{"id":1267,"date":"2015-03-04T15:03:23","date_gmt":"2015-03-04T14:03:23","guid":{"rendered":"http:\/\/www.keyade.com\/agence\/?p=1267"},"modified":"2017-05-03T15:07:28","modified_gmt":"2017-05-03T14:07:28","slug":"etude-de-cas-viralisation-video-soutenue-par-dispositif-global-display-sea-social-media","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/etude-de-cas-viralisation-video-soutenue-par-dispositif-global-display-sea-social-media","title":{"rendered":"[ETUDE DE CAS] DU : une viralisation vid\u00e9o soutenue par un dispositif global Display, SEA et Social Media"},"content":{"rendered":"<h2><strong><span style=\"color: #00aae3;\">CONTEXTE<\/span><\/strong><\/h2>\n<h3><strong>Journ\u00e9e nationale des Emirats Arabes Unis<\/strong><\/h3>\n<p style=\"text-align: justify;\">DU est l\u2019un des acteurs majeurs de la t\u00e9l\u00e9phonie fixe et mobile au Moyen-Orient et en Afrique. Cr\u00e9\u00e9e en 2006, la soci\u00e9t\u00e9 compte 6,5 millions de clients, 2000 employ\u00e9s et enregistre un chiffre d\u2019affaires de pr\u00e8s de 2,4 milliards d\u2019euros en 2014.<\/p>\n<p style=\"text-align: justify;\">A l\u2019occasion de la 43<sup>\u00e8me<\/sup> journ\u00e9e nationale des Emirats Arabes Unis, le d\u00e9partement CSR (Corporate Social Responsibility) de DU a r\u00e9alis\u00e9 une vid\u00e9o mettant \u00e0 l\u2019honneur l\u2019Etat f\u00e9d\u00e9ral. La marque se lance alors dans un dispositif publicitaire 360 et n\u2019a qu\u2019un objectif pour cette vid\u00e9o de 2\u201955 minutes\u00a0: lui donner le maximum de visibilit\u00e9 dans la r\u00e9gion MENA.<\/p>\n<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1271\" src=\"http:\/\/www.keyade.com\/agence\/wp-content\/uploads\/2015\/03\/du-viralisation-video-keyade-300x236.png\" alt=\"du-viralisation-video-keyade\" width=\"405\" height=\"292\" \/><\/p>\n<h2><strong><span style=\"color: #00aae3;\">DISPOSITIF<\/span><\/strong><\/h2>\n<h3><strong>Un dispositif branding de mass-media<\/strong><\/h3>\n<p style=\"text-align: justify;\">DU sollicite Keyade Middle East, qui g\u00e8re d\u00e9j\u00e0 des campagnes publicitaires en ligne de la marque afin de g\u00e9rer une partie du dispositif en ligne. Pour cette vid\u00e9o, baptis\u00e9e \u00ab\u00a0Narzif\u00a0\u00bb, dans laquelle toutes les communaut\u00e9s sont repr\u00e9sent\u00e9es, DU souhaite adopter une strat\u00e9gie de masse, avec de v\u00e9ritables objectifs branding\u00a0: obtenir le maximum de vues sur YouTube et maximiser l\u2019engagement.<\/p>\n<p style=\"text-align: justify;\">Keyade d\u00e9ploie donc un important dispositif multicanal impliquant SEA, Display, Social Media notamment Facebook, Twitter et bien s\u00fbr YouTube. Pour devancer toute concurrence, les campagnes sont lanc\u00e9es en avance, quelques semaines avant la f\u00eate nationale le 2 d\u00e9cembre.<\/p>\n<p style=\"text-align: justify;\">Pour booster l\u2019efficacit\u00e9 de la publicit\u00e9, les investissements sont concentr\u00e9s les 2 jours avant, pendant, et les 2 jours apr\u00e8s la f\u00eate nationale. Les campagnes, men\u00e9es dans tous les Emirats Arabes Unis, sont g\u00e9r\u00e9es en arabe et en anglais par les responsables de comptes Keyade natifs des deux langues et diffus\u00e9es aupr\u00e8s de toutes les cat\u00e9gories d\u2019\u00e2ge et sur tous types d\u2019appareils.<\/p>\n<h2 style=\"text-align: justify;\"><span style=\"color: #00aae3;\"><b>R\u00c9SULTAT<\/b><\/span><\/h2>\n<h3 style=\"text-align: justify;\"><strong>+ de 5 millions de vues sur YouTube<\/strong><\/h3>\n<p style=\"text-align: justify;\">Deux semaines apr\u00e8s l\u2019op\u00e9ration, les r\u00e9sultats d\u00e9passent d\u00e9j\u00e0 de loin les attentes\u00a0: DU comptabilise plus de 5 millions de vues sur YouTube et les indicateurs d\u2019engagement sont au beau fixe. Sur la m\u00eame p\u00e9riode, \u00ab\u00a0Narzif\u00a0\u00bb collecte plus de 4200 likes (soit 18 fois plus que les irr\u00e9ductibles pouces invers\u00e9s\u00a0!), un millier de commentaires et plus de 6000 partages. La video a b\u00e9n\u00e9fici\u00e9 d\u2019un calendrier de lancement pr\u00e9coce qui lui a permis de se positionner tr\u00e8s t\u00f4t au top des tendances (et d\u2019obtenir des CPV en moyenne plus faibles que ses concurrents). Egalement bien relay\u00e9e sur Twitter, la vid\u00e9o s&#8217;est positionn\u00e9e en 7<sup>\u00e8me <\/sup>position du classement mondial des vid\u00e9os YouTube sur le m\u00e9dia Adweek.