{"id":17738,"date":"2026-04-17T18:45:55","date_gmt":"2026-04-17T18:45:55","guid":{"rendered":"https:\/\/donutzdigital.com\/?post_type=case_studies&#038;p=17738"},"modified":"2026-04-17T18:45:57","modified_gmt":"2026-04-17T18:45:57","slug":"case-study-sport-accelerer-lacquisition-sans-faire-exploser-le-cac","status":"publish","type":"case_studies","link":"https:\/\/donutzdigital.com\/fr\/case_studies\/case-study-sport-accelerer-lacquisition-sans-faire-exploser-le-cac\/","title":{"rendered":"Case Study sport : Acc\u00e9l\u00e9rer l&#8217;acquisition sans faire exploser le CAC"},"content":{"rendered":"\n<div class=\"hastko-case-study-wrapper\">\n<style scoped>\n.hastko-case-study-wrapper {\n  max-width: 1200px;\n  margin: 0 auto;\n  font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Arial, sans-serif;\n  padding: 40px 20px;\n}\n\n.hastko-case-study-wrapper * {\n  box-sizing: border-box;\n}\n\n.hastko-header {\n  text-align: center;\n  margin-bottom: 50px;\n}\n\n.hastko-header h1 {\n  font-size: 2.5rem;\n  color: #1A1A2E;\n  margin-bottom: 15px;\n  font-weight: 700;\n}\n\n.hastko-header .subtitle {\n  font-size: 1.3rem;\n  color: #FF6B35;\n  font-weight: 500;\n}\n\n.hastko-grid {\n  display: grid;\n  grid-template-columns: repeat(auto-fit, minmax(280px, 1fr));\n  gap: 30px;\n  margin-bottom: 50px;\n}\n\n.hastko-card {\n  background: #ffffff;\n  border-radius: 12px;\n  padding: 30px;\n  box-shadow: 0 4px 20px rgba(0, 0, 0, 0.08);\n  transition: transform 0.3s ease, box-shadow 0.3s ease;\n  border-top: 4px solid #FF6B35;\n}\n\n.hastko-card:hover {\n  transform: translateY(-5px);\n  box-shadow: 0 8px 30px rgba(0, 0, 0, 0.12);\n}\n\n.hastko-card-title {\n  font-size: 0.9rem;\n  text-transform: uppercase;\n  letter-spacing: 1px;\n  color: #FF6B35;\n  margin-bottom: 15px;\n  font-weight: 600;\n}\n\n.hastko-card-content {\n  font-size: 1rem;\n  color: #1A1A2E;\n  line-height: 1.6;\n}\n\n.hastko-results {\n  background: linear-gradient(135deg, #FF6B35 0%, #FF8C61 100%);\n  border-radius: 16px;\n  padding: 50px 40px;\n  color: white;\n  margin-bottom: 40px;\n}\n\n.hastko-results h2 {\n  text-align: center;\n  font-size: 2rem;\n  margin-bottom: 40px;\n  font-weight: 700;\n}\n\n.hastko-stats {\n  display: grid;\n  grid-template-columns: repeat(auto-fit, minmax(200px, 1fr));\n  gap: 30px;\n}\n\n.hastko-stat {\n  text-align: center;\n  padding: 20px;\n  background: rgba(255, 255, 255, 0.1);\n  border-radius: 12px;\n  backdrop-filter: blur(10px);\n}\n\n.hastko-stat-number {\n  font-size: 3rem;\n  font-weight: 700;\n  margin-bottom: 10px;\n  display: block;\n}\n\n.hastko-stat-label {\n  font-size: 1rem;\n  opacity: 0.95;\n  font-weight: 400;\n}\n\n.hastko-insight {\n  background: #F5F5F5;\n  border-left: 5px solid #FF6B35;\n  padding: 30px;\n  border-radius: 8px;\n  margin-top: 40px;\n}\n\n.hastko-insight h3 {\n  color: #1A1A2E;\n  font-size: 1.3rem;\n  margin-bottom: 15px;\n  font-weight: 600;\n}\n\n.hastko-insight p {\n  color: #333;\n  line-height: 1.7;\n  font-size: 1rem;\n}\n\n@media (max-width: 768px) {\n  .hastko-header h1 {\n    font-size: 1.8rem;\n  }\n\n  .hastko-header .subtitle {\n    font-size: 1.1rem;\n  }\n\n  .hastko-results {\n    padding: 30px 20px;\n  }\n\n  .hastko-results h2 {\n    font-size: 1.5rem;\n  }\n\n  .hastko-stat-number {\n    font-size: 2.2rem;\n  }\n}\n<\/style>\n\n  <div class=\"hastko-header\">\n    <h1>Case Study \u2014 marque de sport<\/h1>\n    <p class=\"subtitle\">Acc\u00e9l\u00e9rer l&#8217;acquisition sans faire exploser le CAC<\/p>\n  <\/div>\n\n  <div class=\"hastko-grid\">\n    <div class=\"hastko-card\">\n      <div class=\"hastko-card-title\">Client &#038; Contexte<\/div>\n      <div class=\"hastko-card-content\">\n        <strong>Secteur :<\/strong> Sportswear technique f\u00e9minin<br>\n        <strong>Maturit\u00e9 :<\/strong> Marque en d\u00e9veloppement<br>\n        <strong>Force :<\/strong> Excellent taux de r\u00e9achat\n      <\/div>\n    <\/div>\n\n    <div class=\"hastko-card\">\n      <div class=\"hastko-card-title\">Les Actions<\/div>\n      <div class=\"hastko-card-content\">\n        Synchronisation quotidienne CRM + exclusion syst\u00e9matique des clientes connues + campagnes Google Ads orient\u00e9es acquisition pure.