Community engagement

Project Overview:

From 2016 to 2020, Les 2 Vaches, a Danone-owned brand promoting organic and local dairy products, launched an innovative community engagement program called "Les 100 Tâches" (The 100 Tasks). This playful name, a pun on "task" (a job to be done) and "tache" (a cow spot), invited the community to participate in daily, easy-to-accomplish tasks. These included tips for organic consumption, energy saving, and reducing pollution; environmental and animal welfare quizzes; suggestions for petitions to sign; and even sponsorships of organic cows. The program aimed to foster deeper engagement beyond just product purchase.

My Role & Responsibilities:

As the Social Media Strategist, I spearheaded this four-year initiative. My responsibilities encompassed:

Strategic Planning: Defining the program's roadmap, including content concepts and "task" ideas.
Creative Direction: Briefing and overseeing graphic designers to ensure high-impact, engaging visual content.
Project Management: Managing the end-to-end execution of the program.
Performance Monitoring: Tracking and analyzing the program's effectiveness and community engagement.


Key Accomplishments & Results:

Over nearly four years, the "Les 2 Vaches" Facebook community was actively engaged through 100 distinct action ideas and post concepts, significantly boosting the brand's positive market impact. The program yielded concrete, measurable results:

1,881,478 petition signatures supported by the "Les 2 Vaches" community.
3,693 organic dairy cow sponsorships, sustained by a dedicated newsletter providing regular updates to sponsors.
An average engagement rate of 4% on Facebook and Instagram posts specifically dedicated to the "100 Tasks."
100 highly creative and impactful publications were produced.
Successfully cultivated a deeply engaged community that developed a strong bond with the brand, extending beyond mere product consumption to active environmental and social participation.

Skills Demonstrated:

Project Management
Creative Briefing & Direction
Content Design & Creation
Editorial Calendar Management
Community Engagement & Building
CRM & Newsletter Strategy
Paid Media Strategy
Performance Reporting & Analytics