Ankorstore_ Employer Branding & Offline Reputation Campaign

Date : November 2023

Website: Backtoretailessence

Problem: Ankorstore is a French unicorn marketplace with the mission to empower independent retail. Black Friday represents one of the most challenging periods for our retailers.In 2023, after a drastic a shift in the business model, the brand needs to rebuild trust with its audience

Communication Target: 150,000 independent retailers ion Europe

Solution: Communications Strategy: We went the extra mile to support independent retailers by launching a community movement called 'Back to Retail Essence' ('Au Coeur du Commerce Indépendant' in French).

Methodology:

• Create concept, communications briefs

• Coordinate the creation of assets (CRM, product, social media, press)

• Content creation

• Community and press relations

Campaign

This initiative was aimed at helping them enjoy synergistic growth, increased visibility, and support, and at enhancing the visibility of independent retail.

In October, we invited our retailers to share their personal stories on a community map.

Every member received a communication toolkit with social media posts and a QR code to display in their window

During Black Friday and christmas, this map has been shared in medias to empowered final customer to buy in independent stores during black friday.

We finally organized an internal contest: we invited all employees to use a voucher to visit our partner stores and share their experience on social media.
The result? 5x more organic posts than usual.

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