Elodie Usai

Elodie Usai

Client Advisor
IPG Mediabrands

Black Friday: impact of a digital integrated strategy on online business

Black Friday is becoming increasingly popular in Europe and in our country with consumers looking for great deals. Major international stores like Amazon and MediaMarkt were the first to offer this type of event. Of course, they're not the only ones! Competition is very tough, particularly online. This case shows how a digital integrated strategy, including all the digital touchpoints, made possible an agile optimization on a common target audience to reach ambitious goals.


After a couple of internships in the PR industry in France and in the US, I started my career as an Account Manager in a creative agency from Lille, before diving in a 100% digital environment at the M6 group digital saleshouse, where I led Branding and Performance campaigns for 5 years for the French & Canadian market. I’m working at Initiative since 3 years.