Télérama: Structuring a Product Launch to Support a Growth Strategy  

CONTEXT

Télérama is a French cultural and entertainment guide that helps users discover events, activities, and high-quality content. The app brings together editorial recommendations, reviews, and curated cultural picks in a single destination. 

To strengthen its positioning and deliver a smoother user experience, Télérama launched Télérama Paris, a new feature that enables users to easily discover events and activities directly within the app, tailored to their interests and location. 

Beyond the feature itself, the challenge was strategic: turning a product innovation into a driver of user adoption and retention, while validating a product launch framework that could support future product rollouts. 

CHALLENGES

The launch of Télérama Paris needed to address several key challenges: 

– Driving product adoption: The goal was not simply to increase installs, but to encourage as many users as possible to try the feature and adopt it quickly. The challenge was to turn a technical innovation into a daily habit.

– Measuring performance beyond installs: The objective was not only to measure acquisition volume, but also feature adoption and its impact on overall engagement.   

– Building a repeatable performance framework: The goal was to identify which levers delivered the strongest results in order to apply those learnings to future products and features. 

– Maintaining editorial consistency: Staying true to Télérama’s DNA (editorial, quality, curation) while adapting to the codes of acquisition platforms. 

STRATEGY

Structuring the launch over time 

Rather than concentrating efforts around the launch month alone, the strategy was built around three phases:  

• Upstream testing helped train Meta’s algorithms before scaling investment, as performance is heavily influenced by historical data and signal quality. 

• The main launch phase in April relied on a gradual ramp-up, with a budget increase of +250% compared to the average spend in 2025. Dedicated Télérama Paris campaigns were activated without pausing existing campaigns, alongside a one-week “total access” approach designed to remove friction and maximize feature testing among users. 

• The post-launch phase in May and June maintained investment levels to reinforce algorithm learning rather than cutting activity after 30 days. 

 This test → learn → scale approach reflects how advertising algorithms actually operate, requiring historical data and continuous signals to optimize effectively. 

The launch was also supported by commercial partnerships with brands such as Fnac and Renault, helping monetize the feature while providing concrete use cases for users. 

Creative as a targeting lever 

On Meta, performance now relies more on creative quality than granular targeting. The strategy was built around three pillars: 

• Editorial and journalistic videos: content produced with Télérama’s editorial team to showcase the feature while staying true to the brand’s DNA. These videos allowed Télérama to communicate in its own voice and explain the feature without compromising credibility. 

• Multi-perspective UGC : separate versions for Paris residents and tourists, tailored to different user profiles. UGC creates stronger identification and reduces ad fatigue, delivering a CPI 78% lower than motion design formats. 

• Motion design and a variety of formats: static and video assets designed to capture attention, clarify key messages, and test different value propositions. 

One key principle guided this creative diversity: intentionally mixing classic Télérama creatives with Télérama Paris creatives to maintain algorithm stability while introducing something new. This approach helped Meta understand the change without disrupting the signal, while maximizing algorithm learning. The result: a CVR 13 points higher on Télérama Paris creatives than on generic Télérama creatives. 

Media orchestration: Meta at the core, supported by multiple channels 

• Meta as the primary acquisition lever 

Meta served as the core channel, with a strategy focused on signal quality and broad targeting. 

• iOS campaigns using Advanced Event Measurement (AEM) helped maintain data visibility despite Apple’s privacy restrictions. 
• Geographic audience tests were conducted with a specific focus on the Paris area. 
• Re-engagement campaigns using deep linking targeted inactive users and directed them straight to the new feature. 

Investment on Meta was gradually increased throughout the launch. During the second phase of the rollout (the final two weeks of April), campaign budgets were raised by 40%, while maintaining strong efficiency: CPI decreased by 18% and CPA by 24%. 

• Supporting channels (TikTok, Snapchat, Google, Apple Ads) 

Alongside Meta, additional channels supported the strategy. 

• TikTok and Snapchat were used to drive discovery and expand audience reach. 
• Google and Apple Ads captured high-intent searches and users actively looking for relevant content. 

The orchestration strategy was built around a simple principle: rather than tightly controlling campaigns, provide algorithms with the right inputs (signal, creative quality, and diversity) and allow them to optimize performance. 

Continuous iteration on messaging and learnings 

Throughout the launch, the strategy was continuously refined based on observed performance. Creative angles were tested on an ongoing basis to identify what truly resonated with users. Messaging evolved according to what drove meaningful engagement, feature usage rather than simple installs. Budgets were reallocated toward the strongest performers, with no hesitation in challenging initial assumptions. 

LEARNINGS 

Preparing the launch proved critical. Upstream testing made a significant difference by giving Meta enough historical data to work with. Creative quality had a much greater impact on performance than granular targeting. Creative diversity generated stronger signals for the algorithm. And scaling needed to be approached as a long-term process rather than a one-month effort in order to build more sustainable growth. 

At the same time, giving users free access to the feature accelerated both usage and adoption. The real measure of success goes beyond installs. The challenge is to optimize for actual feature adoption and content exploration within Télérama, shifting from a pure acquisition mindset to a value-driven approach. 

NEXT STEPS 

Short term 

• Strengthen adoption of Télérama Paris through re-engagement campaigns 
• Continue creative iteration to sustain performance and limit ad fatigue 
• Deepen usage analysis: who is using the feature, and what impact does it have on retention?  

Moyen/long terme 

• Apply the launch framework to other Télérama features and products 
• Optimize toward long-term value metrics: retention, engagement, and lifetime value 

NEXT STEPS

La suite de la stratégie vise à continuer à scaler sans compromettre la qualité des cohortes.

• Diversification progressive du mix media et renforcement des leviers orientés valeur, avec notamment la poursuite du scale via DSP et l’approfondissement de la stratégie Search.
• Pilotage continu : itération créative et ajustements budgétaires en fonction de la qualité des cohortes observées.