Elevating a luxury-positioned brand through a mass channel to boost the recruitment of new prospects
Overview
In a booming luxury expedition cruise market, PONANT partnered with Dataventure to intensify its prospect acquisition efforts. The challenge: strengthen the acquisition strategy of a luxury player through a mass marketing channel without impacting brand image. The need: boost the digital recruitment of new luxury prospects through quote requests, while driving traffic around a geolocated and dedicated event (Roadshow 2023).
Key objectives
Ultra-Premium audience access
Brand-Safe distribution
On-site conversion
Our solutions
Dataventure delivered a dedicated emailing strategy, from creation to optimization, addressed to ultra-premium segments, while keeping multichannel acquisition costs under control. Our in-house studio handled the creation of email assets and kits, applying channel best practices while safeguarding the brand's desirability, combined with declarative and behavioral targeting across the ongoing strategy. In addition, a geolocated luxury targeting layer was deployed on top of this during the 2023 Roadshow, to promote the event held in Nantes.
Integrated support
Ultra Premium targeting
Declarative targeting (mixed, senior, CSP++) and behavioral targeting (investment interest, real estate, luxury automotive), with suppression list and cross-database deduplication.
100% studio creative assets
In-house design and integration of all email kits, respecting the brand's creative and editorial guidelines.
Controlled distribution
Network of partner publishers paid on a CPC or CPM basis according to strict rules,with real-time monitoring of indicators.
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Data Orientation
Data Orientation
Main results
The results observed through the growing number of campaigns demonstrate the effectiveness of a collaboration that is establishing itself over time.
Testimonials
The Dataventure team knew how to adapt to our constraints and support us effectively on emailing. The Dataventure team proved full of ideas to optimize our email kit deployments and make our campaign a success.
