Created in 2013, the artisanal soap factory "Le Père Lucien" quickly positioned itself among the leaders in the traditional shaving market. Today, the company sells its products in around 30 different countries through its network of distributors and its website. As digital marketing has become an essential lever for marketing strategies, the company relies on its online presence to develop the relationship with its customers and strengthen its positioning among its main competitors.
In this perspective, the main digital marketing levers set up at "Le Père Lucien", namely the natural referencing of its site and its performance, paid referencing and social networks, are analyzed. This study is part of a development issue of the digital strategy where learners will have to know the relevant indicators allowing them to evaluate performance and provide marketing recommendations with a complete and transversal vision integrating both the website, the social networks and online advertising.