Elle & Vire and EveryOne. : gives taste to the culinary livetweet

Key result :

The opportunity

M6's gastronomic and culinary programs gather not only between 2 and 3.7 million viewers per evening, but the hashtags of the shows (#TopChef, #LMP) generate more than 60,000 tweets and 45,000 retweets over the seasons of each of its broadcasts.

The strategy

Elle & Vire, partner of "Le meilleur pâtissier" (bake-off), chose EveryOne for livetweets of these broadcasts with the objective of increased visibility of the brand, a powerful impact and commitment for the @ElleetVire account and a relational quality with cooking fans on Twitter. 

With 200 original tweets from livetweet, all written live during the show not only reacting live but also proposing site recipes from elle-et-vire.fr, good plans and news of the brand in phase with livetweet, the @elleetvire account appears in the top 10 most important contributing accounts: Most active (#1), original tweets (#1), top photographers (#3) and especially account having most impact (#7). 

The results for the account are convincing:

• A gain of more than 200 followers out of a total of 4000 tweets on Top Chef and the Best Pastry.

• The brand name was mentioned more than 2,500 times.

• Livetweet has created more than 300 interactions (with peaks at over 800 interactions) generating a lasting relationship with twittos. 

@ElleetVire livetweets are expected, and sometimes even demanded by followers! 

The reports generated by EveryOne with tools like TweetBinder or SocialBakers allow the brand to have a clear and detailed vision of evenings and integrate this data into the digital communication strategy. In 1 year, the results were increasing as for example #TopChef:

• +78% on interactions,

• +117% for replies to tweets and
•+208% on brand mentions.

Let’s meet on the next show with ingredients for tasty tweets, quality mentions, and flavorful growth :-)