A study from eMarketer finds that 63% of French shoppers use a mobile or tablet once a month to find detailed information about a product, and 54% evaluate different products on a mobile device before purchasing. Le Petit Marseillaise, a natural ingredients personal care line manufactured in the south of France, has tapped into that demand for information to increase participation on its Facebook page and brand site. Just today, the brand announced arriving at one million Facebook fans, the third largest among brands in L2’s Digital IQ Index: Personal Care France.
With its Le Petit Ambassadeur program, Le Petit Marseillais has created a community of bloggers and users who write about and review its products in exchange for free samples. As of now, only 33% of French Personal Care brand sites feature reviews compared to 59% of US sites, giving Le Petit Marseillais pioneer status.
In addition to reviews, the brand has created content that inspires participation and sharing. It recently held the “Les Bras En L’Air” contest asking users to like the Facebook page or register on the site and post a photo with their arms in the air. Select photos were featured on the brand Facebook page and the top three entries received a getaway as a prize. On YouTube, Le Petit Marseillais’ anti-dandruff shampoo commercial featuring a father caught playing air-guitar by his children was one of the most-viewed online videos in the personal care category.
As Facebook and YouTube are the most popular social media sites in France, it looks like Le Petit Marseillais is investing in the right channels.