Native Ads Case Study: William Grant & Sons France

Native Advertising

How the brand esprit-degustation.fr has divided their acquisition costs by 2 and their click-to-buy costs by 6 by working with the ultra-specialised Native Ads agency Schwartz Consulting.

Context

The prestigious group William Grant & Sons France owns a content-driven website esprit-degustation.fr that showcases their range of spirits and liquors: vodkas, rums, whiskies and more… Tasting advice can be found as well as cocktail recipes. Readers can also choose to “click-to-buy” – the key performance indicator (KPI) – and be redirected to e-retailers where they can buy the products directly.

William Grant & Sons France have required Schwartz Consulting, a UK agency specialising in Native Ads for more than 12 years, to drive high volumes of traffic to esprit-degustation.fr that would also convert into click-to-buy.

Challenges & Solutions

Audit to upgrade the existing native advertising accounts and to review the campaigns’ structure in depth.
Implementation of the Outbrain and Taboola pixels to capture the “click-to-buy” KPI and ensure a broader site-centric analysis.
Landing page optimisation with added call-to-action in the content notably.
Use of all relevant features such as native ads retargeting campaigns on existing users (conversion rate increased by x4).
Use of all relevant platforms such as Outbrain and Taboola to shift budget according to performance.

Native ads for William Grant & Sons France and esprit-degustation.fr by Schwartz Consulting.

Results

Acquisition Cost divided by

CPA cost divided by

Conclusion

While working with the Native Ads agency Schwartz Consulting, performances for esprit-dégustation.fr have extraordinarily improved: the acquisition cost is at its lowest, and the click-to-buy KPI is repeatedly outperformed. To summarise, to rightly outsource native ads, a channel that is still too often misunderstood can make it a competitive advantage and definitively lead to business growth.

“Native Advertising allows us to reach a new audience at scale on the largest publishers’ networks. Since we were delighted with the results of esprit-dégustation.fr, we have launched a second website, ateliercocktail.fr, and the results are already really satisfying. It is great that we no longer only rely on Google ads and Facebook.”

Matthieu Ernout, Digital Marketing Manager – William Grant & Sons

“It is with confidence that we position Schwartz Consulting as an ultra-specialist in Native Advertising. Indeed, over the last 10 years, we have demonstrated strong results throughout the thousands of campaigns we have managed for our clients. Native Ads is often misunderstood, yet it is a fantastic channel when it is rightly managed. Native Ads can provide great business growth and we are happy that William Grant & Sons France can take advantage of it!”

Fabien Schwartz, Co-Founder and Director of Schwartz Consulting