how to successfully manage an international programmatic campaign : l'occitane case
TRANSCRIPT
Copyright Gamned 2016
HOW TO SUCCESSFULLY MANAGE AN INTERNATIONAL PROGRAMMATIC CAMPAIGN: L'OCCITANE CASE
AGENDA
L’OCCITANE
GAMNED!
5 STAGES FOR A SUCCESSFUL INTERNATIONAL PROGRAMMATIC CAMPAIGN
RESULTS
IMAGE POUR ILLUSTRER
AGENDA
L’OCCITANE
GAMNED!
5 STAGES FOR A SUCCESSFUL INTERNATIONAL PROGRAMMATIC CAMPAIGN
RESULTS
IMAGE POUR ILLUSTRER
L'Occitane en Provence is a French leading brand for natural personal carebased in Manosque …
SKINCARE
FRAGRANCE
BODY CARE
MAIN PRODUCTS
CREATED IN 1976
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2 600 + 90 countries
… With an international dimension
PRESENCE
Around 7 700 employees
STORES PRESENCE EMPLOYEES
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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
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AGENDA
L’OCCITANE
GAMNED!
5 STAGES FOR A SUCCESSFUL INTERNATIONAL PROGRAMMATIC CAMPAIGN
RESULTS
IMAGE POUR ILLUSTRER
+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
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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
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Our Clients in Belgium & International
Clients in Belgium
International Clients
They keep trusting us!
…
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Belgium : opening office in 2016Looking for 3 new talents1 award won with Pernod Ricard
…
AGENDA
L’OCCITANE
GAMNED!
5 STAGES FOR A SUCCESSFUL INTERNATIONAL PROGRAMMATIC CAMPAIGN
RESULTS
IMAGE POUR ILLUSTRER
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 €
ESTABLISH GOALS SET UP LOCAL STRATEGIES GAMNED LABS CONTROL & SUPPORTGLOBAL SET UP
EXAMPLE:
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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
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ESTABLISH GOALS SET UP LOCAL STRATEGIES HAVE A LABO CONTROL & SUPPORTGLOBAL SET UP
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
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ESTABLISH GOALS SET UP LOCAL STRATEGIES GAMNED LABS CONTROL & SUPPORTGLOBAL SET UP
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
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ESTABLISH GOALS SET UP LOCAL STRATEGIES GAMNED LABS CONTROL & SUPPORTGLOBAL SET UP
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
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ESTABLISH GOALS SET UP LOCAL STRATEGIES GAMNED LABS CONTROL & SUPPORTGLOBAL SET UP
GLOBAL SET UP FOR PERFORMANCE CAMPAIGNS – MESSAGES
TODAY
Screen 2Screen 1Special offer
Screen 3
GAMNED – DCO TOOL
CUSTOM Template example
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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
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ESTABLISH GOALS SET UP LOCAL STRATEGIES GAMNED LABS CONTROL & SUPPORTGLOBAL SET UP
GAMNED DCO PROPRIETARY TOOL - 3 IMPORTANT STEPS
ESTABLISH GOALS SET UP LOCAL STRATEGIES HAVE A LABO CONTROL & SUPPORTGLOBAL SET UP
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
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Screen 2Screen 1Special offer
Screen 3
CUSTOM Template example
ESTABLISH GOALS SET UP LOCAL STRATEGIES HAVE A LABO CONTROL & SUPPORTGLOBAL SET UP
STORES
DAY PART TIMEDEVICE SPLITKEYWORDS TARGETINGBIDDING STRATEGY
OPTIMIZATION
TARGET ACCORDING TO LOCCITANE NOTORIETYAND NEAREST SHOPS
GEO LOCATION
LOCAL DEALS
Ex: Belgian website
GAMNED LABS
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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
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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
ESTABLISH GOALS SET UP LOCAL STRATEGIES HAVE A LABO CONTROL & SUPPORTGLOBAL SET UP
STORES
KEY ACCOUNTMEDIA TRADER
CLIENT
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ESTABLISH GOALS SET UP LOCAL STRATEGIES HAVE A LABO CONTROL & SUPPORTGLOBAL SET UP
REAL-TIME DASHBOARD
24/7
MONTHLYMEETINGS
WEEKLY CUSTOMIZED REPORTINGS
QUARTERLY STRATEGIC REVIEWS
KEY ACCOUNTMEDIA TRADER
CLIENT
AGENDA
L’OCCITANE
GAMNED!
5 STAGES FOR A SUCCESSFUL INTERNATIONAL PROGRAMMATIC CAMPAIGN
RESULTS
IMAGE POUR ILLUSTRER
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
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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