MADE IN FRANCE
“I'm a happy man at the head of aufeminin,” smiles Olivier Abecassis, named chairman and CEO of this French group in May 2018. Fully owned by TF1 since November, this gem of abusiness has been growing for a number of years, adding Marmiton and My Little Paris to its operations while expanding internationally. Although aufeminin is a multifaceted group that has reinvented itself several times, the original aufeminin website that spawned it has kept its authenticity and DNA – which means speaking with a woman’s voice. “There’s an activist dimension that I find very appealing,” notes Abecassis.
AN ENGAGED COMMUNITY
Fashion, beauty, lifestyle, cooking, health, parenting, and social issues are all subjects the aufeminin group deals with on the web and social media such as Facebook, Instagram, YouTube, IGTV1, Triller2, TikTok3, and others. Video has been central to its strategy for three years. “When it comes to the social networks, we are way out in front. We’re the only French media on Triller and TikTok,” notes Laetitia Azi, video manager at aufeminin. All these communities offer a way to interact with large numbers of women of all ages. Together, they constitute the biggest community of women in France and Europe. Engaged and active, they are the source of aufeminin’s strength. “Our community is the key driver of My Little Paris,” says co-founder Anne-Flore Chapellier. “We are attentive to it. We hear from it constantly. All it takes is an email. It’s what our e-commerce launches are built on.”
1. Instagram’s stand-alone vertical video app.
2. An app for creating videos.
3. A Chinese social media app for sharing videos.
BUILDING THE AUFEMININ GROUP
The acquisition of aufeminin is a decisive new step in the TF1 group’s transformation. We are strengthening our capacity to reach all audiences, and women in particular, and to offer new communications solutions to the brands.”
A DIGITAL ECOSYSTEM
Creation of Studio71, buyout of Neweb, MinuteBuzz, aufeminin, and just recently, Doctissimo (a health and wellness site): TF1 is moving steadily ahead with its digital transformation. “With the acquisition of the aufeminin group, TF1 can now propose tailored offerings to its advertisers thanks to our diverse and very engaged communities,” says Abecassis. “As for TF1, which remains highly dependent on advertising, our e-commerce business represents a new source of non-advertising revenue.” And the aufeminin group? Well, it henceforth has the support of the largest seller of advertising space in the market. “We are now part of a powerful digital ecosystem that will enable us to respond to competition in a way nobody else can,” notes Jennifer Alimi, vice president of sales at aufeminin.
The teams are working on synergies and the pooling of resources. The studios of MinuteBuzz and Studio71 are already available to aufeminin, which is also sharing its Facebook page with LCI to increase the visibility of both. The TV film on Jacqueline Sauvage, aired on TF1 in October, was heavily promoted by aufeminin, which is very involved in the issue of violence against women. The site invited the film’s lead actress, Muriel Robin, to be its editor in chief for a day. There is no shortage of opportunities for synergy. For instance, aufeminin is hoping to benefit from TF1’s production know how to create original series. TF1 is not done expanding in the digital world. In November, for example, it took a majority stake in Gamned!, a pioneer and expert in programmatic media buying, a highly efficient, selective, and automated technique the TF1 group plans to use to reach the audiences of all its digital entities.