Paid Social

Use case: Maximizing user acquisition using Tik Tok Spark Ads app formats.

How ALL took advantage of the diversity of channels to promote its app.

Context
Accor, on the recommendation of its agency Artefact, wanted to test TikTok for the promotion of its Accor ALL app in the French market. The app allows you to make reservations in hotels all over the world and manage your loyalty account.

Solution
Linking Accor organic account with App ads to benefit from engaging and TikTok friendly assets for paid acquisition.
Targeting a broad and travel-intent audience at a national level through Smart Performance campaign solution.
Measuring impact and results with MMP deduplicated view across multiple channels activated on the FR market.
Increasing iOS budget on TikTok to match with Accor core target.

Results
-50% cost per app opening vs other Paid Social platforms.
5X more app store openings vs other Paid Social platforms.
2.59 acquisition ROAS.

Use case: Incrementality via Search lift.

How to assess Facebook’s advertising impact on Search and Sales?

Challenge
It is always complex to prove the traffic attribution of a channel to justify its importance in a digital strategy. Here, we wanted to concretely assess the direct impact of Paid Social Media on Petit Bateau’s search volumes and sales.

Solution
By activating Facebook Search Lift, we evaluated incremental Search sales generated by paid social campaigns thanks to a 4-step process:

Identifying audiences and business objectives;
Separating audiences into test and control groups via Facebook;
Generating Petit Bateau custom Search conversion events;
Comparing conversion rates between the 2 groups via Facebook:
Purchase_SEA_channel;
Purchase_SEO_channel.

Results