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Edenred
Media and PR in perfect harmony
Edenred took a strategic leap from go-to name in meal and eco vouchers to full-fledged HR partner. With the launch of Edenred Engagement, a digital platform focused on well-being, appreciation and retention, the time was right to reframe their brand story.
For this challenge, Cartel Agency teamed up with the experts of RCA PR. Their media approach formed the content core of the campaign. It was built around a study called The Power of Appreciation, which showed that 4 out of 5 Belgian employees think their employer should actively invest in a positive work culture.
Our mission? To turn that powerful signal into a smart media mix and amplify it through native advertising.
Controlled reach
Together, we chose high-quality B2B partners like Voka, HRmagazine, Htag and Trustmedia. We developed branded content, interviews and advertorials, all tailored to each platform and audience. From Ondernemers magazine to content hubs on tijd.be and lecho.be: the story travelled far but always remained perfectly manageable.
Additionally, we launched display and video campaigns on platforms like trends.be, knack.be and datanews.be, supported by newsletter mentions and social activation. Edenred also boosted visibility, with a strong LinkedIn strategy of its own.
Brand impact
This case is a great example of what happens when media strategy and PR work in sync. Not just side by side, but fully integrated. By joining forces, we built a powerful campaign that simultaneously created real brand value.
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