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IFA Paris Shanghai – PR & digital communications

Challenge

IFA PARIS SHANGHAI is a French Fashion School that was established 15 years ago in China, and present in France since 2010. The Paris campus had little visibility and no French recruits. The School changed its logo and created a new MBA in Perfume & Cosmetics and therefore needed to boost recruitment for the next academic year. IFA asked NSB to help fulfill its objectives.

Solution

NSB decided to communicate to the French media on the School’s rebranding (new logo, new website) through a "one shot" campaign. The Agency succeeded in getting the media to talk about a once little-known school, before starting communication on the MBA itself. In addition to print media, the internet and social networks were also targeted to make contact with journalists.

NSB designed a social media strategy for the School and relayed communications on its own networks in France. NSB created brand content tools for use on social networks and for online journalists and bloggers. They are numerous in the field of fashion and appreciate "fun" tools. NSB also created an animated logo to accompany the press release on the digital rebrand. For the second phase NSB launched the communication on the MBA. The "one shot" communication was extended to several countries in Europe, China and Korea. To accompany the digital PR strategy, NSB designed and produced a video presentation for the MBA program (in two sizes including a banner format for websites). A format for Instagram was created, the image sharing platform being an important one in the fashion industry. The MBA director was interviewed in a video capsule talking about the program. The program presentation video size and Instagram tools were filmed in black and white to reflect the sector’s trends. An "olfactory workshop" event was then organized for VIP journalists and bloggers to give even more visibility to the MBA in Perfume & Cosmetics.

Résultats

For a first communication in France, IFA Paris Shanghai made a dynamic and innovative entry relative to its French competitors. Journalists and bloggers were interested and excited to illustrate their articles using the available tools. The short, informative and high-quality videos were embedded into their websites and blogs. The brand content tools were used and valued online. The campaign gave a boost to the School’s social networks as well as the number of hits on its new website. The workshop in Paris was full to capacity and brought fifteen targeted VIP journalists on campus.   View contents on our  YouTube channel:

Services

PR 2.0 communication plan; digital strategy; strategy and creation of brand content videos; public relations, community management.

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The jobs done
  • Digital strategy & brand content
  • Community Management
  • PR communication plan 2.0
  • Video content production

See a selection of our works

  • ICJ 2011
  • TRIUM GLOBAL EMBA
  • ESO SCHOOL OF OSTEOPATHY
  • Audencia Nantes School of Management: Press conferences announcing partnerships with Chinese institutions

See a selection of our work

NEOMA: Post-merger press conference in China

Audencia Nantes School of Management: Press conferences announcing partnerships with Chinese institutions

IFA Paris Shanghai – PR & digital communications

UNIVERSITY OF VIRGINIA: OPENING OF THE SHANGAI OFFICE

ACADEMIC AWARD FOR MANAGEMENT RESEARCH

EM NORMANDIE: APPRENTICESHIPS

ESO SCHOOL OF OSTEOPATHY

COLLEGIUM DE LYON: VALORISATION OF RESEARCH

CAMPUS TOUR EDHEC

EM STRASBOURG : VIDEO CAMPUS TOUR

NEOMA BUSINESS SCHOOL

TUCK SCHOOL OF BUSINESS: EUROPEAN PR CAMPAIGN

CASS BUSINESS SCHOOL

TRIUM GLOBAL EMBA

HEC PARIS : CONFERENCE DE PRESSE, SHANGHAI 2010 AWARD

LUXEMBOURG: PRESS TRIP – 2012

ESCP EUROPE: PRESS TRIP IN BRUSSELS AND MADRID

Our references