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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.
What's at stake?
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:
The diffusion of the two spots is visible in two environments:
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.
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.
Tell us who you are, we'll tell you what strategy to adopt.