Use case: Castex
Emphasising a brand image
The company
Castex®
The Castex factory is a family institution that has just celebrated its 150th anniversary!
The brand, based in the department of Les Landes, adds value to feathers to produce top-quality products: natural and top-of-the-range quilts, pillows, eiderdowns and bolsters. All made with new goose and duck feathers, Guaranteed French Origin certification.
150
Years of existence
Web turnover x13
In the last 9 years
€5.5m
Annual turnover
Challenges met
Developing awareness of the brand
Empasising their top-of-the-range brand image and underlining that their products are made in France.
By relying on our multi-channel expertise and the affinity of our premium audiences, our agency was appointed to support Castex in rolling out its Branding strategy based around 2 major challenges:
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- Reinforcing the visibility of the brand with regard to its core target to reinforce brand preference
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- Attracting younger customers
We therefore initially undertook a study of the couette-castex.com website audience to help identify the key targets for the brand.
Our teams then amplified the audience base using our exclusive data containing more than 45m profiles.
Confirming luxury positioning
Engagement 3x higher than the market average
Solutions provided
Omni-channel audience strategies
An user-centric activation strategy to cover both the brand's core target and targets they were seeking to conquer.
Implementation of a display strategy targeted at our proprietary audiences throughout the year to keep the brand in the minds of its core target.
To complement this, younger audiences were developed via social media to raise interest around the brand and its products for this new population:
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- Both on a mass basis with Meta
- And with a more specific approach, for the core need, with Pinterest to address an audience engaged in a cycle of consideration.
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These ultra-qualified campaigns were piloted as part of a roadmap with the aim of bringing internet users to the website throughout the year. Finally, to make this mechanism more dynamic on a sustainable basis, our agency also rolled out tactical campaigns (video/brand content) at key moments in order to maximise their impact.
Results
A successful approach
Optimal cover and reinforced engagement.
The package rolled out allowed the brand to reach more than 12m internet users, providing the manufacturer with maximum visibility.
Our campaign archives also allowed us to capitalise on the right audiences.
The engagement rate was multiplied x3 vs the market average thanks to more granular targeting and different targeting for each channel.
Engagement 3x higher than the market average
Continuous provision of traffic
To provide the brand with maximum visibility in the context of tough competition in the homes sector.
Reinforced visibility
This top-of-the-funnel strategy helped to boost the impression rate by 46% for an ultra-qualified target.
An enduring collaboration
Thanks to the quality of our support, Castex entrusted us with the roll-out of its digital strategy for more than 5 years!
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