Dylan Ferreira
male · 26 ans · Single
La Houssais, Rezé (Nantes suburb), France
Construction site worker (skilled manual) · full-time, often early starts and overtime
"If I look sharp and stay disciplined, people respect me and I can get out of here fast."
About
Dylan is a 26 year old site worker living in the peri urban belt of Nantes, renting a small two room flat near retail parks and industrial estates, and building his identity around training and visible status. He runs long days on construction sites, meal preps to stay lean, and spends his evenings at a low cost gym, while using TikTok and Snapchat to copy short workout routines and jump on promo code deals. He is caught between discipline and impulse, saving on food and basics but splurging on sneakers, tracksuits, and his leased car, while betting and small trades feel like a shortcut to a bigger life. He converts when offers feel exclusive, time limited, and endorsed by creators he already trusts, because he wants quick proof that a product levels up his look or performance without making him feel played.
Power
Why is this persona strategic?
This persona is strategic because he is highly reachable through short form platforms and creator led commerce, with fast conversion triggers driven by drops, codes, and social proof. He is also a high frequency buyer in a few profitable categories that reward repeat purchasing: supplements, gym subscriptions, and streetwear sneakers. He is distrustful of institutions, so brands that win must use peer credibility and transparent value framing rather than corporate claims, which makes him a good test segment for influencer and UGC heavy acquisition models.
What defines his socio-economic situation?
2h35/day
on social networks and messaging, which he pushes into 3 to 5 hours by stacking Snapchat and TikTok after work
Médiamétrie 2024, 15-24 ansCraft and site based work with physical demands, early mornings, and a strong peer culture around toughness and reliability.
Low net annual income typical of early career manual workers, making status purchases feel high stakes and often financed.
Vocational track such as CAP or Bac Pro, trained for hands on trades with practical credentials rather than academic degrees.
Rents a small two room unit near employment zones and retail parks, prioritising parking and commute convenience over prestige.
Rent plus utilities for a small two room flat in peri urban areas.
Car lease, fuel, insurance, occasional repairs or cosmetic mods.
Meal prep focused, bulk purchases, protein heavy basics.
Sneakers and tracksuits, often timed to drops and promos.
Bars, fast food, nights out, and pay per view fights when shared.
Inconsistent, often displaced by car or fashion spending.
Occasional weekend trips, often linked to friends or events.
Gym membership is the anchor subscription, plus a few apps.
Occasional pharmacy purchases, tries to avoid doctor visits.
- Gym and supplements
- Sneakers and streetwear
- Car related spending
- Traditional media subscriptions
- Formal financial products
Uses card and mobile payment for daily spending, and is comfortable with online checkout when a discount code is available.
What drives his decisions?
81%
connect to social networks daily, so his default is to discover products through feeds rather than search
Médiamétrie 2024, 15-24 ans- Trusts creators more than institutions, especially when they show receipts and real routines
- Responds to scarcity and limited drops, but punishes brands that feel fake or preachy
- Prefers brands that signal masculine status without needing explanation
What cultural context shapes his expectations?
39%
of 18-24 year olds report more than 5 hours of personal screen time daily, and he fits this heavy end of usage
ARCEP 2025, 18-24 ansHe blends construction site toughness with a curated feed driven lifestyle. Training, streetwear, and betting are not separate hobbies but a single status story: discipline in the gym, style in public, and a shot at quick money. He rejects institutional voices and listens to creators who speak his language and show practical wins.
In France, young working men often feel squeezed between stagnant purchasing power and high expectations to look successful. Visible consumption becomes a shortcut to respect, especially in peer groups where the car, sneakers, and gym results are constantly compared.
Life is structured around work sites, retail parks, gyms, and driving. Social life is practical and local, with heavy reliance on phones for entertainment, deals, and group coordination.
He rarely talks openly about financial stress, but signals status through brands and upgrades. He is sensitive to being judged and prefers to keep doubts private while projecting confidence.
