{"id":4713,"date":"2016-03-03T14:20:22","date_gmt":"2016-03-03T13:20:22","guid":{"rendered":"http:\/\/www.keyade.com\/agence\/?p=427"},"modified":"2016-03-03T14:20:22","modified_gmt":"2016-03-03T13:20:22","slug":"etude-de-cas-miriale-acquisition-facebook-2","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/etude-de-cas-miriale-acquisition-facebook-2","title":{"rendered":"[ETUDE DE CAS] MIRIALE : acquisition sur Facebook dans 10 pays d'Europe"},"content":{"rendered":"

CONTEXTE<\/span><\/strong><\/h2>\n

Marque de lingerie cherche nouvelles abonn\u00e9es Europe<\/strong><\/h3>\n

Miriale est une marque de lingerie suisse qui propose \u00e0 ses clientes un large \u00e9ventail de mod\u00e8les exclusifs, con\u00e7us par les designers de la marque et produits par un r\u00e9seau de fabricants s\u00e9lectionn\u00e9s. Son offre se caract\u00e9rise par un service d\u2019abonnement tr\u00e8s flexible\u00a0dans lequel les clientes re\u00e7oivent un nouvel ensemble chez elles tous les deux mois\u00a0: elles peuvent choisir de refuser un envoi, payent la marchandise \u00e0 r\u00e9ception et peuvent r\u00e9silier leur abonnement \u00e0 tout moment.
\nAujourd\u2019hui, 10 millions de clientes font confiance \u00e0 la marque qui est pr\u00e9sente dans 12 pays d\u2019Europe\u00a0: Allemagne, Autriche, Belgique, Danemark, Estonie, Finlande,\u00a0Norv\u00e8ge, Pays-Bas, R\u00e9publique Tch\u00e8que, Slovaquie et Suisse. En janvier 2016, Keyade g\u00e8re la strat\u00e9gie d\u2019acquisition sur Facebook pour 10 de ces pays, progressivement lanc\u00e9s entre mars et ao\u00fbt 2015.<\/p>\n

DISPOSITIF<\/span><\/strong><\/h2>\n

Une acquisition globale efficace gr\u00e2ce \u00e0 une gestion centralis\u00e9e<\/strong><\/h3>\n

Acqu\u00e9rir de nouveaux clients, c\u2019est bien, mais acqu\u00e9rir de nouveaux clients \u00e0 un co\u00fbt ma\u00eetris\u00e9, c\u2019est mieux. Pour chaque pays, des CPA ont \u00e9t\u00e9 d\u00e9finis en fonction des comportements clients sur les march\u00e9s (retours, impay\u00e9s, inscriptions \u00e0 l\u2019abonnement qui impactent le co\u00fbt r\u00e9el d\u2019une nouvelle cliente).
\nL\u2019organisation centralis\u00e9e adopt\u00e9e par Miriale et Keyade prend alors tout son sens pour respecter ces contraintes de co\u00fbts tout en remplissant les objectifs d\u2019acquisition. C\u00f4t\u00e9 annonceur, la centralisation est facteur de flexibilit\u00e9 budg\u00e9taire entre les pays. En suivant les recommandations mensuelles de Keyade, la marque investit ainsi sur les march\u00e9s \u00e0 potentiel au bon moment et peut soutenir les temps commerciaux forts sp\u00e9cifiques \u00e0 chaque pays. C\u00f4t\u00e9 Keyade, une seule consultante est en charge de l\u2019ensemble des comptes internationaux pour favoriser d\u2019une part son apprentissage des march\u00e9s et des comportements clients, mais surtout, analyser et r\u00e9pliquer les best practices.
\nAinsi, la connaissance des march\u00e9s et de leurs r\u00e9actions sont cl\u00e9s. En dix mois, la consultante Keyade a pu g\u00e9n\u00e9raliser et invalider plusieurs actions\u00a0:<\/p>\n

