Orange, the historic leader in telecommunications with sales of 44 billion euros, 298 million customers in 26 countries, and 137,000 employees, is looking to roll out its digital strategy aimed at the 18-26 age group.
Against a backdrop of heightened competition and rapidly evolving digital uses, the brand is calling on students specializing in digital marketing, who also represent its target audience, for a consultancy assignment.
A video brief produced by Orange's marketing managers in the presence of the students sets out the assignment in detail. Firstly, a digital audit of the Orange brand and its online marketing strategy through the prism of "Generation Z", as well as a benchmark of competing digital strategies. Secondly, an analysis of the digital customer journey is also expected, as is a complete SEM (Search Engine Marketing) diagnosis, including SEO/ SEA, SMO/SMA analysis of the Orange.fr website and the brand's social networks.
The final objective is to propose, in the light of the audit phase and the notions deployed during the course, innovative and budgeted strategic recommendations and operational action plans in digital marketing, with the ROI vision required by Orange.
The real, current issues raised by the Orange brand, as well as the interactive video format of the consulting assignment, contributed to the appeal of this case study, with its immersive teaching aids adapted to the digital uses of students.