FDJ invests in social network strategy

Française des Jeux (FDJ) will accelerate its digital presence in an expansion to its existing relationship with social networking site Facebook.

FDJ said the success of its “My Million” launch campaign on Facebook which reached 13.4 million French citizens in less than 24 hours had prompted it to strengthen its collaboration with Facebook.

“These promising results have demonstrated the potential of Facebook to reach customers and provide the company with exceptional coverage, effective advertising solutions and sophisticated and precise targeting,” said a FDJ spokesperson.

The initiative is expected to further strengthen the relationship between the company and its players through a “relational” approach while substantially increasing its digital presence, a strong element of its short and long-term marketing and sales strategy.   The objective of the strategy is to increase online sales to Euro 1 Billion by 2018 (2013: Euro 410 million).

Under the terms of the agreement, Facebook will specifically mobilise its marketing, sales and creative resources to maximise FDJ’s brand presence on the platform.

“This agreement illustrates the ambition of FDJ to adapt to the changing needs of its customers and strengthen its presence in the digital medial through strong partnerships,” commented Patrick Buffard, Deputy Director General of FDJ.  “We want to communicate with the French where they are most engaged. We know that Facebook has the ability and the tools to effectively reach the largest number of people.”

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