Tradedoubler helped Bricomarché to find new franchise partners
Bricomarché and Brico Cash are brands of Groupement Les Mousquetaires which is dedicated to household equipment. The retailers have 673 outlets in Europe and had sales of 2.4 billion euros in 2016. Bricomarché brings five worlds together: DIY, construction, gardening, decoration and pets. Bricomarché and Brico Cash have nearly 10,000 collaborators (upstream / downstream).
In 2017 Bricomarché ran a programmatic campaign with Tradedoubler Poland in order to find new potential franchise partners in the market. The clearly defined target group was reached with an integrated communication campaign covering different online channels: mailings with retargeting, Google search, Google GDN, video preroll and call tracking. The statistics were not only based on measuring standard coefficients like leads, clicks and page views. In addition, we introduced call tracking which measured calls made to the customer’s call centre.
Potential new franchise partners were defined as aged between 25 and 50 years with an own contribution of a predefined six-digit amount in PLN. Furthermore their profile was based on franchise interest, meaning that targets have a higher propensity to read articles containing a predefined set of keywords, more often than the average internet user.
The integrated campaign resulted in impressive numbers:
- Over 20 million impressions
- Over 50.000 clicks
- Over 35.000 unique visitors
- 23% CTR
- More than 200 phone calls with a duration of over 401 minutes
- 144 new leads
