Beauty brand Le Petit Marseillais recently launched its new range of shower gels, Les P’tits Bonheurs. With the product’s ability to appeal to the senses, Johnson & Johnson France invested heavily in immersive video content to support the launch and create awareness. This case study looks at how a smart search and YouTube campaign saw a 21% improvement in cost per unique user.
Case study summary
• ‘Non toxic’ beauty brand wanted to create brand awareness and efficiently manage frequency and reach
• Adopted DoubleClick Bid Manager, DoubleClick Search, DoubleClick Campaign Manager and Google Analytics 360
• Linked site-based data with ad-based data and onsolidated all possible media buys in programmatic via Cadreon with DoubleClick Bid Manager
• Created advanced audiences from search, site behaviour and YouTube for targeting and reporting
• Saw 19% increase in reach among target, 21% improvement in cost per unique user
The challenge
Le Petit Marseillais is a part of the Johnson & Johnson portfolio and a leading beauty brand rooted in natural and non-toxic ingredients.
Whereas previous approaches led to fragmented media buys across various publishers, Johnson & Johnson France wanted to consolidate buying to centralize management of reach and frequency.
The solution
Advised by their agency J3 France, they adopted the DoubleClick full technology suite and unified their media buys through Cadreon.
This new setup gave the brand a newfound ability to not only programmatically serve ads across platforms and publishers, but also to connect ad-centric and site-centric data to inform audience creation and optimisations.
DoubleClick Bid Manager enabled programmatic media buying – including YouTube’s TrueView video format – while DoubleClick Search allowed for search bidding.
The team used DoubleClick Campaign Manager to plan, execute and measure Les Petits Bonheurs campaigns, and leveraged Google Analytics 360 to measure user activity on the brand’s website.
The full integration empowered Johnson & Johnson to discover and create valuable audiences.
They used their YouTube channel audiences to target users likely to be interested in Les P’tits Bonheurs products. They then used Google Analytics 360 to segment website visitors into different audiences based on visit durations and specific on-site behaviours. DoubleClick Search allowed them to create further audiences based on users’ previous keyword searches.
The results
• 19% increase in reach among target
• 21% improvement in cost per unique user
• Accessed analytics data on post-view traffic and identified this as true traffic (as opposed to post-click traffic)
These methods of finding the right viewers and serving relevant ads at scale paid off; Johnson & Johnson France increased reach among their target by 19% and saw a 21% improvement in cost per unique user.
Pascal Le Clainche, Digital Director, Johnson & Johnson France, said: "The insights really helped us understand the consumer journey better and improve audience targeting."
Chrystèle Lacombe, Marketing Director, Johnson & Johnson France, added: "We saw that we could have better reach and better quality in how we touched people, plus deeper insight into the consumer journey."
Beyond these powerful metrics, the team also expanded from standard post-click traffic metrics to more comprehensive post-view traffic metrics. This gave the team insight into how visitors behave after viewing an ad. Regardless of the traffic source, post-view traffic showed a 30-fold increase in visit duration, while halving bounce rate. Johnson & Johnson France realized post-view traffic is the truest indication of earned traffic from their campaigns. They’re now focusing on this traffic in their analytics.
DoubleClick’s full technology suite also gave visibility into how the campaign drove consumers to interact with other products, brands and categories within the Johnson & Johnson portfolio – a useful insight that will inform efforts to cross-pollinate engagement going forward. The campaign's success has encouraged Johnson & Johnson to roll out the setup across all brands over the coming year.
