The context
From a feminist media concept to the realization of an iconic magazine
Launched in 2020, La Déferlante is the first quarterly magazine and newsletter dedicated to feminisms and gender. Created and run by women, La Déferlante advocates an intersectional feminist vision. Since 2019, we have been proud to support the La Déferlante team in its strategic, marketing, design, and technical developments. A collaboration that has evolved as the media has grown.
From idea to project. Value proposition, target audiences, business model, launch strategy… In summer 2019, we were able to support the La Déferlante team at the outset of the venture, in its launch.
From project to launch. From 2020 to 2022, Médianes supported La Déferlante in defining and implementing a marketing strategy centered on digital subscriptions, from both strategic and operational perspectives (social media, events, newsletter), alongside Perrine Daubas. We developed technical and graphic tools, including the La Déferlante website, tracking and management tools, and designed a visual identity for social media.
Scaling up. Since 2022, we've been supporting La Déferlante in its digital development, from both design and technical perspectives. We're continuing our collaboration today through strategic and technical consulting (CRM, subscriber relations), and by redesigning the website's visual identity.
Website redesign. In 2025, we unveiled the new La Déferlante website. Discover the behind-the-scenes story of this latest collaboration.
Web redesign
In 2020, we launched the first version of the website alongside the journal's debut. The site was progressively expanded and enhanced as the journal gained recognition.
Create a media site and store
In January 2021, La Déferlante closed its launch campaign on KissKissBankBank with nearly 6,000 contributors, over 3,700 pre-orders of the first issue, and over 2,500 subscribers to the magazine. In parallel with defining the media's marketing strategy, we created the first version of La Déferlante's website in order to enable people to order and subscribe to the magazine as soon as the crowdfunding campaign ended: revueladeferlante.fr.
This site was progressively enriched and expanded as the publication gained in prominence.
Rethinking web artistic direction
In 2022, we embarked on a major redesign, with the print art direction created by Amélie Bonnin and Marin Van Uhm also evolving over two years. We designed a new event-focused homepage and a clearer shop. The whole thing was conceived in soft tones, allowing the website to recede further in favor of the highly colorful covers and graphic productions.
Improve navigation and SEO
In spring 2022, the redesign of the site's article pages aimed to streamline the user experience. From an art direction perspective, we brought back the Swift sans-serif typeface, used in our print publications to ensure consistency and improve readability. The guiding principles: legibility, accessibility, clarity.
From a marketing perspective, this redesign aimed to optimize the site's search engine ranking by adding all articles from the journal, and by allowing or restricting access based on visitor status (subscribers, newsletter subscribers) through the addition of a paywall/registration wall in collaboration with Poool.
Launch of La Déferlante Editions
In early 2022, La Déferlante expanded and continued its narrative of feminist revolutions by launching its own publishing house. As part of this launch, Médianes was responsible for designing, developing, and integrating the web templates, from the landing page to pre-orders for the first book.
Maintenance and technical support
Since 2020, we have been supporting the La Déferlante team with evolutionary, preventive and corrective maintenance, as well as technical support and assistance for all its public digital platforms, and also for internal tools and relationships with external service providers (CRM, subscriber management).
In 2025, a new website to showcase all facets of the media
Between 2024 and 2025, we also supported La Déferlante through a major web redesign to support the media's growth and create a platform capable of reflecting its diversity. Learn more about this project.
Marketing strategy
We helped the team define and implement a marketing strategy centered on digital subscription.
From 2020 to 2022, Médianes joined La Déferlante to define and implement a marketing strategy centered on digital subscriptions, from both a strategic and operational perspective (social media, events, newsletters and emails), alongside Perrine Daubas, then executive director, and Lucie Geffroy, co-founder of the magazine.
We are proud to have supported the team from concept to deployment, both strategically and operationally, and to have shared our expertise and knowledge to help La Déferlante develop its own marketing team, now led by Deborah Benzimra.
In 2023, the quarterly review had exceeded 10,000 magazine subscribers and 30,000 people registered for its biweekly newsletter.
Digital marketing and e‑commerce development
Conducting an audit and providing recommendations on audience, marketing, communication, and technical requirements; proposing a roadmap and marketing and subscription strategy to meet editorial commitments and objectives; operationally implementing the recommendations; assisting with drafting commercial messaging content (website, emails, social media…); marketing segmentation and optimization work on MailChimp… we supported the team in establishing the marketing and e‑commerce strategy foundations for La Déferlante from autumn 2020.
Definition of the pre-sale calendar and priority actions to implement with each issue release, digital and physical event activation of campaigns, creation of flexible-term subscription, definition and deployment of key messages in the newsletter and on social media, visibility and role of contributors and readers in the media…we helped the team think through the design, production, distribution and promotion chain in light of acquisition, retention, conversion and brand awareness objectives.
Marketing funnel setup and deployment
After helping the team define its strategy, we took charge of deploying all of La Déferlante's digital marketing initiatives, including adapting the strategy in light of established financial objectives, designing and managing an operational marketing plan, creating and managing digital marketing campaigns (subscription renewals and new issue launches), monitoring and overseeing web advertising purchases and social media sponsorships, analyzing and producing reports on campaign performance metrics, updating and maintaining the technical and functional aspects of the digital ecosystem, and providing daily advice and support on all matters within the scope of digital marketing and technical issues for La Déferlante.
Conducting an audience analysis study
Readers: who are you? A year after the launch of the La Déferlante newsletter at the end of 2021, we supported the team in conducting, rolling out, analyzing, and sharing an audience study for the media's audiences.
This readership survey was conducted using a questionnaire sent to 16,000 of their newsletter subscribers, with over 2,500 responses, exceeding the target. The study made it possible to create a profile of the characteristics, usage patterns and expectations of La Déferlante readers.
Questionnaire creation and integration, distribution plan definition, results analysis and study, data visualization to publicly share key figures: we supported the team at every stage of this study. A way to engage with and better understand the readership, and to inform internal marketing discussions.
Social media app
We also supported and advised La Déferlante on its Instagram communication through text and image carousels. A way to directly implement the recommendations from our audit, and above all, to optimize the reader experience on social networks and marketing results.
La Déferlante
The media for feminist revolutions
Officially launched in 2020, La Déferlante is a leading journal on feminist and LGBT+ struggles. La Déferlante publishes narratives from journalists, authors, academics and activists to decode and understand feminist revolutions and tell the story of our era.
Founded and led by women, La Déferlante gives a voice to women and gender minorities and makes their experiences and struggles visible.
