The context
Support the founding team of a journal from pre-launch through launch
Kometa was born in the aftermath of Russia's invasion of Ukraine. The idea? To turn towards the East to understand a world beyond our grasp and preserve the memory of an era. A new journal of literary journalism, photographic narratives and idea debates that brings together major authors from East and West, Kometa is founded by Léna Mauger (XXI, 6Mois, Éditions Stock), Perrine Daubas (Reporters Without Borders, La Déferlante), Serge Michel (Heidi.news, Le Bondy Blog), Paolo Woods (The Guardian, National Geographic) and Grégory Rozières (Heidi.news, Le HuffPost).
To lay the groundwork for the project and prepare the media launch, the Kometa team called on Médianes studio at the beginning of 2023. We provided, with several members of our team, multidisciplinary support, covering both strategic and operational aspects, at each stage of the media's development.
From idea to project. Value proposition, target audiences, business model, launch strategy, marketing plan… at the dawn of 2023, we were able to support the Kometa team at the outset of the adventure, in its launch.
From project to launch. During spring and summer 2023, Médianes supported Kometa with internal organization and implementation of a marketing strategy for the launch of the website, newsletter and review, from both strategic and operational perspectives. We set up internal tools and procedures, assisted teams with product conceptualization and distribution (social media, newsletter, website) and developed the dedicated pre-launch phase website.
Launch. Between summer and fall 2023, Médianes supported Kometa from both a strategic and operational perspective in conducting a crowdfunding campaign for product launch (pre-sales).
First version of the website
We designed, developed and integrated a dedicated landing page for the media's pre-launch phase.
Before the Kometa website went live, Médianes was mobilized to handle the technical and graphic implementation of an initial landing page aimed at collecting email addresses. The mockups were created by Christelle Perrin, associate creative director at Médianes, and integrated by Baptiste Thevelein, co-founder and head of technical matters.
Marketing and communication strategy
We supported the team in defining and implementing a marketing strategy for the launch, and assisted them with internal organization.
In April 2023, Médianes joined Kometa to support internal structuring and define and implement a marketing and communications strategy alongside Perrine Daubas and Grégory Rozières, co-founders of the publication, and respectively in charge of general management and digital development. We were integrated directly into the team in this capacity: project management, assistance and strategic consulting, operational support in carrying out editorial, marketing and communications tasks.
Crowdfunding campaign
We supported Kometa in developing a launch campaign.
Médianes was called upon for guidance as well as on strategic, editorial and technical elements for the implementation of its launch campaign on KissKissBankBank. Strategic framework, advice on communication and mobilization strategies, identification of relay partners, implementation of sponsorship campaigns, project management assistance for graphic creations… Médianes was able to put its expertise to the benefit of Kometa, which saw its number of pre-orders take off from the very first days of the campaign.
Initially set at 300 pre-orders, the target was far exceeded as the campaign reached over 5,000 pre-orders. To achieve this result, we worked on a wide-ranging marketing strategy, combining sponsorship across B2B and B2C networks and more generally a 360° communication approach, to provide the necessary foundation for the structure to establish itself in the media landscape.
Kometa
The new review that looks to the East to understand the world
To better understand a world that overwhelms us, Kometa turns to the East. In a beautiful ad-free magazine of 208 pages printed in France, each week in its newsletter and on its website, Kometa offers literary narratives, photographs by authors, idea-driven debates, epistolary exchanges and maps to grasp this world of incredible complexity.
