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DIGITAL COMMUNICATION STRATEGY: HOW TO IMPROVE IT?

JOONE
Beauty

The context

AN OPEN AND

MADE IN FRANCE COMPANY

JOONE is a brand that offers women and children healthy and transparent cosmetic and textile products. It was founded in 100 by Carole Juge-Llewellyn.
Last June, she called on the expert and programmatic pioneer Gamned! in order to improve its digital communication strategy.

The goal
A DOUBLE GOAL IN ITS DIGITAL COMMUNICATION STRATEGY.

A solution defined together

A MIX BETWEEN VIDEO SPOTS AND

CLASSIC FORMATS

The brand initially offers diapers. But it is mainly recognized for its healthy baby products. For several months now, JOONE has been expanding its product offering. It includes a range dedicated to women, which includes cosmetic products, personal hygiene and food supplements. Following on this expansion of the offer, the brand wishes to communicate in order to gain notoriety, with a branding campaign but also through the acquisition of qualified traffic. Thus, with this new digital communication strategy, it wishes to reach a UMC target. The brand has chosen, through its message, to insist on its values ​​of transparency and French production.

The device: a mix of video spots and classic formats for a high-performance digital communication strategy

In order to achieve this dual objective, Gamned! simultaneously deploys and manages branding & acquisition systems for JOONE. For the branding objective, JOONE gives Gamned! two video spots:

  • One more focused on maternity and promoting JOONE diapers,
  • The other highlighting its range of feminine products.

The diffusion of the two spots is visible in two environments:

  • On the one hand, in a premium catch-up environment (on the media of the TF1 Group or those of the France Télévisions group).
  • On the other hand, in a pre-roll environment via data from the TF1 group to which Gamned! belongs.

Concerning the acquisition goal, JOONE provides classic advertising formats (IAB and native). The creations' diffusion is visible on affinity websites. (sites dealing with “Women” and “Parenthood” themes such as marmiton.org ou vinted.fr, here again by TF1 group data). At the same time, Gamned! sets up a "test and learn" process on other inventories, keeping the same goal in mind: acquiring as much qualified audience as possible and reaching this audience where it is located. Thus, depending on the receptivity of the campaign on each of these test targets, the inventory is gradually tightened to focus on the most efficient sites.

Verdict?
THE RESULTS

A SUCCESSFUL OPERATION!

Visibility and contact acquisition largely achieved

Thus, the JOONE brand had the opportunity to be visible and present in a highly qualified and very affinity distribution framework with its target. In June alone, 271 unique contacts were reached. Another indicator of the success of this campaign is the cost per video viewed in full. It is around 000 € cts (ie below market averages around 0,02 € cts).

Do you also want to design high-value programmatic campaigns for your digital communication strategy, in order to boost your notoriety or your sales?

Contact our experts at Gamned! : their expertise in media planning, advertising space purchasing, advertising formats, publishers, and programmatic management, will allow you to achieve your objectives while rationalizing your advertising investments.

Fabien Pedica
Group Manager Trade & Digital - Avène
"Comprehensive training from experts. Answers to every question we had and great transparency."
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Carole Ginda
Digital Manager - Electrolux
"An accessible training for all with expert trainers who know how to democratize the jargon of programmatic! "
Découvrez nos projets
Olivier Granda
E-commerce Traffic Acquisition Manager- BUT
"The very first results are already very satisfactory! "
Découvrez nos projets
Stéphanie Catarino
Director E-commerce & Acquisition France - Clarins
"We are thrilled with the results of the campaigns driven by Gamned!"
Découvrez nos projets
Rarès Vidican
Marketing Manager Digital - MACIF
"We had set ourselves very ambitious goals, which we have already achieved in a few months.
Découvrez nos projets
Thomas Majorczyk
Digital Media Buying Manager - Tape à l’Œil
"Gamned's support is a real strength for Tape à l'Œil to recruit new clients".
Découvrez nos projets
Fabien Pedica
Group Manager Trade & Digital - Avène
"Comprehensive training from experts. Answers to every question we had and great transparency."
En lire plus
Carole Ginda
Digital Manager - Electrolux
"An accessible training for all with expert trainers who know how to democratize the jargon of programmatic! "
En lire plus
Olivier Granda
E-commerce Traffic Acquisition Manager- BUT
"The very first results are already very satisfactory! "
En lire plus
Stéphanie Catarino
Director E-commerce & Acquisition France - Clarins
"We are thrilled with the results of the campaigns driven by Gamned!"
En lire plus
Rarès Vidican
Marketing Manager Digital - MACIF
"We had set ourselves very ambitious goals, which we have already achieved in a few months.
En lire plus
Thomas Majorczyk
Digital Media Buying Manager - Tape à l’Œil
"Gamned's support is a real strength for Tape à l'Œil to recruit new clients".
En lire plus

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