JCDecaux

Boosting digital presence in outdoor advertising

BACKGROUND

Working with the world leader’s in outdoor advertisment

JCDecaux, a leading out-of-home advertisement company, operates one of the largest networks of outdoor advertising displays globally. They reach an audience of 850 million people daily across over 80 countries, boasting over 11,000 employees and more than 1 million advertising panels. They reached out to improve their digital presence, increase traffic and get more leads.

CHALLENGE

Generate digital leads from agencies and brands

Despite their impressive scale, JCDecaux Portugal faced significant challenges in effectively communicating their offering. Their panels span from traditional MUPI to state-of-the-art digital screens, presented in diverse contexts such as shopping centers, airports, and streets. The challenge was to convey these varied products in a compelling manner to marketing and brand managers at large brands, as well as ad agency managers.

Additionally, JCDecaux needed to attract a new breed of clients from SMBs and digital-first companies. They struggled to communicate the new possibilities brought by the growth of digital out-of-home advertising and programmatic purchasing. Compounding these issues was the rise of local competitors focused on price, which made it imperative for JCDecaux to highlight the unique value of their offerings.

SOLUTION

Tailored strategies for tailored needs

To address these challenges, we implemented a comprehensive digital marketing strategy:

Content Strategy

We developed a robust content plan that included creative social media campaigns, blog posts on management, marketing, and sustainability, and event promotions. This included a planning process using our tools to schedule and manage each social media and blog post.

SEO audit and improvement

We started by conducting an in-depth SEO audit, focusing on strategic keywords relevant to JCDecaux's target audience. Based on the SEO inputs, we revamped the JCDecaux website to improve user experience and search engine performance.

Social media management

We focused on enhancing JCDecaux’s presence on LinkedIn, emphasizing engaging content about campaigns, events, and team members. We created interviews and profiles of team members to humanize the brand and build deeper connections with the audience.

Performance monitoring

We used our scanning tool to monitor what other brands were posting and the keywords they were targeting, allowing us to stay competitive and adapt quickly. We also set up weekly performance tracking to monitor results and adapt strategies accordingly.

“We’ve experienced a significant boost in our online presence, thanks to the strategic insights and consistent efforts of the Articulate team.”

Maria Melo, Digital Manager, JCDecaux Portugal

RESULTS

Quality leads and lasting impact

By implementing a comprehensive content strategy and robust SEO practices, JCDecaux significantly increased website traffic and social media engagement. They successfully enhanced its digital presence, addressing both their traditional and new-age advertising products. This has positioned them to continue their growth trajectory, attract new clients, and maintain their reputation as a leader in the outdoor advertising industry.