Le Journal du Real

x2-3

Matchday performance

+25%

Overall engagement

100%

Visual consistency

2025

Ongoing project

CONTEXT & COLLABORATION

Le Journal du Real is the leading French-speaking Real Madrid fan media. Instagram, YouTube, TikTok — a passionate community, but a blurry editorial positioning and an outdated visual identity.

My role: SMM strategy + Creative Copy. In collaboration with Raffaele Izzo (Visual Designer) for the visual rebranding. A complementary duo — I bring the strategy and content, Raffaele brings the graphic identity.

The goal: transform a fan media into a professional media brand. Full rebranding, matchday templates, long-term monetisation strategy.

CHALLENGE & SOLUTION

The Challenge

A fan media lost in the crowd. Dozens of French-speaking Real Madrid accounts compete for the same audience. Le Journal du Real had the community — but not the identity to retain it.

Underperforming matchday posts (1K-2K likes max). No visual consistency. No structured editorial strategy. No monetisation. A media that published "by feel" with no long-term vision.

The Solution

Full audit before any intervention. Competitive benchmarking, scoring system, quick win identification. Then: repositioning as a hybrid infotainment media — engaged, provocative, elegant tone.

Complete visual rebranding with Raffaele Izzo. Standardised matchday templates (Next Match, XI, Half-Time, Full-Time, Goal). Annual editorial calendar. AI strategy to optimise the content creation workflow.

MISSIONS & DELIVERABLES

Phase 1 — Audit & Benchmark

Full analysis of the digital presence. Competitive benchmark vs other Real Madrid media. Scoring system for each element. Actionable quick-win checklist.

Phase 2 — Brand Identity

Positioning: hybrid infotainment media. Engaged, provocative, elegant tone. Core values: Respect, Truth, Authenticity. Goal: build community loyalty + long-term monetisation.

Phase 3 — Template Creation

Instagram Stories (consistent models). Matchday posts: Next Match, XI, Half-Time, Full-Time, Goal. Optimised YouTube thumbnails. Annual editorial calendar (recurring + evergreen content).

Phase 4 — AI Strategy

Custom prompts for content writing. List of AI tools for daily work. Creation workflow optimisation. Faster, more efficient — same quality output.

MATCHDAY KPIs BEFORE / AFTER

3K-10K

MATCHDAY likes (vs 1K-2K before)

1K-3K

LINEUP likes (vs 300-800 before)

400-1K

FULL-TIME likes (vs 200-400 before)

300-500

NEXT MATCH likes (vs 100-200 before)

Every matchday format performs 2 to 3 times better than before the rebranding. Visual consistency has created an anticipation effect: the community waits for and reacts to posts. This is no longer random content — it's a system.

OVERALL RESULTS

+25% overall engagement

Measurable increase across all content. More likes, more comments, more shares. Consistency pays off.

100% visual consistency

Stronger brand recognition. Every post is immediately identifiable as Le Journal du Real. No more confusion, no more improvisation.

Monetisation ready

Structure in place for monetisation: optimised CTAs, strategic links, partnerships. The media is ready to generate revenue.

CLIENT TESTIMONIALS

"The audit was a real turning point. In a few pages, we had a clear view of our weaknesses with actionable solutions. We optimised in days instead of fumbling around for months."

Pablo Gallego

CEO, Le Journal du Real

"The numbers on our key content have exploded. Our matchday posts perform 2 to 3 times better than before. Visual consistency has created an anticipation effect within our community."

Victor Brochet

Team Leader, Le Journal du Real