Full social structuring and international strategy

Context

We supported Alan in the complete structuring of their Paid Social strategy, in a context of international expansion and the ramp-up of digital acquisition.

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The challenge was to build a robust account architecture on Meta and LinkedIn, capable of simultaneously addressing Alan's different target segments (individuals, freelancers, small and medium businesses) with creative approaches and objectives tailored to each profile.

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The main challenge: combining an online conversion logic for the most mature audiences with a lead generation strategy to reach new segments, while laying the foundations for a framework that is scalable internationally.

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Solution

We designed and deployed a full funnel Paid Social strategy on Meta and LinkedIn, with an account architecture built for performance and growth.

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Account structuring & performance management

• Complete overhaul of the campaign architecture on Meta and LinkedIn to segment objectives by target and by funnel stage.
• Implementation of micro-conversions to better qualify the user journey and optimize campaigns on intermediate intent signals.
• Deployment of a cross-channel conversion funnel to orchestrate Meta and LinkedIn investments in a complementary way.

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Creative strategy & formats

• ^Activation of Document Ads on LinkedIn to address B2B targets with high perceived value formats that generate qualified leads.
• Development of dedicated go-to-market strategies by country, accounting for local specificities and the maturity of target markets.

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Lead generation & online conversion

• A dual approach: campaigns geared towards direct conversion for segments with high transformation potential, and lead gen campaigns to expand the pipeline on new targets.
• Continuous campaign optimization based on the micro-conversions reported in the platforms.

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