The Mission: increase brand awareness and boost sales The Challenge: turn Facebook into a profitable acquisition source The Solution: create a campaign strategy speciafically designed for Facebook The Results: Facebook ads have generated 46% of the fan community

1. ADOREME.COM: USING FACEBOOK TO
GENERATE SUBSCRIBERS AND SALES
MISSION
CHALLENGE
INCREASE BRAND AWARENESS AND
BOOST SALES
TURN FACEBOOK INTO A PROFITABLE
ACQUISITION SOURCE
Adoreme.com is an online lingerie site built on a
subscription sales business model. Consumers can
sign up to the site for free, where they can then
subscribe to receive an outfit each month from the
site's line-up. For added customer satisfaction, the site
also offers personalized advice from style experts.
Building a member base is a question of acquisition. To
reach its goals, Adoreme's strategy consists of using
Facebook to create a community of fans through which
it would acquire new subscribers to its site.
Launched in the United States in December 2011,
Adoreme has looked to the web for generating growth.
With a nascent brand in a crowded and competitive
field, its priority is to create awareness of its brand and
services in order to recruit its first subscribers and
launch its subscription-based sales model.
To increase Adoreme's visibility, Keyade launches ad
campaigns on several levers, with particular emphasis
on Facebook.
While this is a strategy commonly employed by
companies to increase brand awareness, the real
challenge for Keyade in this case consists of turning
the Adoreme Facebook fan community into paying
members on the Adoreme site. In the context of a
subscription-based business model, this indirectly
contributes to the overarching goal of sales growth.
The goal is leveraging the social network with twin
objectives of visibility and performance.
Morgan Hermand-Waiche
Co-Founder
“Keyade helped to make Adoreme’s launch a real
marketing success. We knew we wanted to be
present on social media and they came up with a solid
strategy, eventually turning this channel into a major
acquisition source. Today, we totally trust Keyade to
manage Facebook campaigns”

2. ADOREME.COM: USING FACEBOOK TO
GENERATE SUBSCRIBERS AND SALES
SOLUTION
RESULTS
CREATE A CAMPAIGN STRATEGY
SPECIFICALLY DESIGNED FOR FACEBOOK
FACEBOOK ADS HAVE GENERATED 46% OF
THE FAN COMMUNITY
To build a community of fans on Facebook, Keyade first
worked on crafting the campaigns in advance, a
process which required in-depth examination and
exploration of Adoreme's brand strategy.
In order to create effective campaigns, Keyade
performed numerous tests on various elements and
parameters, such as:
Facebook has become Adoreme's number one
acquisition source for paying customers. The results of
the campaigns launched on the social network have
exceeded expectations—46% of the fan community
comes directly from Facebook ads. Plus, the social
network generates 20% to 25% of the Adoreme.com
traffic, at acquisition costs 2 to 4 times lower than
Google Adwords.
• Targets: Facebook makes it possible to create
geographical targets as well as behavioral targets
based on areas of interest. By displaying ads to
different profiles based on geographical region, Keyade
is able to build a deeper understanding of which people
convert, and continuously adjust its targets
accordingly.
• Ads: Which visuals should be used? Should sales
promotions be highlighted? Which messages have the
biggest impact? By trying a number of approaches,
Keyade is able to optimize the creation of ads which
yield the best response from each target audience.
• Landing pages: Keyade works in collaboration with
Adoreme to optimize the site's landing pages. The
agency leverages Facebook's entertaining nature—it
creates ads which redirect to quiz pages or a
customized questionnaire-style sign-up page on the
site.
The effectiveness of the Facebook campaigns has been
felt as far away as the Google search engine. While
search numbers for the brand were previously low,
being that it was unknown, statistics show that
searches increased tenfold in only eight months.
Based on these results, Keyade and Adoreme have
decided on a budget reallocation strategy that will
allow the latter to take full advantage of Facebook's
enormous potential.
#1
ACQUISITION SOURCE FOR
PAYING CUSTOMERS
AdoreMe.com, Corp. operates a lingerie website that offers intimates and hosiery for women. It offers lingerie sets, night gowns, chemises, and tights. The
company was incorporated in 2010 and is based in New York City in the United States.
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, Europcar, 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