TL;DR
This mission highlighted several key learnings:
- The effectiveness of remarketing and a full-funnel strategy: With only 20% of the budget, remarketing generated a CPA that was 3x more efficient.
- Creative authenticity: Images featuring real craftsmen systematically outperformed stock visuals, leading to more cost-effective traffic.
- Diversifying creative approaches: Varying messages made it possible to achieve stronger CTR and CPL over time.
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Challenge / Objective
The objectives set for our mission were precise:
- Generate as many qualified prospects as possible in each area.
- Optimize CPL according to local specificities.
- Structure a sustainable acquisition funnel.
- Identify the best-performing creative formats by sector.
- Develop upper-funnel digital campaigns.
Strategy
Our approach was structured around four main pillars:
- Optimized funnel architecture: Implementing a full-funnel strategy, with an 80% acquisition / 20% remarketing split, resulting in a remarketing CPA that was 3x more efficient.
- Geographic segmentation: Adapting budgets according to local CPMs.
- Localized creative strategy: Personalizing messages according to audiences and developing formats highlighting authenticity, with iterations on ad messaging.
- Audience optimization: Constant iterations on Meta audiences to identify the most receptive audience pools.
Results
- 1,740 prospects generated.
- 3x better CPA performance.
- 2M people reached, with an average frequency of 6.5.
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