La Poste entering into a partnership with influencers? Even five years ago, the idea might have seemed ludicrous for this institution, which employs 65,000 postmen, delivering letters and parcels daily.. “But two years ago, several studies demonstrated a shift in the perception of the quality of La Poste service among the general public”indicates Eric Delannoy, vice-president and management partner of the WNP consulting agency, who was then contacted by La Poste, via its subsidiary WNP Studio.
Their first instinct is then to carry out a “field study” by following, for twenty-four hours, the journey of a postal worker in a rural region. The time to remain taken aback by the number of material obstacles interposing between the postman and the recipients: impressive number of people not indicating their names on the mailboxes, when these are not hidden by high hedges ; places called without number or address; aggressive dogs… The task is not an easy one, but the postal workers hang on.
“After several tours, our diagnosis was simple: the factors are breaking down and people are not aware of it. We could showcase this gap through classic advertising, but La Poste also wanted to reach a younger target (18-35 years old) than usual”continues Eric Delannoy, who then suggests calling on influencers.
“One Day Factors”
Initially doubtful, Céline Baumann, communications director of La Poste, took the gamble: “In February 2023, we selected three mega-influencers out of the ten presented by the agency, who would support two postmen and a postwoman by forming pairs. » Called “Postmen for a Day”, the operation aims to make ” live life “ from postmen to influencers, who would film themselves in all situations, “with connivance, humor and a sense of spectacle”, remembers Eric Delannoy. Their mission? Produce content from six to seven hours of canned reports.
“We selected them based on two criteria: the size and engagement of their community, as well as their ability to interact with real people”, adds the vice-president of WNP. Paid 20,000 euros each, the three influencers, dressed in La Poste uniforms, arrive with their teams and have carte blanche to come and go. It is up to them to script, film and edit their videos following the brief provided by WNP Studio, which has the final say on production.
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