Morgan Hermand-WaicheCo-Founder

“Keyade helped to make Adoreme’s launch a real marketing success. We knew we wanted to be

present on social media and they came up with a solid strategy, eventually turning this channel into a major

acquisition source. Today, we totally trust Keyade to manage Facebook campaigns”

Building a member base is a question of acquisition. To reach its goals, Adoreme's strategy consists of using Facebook to create a community of fans through which it would acquire new subscribers to its site.

While this is a strategy commonly employed by companies to increase brand awareness, the real challenge for Keyade in this case consists of turning the Adoreme Facebook fan community into paying members on the Adoreme site. In the context of a subscription-based business model, this indirectly contributes to the overarching goal of sales growth.

The goal is leveraging the social network with twin objectives of visibility and performance.

TURN FACEBOOK INTO A PROFITABLE ACQUISITION SOURCE

CHALLENGE

Adoreme.com is an online lingerie site built on a subscription sales business model. Consumers can sign up to the site for free, where they can then subscribe to receive an outfit each month from the site's line-up. For added customer satisfaction, the site also offers personalized advice from style experts.

Launched in the United States in December 2011, Adoreme has looked to the web for generating growth. With a nascent brand in a crowded and competitive field, its priority is to create awareness of its brand and services in order to recruit its first subscribers and launch its subscription-based sales model.

To increase Adoreme's visibility, Keyade launches ad campaigns on several levers, with particular emphasis on Facebook.

INCREASE BRAND AWARENESS AND BOOST SALES

MISSION

ADOREME.COM: USING FACEBOOK TO GENERATE SUBSCRIBERS AND SALES

Keyade is an independent company specializing in performance-based online media acquisition (Keyade Agency), and its conversion using dedicated technologies and services (Madmetrics). Launched in 2006, Keyade now operates in over 80 countries from its offices in Paris, France, and Dubai, UAE.Its client portfolio includes OLX, Meetic/Match.com, Air France, Europcar, Jumeirah, Redoute and Voyages-SNCF. In 2011 Keyade received capital investments from entrepreneurs Marc Simoncini (Meetic, iFrance) through his Jaïna fund, and Fabrice Grinda (Zingy, OLX).

Headquarters: Keyade, 8 rue du Sentier, 75002 Paris, FranceSimplified joint-stock company (SAS) with a capital of 49,481 Euros, registered with the Trade and Commerce Register of Paris under numberB 490 339 207—CNIL (National Commission for Information Technology and Privacy) no. 1244457

www.keyade.com / contact@keyade.com / +33 (0) 1.44.79.38.13

AdoreMe.com, Corp. operates a lingerie website that offers intimates and hosiery for women. It offers lingerie sets, night gowns, chemises, and tights. The company was incorporated in 2010 and is based in New York City in the United States.

#1 ACQUISITION SOURCE FORPAYING CUSTOMERS

RESULTSFACEBOOK ADS HAVE GENERATED 46% OF THE FAN COMMUNITY

Facebook has become Adoreme's number one acquisition source for paying customers. The results of the campaigns launched on the social network have exceeded expectations—46% of the fan community comes directly from Facebook ads. Plus, the social network generates 20% to 25% of the Adoreme.com traffic, at acquisition costs 2 to 4 times lower than Google Adwords.

The effectiveness of the Facebook campaigns has been felt as far away as the Google search engine. While search numbers for the brand were previously low, being that it was unknown, statistics show that searches increased tenfold in only eight months.

Based on these results, Keyade and Adoreme have decided on a budget reallocation strategy that will allow the latter to take full advantage of Facebook's enormous potential.

SOLUTIONCREATE A CAMPAIGN STRATEGY SPECIFICALLY DESIGNED FOR FACEBOOK

To build a community of fans on Facebook, Keyade first worked on crafting the campaigns in advance, a process which required in-depth examination and exploration of Adoreme's brand strategy. In order to create effective campaigns, Keyade performed numerous tests on various elements and parameters, such as:

• Targets: Facebook makes it possible to create geographical targets as well as behavioral targets based on areas of interest. By displaying ads to different profiles based on geographical region, Keyade is able to build a deeper understanding of which people convert, and continuously adjust its targets accordingly.

• Ads: Which visuals should be used? Should sales promotions be highlighted? Which messages have the biggest impact? By trying a number of approaches, Keyade is able to optimize the creation of ads which yield the best response from each target audience.

• Landing pages: Keyade works in collaboration with Adoreme to optimize the site's landing pages. The agency leverages Facebook's entertaining nature—it creates ads which redirect to quiz pages or a customized questionnaire-style sign-up page on the site.

ADOREME.COM: USING FACEBOOK TO GENERATE SUBSCRIBERS AND SALES