin.fr, the French leader of online second-hand classified ads (think Craigslist or Kijiji), has brand awareness rates that defy all competition. However, the website encounters difficulties in drawing young peoples’ attention.

Moreover, the brand wants people to know that, beyond bargains, second-hand trade is great, as it reduces our environmental footprint.

So, how can we make millennials aware that giving their item a second life is environmental-friendly?

Strategy & Execution

We decided to thank people who list items on Leboncoin (and thus help save the planet).
In our campaign called "#BeKindReuse" (Sois cool, recycle in French), we asked famous French Comedian and Youtuber Greg Guillotin to pick out tweets from people who shared their classified ad, and to cold call them, pretending to be an interested buyer.
After a the telephone prank, he thanks them because they helped reduce their environmental footprint with their item (He even tells the amount of carbon saved!).
The prank/thank video is then uploaded on Leboncoin's social media pages and on Greg’s Youtube channel.

Results

• 3+ million views

• 100,000 interactions (not even including the thousands of comments!)

• Became #1 trend on Youtube twice

• Overwhelming media coverage

• In 2017, the campaign was awarded a Grand Prix Stratégies du Digital - Social Media/Influence Campaign.