Valap, a leading e-commerce platform for private wine and champagne sales, has launched a customer acquisition campaign in partnership with ADventori. The campaign had two main objectives:
- Promote wine and champagne bottles by tailoring content to the regional preferences of internet users.
- Drive sign-ups on the Valap website to expand the customer database and boost future sales.
The campaign targeted three key geographical areas in France: Île-de-France, Auvergne-Rhône-Alpes, and Nouvelle-Aquitaine.
ADventori initially launched a geolocated DCO campaign on META. The creative content was automated based on the user’s region, enabling personalized adjustments to:
- Text: Messages tailored to the targeted region (Île-de-France, Auvergne-Rhône-Alpes, Nouvelle-Aquitaine).
- Visuals: Region-specific imagery showcasing landscapes related to the user’s location.
- Products: Display of pre-selected wine or champagne bottles aligned with local preferences.
The campaign was broadcast through stories and feed formats on META’s social networks (Facebook and Instagram). Audiences were segmented using a blocklist and CRM audiences provided by Valap, in addition to META’s native audience targeting options.
Following this initial phase, ADventori proposed a new creative approach to maximize performance:
- Switch from dynamic DCO format to a static carousel format.
- Focus the campaign on two key regions: Île-de-France and Auvergne-Rhône-Alpes.
Cost Per Lead (CPL)
This shift in strategy led to a significant boost in campaign performance. The use of a static carousel format reduced the Cost Per Lead (CPL) by 50% and substantially increased engagement and conversions, driven by a clearer, more impactful advertising message.
Geolocation
META data
Advertiser data : wording & visuals
