As the longest running and largest newspaper in France, Le Figaro has no problem with brand recognition. But as consumer habits have shifted, first to the desktop, and now to mobile, the longstanding newspaper has had to follow suit, launching a mobile app to deliver the news to their customers whenever and wherever they need it.
Challenge
Le Figaro’s main objective is to become the first media brand in France with a dominant presence on all channels: on paper, on desktop, and now, on mobile.
Their primary challenges include driving their existing print and digital customers to mobile, getting visibility for their app, and getting their existing app users to convert from the free version to their premium subscription.
Solution & Results
Taking advantage of Fiksu’s technology and expertise, Le Figaro was able to reach #1 in the ‘News’ category in the French App Store.
By testing a variety of sources, including Facebook, RTB, incentivised networks, and video networks, Le Figaro was able to track and analyse the data to get a better idea of just who their users are. In particular, Le Figaro has learned that click through rates are highest among the 50 to 65 year old population, while conversion rates are highest within the 25 to 34 and 50 to 65 year old populations. This has proven to be invaluable information that will be used to drive future strategies as they broaden their mobile marketing efforts.
“Working with Fiksu has given us a clearer vision of our mobile user acquisition strategy and what we need to improve on,” said Clement Letzelter, Mobile Marketing Manager at Le Figaro.
In particular, as Le Figaro looks to grow on mobile, they plan to incorporate retargeting into their strategy to increase the ROI of their campaigns. Their initial learnings have taught them that users of their app who have lapsed for seven days or more have a very high chance of not returning. Preventing that from happening, and engaging users over the long term is key as they forge ahead on mobile. “We prefer to have one user who opens our app three times in a week, rather than three users that open the app once during the same time period,” said Letzelter.
Le Figaro and Fiksu plan to continue their relationship going forward, putting one of France’s most reputable media brands at the forefront of today’s newest and most dominant media channel.