An online comparator fashion, beauty and lifestyle in the US market
How to generate hundreds of campaigns and pilot them efficiently to deal with frequent changes in prices and availability from online product catalog?
•A Tool which enables a automatic creation of campaigns then daily updates ads, keywords or campaign status according to products catalogues changes.
•Increase inbound clicks and outbound clicks on search campaigns.
Hundreds of campaigns created and managed across fashion and beauty category:
Avg Impressions increase : + 108%
Avg Inbound Clicks growth: + 23%
Avg CTR increase : +8%
Avg Outbound Clicks : +18%
•Creating a product feed from online catalog with two objectives : covering 100% of products and providing automatic update for any posterior changes from catalog.
•Using Adopt for Search to set up campaigns based on each specific product category in order to generate middle and longtail keywords which match with ads templates, bidding strategy and synchronize with Google Ads and Bing Ads platforms.
•Adopt runs an update everyday at keywords, ads and campaign status level and automatically synchronizes between campaigns and online catalog.
The world’s largest privately-owned cruise line and brand market leader in Europe and South America
•Build a methodology of accounts management across European and USA market for paid search and paid social campaigns.
•Boost traffic, conversions and ROI within the limited budget.
•Improve the accounts’ quality score.
Impressions : +34%
Clicks : +12%
CTR : +22%
Costs : +4%
Reservation : +98%
Revenue : +40%
CTR : +22%
ROI : 45%
•Reconcile branding and acquisition by restructuring accounts : brand, brand related, generic campaigns and call campaigns.
•Analysis of customer journey (conversion paths and touch point within media or cross media) and activate different campaigns according to targeting audiences : new audiences // awareness campaigns or retargeting visitors // acquisition campaigns.
•Pilot accounts (budget allocation, offers, optimization) according to performances of each campaign type and funnel steps.
•Use hygiene health check from Google, Bing to optimize constantly accounts : ads, keywords, setting, budget, search terms, devices and users retargeting lists, etc.
In the context of Maty's brand repositioning, armstrong was called to advice on the new image and design a multi-touch digital strategy to increase brand consideration and drive sales.
Since 2014, armstrong has accompanied Maty in raising brand awareness and convert new audiences.
To this end, we leveraged all of our practices to achieve multitouch integration: strategic planning and datamining helped us discover new audiences and other actionable insights, while media planning made our reach more effective.
We used a number of tools to further optimize the efficiency of our strategy, such as:
•Adopt, our in-house Facebook media performance product, designed to achieve message personalization based on audience intelligence (personas).
•Atlas for ad serving, tracking, contribution model and on/off measurement.
Over the course of 2015, we designed, produced and promoted over 14 creative activations to raise brand awareness and generate discussions around the new collections.
To this day, we are managing their media campaigns across all digital channels (SEM, programmatic, remarketing, social ads, display).
•Brand activations produced over 36 million views and over 400K interactions.
•The ROI of Facebook campaigns went up as high as 181%.
•Search campaigns reduced the CPA by 27% and raised the CVR by 36%.
•Strategy, brand activations and media campaigns together grew sales by +7% YOY, gaining over 30% new customers.
In the middle of the summer, the Scherrer Group launched a new series of perfumes, Pop Delights. To promote their launch in the most refreshing and surprising way, we deployed a multi-channel campaign that broke with the codes of perfume tasting.
Instead of simply distributing perfume samples, we transformed the subtle notes of Pop Delights into a melt-in-your-mouth sorbet created for each fragrance. During a week, a tricycle settled in 6 touristic areas of Paris to offer a break of freshness by handing out the 3 Pop Delights sorbets.
The passers-by who tried the ice-creams were impressed by the idea of mixing perfumes & flavors into a refreshing, delightful, summer treat. To amplify the impact we engaged beauty influencers; designed a dedicated website; opened Facebook & Instagram pages; and posted engaging content.
During the week of the event:
•Over 360K targeted persons
•Over 2000 website visits
•200 views of the Facebook page
•300 views of the Instagram page
Want to find out what the Pop Delights experience felt like?Click our video here
From the delicate popping sound of their jar covers to the smooth textures and flowery perfumes, each component of Shiseido’s cosmetics captures a spirit of harmony, and incites for a renewal. For the design of their new US e-store, armstrong wanted to create an experience that invites the visitors to discover the product with all their senses.
We surrounded the products’ visuals with the beautiful landscapes, sounds, perfumes and materials the cosmetics are made from, so that visitors can dive into a sensuous journey to discover the true spirit of Shiseido. Moreover, we wanted to build an easy and uninterrupted navigation that motivates the visitor to go from discovering the brand to purchasing these marvelous products.
Discover the e-store here
During Mother's Day, raise Maty's sympathy capital especially among young audiences.
For this special time of the year, we wanted to encourage people to express their love to their moms. To this end, we offered an experience for users to create and share a personalized #Supermessage in GIF format. This was built on top of the Legend app (by Stupeflix).