Nike Air Max Plus and visible sneakers culture · Streetwear drops and resale talk · Gym culture and high protein meal prep · Creator promo codes for supplements
Formal suits and traditional menswear · Traditional newspapers and TV news · Long brand stories without proof or deal · Overly moralising ads
Telegram tip groups for betting and deals · Short training programs built for mobile · Ultra discount shopping for basics paired with premium status items · AI chat tools for quick answers and shortcuts
What are his key lifestyle behaviors?
69 min/visit
in the gym, which he uses as a nightly ritual that structures his week
iPrice 2023, Basic-FitGym training is his identity anchor and his main source of confidence after work.
5 nights a week, 60 to 80 minutes
Bodybuilding split routines · Short TikTok inspired circuits · Occasional boxing conditioning
Aesthetic physique · Stress release · Status and respect
He keeps grooming simple but tactical, focusing on looking sharp rather than self care narratives.
Quick daily routine, heavier before nights out
Barber fades · Fragrance layering · Skincare basics
Look clean and confident · Avoid looking tired after site work
He consumes culture through combat sports and football narratives, mostly via mobile video.
Evenings and weekends, heavy replay and clips
UFC highlights · Ligue 1 clips · Reality TV segments
Short clips · Watch parties
Music is a performance tool for training and a social signal in the car.
French rap · Drill · Afro trap
Ninho · Jul · Gazo
Gym headphones · Car sound system
He alternates between scrolling entertainment and money focused side hustles.
Sports betting · Watching football · Following gym creators
Telegram betting groups · Snapchat creator communities
Social Life
Social life is small group and loyalty based, often organised last minute in group chats.
Kebab shops
Fast casual chicken spots
Shopping mall food courts
Sports bars
Late night corner bars
Not relevant
Signature
He will skip comfort spending all week, then drop money fast on a pair of sneakers or a supplement stack if a creator makes it feel like the upgrade is immediate.
What media does he trust?
4h21/day
on the internet for 15-24s, so his media diet is primarily mobile first and clip based
Médiamétrie 2024, 15-24 ansWhere does he shop?
85%
of 18-34s wear sneakers regularly, and he makes them a core status item rather than a functional purchase
YouGov 2022, 18-34 ansHe buys fashion as social armor, focusing on recognisable silhouettes and limited availability cues.
He compensates for strict weekday meal prep with weekend fast food and social eating.
Supplements are purchased like consumer tech: repeated, promo driven, and highly influenced by creators.
He treats betting platforms like apps to optimise, switching if he believes odds or promos are better.
How do we reach him effectively?
81%
of 18-24s would switch betting sites if they had proof their current site does not offer the best odds, so proof beats brand image
Odoxa 2025, 18-24 anseffectiveness
Matches his discovery behaviour and rewards impulse shopping when a code is visible fast.
He trusts story based creators and responds to scarcity messaging inside stories.
Captures high intent moments when he looks for a code before checkout.
Hits him in his nightly ritual context when motivation and identity are high.
effectiveness
Can work on commute but needs bold offer and strong visuals, otherwise ignored.
Works when linked to football and betting, less for fashion or wellness.
Direct, competitive language with clear proof, before and after visuals, and creator backed codes. Show the upgrade in performance or status fast, and be transparent on price and conditions.
Institutional lecturing, moralising about responsibility, or vague brand purpose messaging. Anything that feels like a TV ad script or hides conditions triggers distrust.
How does he move through the buying journey?
69%
of 18-24s made non food purchases online in 2024, so he already shops online but is more price constrained than before
Baromètre du numérique 2024, 18-24 ansAwareness
"Does this make me look better or perform better fast"
- Creator demo
- Drop announcement
- TikTok
- Snapchat
- ✕ Looks fake
- ✕ No clear deal
Consideration
"Is this legit and worth the money"
- Reviews
- Friends in group chat
- TikTok
- YouTube
- ✕ Unclear conditions
- ✕ No peer proof
Decision
"I want the deal before it is gone"
- Limited time code
- Free delivery threshold
- Mobile checkout
- Apple Pay
- PayPal
- ✕ Shipping cost
- ✕ Code not working
Loyalty
"Keep me stocked and keep me looking sharp"
- Bundle offers
- Refill reminders
- TikTok
- ✕ Price increases
- ✕ Subscription traps
Advocacy
"Put my mates on a good deal"
- Strong discount
- Drop success
- Snapchat
- Telegram
- Group chats
- ✕ Fear of looking stupid if it is bad
How do we convert him?
