THE BACKGROUND: Reinforce brand popularity THE DEVICE: A mix of branding and performance THE RESULTS: Over 4 million views on YouTube and a doubling of ROI on Facebook

1. November 2014
THE BACKGROUND
REINFORCE BRAND POPULARITY
BELAMBRA BOLSTERS ITS TV CAMPAIGN
WITH AN AMBITIOUS DISPLAY AND SOCIAL
MEDIA APPROACH
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.
THE DEVICE
A MIX OF BRANDING AND PERFORMANCE
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.

2. BELAMBRA BOLSTERS ITS TV CAMPAIGN
WITH AN AMBITIOUS DISPLAY AND SOCIAL
MEDIA APPROACH
THE RESULTS
OVER 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.
x 4
ROI ON FACEBOOK AND
NONDEDUPLICATED WITH SEM
Myriam Medour
Acquisition 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.
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.
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 RD 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