Harmonizing data and video for a high-performance Social & Display strategy
Context
Cuir Center, a premier specialist in leather and fabric sofas, operates in a market where the customer journey is hybrid and high-consideration. ESV Digital supports the brand across Display (Programmatic) and Social Ads (Meta) with a dual mission: fueling brand desirability while driving high-intent traffic to both the e-commerce platform and the physical store network.
Objectives
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Maximize Qualified Visibility: Boost brand awareness among high-affinity audiences (interior design, home furnishing).
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Drive Omni-channel Traffic: Generate qualified clicks to the website and encourage store visits.
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Optimize Engagement Costs: Lower CPMs and CPCs while increasing audience responsiveness.
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Qualify the Conversion Funnel: Transition from mere interest to concrete leads (brochure downloads, contact requests).
Achievements
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Multi-Platform Display Strategy: Leveraged DV360 as the primary driver for high-quality reach, supplemented by agile testing on StackAdapt to optimize programmatic scale.
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Granular Audience Targeting: Utilized Sirdata segments (Lifestyle, Family & Home) and Premium Private Marketplace (PMP) deals (Le Figaro, Gala, etc.) to ensure brand-safe, high-impact ad placements.
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Video-First Approach on Social: Scaled video formats across Meta, which emerged as the top-performing creative asset, delivering the highest Click-Through Rates (CTR) and landing page views.
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Lookalike (LAL) Power: Deployed Lookalike audiences (2% LAL) based on past engagers and visitors, representing 45% of the prospecting budget and yielding the year’s best performance metrics.