Author : Gaspar Villard
The web 2.0 has been the starting point of great changes in our society. Today, web sites are not only used to share information, but also to communicate and link people. We live in the new generation of social networks such as Facebook, Twitter, and Pinterest etc... People are connected, share ideas, opinions, likes, pictures of every day.
This new phenomenon led companies to adapt or change their strategies of communication with their customers. Because people share their likes and tastes on Facebook, Twitter and other social network, there is a massive source of knowledge for marketers.
Youtube is a very popular social network to broadcast videos, are some companies are using it to share their ads or values. Are Leroy Merlin and Brico Dépôt active on Youtube ?
This new phenomenon led companies to adapt or change their strategies of communication with their customers. Because people share their likes and tastes on Facebook, Twitter and other social network, there is a massive source of knowledge for marketers.
Youtube is a very popular social network to broadcast videos, are some companies are using it to share their ads or values. Are Leroy Merlin and Brico Dépôt active on Youtube ?
Leroy Merlin, a great communicator
As a reminder, we said that Leroy Merlin is customers oriented. The values of the brand, which are creativity, generosity, trust and confidence put the “human being” at the core of the strategy.
How do marketers try to share that brand awareness in their ads ?
How do marketers try to share that brand awareness in their ads ?
The youtube account is very active, with more than 13.000 subscribers. There are lots of videos; most of them are DIY teaching, such as “how to make your garden better”. The idea is to answer to the questions of the consumers. As we said before, consumers are amateurs, fathers and mothers who want to improve their home.
Here is an example of a customer oriented video. This short ad, in French, explain how to save water and money at home thanks to a few smart ideas. The objective is to share the sustainable values and improve the image of Leroy Merlin. At the end of the video, the speaker says “at Leroy Merlin, those solutions are simple are user friendly.
Here is an example of a customer oriented video. This short ad, in French, explain how to save water and money at home thanks to a few smart ideas. The objective is to share the sustainable values and improve the image of Leroy Merlin. At the end of the video, the speaker says “at Leroy Merlin, those solutions are simple are user friendly.
Two year ago, a short ad appeared online and on tv. We can see two men paiting a room, and one of them appears to be gay. The marketers chose to make that movie to prove the open mind of the brand and share the message that everybody can come in the stores.
At last but not least, there are more and more women in the ads, because Leroy Merlin want to cut with the cliché that Do It Yourself is only a men’s job. Many women are buying products and the brand awareness is pretty good in those stores.
Brico Dépôt on the steps of Leroy Merlin
Brico Depôt is not very active online, for example the youtube acout has only 160 subscribers which is low. Because the brand is targeting g mostly experts or construction builders they are not close to them.
As a reminder, we said that the brand identity of Brico Dépot is :
This video is interesting because it share the values of the Brico Dépôt and tries to cut with some clichés. For instance we see a man saying that he is an amateurs looking for sticks for a desk. A few other men are saying that the stores are not messy, that it’s easy to find information and that they can ask advices to employees. And even more surprising, a men is used to come at the opening of the store and take a coffee before making his purchases.
As a reminder, we said that the brand identity of Brico Dépot is :
- For experts and construction companies
- People who know what they are looking for and don’t buy useless products
- Big depot with cheap price
- No advisers in store
- Very messy stores, hard to find information
This video is interesting because it share the values of the Brico Dépôt and tries to cut with some clichés. For instance we see a man saying that he is an amateurs looking for sticks for a desk. A few other men are saying that the stores are not messy, that it’s easy to find information and that they can ask advices to employees. And even more surprising, a men is used to come at the opening of the store and take a coffee before making his purchases.
But we understand that the Brand is famous because it’s a depot, with good prices and that consumers buy what they are looking for. There are only men in the videos whereas for Leroy Merlin the target is wider: women, amateurs, gays…
Brico Depot is mostly communicating with massive maling. They send catalogs and flyers to people’s home instead of tv advertisement.
Brico Depot is mostly communicating with massive maling. They send catalogs and flyers to people’s home instead of tv advertisement.
Source :
http://www.youtube.com/videosbricodepot
http://www.youtube.com/user/leroymerlinfr
http://www.bricodepot-recrute.com/concept.php
http://www.strategies.fr/actualites/marques/201798W/orange-leroy-merlin-et-oasis-pubs-les-plus-vues-sur-you-tube-en-2012.html
http://www.youtube.com/videosbricodepot
http://www.youtube.com/user/leroymerlinfr
http://www.bricodepot-recrute.com/concept.php
http://www.strategies.fr/actualites/marques/201798W/orange-leroy-merlin-et-oasis-pubs-les-plus-vues-sur-you-tube-en-2012.html
