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.
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.
Accelerate subscription to Orange's fiber.
We have built a community of interest around Orange's fiber that was hosted on a secured digital platform, with the following objectives:
(Phase 1) Engage the existing customers into a referral program.
(Phase 2) Maintain top-of-mind consideration among prospective customers who won't have access to the fiber in the short-term.
We reached existing customers through email, SMS, Facebook Ads (Custom Audience), and display.
•1 out of 3 eligible referrers share the referral invitation.
•Referrers send an average of over 2 referral invitations to their contacts.
•40% of the invited people ask to become referrals.
•2 out of 3 referrals visit the website's platform.
When everyone uses a 3G network, how can we help people experience what it would be like to watch videos in 4G?
In 2013, Orange's 4G brought a revolution in the viewing experience as we knew it: for the first time, users could watch videos without being constantly interrupted by download pauses. Around the same time, Vine was launched as a response to the slow 3G network, with a 6-second-time constraint and an optimized file size. Because users could not have access to 4G, Vine appeared to be the best video format to help people imagine themselves on a 4G network.
Four popular humorists -Berangère Krief, Kheiron, Arnaud Tsamère et Tony Saint-Laurent- went online asking people to set them the craziest challenges!
They had only a few minutes to choose a challenge, improvise a scenario, and respond with a 6-second Vine video. Their tasks did not lack imagination: Turn water into wine, sing without touching the floor, walk on water... The real-time responses and the smooth viewing experience generated consideration for a future purchase.
•Over 2K requested challenges.
•Over 4.5K tweets in only one day.
•20 press articles.
•Over 1.6K new followers on Twitter.
It is the 66th Cannes Film Festival and everyone's eager to discover the competing movies. Is there a creative way for Orange, sponsor of the festival, to introduce those films?
When thinking about creativity in short-form videos, one platform comes to mind: Vine. Vine master and Hollywood celebrity Adam Goldberg had caught our attention. His clips are unique in their ability to create a sense of mystery; they are also known for their masterful execution, at a time when the app's constraints had made it hard for Viners to be creative.
We invited Adam to watch the synopsis of 20 films and create their Vine trailers. A film director himself, Goldberg pushed further the limits of the application with clips that skillfully played with sound effects, speed and montage to express the real essence of a movie in just 6 seconds. His Vines were posted on the Vine and Twitter accounts of Orange CineDay generating thousands of social discussions.
•Over 12M impressions on Twitter.
•Over 12K interactions on Vine.
•Press coverage (Télérama, Stratégies, Paris 1ere…).
Drive qualified traffic and upsell/cross-sell performances though Facebook Ads and programmatic.
We plugged Adopt, our in-house Facebook media performance product, designed to achieve message personalization based on audience intelligence (personas). Ad formats and placements were chosen to get optimized results.
To respond to our client's up-/cross-sell objectives, we designed an intricate technical framework for the identification, targeting and follow-up of the brand's customers.
Engage Orange's large communities into celebrating their 20th anniversary.
We invited people to visit a webpage and celebrate Orange's anniversary by pumping birthday balloons! Visitors had one minute to pump as many balloons as possible by touching a designated spot on their desktop/mobile screens. A minimum of 20 pumped balloons would give them the ticket to the sweepstake for a chance to win a 20-year subscription!
•140K unique players.
•The webpage was shared by over 1.6K users on the social media.
•Very positive comments around the brand and the sweepstake idea.
•Press articles (Le Monde du Marketing, Brain, Le Diligent, Gustave et Rosalie).
•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.