November 2014

The approach taken by Keyade focuses on two objectives: - a "branding" objective, to boost the brand's popularity through its new catchphrase - a "performance" objective, to directly contribute to and bolster online sales

Branding

From May to August, 11 ad spots are deployed in pre-roll format on YouTube to complement the offline broadcasts. Backing up the TV spot campaign, Keyade deploys a targeting strategy that combines videos, profiles, promotional offers and calls to action. To increase the campaign's impact, Keyade capitalizes on its experience gained from previous campaigns and reactivates those YouTube/GDN remarketing lists that generate the greatest user engagement.

Performance

In conjunction with the YouTube campaign, Keyade also runs a Facebook campaign that is purely performance driven, based on ROI. Retargeting (Website Custom Audience), CRM-based reactivation (Custom Audience), and similar profile (Lookalike Audience) models are run in combination with Facebook's own native targeting models.

A MIX OF BRANDING AND PERFORMANCE

THE DEVICE

In the run-up to the summer of 2014, Belambra launches a TV ad campaign to strengthen the popularity of its brand. The campaign runs from May to August and is centered around the brand's new catchphrase, "As if by magic, everything’s there!" The aim of the digital devices launched in concert with the company's offline campaign is to maximize the number of contact points and bolster campaign coverage.

REINFORCE BRAND POPULARITY

THE BACKGROUND

BELAMBRA BOLSTERS ITS TV CAMPAIGN WITH AN AMBITIOUS DISPLAY AND SOCIAL MEDIA APPROACH

Myriam MedourAcquisition Online Manager

In 2014, Belambra focused its efforts on a global multichannel approach that combined a powerful offline TV

campaign, a print-based CRM campaign, and targeted web campaigns which combined Branding with ROI. The convincingly

positive results made it clear the approach was the right one.

Keyade Middle East, an online performance marketing agency created in 2011, is based on the same principles that made Keyade one of the top agencies in Europe. It comprises an experienced team, a strong R&D department and a small number of demanding clients to assure high service quality. Keyade Middle East covers 18 countries in the MENA region from its office in Dubai, UAE. The company counts among its clients Jumeirah, Cleartrip and Souq.com.

Keyade Middle East, Loft Office 1, Entrance A, Office G 01 - Media City, Dubai - United Arab Emirates - Tel: +971-43-675926 - Fax: +971-43-679750 - www.keyade.me - Trade Licence: 20787

www.keyade.me / contact@keyade.com / +971-43-675926

Sites in exceptional settings, activities for all, your kids taken care of and formulas adapted to your every desire… All over France, Club Belambra invites you on holidays where beauty rhymes more than ever with liberty.

x 4 ROI ON FACEBOOK ANDNON-DEDUPLICATED WITH SEM

THE RESULTSOVER 4 MILLION VIEWS ON YOUTUBE AND A DOUBLING OF ROI ON FACEBOOK

On the branding side, the campaign received more than 4 million views on YouTube, and over 3.5 million unique visitors were exposed to the various promoted videos.

On Facebook, the combination of targeted models resulted in a doubling of ROI (as attributed to the last click). This device's impact on SEM requests was also exceptionally positive, with non-deduplicated Facebook/SEM ROI increasing four-fold.

The success of this approach was also a result of the Belambra teams' high degree of responsiveness in creating custom messages, visuals and videos tailored to their various target audiences. Through this campaign, with its mix of complementary levers and highly granular campaign structures, Keyade not only met but doubled the target objective set by Belambra.

BELAMBRA BOLSTERS ITS TV CAMPAIGN WITH AN AMBITIOUS DISPLAY AND SOCIAL MEDIA APPROACH