We called one of the most popular social media celebrities, and one with a very strong bond with his mother, to share his feelings with the rest of the world.
He visited a Maty store to find a gift for his mother, shared his shopping experience with his fans, and sent her mom a #Supermessage, encouraging thousands of people to create their own love messages.
•Snapchat: Over 2.4 million views.
•Instagram: Over 150K interactions.
•Twitter: Over 20K interactions.
•Facebook: Over 9.5K interactions.
•Increase conversion rates among brand loyals.
•Raise brand awareness and consideration among a new audience of 25-35 years old.
We activated new marketing channels and techniques (Google shopping, Bing, Facebook remarketing) and put on the map new targeting zones in Europe and North America.
We put forth our client's most remarkable fashion-related events, such as catwalks and creative collaborations.
We focused on the brand's social media networks and used dynamic formats, such as video, mini websites and GIFs.
We plugged Adopt, our in-house Facebook media performance product, designed to achieve message personalization based on audience intelligence (personas).
From January to June 2016:
•150K redirections to the e-store coming from across all channels.
•+18K news Facebook fans, 33% of whom driven from the ads.
•CVR in constant growth:
◦+11% on Search ads.
◦+31% on Facebook ads.
It is Valentine's Day and Huawei wishes to raise awareness of their new smartphones' large screens. When love is in the air, is it possible to generate discussions about…phones?
We came up with the idea to design a Facebook application to encourage love declarations "in a big way": people could create messages and add their favorite photo; the application "supersized" them by pasting everything into a very Big Post.
The user received a video featuring the process of hanging the post on a big wall In Real Life. The User Generated Content that was produced helped Huawei to create brand emotion, while increasing awareness of their Extra-Large phone screens.
•Around 1K Big Posts created.
•4.3M views on the Facebook ads.
•21.6K views and 6.4K visits of www.thebigpost.com.
•+4.2K new fans on Huawei Facebook page.
It's time for FIFA's World Cup and the biggest moments of the competition would be broadcasted again and again. But not every media outlet had right to the image. Is there a way for l'Equipe to tell the story without using the official pictures?
Faced to this major constraint, we reproduced the action of the day in 6-second stop-motion Vine clips! To offer an ever more unique viewing experience we used Lego figurines in the place of real players: Lego came on board and built half of the Maracana stadium using16K pieces! It would take no less than 4 hours to reproduce the smallest details of every action: the coordination of the movements, the right placement of the players, the sound effects and... the flying ball!
Vine's looping effect was perfect for making football lovers enjoy every single replay. Each Vine clip was produced right after the end of the last match of the day and was posted first thing in the morning: people had all day to read, interact and share with each other.
•16M loops on Vine.
•2 famous football players, Gervinho et Cahill, retweeted our Vines.
•Over 5K new followers on l'Equipe's Vine account.
•The Vines became L'Equipe's most viewed posts.
It is Vogue Fashion Night Out, Vogue's worldwide annual event celebrating fashion. Can we add more glamour to this dazzling evening?
Lights, camera, action! For this prestigious gathering between fashion houses and fashionistas, we wanted to hold an extraordinary fashion walk: we brought a treadmill, hanged a massive Vogue photoshoot banner, turned on the lights, put on some music, and switched on our smartphone cameras. Visitors stepped on the rolling catwalk and proudly paraded for Vogue's Vine account and for the glory of fashion!
We also installed three Social Map outdoor displays to aggregate social discussions around the VFNO and to locate the hottest events of the evening.
•In 4 hours, over 130 Vine fashion-walk clips were filmed and posted in real-time.
•Over 100K interactions were generated on Vine, Twitter, and Instagram.
•The event emerged as the trending topic on Vine.
One of the Top 5 TV Channels in France, launching a new season series, requires something new, something more to engage the audience before the show airs and create excitement.
Create a buzz around the new season's launch.
•Set-up of a scavenger hunt across Paris, clues were given through social networks, the prizes related to the show (gastro diner, branded books, aprons etc).
•An omni-channel operation based on social networks (facebook + twitter) and street marketing (QR Codes + clean tag).
•+ 25 000 new fans.
•88 millions impressions.
Cable TV Channel, with a young adult audience, wants to boost its Facebook activity (fan base of 86,000 and organically acquiring around 200 fans per day).
•Create a buzz before the show 2nd season airs, exclusively on W9.
•Recruit fan to the Series page.
•Facebook app creation where high-school students can tell about their day in class – each starting with "Today in high-school…".
•2-level engagement where users can also vote and share these messages, increasing virality across plateforms – the author of the most voted-for message will enjoy a private screening of SODA in their high-school WITH the actors.
•Facebook ads media plan.
Price comparison website needs to drive traffic but has small margin on product and limited marketing budgets.
•Find traffic volume.
•Defined campaign structure: For faster response.
•Set up Adopt for Google: To manage and maintain stable CPC average level.