Use case: Lightonline.fr
Lightonline appears on segmented TV
The company
Lightonline.fr®
Over a period of 13 ans, the little Parisian designer start-up, Pure Player, has grown a lot!
LightOnline is now the number one French company for premium lights on the internet. Whether the lights are of Scandinavian, Italian or French design, whether they are trendy lights or original lamps, the site abounds with both essentials and original gems
+250
Brands
2 reference
Aimed at the general public and at professionals
+12k
Websites
Challenge
Pursuing growth by opening up to the general public.
In order to support its cross-device development the brand wanted to try out a channel aimed at the general public while also rationalising its investments as much as possible.
As part of our historic collaboration, Lightonline very naturally turned to our agency to advise them on how they should implement this new strategic focus.
We chose to undertake an exclusive and innovative test with one of our favoured partners to fit the requirement of communication to a broader market in a controlled environment.
geographical targeting of two cities only
Solutions
An initial communication on segmented TV on M6 Publicité.
ZBO supported Lightonline in rolling out a TV advertising campaign in partnership with the n°1 channel for decoration in France : M6.
In order to respond to the brand’s challenge of boosting its development while keeping control over costs, the campaigns were addressed via segmented TV.
During this first stage of the roll-out, the advantage of this option was to focus the broadcast on major strategic conurbations identified by the website.
Results
A campaign that combined the power of TV with the granularity of programmatic targeting.
On programmes focusing on the same universe as the brand, such as Maison à Vendre or Recherche Appartement ou Maison, 152,000 adverts were broadcast in just 3 weeks.
In total, 77,800 ultra-qualified households were reached by the campaign.
Most of the impressions were also achieved during times when big audiences were watching the channel (peak time, prime time).
77.8k households reached
Getting noticed
Lightonline made the difference by having an opportunity to communicate using a major media platform.
More precise targeting
This new lever represents a major development in the way television advertising can be addressed.
“This test was a real opportunity that allowed us to invest in a major media platform with the flexibility and advanced targeting capacities provided by the digital universe. ZBO Media monitoring was also an obvious choice for us to ensure that we had support in setting up the campaign and understanding its results.“
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