How to successfully manage an International Programmatic Campaign : l'Occitane Case

Copyright Gamned 2016

HOW TO SUCCESSFULLY MANAGE AN INTERNATIONAL PROGRAMMATIC CAMPAIGN: L'OCCITANE CASE

MEROUANE SAADIManaging Director Benelux

AGENDA

L’OCCITANE

GAMNED!

5 STAGES FOR A SUCCESSFUL INTERNATIONAL PROGRAMMATIC CAMPAIGN

RESULTS

IMAGE POUR ILLUSTRER

AGENDA

L’OCCITANE

GAMNED!


RESULTS


L'Occitane en Provence is a French leading brand for natural personal carebased in Manosque …

SKINCARE

FRAGRANCE

BODY CARE

MAIN PRODUCTS

CREATED IN 1976


2 600 + 90 countries

… With an international dimension

PRESENCE

Around 7 700 employees

STORES PRESENCE EMPLOYEES


L'Occitane en Provence, a connected brand

MASSIVE PRESENCE ON THE WEB

Activation on all digital channels and strong community management

FANS: 5 M48 WEBSITES FOLLOWERS: 500 K

MULTI DEVICE

PRESENCE


Main digital challenges in Europe

DEVELOP BRAND AWARENESS &ONLINE TURNOVER

AGENDA

L’OCCITANE

GAMNED!


RESULTS


+60EXPERTS

5TERRITORIESFrance, Switzerland, Belgium,

Brazil, United Arab Emirates

dedicated to programmatic

advertising

+3000CAMPAIGNS

Carried out for agencies and brands

+3BILLION

Ad impressions delivered every month

The pioneer ofprogrammatic advertising!

Since 2009


The programmatic promiseTargeted and personalized marketing actions

DELIVERING THE RIGHT MESSAGE

TO THE RIGHT PERSON, AT THE

RIGHT TIME, AT THE RIGHT PRICEA more accurate and fully transparent media buying process, with better prices to maximize your

performance

PROGRAMMATIC TECHNOLOGYMEDIA BUYING

Dynamic creatives

+MESSAGE PERSONALIZATION

Targeting and segmentation


Our Clients in Belgium & International

Clients in Belgium

International Clients

They keep trusting us!

…


Belgium : opening office in 2016Looking for 3 new talents1 award won with Pernod Ricard

…

AGENDA

L’OCCITANE

GAMNED!


RESULTS


ESTABLISH GOALS SET UP LOCAL STRATEGIES GAMNED LABS CONTROL & SUPPORTGLOBAL SET UP

5 STEPS

CLEARLY DEFINE THE SCOPE

COUNTRIES TARGETED AND BUSINESS PRIORITY OBJECTIVES PER COUNTRYTYPE OF KPILEVEL OF KPIPERIOD

Type of campaign PERIOD BUDGET OBJECTIVE TYPE OF KPI LEVEL OF KPI

Yearly campaign Year XX Performance CPA new client XX €

Christmas 22 nov – 15 dec XX Branding Viewability %

Yearly campaign Year XX Performance CPA XX €

DTS – back to school 21 Aug – 10 Sept XX Drive to Store CPV XX €


EXAMPLE:


ESTABLISH GOALS SET UP LOCAL STRATEGIES HAVE A LABO CONTROL & SUPPORTGLOBAL SET UP

GLOBAL SET UP FOR BRANDING CAMPAIGNS

1 First exposures with premium format on affinity premium websites

GAMNED LABS



GLOBAL SET UP FOR BRANDING CAMPAIGNS

First exposures with premium format on affinity premium websites

1

Repeat the message with IAB standard formats to reduce costs and increase traffic

