Melty announced 3 million euros from its historic shareholders (Jaïna Capital and Serena Capital) and new investors: Pierre Kosciusko-Morizet. Pierre Krings. Sebastien Romelot. Bruno Kemoun. Eryck Rebbouh and the "Entrepreneur Réunis" fund Bruno Massiet from Biest associated.
This fundraising will enable Melty to finance its new development prospects: brand support (Brand Content, Programmed Marketing) and the launch of new creative formats.
Founded in 2008, Melty has two channels including Snapchat Discover and more than 13 million Facebook fans.
"Our strategy, explained Bruno Massiet of Biest, is to increase the income level with two clearly identified axes: one hand programmed, with media buying smarter and more precisely targeted to monetize our viewers, and others sharing brand content, with content production original for the brand, in line with Millennials' 16 million expectations in France today. We will also develop our network of influencers to expand our promotional campaign. "
Bruno Kemoun and Eryck Rebouh, co-presidents of Twin Partners, added: "Melty is THE French media positioned at Millennials, 80% of listeners consist of 18-35 years. Millennials are clearly strategic for brands: today, they are young consumers , and tomorrow, by 2030, they will represent 75% of the workforce. "
To implement its strategy in 2019, the group plans to develop its media offerings by strengthening "multiplatform" broadcasting capacity (Web, Facebook, Instagram, Snapchat, TikTok, Twitch, etc.) and by submitting new, more creative formats. . To expand the editorial line, this will be launched in 2019 a website for La Crème du Gaming, whose success on Facebook and Snapchat (6 million unique visitors per month) is more to prove. The group also intends to develop new themes, such as high technology, to meet the expectations of its listeners.