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."

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.

HIT 500,000 QUALIFIED FANS IN 3 MONTHS

CHALLENGE

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.

WIN NEW FANS AND INCREASE THE LEVEL OF ENGAGEMENT

MISSION

FNAC USES FACEBOOK FAN RECRUITMENT TO DRIVE ITS CRM

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, FranceSimplified 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

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.

500 000 QUALIFIED FANSIN THREE MONTHS

RESULTSTARGET REACHED! 500,000 QUALIFIED FANS!

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%.

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.

SOLUTIONA THREE STAGE PLAN FOR INCREASED MEDIA EXPOSURE

Keyade created a three stage media plan that is in step with the latest events at the company and on its Facebook page:

- 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.

- 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.

FNAC USES FACEBOOK FAN RECRUITMENT TO DRIVE ITS CRM