LES COMPAGNONS DU DEVOIR

INFLUENCE STRATEGY

The mission of Les Compagnons is to provide training in handcraft jobs for young people from the age of 15 and post A-level. The latter is based on apprenticeship, the transmission of know-how, community life and Tour de France to learn different craft techniques in several cities. In 2019, Les Compagnons du Devoir, a training centre of excellence, chose TANKE to deploy its annual marketing influence campaign.

TANKE convinced the Compagnons du Devoir with a creative influence strategy deployed on Instagram and YouTube. The objective of this campaign was to offer more visibility to the training institute among young people and to make them consider the Compagnonnage as an apprenticeship. The campaign highlighted trades that are not often highlighted to youth through Youtube videos of exchanges between influencers and apprentices.
Trades such as welder, mason builder, industrial mechanic, coachbuilder, locksmith, orthotic podiatrist, roofer, baker were represented during this campaign.

Photo credit: @Loudeb, @lecoindelodie, @Henri Hihacks