\n      <\/div>\n    <\/div>\n  <\/div>\n\n  <div class=\"hastko-results\">\n    <h2>R\u00e9sultats<\/h2>\n    <div class=\"hastko-stats\">\n      <div class=\"hastko-stat\">\n        <span class=\"hastko-stat-number\">+30%<\/span>\n        <span class=\"hastko-stat-label\">Nouveaux clients acquis<\/span>\n      <\/div>\n      <div class=\"hastko-stat\">\n        <span class=\"hastko-stat-number\">-19%<\/span>\n        <span class=\"hastko-stat-label\">R\u00e9duction du CAC<\/span>\n      <\/div>\n      <div class=\"hastko-stat\">\n        <span class=\"hastko-stat-number\">+30%<\/span>\n        <span class=\"hastko-stat-label\">CA g\u00e9n\u00e9r\u00e9 par nouveaux clients<\/span>\n      <\/div>\n      <div class=\"hastko-stat\">\n        <span class=\"hastko-stat-number\">+5%<\/span>\n        <span class=\"hastko-stat-label\">Augmentation du budget<\/span>\n      <\/div>\n    <\/div>\n  <\/div>\n\n  <div class=\"hastko-insight\">\n    <h3>\ud83c\udfaf L&#8217;insight qui change tout<\/h3>\n    <p>\n      Chaque nouveau client acquis = un nouveau signal d&#8217;apprentissage pour l&#8217;algorithme. Plus on recrute de profils qualifi\u00e9s, plus la machine apprend vite et mieux. R\u00e9sultat : un cercle vertueux o\u00f9 performance et volume se renforcent mutuellement. La preuve qu&#8217;une strat\u00e9gie data-driven bien ex\u00e9cut\u00e9e peut transformer une marque jeune en machine \u00e0 croissance rentable.\n    <\/p>\n  <\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Client &amp; contexte<\/h2>\n\n\n\n<p>La marque est en phase de croissance, \u00e9voluant dans un secteur o\u00f9 la fid\u00e9lisation client constitue un atout majeur. L&#8217;entreprise b\u00e9n\u00e9ficie d\u00e9j\u00e0 d&#8217;une base solide : la satisfaction client et le taux de r\u00e9achat sont au rendez-vous, ce qui signifie qu&#8217;une fois le produit essay\u00e9, les clientes ont naturellement tendance \u00e0 revenir.<\/p>\n\n\n\n<p>Cependant, comme pour toute marque encore peu mature sur le plan digital, la performance marketing ne suit pas une trajectoire lin\u00e9aire, et les d\u00e9fis li\u00e9s \u00e0 l&#8217;acquisition de nouveaux clients restent nombreux.<\/p>\n\n\n\n<p>Avec un historique d&#8217;achat limit\u00e9 et peu de signaux d&#8217;apprentissage disponibles pour alimenter les algorithmes publicitaires, le mod\u00e8le d&#8217;acquisition restait encore fragile et en construction.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le challenge<\/h2>\n\n\n\n<p>Dans ce contexte, l&#8217;enjeu du paid media \u00e9voluait naturellement : il ne s&#8217;agissait plus seulement de g\u00e9n\u00e9rer du chiffre d&#8217;affaires \u00e0 court terme, mais bien d&#8217;acqu\u00e9rir de <strong>nouveaux<\/strong> clients.<\/p>\n\n\n\n<p>L&#8217;automatisation croissante des plateformes publicitaires, notamment sur Google Ads, introduit un risque majeur : les algorithmes ont tendance \u00e0 privil\u00e9gier le remarketing et \u00e0 cibler des audiences d\u00e9j\u00e0 connues, parfois de mani\u00e8re masqu\u00e9e dans les campagnes Performance Max, au d\u00e9triment de la v\u00e9ritable acquisition.<\/p>\n\n\n\n<p>Le d\u00e9fi \u00e9tait donc double :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>structurer un dispositif capable de recruter continuellement de nouveaux clients<\/li>\n\n\n\n<li>tout en ma\u00eetrisant rigoureusement le co\u00fbt d&#8217;acquisition (CAC)<\/li>\n<\/ul>\n\n\n\n<p>Donc sans laisser le budget se diluer sur des clientes d\u00e9j\u00e0 existantes ou sur du trafic de marque d\u00e9j\u00e0 conquis.