Project Context
Audilo is a retailer specializing in hearing-related products and senior care aids.
With a well-established reputation in France, Audilo aimed to extend this success to several European markets, particularly Spain, Italy, United Kingdom, Germany, Poland, Netherlands, and Sweden.
While these markets represented opportunities, they also presented significant challenges in terms of profitability, especially due to the specificity of products primarily aimed at a senior audience, making them less engaging for the general public.
Initial Challenge
The main challenge was to ensure account profitability with international investment. We also needed to encourage diversification of buyer habits by promoting products other than their best-seller. The specific nature of the products made advertising campaigns more complex. In France, Meta ADS campaigns had already shown positive signals, so it was necessary to identify the causes and develop them.
Proposed Solution
To address these challenges, several strategies were proposed:
- Tailored structures by country, optimized to work with Meta’s AI for maximum scaling:
Each market benefited from a personalized campaign structure, optimized through machine learning to adjust bids, targeting, and ad placements in real-time, thus maximizing campaign efficiency.
- Redesign of the visual creative approach with a graphic charter aligned with the site’s identity:
In France, a complete overhaul of advertising visuals was carried out to align the visual identity of campaigns with Audilo’s website. Integrating Meta’s best practices for visuals, with impactful CTAs, made the ads more attractive. An iterative approach was also adopted to continuously optimize visuals.
- Full-funnel approach to support conversion and increase brand awareness:
In France, a full-funnel strategy was implemented to strengthen conversion while increasing awareness, guiding users through all stages of the purchasing journey.
- Continuous updating of tracking methods in an ecosystem with decreasing visibility:
Given the constant changes in the digital ecosystem and the reduction in data visibility, regular updates to tracking methods were implemented. This allowed for maintaining accurate measurement of campaign performance despite growing limitations in user tracking.
Implementation
Strategies 2 and 3, although designed for all markets, were primarily implemented in France, where they quickly showed positive results. The focus was then placed on continuous optimization of French campaigns, allowing to reach profitability levels only achieved during the Covid period. The client chose to concentrate efforts on the French market, where results proved very promising.
Results Obtained
In France, the implemented strategies led to a significant increase in profitability. The investment in Meta ADS campaigns in France was quadrupled while improving their profitability.
The decision to focus on France thus allowed for maximizing gains in this key market, fully leveraging the improvements made to visuals and the full-funnel strategy.
Overall for the year 2024 vs 2023 it’s:
- For 7% less spending
- 10% additional reach
- 45% more traffic to the website
- 19% additional generated revenue
- Profitability increased by 23%
- Profitability already improved by 40% over the same period from 2023 to 2022.
Despite the specific challenges of this client, we were able to find key patterns for the success of their objectives.
