Julia Poublan, Associate Director, Marketing at lesfurets explains how we have supported our customers in France through the coronavirus crisis and stayed true to the lesfurets brand ethos.
Julia, welcome to the Group. How have your first few months with lesfurets been?
Eventful, certainly! I was attracted to lesfurets because it is a young brand, in a market still dominated by a few historic and well-established brands, so a big and exciting challenge. I'm very glad that we have such good tools and infrastructure to enable us to work from home, as only three weeks after I arrived, I was working from home, having barely had time to meet everyone!
Despite the crisis, 2020 is a great time to join, with a diversification of the business, the need to transform our business model, including our marketing, putting data at its heart.
What approach did lesfurets take in supporting our customers, when France went into lockdown?
Well, the mood in France was one of anxiety and uncertainty, much like in other countries. We realised that what our customers wanted was trustworthy information and answers to their questions around, for example, their health insurance and mortgage payments. People were, and still are, understandably very concerned about what would happen if they had no income due to the lockdown situation, or if they or their family members became ill.
We quickly reorganised our team to adjust our content strategy to manage daily editorial content and began feeding relevant content into social media much more frequently than previously. Since 16 March, we have published over 60 lockdown-related news articles.
How have our customers received this content?
We've seen exceptional traffic on our newsletter and Facebook channel, and a great organic rating, especially in comparison to the big national media. As you can see below, we've received an incredible amount of hits on our articles.
Our sponsored coronavirus content on Facebook which began on 30 March received 1.3m views in three weeks.
What else have you done during this time to support our customers?
Well, we've managed to launch six new partners across the board, really improving the offering to our customers in terms of price and depth of product.
We've also provided a lot of additional support to our partners which they have really appreciated, helping them to adjust their offerings and stay up and running throughout the crisis period. We've also continued migrating our new customer experience, which will result in a much better look and feel for our customers and improve loading times.
Thanks Julia, that all sounds really positive. What's next for lesfurets?
It's very hard to predict the business for the next three or four months of course, and I'm asking for a lot of flexibility from the teams and our agencies to adapt to budgets and objectives that aren't set in stone. It's not easy I know, and I thank them for their adaptability and commitment during this time.
We are also looking to build our 2020/2021 strategy and roadmap, in the context of a shifting business, media and competitor environment. So, lots of challenges ahead!
And finally, what are you most looking forward to post-lockdown?
A nice cup of tea on the 'terrasse' in the office with my colleagues and talking to people without headphones plugged in! 😊