2

GAMNED LABS



GLOBAL SET UP FOR PERFORMANCE CAMPAIGNS

DATA

REACH

TARGET AUDIENCESMART RETARGETING

VISITS

No direct visits

Repeat message

SALES

SALES

CATEGORY

TARGETING

IAB FORMATS

1

2

BUDGET - 80% BUDGET - 20%

KEYWORD



GLOBAL SET UP FOR PERFORMANCE CAMPAIGNS – MESSAGES

YESTERDAY

L’OCCITANE - per semester - 1350 variants--10 creatives set5 formats per set9 languages3 type of speech

promo/price price/product Special offer



GLOBAL SET UP FOR PERFORMANCE CAMPAIGNS – MESSAGES

TODAY

Screen 2Screen 1Special offer

Screen 3

GAMNED – DCO TOOL

CUSTOM Template example


1. TEMPLATE 2. INPUTS 3. ALGORITHMS

DEFINE BANNER STRUCTURE AND DYNAMIC FIELDS

DEFINE THE DIFFERENT DATA SOURCES

IDENTIFY THE BEST MESSAGE BASED ON COLLECTED DATA

1st PARTY DATADMP / API

USER PROFILEIP / COOKIE

CONTEXT DATATV / WEATHER

MARKETING DATAPROMOTIONS / OFFERS

PROFILE DATA

CONTEXT DATA

MARKETING DATA



GAMNED DCO PROPRIETARY TOOL - 3 IMPORTANT STEPS


GLOBAL SET UP FOR PERFORMANCE CAMPAIGNS – FOCUS MESSAGES

TODAY

GAMNED – DCO TOOL

ADVANTAGES

Time savingCosts reductionFast & Flexible offer and audit updated in less than 5 minMessage in the right language and right device

GLO


Screen 2Screen 1Special offer

Screen 3

CUSTOM Template example


STORES

DAY PART TIMEDEVICE SPLITKEYWORDS TARGETINGBIDDING STRATEGY

OPTIMIZATION

TARGET ACCORDING TO LOCCITANE NOTORIETYAND NEAREST SHOPS

GEO LOCATION

LOCAL DEALS

Ex: Belgian website

GAMNED LABS


ESTABLISH GOALS SET UP LOCAL STRATEGIES CONTROL & SUPPORTGLOBAL SET UP

STORES

Each quarter, L’Occitane dedicates a specificbudget to launch new tests

CRM DISPLAY –FR testLOOK ALIKE STRATEGY - DE testSOCIAL - PT testHR CAMPAIGN – FR testAUDIO CAMPAIGN – BE test

EXAMPLES

TO EXPLORE NEW STRATEGIES

GAMNED LABS


ESTABLISH GOALS SET UP LOCAL STRATEGIES CONTROL & SUPPORTGLOBAL SET UP

STORES

VIEWABILITY

+ 72 % for branding campaign*48% of ads are out of view – display average

FRAUD

Premium environmentBlacklists of Keywords – prevent from serving ads in inappropriate environment

BRANDSAFETY

GAMNED LABS

Tools and trading

Less than 1 % - bots

*8% of programmatic display are fraudulent

*state of programmatic display S1 2016 – source integral Ad Science Copyright Gamned 2016


STORES

KEY ACCOUNTMEDIA TRADER

CLIENT



REAL-TIME DASHBOARD

24/7

MONTHLYMEETINGS

WEEKLY CUSTOMIZED REPORTINGS

QUARTERLY STRATEGIC REVIEWS

KEY ACCOUNTMEDIA TRADER

CLIENT

AGENDA

L’OCCITANE

GAMNED!


RESULTS


RESULTS

Since summer 2014

LONG-TERM COLLABORATION

7 countries in Europe Next challenges:

Brazil, Russia & US

MANAGED COUNTRIES

-28% vs targetedobjective

in S2 2017

GLOBAL CPA


FOCUS IN BELGIUM

+28%vs n-1

New Clients

-7%vs n-1

CPA

+31%vs n-1

ROI

LEARNINGS

▪ Better CVR on BE FR but average basket higher on BE NL

▪ CPA quite similar on BE FR & BE NL

-45% withbrandingformats

ENGAGEMENTS

THANK YOU!

Merouane SAADIManaging Director Benelux

[email protected] +32 490 44 23 97

Internet

How to successfully manage an International Programmatic Campaign : l'Occitane Case