{"id":52821,"date":"2022-08-01T12:10:47","date_gmt":"2022-08-01T11:10:47","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=cases&#038;p=52821"},"modified":"2024-09-20T17:39:22","modified_gmt":"2024-09-20T16:39:22","slug":"how-artefact-helped-boost-mattel-online-sales-on-cdiscount-relevanc-advertising-retail-media-platform","status":"publish","type":"cases","link":"https:\/\/www.artefact.com\/br\/cases\/how-artefact-helped-boost-mattel-online-sales-on-cdiscount-relevanc-advertising-retail-media-platform\/","title":{"rendered":"<span class=\"highlight\">MATTEL<\/span> Como o Artefact ajudou a impulsionar as vendas on-line da Mattel na plataforma de m\u00eddia de varejo Cdiscount (RelevanC Advertising)?"},"content":{"rendered":"<p><article class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-video fusion-youtube\" style=\"--awb-max-width:750px;--awb-max-height:422px;\"><div class=\"video-shortcode\"><div class=\"fluid-width-video-wrapper\" style=\"padding-top:56.27%;\" ><iframe title=\"Reprodutor de v\u00eddeo do YouTube 1\" src=\"https:\/\/www.youtube.com\/embed\/77wMF18Omzw?wmode=transparent&autoplay=0\" width=\"750\" height=\"422\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/div><\/div><\/div><div class=\"fusion-text fusion-text-1 description\"><p>Ajudando as marcas a aumentar suas vendas on-line, a relevanC Advertising e a Artefact est\u00e3o fornecendo a marcas, como a Mattel, uma estrutura para o sucesso do varejo on-line.<\/p>\n<p>Neste v\u00eddeo, Ma\u00efana Darmendrail, gerente de marketing digital e varejo eletr\u00f4nico da Mattel France, Thomas Faure, l\u00edder de varejo eletr\u00f4nico da Artefact, e Cedric Chamoux, diretor de m\u00eddia de varejo da relevanC Advertising, compartilham sua experi\u00eancia em aumentar as vendas das marcas da Mattel na plataforma de com\u00e9rcio eletr\u00f4nico Cdiscount. <\/p>\n<\/div><\/div><\/div><\/div><\/article><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2\"><p>Assista a toda a confer\u00eancia Hubday eRetail<\/p>\n<\/div><div ><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type button-primary-medium\" target=\"_self\" href=\"https:\/\/marketing.artefact.com\/hubday-retail-ecommerce-replay-mattel-carrefour\" rel=\"noopener\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Assista<\/span><\/a><\/div><\/div><\/div><\/div><\/div><article class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling case-content\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:#ffffff;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-justify-content-space-between fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column text-image-block-video-content1\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:#ff0066;--awb-margin-top:40px;--awb-margin-bottom:20px;--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;font-size:1em;--fontSize:30;line-height:1.33;\">Desafio: aumentar a presen\u00e7a e a visibilidade das marcas do Grupo Mattel nos ecossistemas de m\u00eddia dos varejistas eletr\u00f4nicos, aproveitando a m\u00eddia de varejo<\/h2><\/div><div class=\"fusion-text fusion-text-3\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-transform:none;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>O varejo eletr\u00f4nico \u00e9 um canal de distribui\u00e7\u00e3o estrat\u00e9gico para a <a href=\"https:\/\/corporate.mattel.com\/en-us\" target=\"_blank\" rel=\"noopener\">Grupo Mattel<\/a> como <strong>32% de transa\u00e7\u00f5es<\/strong> na categoria de jogos foram realizadas on-line durante o primeiro semestre de 2020.<\/p>\n<p>A m\u00eddia de varejo \u00e9 usada em um objetivo de desempenho possibilitado pelo aproveitamento do data do comprador. A m\u00eddia de varejo \u00e9 especialmente \u00fatil para a parte de convers\u00e3o do funil de vendas.