The Mission: win new fans and increase the level of engagement The Challenge: hit 500,000 qualified fans in 3 months The Solution: a three stage plan for increased media exposure The Results: target reached! 500,000 qualified fans!

1. FNAC USES FACEBOOK FAN RECRUITMENT
TO DRIVE ITS CRM
MISSION
CHALLENGE
WIN NEW FANS AND INCREASE THE LEVEL
OF ENGAGEMENT
HIT 500,000 QUALIFIED FANS IN 3 MONTHS
The leader in its industry in France, FNAC sells a range
of cultural, recreational, and technological products,
both in its physical stores as well as online. In June
2013, FNAC turned to Keyade for help in raising its
visibility on the Facebook social network. Its goal:
increase the number of qualified fans of its FNAC
Facebook page in order to drive greater traffic from
this community to all of its sites.
FNAC set itself an ambitious target: win 150,000 new
fans on Facebook in 3 months to break the significant
500,000 milestone mark. That said, reaching half a
million fans is not an end in itself; the broader goal is
stimulating engagement by these consumers over the
long term. FNAC uses Facebook as a full-fledged lever
in its customer management.
Ann-Gaël Houeix
Manager for Social Media, FNAC
"Thanks to a well thought out and carefully
executed plan, we have recruited 150,000 new fans in
three months, and our online community is becoming
increasingly active and engaged. Our goals have been
fully reached."

2. FNAC USES FACEBOOK FAN RECRUITMENT
TO DRIVE ITS CRM
SOLUTION
RESULTS
A THREE STAGE PLAN FOR INCREASED
MEDIA EXPOSURE
TARGET
FANS!
Keyade created a three stage media plan that is in step
with the latest events at the company and on its
Facebook page:
By September 2013, the FNAC Facebook page had over
500,000 fans who exhibited a high level of interaction
with the brand. In three months, the average
interaction rate across all fans rose from 1.63% to
2.55%, an increase of 156%.
- Add a FNAC contest to its Facebook page, followed
by an Instagram contest rebroadcast on Facebook, to
recruit fans with a strong affinity to the brand.
Participation in these contests was not limited to those
who "like" the FB page, thereby favoring the
recruitment of qualified and engaged fans.
- Disseminating content from the FNAC page and
news on wide variety of current events, such as the
FNAC Live and other summer music festivals, the
back-to-school literature scene, and the latest video
game releases. Increasing the number of targets made
it possible to improve the level of responsiveness by
adapting the message to each target population.
REACHED!
500,000
QUALIFIED
FNAC and Keyade have extended their collaboration on
this project, with the goal of recruiting another 15, 000
fans by the end of 2013. This time, the strategy is
centered around classic Facebook formats: Custom
Audience and Lookalike Audience, used to help
determine the most profitable media purchases. The
strategy is to recruit fans having a strong affinity for the
brand, and strengthen the complementarity between
media acquisition on Facebook and the company's
customer relationship management.
- Leveraging the viral dissemination of the content,
and the proclivity towards community of loyal brand
customers, was key to driving organic growth of the fan
base.
500 000
QUALIFIED FANS
IN THREE MONTHS
FNAC is the leading retailer of cultural, leisure and technological products for the general public in stores and on the internet, both in France and worldwide.
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, France
Simplified 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