Canal+
We’ve been co-creating marketing campaigns for over 10 years. Together, we introduced new services and conducted two rebrands.


How did our collaboration begin?
Our journey began when Canal+ was solely focused on selling satellite TV packages and decoders. Today, the client also offers Canal+ Online based on a subscription model, as well as TVOD, which involves selling individual movie accesses. Throughout our over 10-year collaboration, we accompanied Canal+ through mergers and rebrands: Cyfra+ → NC+ → Canal+.


What did we aim to achieve?
The primary goal of our collaboration was to drive sales growth while maintaining a siloed approach to brand image and performance. We planned to achieve this by leveraging our ability to operate in complex systems within an extremely competitive market.


What strategies did we use to reach our goal?
We employed a strategy combining performance and affiliate marketing. Our unconventional approach resulted in building a network across non-affiliated sites.
We worked with individually selected websites tailored to the currently promoted events in performance models. The display programmatic function also shifted from brand-focused to sales-driven.
Additionally, we implemented a geographical segmentation strategy based on analyzing purchase probability depending on the user’s location.


Campaign results? The numbers speak for themselves!
More than 50% of programmatic efforts were directed at prospecting actions, which also accounted for approximately 50% of the performance budget. The new affiliate model, based on individually selected sites, generated over 50% of total sales volume, and effective geo-targeting resulted in a 10% increase in sales.
We also achieved lower eCPS costs from programmatic efforts compared to the average eCPS across the entire campaign!
In this project, we applied:
