Lotus, Nana, Demakup... How to build a proprietary database (First Party Data) when you sell in supermarkets?
For a group like Essity, the announced disappearance of third-party cookies is a threat. Selling via retail distribution, the brand does not know its buyers. The goal: massively recruit consumers on the multi-brand relationship program "My Well-being Rewarded" to qualify data and create brand preference.
We piloted a Social Media acquisition strategy (Meta & TikTok) centered on performance and engagement.
To capture attention, we abandoned classic TV spots in favor of user-generated content (UGC) and native formats (Reels, TikTok). An authentic approach that boosts engagement.
Using integrated forms (Lead Gen Forms) on social platforms to simplify registration. Result: a constant volume of qualified leads with a mastered CPA around 6€.
Acquisition is only the beginning. Implementation of retention loops (Newsletters, Personalized offers on Lotus/Nana products) to transform the subscriber into a loyal consumer.
"With Jour de Chance, we secured our data independence. Their campaigns allow us to continuously recruit thousands of qualified profiles, essential for our customer knowledge."
Don't depend on retailers or cookies anymore. Create your own audience.
Start my acquisition