Sophie BalconWeb Director

" Keyade was able to leverage the potential of these new Facebook features by integrating them

into a media strategy that matched our specific circumstances. The performance of the Facebook

campaigns have turned it into a critical factor in media acquisition during key periods such as Mother's Day. "

Interflora seeks to attract and convince those who purchased in 2012, who are thus highly likely to again purchase in 2013. These clients have a particular profile, in that they are very event-sensitive instead of being regular buyers. Interflora commissioned Keyade to identify a means of targeting online users having a similar profile, in order to increase sales at as low a cost as possible.

Facebook emerged as the tool of choice given its advanced social targeting features. It was attractive solution that could potentially provide Interflora with a means of addressing this immense community, specifically those users with a similar "consumer profile" as its customers.

ATTRACT PREVIOUS BUYERS AND RECRUIT NEW CLIENTS

CHALLENGE

For Interflora.fr, the leader in online flower sales, certain periods are critical to reaching its yearly sales targets. In 2012, Mother's Day was a great success. Now, a year later, the competition has intensified and Interflora must continue to innovate in order to extend its lead and grow its market share.

To repeat the success of last year's Mother's Day, launching the right ad campaign is critical. Keyade must both build on the success of the previous year's strategy while also expanding into new formats from media platforms in order to deliver a campaign that is original, powerful, and — above all — effective.

DEVELOP AN INNOVATIVE MEDIA STRATEGY FOR A SUCCESSFUL 2013 MOTHER'S DAY

MISSION

USING FACEBOOK CUSTOM AUDIENCEAND LOOKALIKE AUDIENCE TO REACH SALES TARGETS

Keyade is an independent company specializing in performance-based online media acquisition (Keyade Agency), and its conversion using dedicated technologies and services (Madmetrics). Launched in 2006, Keyade now operates in over 80 countries from its offices in Paris, France, and Dubai, UAE. Its client portfolio includes OLX, Meetic/Match.com, Air France, Jumeirah, Redoute and Voyages-SNCF.In 2011 Keyade received capital investments from entrepreneurs Marc Simoncini (Meetic, iFrance) through his Jaïna fund, and Fabrice Grinda (Zingy, OLX).

Headquarters: Keyade, 8 rue du Sentier, 75002 Paris - FranceSimplified joint-stock company (SAS) with a capital of 49,481 Euros, registered with the Trade and Commerce Register of Paris under number B 490 339 207—CNIL (National Commission for Information Technology and Privacy) no. 1244457

www.keyade.com / contact@keyade.com / +33 (0) 1.44.79.38.13

The worldwide leader in online flower sales and deliveries, Interflora delivers flowers 7 days a week in France and around the world. It offers a large selection of ready-made bouquets and also allows customers to create their own custom flower arrangements. Today, Interflora connects over 45,000 affiliate florists in 145 countries who ship over 30 million bouquets a year.

+16%INCREASE IN SALES

RESULTSA 16% INCREASE IN SALES

Custom Audience and Lookalike Audience played a key role in the successful performance of Interflora's Facebook campaigns for Mother's Day 2013.

The Custom Audience alone generated a tenfold return on investment, with a 16% increase in the conversion rate. It emerged as a vital complement to email reactivation campaigns. As for the Lookalike Audience campaign, the ROI on similar profiles was 3 times higher than the margins generated with basic targeting. In both cases, there was an increase in the average basket.

Sophie Balcon, Web Director at Interflora, adds:" Keyade was able to leverage the potential of these new Facebook features by integrating them into a media strategy that matched our specific circumstances. The performance of the Facebook campaigns have turned it into a critical factor in media acquisition during key periods such as Mother's Day. "

SOLUTIONFACEBOOK'S CUSTOM AUDIENCE & LOOKALIKE AUDIENCE

Facebook's Custom Audience and Lookalike Audience services are based on a simple principle: leverage today's customer base to acquire tomorrow's customers.

Keyade recommended Interflora implement these two Facebook features. The first, Custom Audience, identifies all the Facebook profiles of Interflora's existing clients by matching the email addresses of its customers who purchased in 2012 against Facebook's user base. This operation is performed by the advertiser, and the data remains encrypted. Keyade can then target all of the company's old customers using ads delivered through Facebook.

Once the Custom Audience parameters have been set up, the Lookalike Audience service identifies profiles that are similar to those initially targeted. This makes it possible to deliver a specially designed ad to a large yet highly qualified audience.

USING FACEBOOK CUSTOM AUDIENCEAND LOOKALIKE AUDIENCE TO REACH SALES TARGETS