<\/p>\n<p>A m\u00eddia de varejo vive em diferentes tipos de ambientes, como:<\/p>\n<p>\u2013<b> na plataforma<\/b>, Produtos que maximizam a presen\u00e7a de produtos diretamente no site de com\u00e9rcio eletr\u00f4nico, como marcas patrocinadas, produtos patrocinados, banners de merchandising<\/p>\n<p>\u2013 <b>fora da plataforma<\/b>, Solu\u00e7\u00f5es que geram tr\u00e1fego adicional redirecionado para as p\u00e1ginas de produtos no site de com\u00e9rcio eletr\u00f4nico, como an\u00fancios em mecanismos de pesquisa, an\u00fancios sociais, an\u00fancios gr\u00e1ficos e em v\u00eddeo<\/p>\n<\/div><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:#ff0066;--awb-margin-top:40px;--awb-margin-bottom:20px;--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;font-size:1em;--fontSize:30;line-height:1.33;\">Solu\u00e7\u00e3o: Gerenciamento de alto n\u00edvel dos investimentos em m\u00eddia de varejo da Mattel em parceria com a RelevanC Advertising<\/h2><\/div><div class=\"fusion-text fusion-text-4\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>Em 2020, o Cdiscount consolidou sua posi\u00e7\u00e3o como o varejista eletr\u00f4nico n\u00famero um da Fran\u00e7a, gerando 25 milh\u00f5es de visitantes \u00fanicos e 10 milh\u00f5es de clientes (adicionando um milh\u00e3o de novos compradores durante o ano).<\/p>\n<p>A vis\u00e3o do Cdiscount de seu ecossistema de m\u00eddia de varejo abrange todo o funil de vendas e engloba diferentes etapas (conhecimento da marca, considera\u00e7\u00e3o, tr\u00e1fego, aquisi\u00e7\u00e3o e insights)<\/p>\n<p>Em fevereiro de 2020, a relevanC introduziu uma plataforma de autosservi\u00e7o, a relevanC Advertising Platform, desenvolvida inteiramente internamente, que oferece solu\u00e7\u00f5es de m\u00eddia de varejo por meio de pesquisa e exibi\u00e7\u00e3o no Cdiscount.<\/p>\n<\/div><div class=\"fusion-text fusion-text-5\"><div class=\"quote\">\u201cA relevanC Advertising \u00e9 a melhor ferramenta da categoria para operar e gerenciar campanhas de m\u00eddia de varejo\u201d.\u201d<\/div>\n<\/div><div class=\"fusion-text fusion-text-6 quote-baseline\"><p>diz Ma\u00efana Darmendrail - Gerente Digital e Gerente de E-Retail da Mattel Fran\u00e7a<\/p>\n<\/div><div class=\"fusion-text fusion-text-7\"><div class=\"quote\">\u201cO CDiscount possui solu\u00e7\u00f5es de m\u00eddia de varejo muito maduras em busca, exibi\u00e7\u00e3o e v\u00eddeo\u201d.\u201d<\/div>\n<\/div><div class=\"fusion-text fusion-text-8 quote-baseline\"><p>afirma Thomas Faure - L\u00edder de E-Retail, Artefact<\/p>\n<\/div><div class=\"fusion-text fusion-text-9\"><p>O Artefact tomou a decis\u00e3o de realizar uma campanha on-line durante todo o ano voltada para a inten\u00e7\u00e3o do comprador. O Artefact definiu audiences personalizados a partir de itens precisos do data do comprador (hist\u00f3rico de compras, inten\u00e7\u00e3o de compra, hist\u00f3rico de pesquisa, hist\u00f3rico de navega\u00e7\u00e3o, n\u00edvel de renda...).<\/p>\n<\/div><div class=\"fusion-text fusion-text-10\"><p>A chave para aumentar o desempenho dos investimentos em m\u00eddia foi a realiza\u00e7\u00e3o de otimiza\u00e7\u00f5es cont\u00ednuas nos KPIs de varejo e de m\u00eddia.<\/p>\n<\/div><div class=\"fusion-text fusion-text-11\"><div class=\"quote\">\u201cTemos a convic\u00e7\u00e3o \u00edntima de que a otimiza\u00e7\u00e3o cont\u00ednua traz melhorias de desempenho\u201d.\u201d<\/div>\n<\/div><div class=\"fusion-text fusion-text-12 quote-baseline\"><p>explica C\u00e9dric Chamoux - Diretor de M\u00eddia de Varejo, relevanC Advertising<\/p>\n<\/div><ul style=\"--awb-line-height:27.2px;--awb-icon-width:27.2px;--awb-icon-height:27.2px;--awb-icon-margin:11.2px;--awb-content-margin:38.4px;\" class=\"fusion-checklist fusion-checklist-1 fusion-checklist-default type-icons\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">Foram feitas otimiza\u00e7\u00f5es no<b> v\u00e1rios fatores<\/b>: <b>canais<\/b> (no local, fora do local, pesquisa, exibi\u00e7\u00e3o), <b>segmentos<\/b> (audience, palavras-chave), <b>criativos, formatos.