    \n
  • Identification d\u2019une ligne de produits plus performante sur laquelle la communication d\u2019acquisition a \u00e9t\u00e9 focalis\u00e9e.<\/li>\n
  • Lancement des carrousel ads<\/em> sur tous les march\u00e9s suite \u00e0 un test profitable sur l\u2019Allemagne, march\u00e9 pilote. A l\u2019inverse, les campagnes de r\u00e9activations n\u2019ont pas \u00e9t\u00e9 lanc\u00e9es suite \u00e0 un test non fructueux sur l\u2019Allemagne.<\/li>\n
  • La g\u00e9n\u00e9ralisation d\u2019un dispositif performant demande tout de m\u00eame d\u2019en analyser les raisons. Ainsi, la r\u00e9ussite de tests de ciblage d\u2019audience et du lancement de campagnes mobiles a bien s\u00fbr donn\u00e9 lieu \u00e0 une r\u00e9plication dans tous les pays, mais avec une surveillance particuli\u00e8re de l\u2019\u00e9volution des performances pour identifier toutes les conditions de r\u00e9ussite.<\/li>\n<\/ul>\n

    R\u00c9SULTATS<\/span><\/strong><\/h2>\n

    +22% de leads par mois en moyenne \u00e0 CPA stable<\/strong><\/h3>\n

    Depuis mars 2015, Miriale enregistre une croissance mensuelle moyenne des leads de 22%, pour un CPA stable. Il faut dire que le dispositif d\u2019acquisition est affin\u00e9 en permanence\u00a0: actualisation r\u00e9guli\u00e8re des bases de donn\u00e9es pour \u00e9viter de cibler des utilisateurs Facebook d\u00e9j\u00e0 clients de Miriale, AB tests continus sur les visuels, les collections et les textes d\u2019annonces etc. Ainsi, sur l\u2019Allemagne, le march\u00e9 principal, le taux de conversion est en progression de 12% par mois en moyenne, pour une progression du budget moiti\u00e9 moindre.
    \nAu-del\u00e0 des performances, la r\u00e9activit\u00e9 des \u00e9quipes a permis d\u2019installer une v\u00e9ritable relation de confiance entre l\u2019annonceur et l\u2019agence. Le contact Miriale, bas\u00e9 en Suisse, est rapidement pass\u00e9 de communications t\u00e9l\u00e9phoniques fr\u00e9quentes \u00e0 des \u00e9changes d\u00e9contract\u00e9s par emails. \u00ab\u00a0Je me suis rapidement aper\u00e7u que Keyade comprenait parfaitement notre probl\u00e9matique d\u2019acquisition et g\u00e9rait tr\u00e8s bien nos campagnes internationales\u00a0\u00bb, explique Mathieu Deschenaux, Web Marketing Manager chez Miriale. \u00ab\u00a0Les recommandations budg\u00e9taires sont justes et les performances sont au rendez-vous. L\u2019agence a r\u00e9ussi \u00e0 installer une vraie confiance qui efface la distance.\u00a0\u00bb<\/p>\n

    Mathieu Deschenaux, Webmarketing Manager chez Miriale :<\/strong><\/span>
    \n\u00ab Apr\u00e8s un mois de campagne, les commandes en\u00a0provenance de Facebook repr\u00e9sentaient 10% des\u00a0commandes pass\u00e9es sur Internet. Dix mois apr\u00e8s, nous\u00a0sommes \u00e0 plus de 25%. \u00bb<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    CONTEXTE Marque de lingerie cherche nouvelles abonn\u00e9es Europe Miriale est une marque de lingerie suisse qui propose \u00e0 ses clientes un large \u00e9ventail de mod\u00e8les exclusifs, con\u00e7us par les designers de la marque et produits par un r\u00e9seau de fabricants s\u00e9lectionn\u00e9s. Son offre se caract\u00e9rise par un service d\u2019abonnement tr\u00e8s flexible\u00a0dans lequel les clientes re\u00e7oivent […]<\/p>\n","protected":false},"author":1,"featured_media":769,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89],"tags":[109,111,59],"class_list":["post-4713","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","tag-facebook","tag-international","tag-socialmedia"],"yoast_head":"\nEtude de cas - Acquisition sur Facebook pour Miriale | Keyade<\/title>\n<meta name=\"description\" content=\"Keyade g\u00e8re la strat\u00e9gie d'acquisition Facebook de la marque de lingerie dans 10 pays et enregistre +22% de leads par mois \u00e0 CPA stable depuis mars 2015\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.keyade.com\/en\/etude-de-cas-miriale-acquisition-facebook-2\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Etude de cas - 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