The Espace M agency is spearheading the media distribution strategy for Yves Rocher’s iconic Monoï product line across the Quebec and Ontario markets. This campaign push aims to recruit and acquire new customers by capitalizing on the accessibility of these products. Espace M is managing all media touchpoints to optimize the efficiency of the conversion funnel.
For this campaign, Espace M developed a coverage strategy centered primarily on the consideration and conversion phases. This approach relies pragmatically on the Monoï line’s price positioning to stimulate impulse buying, thereby complementing the brand’s on-the-ground brand awareness activations.
The media plan developed by the agency is built around four main tactics:
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Pause Ad Formats: Espace M selected static placements on platforms like Netflix, Crave, and Tou.TV. The ads are displayed only when the user pauses their content, successfully capturing attention in a non-intrusive manner.
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Social Amplification: The agency leverages Spark Ads on TikTok, alongside sponsored posts on Facebook and Instagram, to maximize the reach of organic videos generated by influencers.
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Performance Optimization: Google’s automated Performance Max campaigns and Meta’s Advantage+ catalog formats target users who have shown interest, while strategically excluding recent buyers to lower customer acquisition costs.
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Event Activation: Alongside Yves Rocher’s partnership with the Francos de Montréal, Espace M is rolling out a data collection campaign (Lead Ads) on Meta. This event-linked contest helps recruit new customers throughout the summer period.
Centralizing the management of these media investments within a single agency allows Yves Rocher to benefit from a unified and comprehensive analysis of its performance data.
Source: Grenier
