The Mission: Attract new customers to physical stores The Challenge: Implement geo-targeted online campaigns The Solution: A media strategy deployed within the customer catchment area The Results: Sales targets met and exceeded

1. OKAÏDI USES A WEB-TO-STORE STRATEGY
TO ATTRACT NEW CUSTOMERS TO ITS
STORES
MISSION
CHALLENGE
ATTRACT NEW CUSTOMERS TO PHYSICAL
STORES
IMPLEMENT
CAMPAIGNS
Okaïdi is a French brand of ready-to-wear children's
apparel, an industry leader in 70 countries and a
member of the IDGroup conglomerate. The brand has
about 350 brick-and-mortar stores in France, mostly
located in town centers and large shopping malls.
For this new store, the goal is — naturally — to attract
new customers. This means alerting potential
customers living in the new mall's shopping zone or
customer catchment area to the presence of the new
store. Okaïdi turns to Keyade to design and manage
geo-targeted online campaigns.
The opening of a new shopping mall in Paris, the
Aéroville, on 17 October 2013 also marked the opening
of Okaïdi's 348th store. To publicize its brand and
inform potential customers of its new store in Aéroville,
Okaïdi decided to advertise in advance of the shopping
center's inauguration.
GEO-TARGETED
Maxime Grasso
Traffic Manager
“This was the first time we have tested the
web-to-store concept with Keyade, and it was a
conclusive trial run. We estimate that three-fourths of
the requests for gifts in the store were generated through
online advertising.”
ONLINE

2. OKAÏDI USES A WEB-TO-STORE STRATEGY
TO ATTRACT NEW CUSTOMERS TO ITS
STORES
SOLUTION
RESULTS
A MEDIA STRATEGY DEPLOYED WITHIN THE
CUSTOMER CATCHMENT AREA
SALES
Keyade recommends a media plan that includes three
different campaigns:
The media plan was executed over the 10 days
immediately preceding the shopping mall opening day.
The combination of online and offline marketing within
the shopping mall's customer catchment area
generated significant foot traffic to the store, exceeding
the company's established targets. The company also
took the lead with its innovative campaign to give a gift
to visitors who saw the ad and visited the store; the
strategy paid off handsomely, as hundreds of potential
customers presented themselves for their gift at the
Okaïdi store.
- A theme-based display campaign that reaches a
highly specific audience profile based on a defined
target.
- A "banners and text" search campaign that
positions itself on keywords of competing brands as
well as content sites mentioning them.
- A classic search campaign, with a mobile
counterpart, that positions the brand on generic
keywords and keywords specific to the shopping mall's
location.
TARGETS
MET
AND
EXCEEDED
Using geo-targeting features, these campaigns
allowed us to target the new shopping mall's customer
catchment area while excluding specific zones. For
example, in order to avoid cannibalizing sales from
other Okaïdi stores, certain zones within the Aéroville
customer catchment area having an Okaïdi store were
excluded from the scope of the online campaign.
Finally, ad banners broadcast a dual message:
promoting the Aéroville opening, as well as inviting
viewers to head over to the Okaïdi store and collect a
free gift by giving a password.
Okaïdi, founded in 1996, creates ready-to-wear clothing for children ages 0 to 14 years. It is a brand of IDGroup, the French children's apparel and toys
conglomerate. Okaïdi is a universal brand that embodies creativity and respect for the individual identity of each and every child around the world.
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).
Siège social : Keyade, 8 rue du Sentier, 75002 Paris – France
SAS au capital de 49 481 euros, immatriculée au RCS Paris B 490 339 207 – N° CNIL : 1244457
www.keyade.com / contact@keyade.com / +33 (0) 1.44.79.38.13