Lefebvre Dalloz, a leader in legal information and software solutions for businesses, wants to optimize the performance of its digital advertising campaigns. The goal is to modernize its creative approach and acquire new targets while reactivating qualified prospects through two levers: acquisition and retargeting.
The main challenge lies in the highly specific and technical nature of their products, as well as the rigidity of their graphic charter. This results in two challenges: creations that are not only dynamic, but also faithful to the brand’s DNA, in order to capture the attention of demanding targets: HR directors, CFOs, and accountants.
When a user belonging to a target profession (e.g., CFO or HR Director) browses a partner site, they see a banner customized to their profile: relevant product visuals, key business benefits, and job title integrated into the message.
The creative elements (text, visuals, price, CTA) automatically adapt to the editorial style of the site and the product most relevant to the targeted profile.
If they view an offer without making a purchase, they are then re-engaged via a dynamic retargeting campaign, displaying the exact product they previously viewed.
To optimize performance, an A/B test was set up on two banner variants: a sober version and a more impactful version, with bright colors and enhanced visuals, to measure the impact of creativity on conversion.
This staging perfectly illustrates Lefebvre Dalloz’s promise: communication that is targeted, personalized, and faithful to the brand’s DNA.
more clicks
for first results
Performance far exceeded expectations, confirming the relevance of DCO in a demanding B2B environment.
- Acquisition:
An exceptional click-through rate (CTR) of 0.50%, more than five times higher than the usual average (0.09%). - Retargeting:
Five conversions and one direct sale recorded within the first 48 hours.
This campaign transformed an institutional advertising approach into a personalized, high-performance experience, combining creative excellence with marketing effectiveness.
Publisher data: For the acquisition campaign, we used data provided by Lefebvre Dalloz. A specific setup was put in place with one line per target (HR Director, CFO, Chartered Accountant) and a unique ID associated with each segment, enabling surgical targeting and large-scale personalization.
Behavioral data (third-party cookies): For the retargeting campaign, we used browsing data collected on the client's website. This information enabled us to identify users who had viewed specific products or offers (guides, software, etc.) in order to provide them with contextualized and relevant advertising.
