WOÔ has been supporting l’INA (the National Institute of Audiovisual - a repository of all French radio and television audiovisual archives)to develop a unique influence marketing strategy in order to enhance its database of archives with various thematics. The idea behind the creative concept of #RetourVersleTurfu (inspired by the movie Back to the Future) was to offer influencers and their community the opportunity to go back in time thanks to INA’s rich and unique archives (audio and videos) for a chance to understand the present while catching a glimpse of the future. The link between generations but also this nostalgia of #90skid really inspired WOÔ to implement this campaign.
Three themes were selected for this campaign - cooking, society innovation and women’s emancipation. 3 top influencers and 10 micro-influencers received an “old school” kit and used INA’s archives to rejuvenate the institute’s image while motivating the communities to discover even more on the INA’s website and social networks. To reach all kind of millenials contents were published on various networks (Instagram, Facebook, Youtube, TikTok, Twitter, etc.).