LEBONCOIN THE LIBRARY - Zmirov Communication

OBJECTIVES

Increase brand consideration among a KOL target audience.
Position this circular economy model as a true lifestyle and cultural destination.

INSIGHT : Turn the book into a second-hand object.

Curate around ten books and decorative items by three personalities:

Dan Thawley – Art Director (art books and small objects)

Alice Moitié – Photographer (novels)

Gemma Janes – Model and founder of a book club (poetry and novels)

Create a pop-up shop called “La Bibliothèque” on leboncoin.fr.

100% of sales profits donated to the association Bibliothèques Sans Frontières.

CONTENT PRODUCTION (PHOTO & VIDEO)

Art direction and photoshoot of objects / Portraits of curators in front of their personal libraries.

Interviews with curators by a journalist for a dedicated press kit.

AMPLIFICATION

One month before launch:

Distribute press kit, follow up, and negotiate interviews.

Launch day of the online boutique:

Social Media: On the accounts of the three ambassadors: Instagram posts and stories (portraits, object selection) + Leboncoin’s social channels.