Alain Afflelou
Eight countries, 1,410 stores, one local set-up
Targeting areas built store by store, a media mix adapted to the maturity of each market, creatives adapted to local language and habits: how Mobsuccess activated drive-to-store for an international network across four continents, simultaneously.
The context
Alain Afflelou brings together 1,410 optical and hearing-care stores across eight countries and four continents. A diverse network, where digital maturity varies widely from one area to another, and where the need was not only about the brand: each store had to be supported across its own catchment area.
The challenge arose during a change of agency, with the constraint of a fast activation.
The question fitted in one line: how do you deploy high-performing mobile-to-store campaigns simultaneously in eight countries, with a single partner able to centralise management while adapting to the specifics of each market?
What we did
Mobsuccess deployed the same set-up across all eight countries, adapted market by market. Geo-planning: targeting areas built around each store with Mob Planner, the Mobsuccess geo-planning platform, on three criteria: a maximum radius of nine kilometres based on accessibility, watertight areas with no overlap between points of sale, and a capped audience volume per area to guarantee minimum media coverage for each store’s budget.
Media planning: a mix adjusted to the maturity of each market: RTB, SEA and CTV in Switzerland, RTB and SEA in Belgium and Luxembourg, RTB in France, Meta in the African markets and in Lebanon.
Content factory: a unified strategy and identity across the group, adapted to the language and habits of each country. Trading desk, budget planning and reporting complete the set-up, all run by the same team.
Results
A single set-up, rolled out across eight countries and four continents, run by one team.
- A unified strategy and identity across the group, adapted to the language and habits of each market.
- Support for each store across its own catchment area, not just for the brand at national level.
Les créations produites
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