Two subsidiaries of the Vivendi group provided recently their expertise to the Yves Rocher group, which wanted to reach the populations most likely to buy its products via segmented television.

PRISMA MEDIA SOLUTIONS and CANAL+ BRAND SOLUTIONS worked with the Jellyfish agency, commissioned by Yves Rocher, to identify the populations on the websites of Prisma Media (the French digital leader in women’s themes), who respond most to the plant-based cosmetics group’s campaigns and generate the best conversion rates into purchases.

These segments were then cross-referenced with data from telecoms operators via Liveramp (a data collaboration platform) in order that CANAL+ BRAND SOLUTIONS could reach them on its segmented TV channels. This system, which makes it possible to reach populations on linear television based on their online behaviour, is a first in France.

The targeting proved highly effective, generating a 30% increase in visits to Yves Rocher’s e-commerce site compared with the brand’s usual segmented TV targeting.

This innovation, orchestrated by PRISMA MEDIA SOLUTIONS and CANAL+ BRAND SOLUTIONS together with Yves Rocher and its agency Jellyfish, was awarded the Gold Prize at the Minted Awards last December in Paris in the “Best Segmented TV Device” category. Above all, it reflects the strength of the joint projects developed by Vivendi group entities.