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Weborama busines cases

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Weborama busines cases

  1. 1. WEBORAMA MEDIABUSINESS CASES
  2. 2. RICH MEDIASECTEUR HYGIÈNE / BEAUTÉCampagne : Lady MillionDate : décembre 2011 - janvier 2012Objectif : BrandingDISPOSITIF WEBORAMAFORMAT RICH MEDIA :Création d’un format Side Kick Ad Hoc(déstructuration de page), exécution de la créaCIBLAGE SOCIO-DÉMOGRAPHIQUE :FemmesCIBLAGE COMPORTEMENTAL :Univers Women First « Mode » et « Fashion – Beauté »NETWORK : Women First Ad hocVOLUME : 750 000 PAPBUSINESS CASE PACO RABANNE
  3. 3. RICH MEDIASECTEUR BOISSONSCampagne : Coca-Cola LightDate : Août-septembre 2011Objectif : Branding et trafic sur la page FacebookDOUBLE DISPOSITIF WEBORAMADISPOSITIF WOMEN FIRST DISPOSITIF RETARGETINGFORMAT RICH MEDIA : FloorAd Video FORMAT : 300 x 250, SlideInTMCIBLAGE : Fashionista, Beauty Addict CIBLAGE : Femmes, clusters « Habillement », « Haute couture », « Luxe », « Accessoires »,NETWORK AD HOC : « Chaussures »Network Weborama : Groupe M6, Slate,TF1, NotreFamille, News de stars, ChérieFM… NETWORK : Network WeboramaNetwork Glam Media France : Nizza RETARGETING D’EXCLUSION : internautes de la pageGirl, Kenza Nigee, Eléonore Bridge, Coline, Facebook de l’opérationHellocoton,…VOLUME : 1 million de PAP SCÉNARISATION DE LA DIFFUSION : 3 films diffusés auprès des internautes n’ayant pas cliqué. VOLUME : 3,33 millions de PAPBUSINESS CASE COCA-COLA
  4. 4. GÉOLOCALISATIONSECTEUR GRANDE DISTRIBUTIONCampagne : Ouvertures des enseignes DRIVE PDV BEAURAINSDate : Mars-décembre 2012 49 120 VU 61 040 PAPObjectif : Trafic en magasin et performance (ouvertures de comptes online) PDV AVONSDISPOSITIF WEBORAMA PDV LE MANS 71 920 VU 80 280 VU PDV TROYES 105 800 PAP 64 360 VU 84 040 PAP 94 280 PAPDéveloppement d’un dispositif dédié, PDV DEOLScombinant la géolocalisation au ciblage comportemental. 17 040 VU 20 240 PAP PDV AMBERIEU 18 320 VU 25 120 PAPCIBLAGE GÉOLOCALISÉ :- Diffusion sur la zone de chalandise définie par l’annonceur : PDV CRÉON15 km autour de chaque magasin, grâce à la BDD MaxMind. 55 680 VU 71 200 PAP- Détermination des VU/PAP par zone de diffusionavant le début de la campagne PDV LE CRES- Personnalisation de la création pour chaque point de vente PDV PAU PDV AUTERIVE 14 320 VU 299 720 VU 382 560 PAP 17 560 PAP 76 520 VU 98 840 PAPCIBLAGE COMPORTEMENTAL / SOCIO-DÉMOGRAPHIQUE :Femmes, 25-59 ansClusters « Grande distribution » et « Bon plan »FORMAT : 300*250BUSINESS CASE GRANDE DISTRIBUTION
  5. 5. PERFORMANCESECTEUR CULTURE/LOISIRSCampagne : Fil rouge PMU Hippique et SportifDate : Campagnes mensuelles sur toute l’année 2011Objectif : Performance (attirer de nouveaux joueurs actifs)DISPOSITIF WEBORAMAFORMAT / CRÉA :300*250 et SlideIn, créa modifiée en permanencepar l’agence afin de correspondre au calendrier des courseset des événements sportifsCIBLAGE :Exclusion des moins de 18 ans,clusters « Courses hippiques », « Sport » et « Jeux d’argent »NETWORK :Network Weborama, puis les sitesavec le meilleur taux de transformationRETARGETING :Tag retargeting (tunnel de transformation) et tag transformationDiffusion auprès d’internautes ayant visité le site sans transformerOPTIMISATION DURANT LA CAMPAGNE :• Analyse/choix des meilleurs supports du network• Ciblage socio-démographique affiné grâce aux données wReport• Ajout du search retargeting• Ciblage sur les clusters ayant les meilleures performancesBUSINESS CASE PMU

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