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Because
it's better
to laugh .
The campaign .
Bel France, as part of the launch of The Laughing Cow, managed to reach over 4,300,000 qualified profiles.
4 300 000
qualified profiles
+ 14
purchase intention points
The context .
As part of the launch of the new organic version of La Vache qui Rit®, Adot, in association with the Spark Foundry agency, designed and implemented a unique digital system combining analysis and activation of exclusive audiences.
Vache qui rit, the group's iconic brand, consolidates Bel's new direction towards greater naturalness and accessibility. To meet these new needs, we designed an advertising campaign in three distinct phases.
A first phase of target identification.
We offer a tailor-made pre-test protocol, based on the implementation of personalized questionnaires. We were thus able to collect the engaged audiences and define the precise profile of the consumer.
A first phase of target identification.
We offer a tailor-made pre-test protocol, based on the implementation of personalized questionnaires. We were thus able to collect the engaged audiences and define the precise profile of the consumer.
A second phase of cross-device branding.
Adot imagined and orchestrated a digital system aimed at addressing these affinity segments by proposing creative and personalized cross-device formats (interstitials, skins, banners) according to the skills and characteristics of each of the previously identified targets.
A third phase of impact measurement.
In conjunction with Publicis Media, we set up a post-test phase to measure recall and purchase intention among exposed audiences.
A third phase of impact measurement.
In conjunction with Publicis Media, we set up a post-test phase to measure recall and purchase intention among exposed audiences.
The results .
For this campaign conducted with the agency Publicis Media, the following results were obtained:
- + 4,300,000 qualified profiles reached
- +14 points of purchase intention vs the Women 25-49 target (core target)
- + 13 points of purchase intention vs the organic affinity target (affinity target)