L’atelier des Chefs wanted to promote their cooking courses, products and offerings to encourage people to visit the website and to purchase a cooking course. Orange France’s permission based mobile marketing service, Actu Marques, allowed L’atelier des Chefs to quickly reach and engage with their target audience while gaining insights and driving traffic to their website and stimulating course purchase.

1. Case Study / L’atelier des Chefs
Driving web traffic and enrolment for cooking courses
Campaign Objectives
L’atelier des Chefs wanted to promote
their cooking courses, products and
offerings to encourage people to visit
the website and to purchase a cooking
course. Orange France’s permission-
based mobile marketing service, Actu
Marques, allowed L’atelier des Chefs to
quickly reach and engage with their
target audience while gaining insights
and driving traffic to their website and
stimulating course purchase.
Campaign Results
More than 800,000 dialogue messages were sent out and over 28,000 people
responded, giving an overall response rate of 4%. Over 23% of those who
responded had a smartphone, and clicked through to the website to claim their
promotional code, compared to 10% with a feature phone. Women were most
responsive to the message. Age was also a factor, with the highest response
rates achieved from under 18s amongst the smartphone users and 18-25s
amongst feature phone users.
Campaign Solution
A text dialogue message was sent to opted-in 4% overall response rate
subscribers to encourage participation and
stimulate engagement. Subscribers had to
answer a simple question and in exchange
16% of those who responded clicked through to the website
were offered a promotion code for a free
cooking course. The recipients were given a
Young people (under 18 and 18-25s) were most responsive
choice of cooking courses and asked to choose
their preference (cooking techniques,
macaroon confectionery or terroir). Upon
response they instantly received a second
message inviting them to the ‘Atelier des
Chefs’ webpage including a promotion code for
their identified preferred cooking course.
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