Artefact

In October 2022, Petit Bateau and Artefact won the Cas d’Or Digilocales with this geolocalized activation campaign

An ad campaign powered by Meta ‘s drive-to-store capabilities

To expand the program and engage customers in this circular initiative, Petit Bateau called on Artefact The data-driven digital services consulting agency met both objectives by proposing a system that leverages Meta’s drive-to-store strategies, as well as the density of the client’s network of stores in France

Combined targeting via geolocation and customer database

To test the program before deploying it nationwide, Petit Bateau started with a preliminary selection of stores Working with the brand, Artefact developed the test project in 3 stages:

• Define the key message: the advertising format (carousel) dynamically displays store information (address, opening hours, itinerary) via the combination of Meta Custom Audiences with raw data feeds from the stores as well as CRM data from Petit Bateau’s loyalty program (La Grande Tribu)
• For more clarity on the nature of the operation, the message partially reproduces that of the landing pages
• Map the stores to be targeted first: the brand and Artefact’s teams selected stores according to their location and ability to communicate the results of the operation afterwards
• Different radii were defined according to population density in their catchment areas
• Model the budget needed for national deployment: the size of the audience pools was estimated based on the population and density of each target area
• In the absence of drive-to-store KPIs natively available on Meta, Artefact developed a specific process to obtain results from the stores and measure the impact of the campaign

Great test results: 100% of the target group reached

The operation was visible to all the members of La Grande Tribu addressed by the campaign The number of clicks from the carousel to the route map leading to the nearest store also demonstrated the relevance and appeal of this operation for the target audiences

This positive test allowed the brand to begin deployment of the program throughout France in the last quarter of 2022 To gather even more information on the omnichannel sales path of Petit Bateau customers, a feasibility study is underway to implement a real-time measurement, in full compliance with GDPR