Les Nanas de Paname:
community webzine
Webzine
Context
Les Nanas de Paname are flooding both Paris and the Internet with their creative sensitivity and their top tips. 148 developed the webzine, the community and its digital dimension in conjunction with co-founders of the trendy Parisian women’s community Aurélie Martin and Chloé Bonnard.
Client
Les nanas de Paname
Fields of expertise
#Buzz #Consultancy #Arts&Culture #SEO #SocialNetworks #publishing #Photography
Divisions
Context
Make-up artist Aurélie Martin and photographer Chloé Bonnard founded the creative project Les Nanas de Paname on the back of a simple idea that involved selecting a girl for her ‘hyperactive Parisianism’ and photographing her wearing colourful make-up against a multicoloured backdrop. Thus was born the “community of girls that’s shaking things up in the capital”. They enlisted the services of 148 from their immediate network with a view to adding a digital dimension to the project and further developing the community.
Challenge
How do you develop a digital community of influencers?
Strategy.
148 set about creating and introducing the materials required to drive the community forward in the long term.
Adapting to a trendy target of technology lovers
With the emphasis very much on the latest trends, and given its hyper-connected nature, the community needed to have the digital tools to reflect this.
A webzine for the community
The chosen format was that of a webzine that could be updated on a regular basis and boasted a modern and responsive interface. The webzine is administered using cross-referenced data (a location, a Nana, news, etc.) to reflect the Les Nanas de Paname concept. 148 has also produced a quantity of geo-targeted content optimised for referencing to guarantee the site a high level of visibility. The smooth running of the webzine also relies on a heavy community management dimension.
Bringing the community together through the webzine: a newsletter, a database and a pop-up store
The agency designed a highly effective email campaign tool designed to bring all of the girls together in one place and enable them to share news and top tips. With this in mind, 148 produced a qualified database that the girls could use to identify the other Panama girls. A pop-up store was set up in the very heart of Paris to mark its launch, providing an opportunity to promote the community.
Tasks
148 and its teams took on responsibility for the following tasks with the aim of reflecting the community's needs:
- Consultation, design and production of the webzine
- Introduction of newsletters and production of a comprehensive mailing tool
- Development and SEO
- Qualified database system
- Community coordination
- Content writing
- Campaign activation
The collaboration with Les Nanas de Paname was continued with a view to developing the digital systems involved and maintaining an active community.
Results
An influential community of opinion leaders was established. The project quickly achieved success: at the time the site was launched the webzine was getting over 10,000 visits a day. Following the 148 initiative, the number of ‘likes’ for the Facebook page increased by 700% (from 1,000 to 7,000 likes). Various articles have appeared in trendy publications such as Paulette, Villa Schweppes, Le Bonbon and Glamour.