$25-45
estimated CAC for creator led supplement and streetwear offers targeting heavy short form users in France
Estimate based on influencer CPM and conversion patterns
Win him with a tight creator commerce loop: creator clip, code, and instant proof. Focus on repeatable categories like supplements and gym adjacent essentials, then upsell into streetwear accessories and performance bundles. Because he is price sensitive but status driven, position offers as smart optimisation, not cheapness, and use transparent conditions and scarcity only when real.
strategy
Confident, mate to mate, competitive, and proof led. Use simple French slang concepts when localising, but keep it respectful and not cringe.
- "Use this code for 10% off, here is exactly what you get and when it arrives"
- "Limited batch, restock date shown, no fake scarcity"
- "Proven routine: 3 moves, 15 minutes, repeat for 30 days"
- "Best value per serving, full ingredient list up front"
- Hidden subscription traps or unclear cancellation rules
- Overly polished corporate tone that feels like a TV ad
- Moralising about gambling or lifestyle choices
- Creators that feel out of touch with his world
Sources
- 1. L'essentiel sur... les salaires (Insee, 2024, salaires nets moyens par CSP dont ouvriers 2 050 EUR en EQTP)
- 2. Niveaux de vie − France, portrait social (Insee, 2022, 18-29 ans: niveau de vie médian 23 630 EUR/an)
- 3. Les 15-24 ans : des pratiques médias intensives, individuelles et connectées (Médiamétrie NetRatings, Jan 2024, 15-24 ans: 3h50 internet/day, 58% of time on social)
- 4. L'Année Internet 2024 (Médiamétrie, 2024, 15-24 ans: 4h21 internet/day, 2h35 social and messaging/day, 24 mobile sessions/day)
- 5. Baromètre du numérique édition 2025 PRESENTATION (ARCEP, 2024 fieldwork, 18-24 ans: 39% more than 5h screen time/day; 19% mobile only connection)
- 6. Baromètre du numérique 2024 : les principaux résultats (ARCEP, 2024, 18-24 ans: 69% bought non food online; context on youth impact of inflation)
- 7. Les Français et les sneakers (YouGov, Feb 2022, 18-34 ans: 85% wear sneakers regularly)
- 8. Tous nos Magasins Streetwear (Citadium, store locator including Lille Le 31)
- 9. Digital 2025: France (DataReportal, 2025, platform ad reach: Snapchat 27.8M users in France; TikTok 21.5M adults)
- 10. Les paris sportifs en ligne (Odoxa pour Winamax, July 2025, 18-24 ans: 31% have bet online; 81% would switch site if odds not best; Winamax best odds 35% of cases)
- 11. Classement Snapchat France : Le Top 19 en 2025 (Mediaboss, 2024, Nasdas 4.86M Snapchat)
- 12. Le top 12 des influenceurs sport de 2026 (Influence4You, list includes Tibo InShape)
- 13. Top Des Influenceurs TikTok En France (2025) (Woo Paris, includes sport creators like Jaddelf, Yoanna Freestyle)
What social content does he engage with?
24 sessions/day
on mobile internet for 15-24s, and his habit clusters around after work scroll binges
Médiamétrie 2024, 15-24 ansconsumption
Watches creator stories, reality lifestyle content, quick offers, and shares clips in group chats.
Daily, heavy evening use
Reality lifestyle stories · Car content · Gym transformations
Consumes short workout plans, supplement reviews, sneaker content, and betting or money talk clips.
Daily, long sessions after work
Workout routines · Supplement promo content · Sneaker drops
consumption
Checks outfits, gym physiques, football highlights, and brand collabs, saves codes and links.
Daily, mostly stories and reels
Reels workout tips · Streetwear fits · Football highlights
Watches long form interviews, football podcasts, and training explanations.
Several times per week, longer sessions
Football talk shows · Interviews · Training content
Discord (Occasional, mostly links from friends)