<\/b><\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">As otimiza\u00e7\u00f5es foram baseadas em <b>v\u00e1rias m\u00e9tricas<\/b>: <b>m\u00eddia <\/b>m\u00e9tricas,<b> neg\u00f3cios <\/b>m\u00e9tricas,<b> varejo <\/b>m\u00e9tricas (n\u00edvel de estoque, promo\u00e7\u00f5es, posicionamento org\u00e2nico)<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">As otimiza\u00e7\u00f5es ocorreram em <b>solu\u00e7\u00f5es diferentes<\/b>: <b>publicidade de pesquisa<\/b>, O senhor pode fazer melhorias di\u00e1rias na sele\u00e7\u00e3o de palavras-chave, <b>publicidade gr\u00e1fica<\/b>, melhorias quinzenais em<b> medi\u00e7\u00e3o de impacto<\/b><\/div><\/li><\/ul><div class=\"fusion-text fusion-text-13\"><p>Al\u00e9m de aproveitar o ecossistema de varejistas eletr\u00f4nicos, o Artefact continuou procurando maneiras de inovar e testar novas solu\u00e7\u00f5es para desenvolver mais experi\u00eancia e projetos de escala.<\/p>\n<p>Dessa forma, a Artefact conduziu campanhas fora da plataforma por meio das solu\u00e7\u00f5es do Shopping for Partners (Google for Retail), que foram ativadas para apoiar marcos, como o lan\u00e7amento de produtos.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:#ff0066;--awb-margin-top:40px;--awb-margin-bottom:20px;--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;font-size:1em;--fontSize:30;line-height:1.33;\">Resultados: Campanhas publicit\u00e1rias seis vezes mais eficazes!<\/h2><\/div><div class=\"fusion-text fusion-text-14\"><p>A Mattel obteve resultados extremamente positivos por meio de ativa\u00e7\u00f5es de m\u00eddia de varejo em 2020:<\/p>\n<p>\u2013 <b>Aumento de 600%<\/b> sobre o retorno do gasto com publicidade para investimentos em m\u00eddia usando a m\u00eddia de varejo data (em compara\u00e7\u00e3o com campanhas tradicionais)<\/p>\n<p>\u2013 <b>de 4 a 10 euros ganhos <\/b>ao gastar um euro em campanhas de an\u00fancios de exibi\u00e7\u00e3o e pesquisa<\/p>\n<\/div><div class=\"fusion-text fusion-text-15\"><div class=\"quote\">\u201cA relevanC Advertising tem o data mais qualitativo que o senhor pode encontrar no mercado. A otimiza\u00e7\u00e3o di\u00e1ria do Artefact realmente mudou a situa\u00e7\u00e3o.\u201d<\/div>\n<\/div><div class=\"fusion-text fusion-text-16 quote-baseline\"><p>menciona Maiana Darmendrail - Gerente Digital e Gerente de E-Retail, Mattel Fran\u00e7a<\/p>\n<\/div><div class=\"fusion-text fusion-text-17\"><p>As marcas podem obter sucesso ao combinar m\u00e9tricas de neg\u00f3cios com experi\u00eancia em m\u00eddia, ou seja, sincronizar sinais de varejo (n\u00edvel de estoque, n\u00edvel de promo\u00e7\u00e3o) com KPIs de m\u00eddia para otimizar melhor as campanhas publicit\u00e1rias.<\/p>\n<\/div><\/div><\/div><\/div><\/article><\/p>","protected":false},"excerpt":{"rendered":"<p>Ajudando as marcas a aumentar suas vendas on-line, a relevanC Advertising e a Artefact est\u00e3o fornecendo a marcas, como a Mattel, uma estrutura para o sucesso do varejo on-line.<\/p>","protected":false},"featured_media":52861,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"categories":[91],"class_list":["post-52821","cases","type-cases","status-publish","has-post-thumbnail","hentry","category-retail"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/cases\/52821","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/cases"}],"about":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/types\/cases"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/media\/52861"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/media?parent=52821"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/categories?post=52821"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}