Orange revamps its Instagram presence using Format – Tactics

Since January 1, 2023, the Orange group’s Instagram account (@orange, 102,000 subscribers) has taken a clearly identifiable artistic direction with new types of content such as urbex or vox pops. This desire to modernize had already started last year, with the creation of a TikTok account in an effort to internationalize and rejuvenate its audience. “We want to work on brand preference in the broad sense, says Pierre Chiron, social media and influence director at Orange, both to develop consideration among our consumers – especially the youngest, but also the employer brand, in order to attract new talent. » Especially in a somewhat arid candidate market.

The group consulted with four agencies last summer, including outgoing Fisheye, but ultimately relied on agency Format for a one-year term, as reported Strategies exclusively. ” They have