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Notre strat\u00e9gie<\/h2>\n\n\n\n<p>Pour relever ce d\u00e9fi, nous avons con\u00e7u une strat\u00e9gie d&#8217;acquisition centr\u00e9e sur l&#8217;exploitation des fonctionnalit\u00e9s d\u00e9di\u00e9es au recrutement de nouveaux clients propos\u00e9es par Google Ads, tout en pilotant la performance \u00e0 partir de quatre indicateurs cl\u00e9s directement align\u00e9s avec l&#8217;objectif d&#8217;acquisition :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>le volume de nouveaux clients<\/li>\n\n\n\n<li>le co\u00fbt d&#8217;acquisition client (CAC)<\/li>\n\n\n\n<li>la variation des co\u00fbts publicitaires<\/li>\n\n\n\n<li>et l&#8217;\u00e9volution du chiffre d&#8217;affaires g\u00e9n\u00e9r\u00e9 par ces nouveaux clients.<\/li>\n<\/ul>\n\n\n\n<p>L&#8217;objectif n&#8217;\u00e9tait pas simplement d&#8217;acheter des conversions \u00e0 tout prix, mais de cr\u00e9er un flux d&#8217;acquisition durable et incr\u00e9mental, capable de faire entrer continuellement de nouveaux profils dans l&#8217;\u00e9cosyst\u00e8me de la marque, afin d&#8217;alimenter les algorithmes avec davantage de signaux d&#8217;achat et de valeur, et d&#8217;am\u00e9liorer progressivement l&#8217;efficacit\u00e9 du syst\u00e8me publicitaire dans son ensemble.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les actions<\/h2>\n\n\n\n<p>Pour garantir que chaque euro investi serve r\u00e9ellement l&#8217;acquisition de nouveaux clients, nous avons mis en place un export quotidien de la base CRM de la marque, permettant d&#8217;exclure syst\u00e9matiquement les utilisatrices d\u00e9j\u00e0 connues par l&#8217;enseigne, et ce, de mani\u00e8re continue tout au long des campagnes.<\/p>\n\n\n\n<p>Cette exclusion en fil rouge a permis de concentrer les investissements publicitaires sur de v\u00e9ritables prospects, \u00e9vitant ainsi que le budget ne soit capt\u00e9 par du remarketing ou par des clientes d\u00e9j\u00e0 fid\u00e9lis\u00e9es.<\/p>\n\n\n\n<p>En parall\u00e8le, nous avons structur\u00e9 les campagnes Google Ads autour des objectifs d&#8217;acquisition de nouveaux clients, en param\u00e9trant finement les ench\u00e8res et les audiences pour maximiser la port\u00e9e aupr\u00e8s de profils non convertis, tout en maintenant un pilotage rigoureux des KPIs de performance pour \u00e9viter toute d\u00e9rive du CAC.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">R\u00e9sultats<\/h2>\n\n\n\n<p>Sur la p\u00e9riode analys\u00e9e, le budget publicitaire a augment\u00e9 de seulement +5%, mais cette l\u00e9g\u00e8re hausse d&#8217;investissement a permis de g\u00e9n\u00e9rer des r\u00e9sultats particuli\u00e8rement significatifs.<\/p>\n\n\n\n<p>Nous avons enregistr\u00e9 une augmentation de +30% du nombre de nouveaux clients acquis, tout en r\u00e9duisant le co\u00fbt d&#8217;acquisition de 19%, ce qui d\u00e9montre une am\u00e9lioration nette de l&#8217;efficacit\u00e9 des campagnes.<\/p>\n\n\n\n<p>Le chiffre d&#8217;affaires g\u00e9n\u00e9r\u00e9 par ces nouveaux clients a progress\u00e9 de +30%, confirmant que la croissance observ\u00e9e provient bien d&#8217;une acquisition r\u00e9elle et incr\u00e9mentale, et non d&#8217;un simple effet de bord li\u00e9 au remarketing ou \u00e0 la fid\u00e9lisation.<\/p>\n\n\n\n<p>Le dispositif d&#8217;acquisition de nouveaux clients a jou\u00e9 un r\u00f4le d&#8217;acc\u00e9l\u00e9rateur de signal pour l&#8217;algorithme : en g\u00e9n\u00e9rant un flux r\u00e9gulier de nouveaux acheteurs, les campagnes ont permis d&#8217;augmenter \u00e0 la fois la quantit\u00e9 et la qualit\u00e9 des signaux d&#8217;apprentissage, am\u00e9liorant ainsi progressivement l&#8217;efficacit\u00e9 globale du syst\u00e8me.<\/p>\n\n\n\n<p>Cette \u00e9tude de cas d\u00e9montre que, m\u00eame pour une marque encore en phase de mont\u00e9e en puissance, une strat\u00e9gie d&#8217;acquisition bien con\u00e7ue, pilot\u00e9e par la data et centr\u00e9e sur la qualit\u00e9 des signaux, peut \u00eatre \u00e0 la fois rentable et scalable.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez comment Donutz Digital a permis \u00e0 une marque de sous-v\u00eatements de sport d&#8217;augmenter son acquisition de nouveaux clients de +30% tout en r\u00e9duisant le CAC de 19%, gr\u00e2ce \u00e0 une strat\u00e9gie Google Ads cibl\u00e9e et pilot\u00e9e par la 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