<\/p>\n<p style=\"text-align: justify;\">La qualit\u00e9 du contenu est \u00e9galement un facteur majeur de la viralisation et de l\u2019engagement autour de la video\u00a0:<\/p>\n<ul style=\"text-align: justify;\">\n<li>Le trafic Facebook montre que les 18-28 ans et les 29-39 ans r\u00e9unis repr\u00e9sentent 85% des engagements et que 83% des internautes interagissent \u00e0 partir de leur mobile. L\u2019attractivit\u00e9 de la vid\u00e9o aupr\u00e8s des jeunes, qui utilisent massivement les r\u00e9seaux sociaux et partagent beaucoup de contenu sur tous les appareils, explique ces r\u00e9sultats.<\/li>\n<li>Sur YouTube, 5% du trafic (soit 250\u00a0000 vues) provient d\u2019une trentaine d\u2019autres pays de la r\u00e9gion, alors qu\u2019il s\u2019agit d\u2019une f\u00eate nationale. En effet, la vid\u00e9o met en sc\u00e8ne de nombreuses nationalit\u00e9s et communaut\u00e9s diff\u00e9rentes, permettant aux gens de s\u2019identifier et favorisant le partage.<\/li>\n<li>C\u00f4t\u00e9 Twitter, les indicateurs montrent que les campagnes en arabe g\u00e9n\u00e8rent 2,5 fois plus de clics que les campagnes en anglais, avec un engagement sup\u00e9rieur de 28%.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">Selon Elise Elie Eid, responsable de comptes chez Keyade Middle East en charge de ce dispositif publicitaire, \u00ab\u00a0tous les \u00e9l\u00e9ments \u00e9taient r\u00e9unis pour que cette campagne branding soit un succ\u00e8s\u00a0: un contenu f\u00e9d\u00e9rateur de qualit\u00e9 soutenu par le r\u00e9seau d\u2019influence de DU, et un dispositif publicitaire bien articul\u00e9 dans la strat\u00e9gie et l\u2019ex\u00e9cution\u00a0\u00bb.<\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #00aae3;\"><strong>Hala Badri, Executive Vice President, Brand and communications chez DU\u00a0:<\/strong><\/span><br \/>\n<em>\u00ab Cette campagne a \u00e9t\u00e9 un v\u00e9ritable t\u00e9moignage de patriotisme, nous avons \u00e9t\u00e9 touch\u00e9s par la r\u00e9action des internautes aux Emirats et dans le reste des pays du Golfe. Avec un mix strat\u00e9gique entre un dispositif social media et l&#8217;appui d&#8217;influenceurs de la r\u00e9gion, nous avons r\u00e9alis\u00e9 nos objectifs et r\u00e9ussit notre campagne. \u00bb<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>CONTEXTE Journ\u00e9e nationale des Emirats Arabes Unis DU est l\u2019un des acteurs majeurs de la t\u00e9l\u00e9phonie fixe et mobile au Moyen-Orient et en Afrique. Cr\u00e9\u00e9e en 2006, la soci\u00e9t\u00e9 compte 6,5 millions de clients, 2000 employ\u00e9s et enregistre un chiffre d\u2019affaires de pr\u00e8s de 2,4 milliards d\u2019euros en 2014. A l\u2019occasion de la 43\u00e8me journ\u00e9e [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1295,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89],"tags":[171,109,45,5,59,61],"class_list":["post-1267","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","tag-display","tag-facebook","tag-keyademiddleeast","tag-sea","tag-socialmedia","tag-twitter"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>DU : viralisation vid\u00e9o via un dispositif Display, Social et SEA | Keyade<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.keyade.com\/en\/etude-de-cas-viralisation-video-soutenue-par-dispositif-global-display-sea-social-media\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DU : viralisation vid\u00e9o via un dispositif Display, Social et SEA | Keyade\" \/>\n<meta property=\"og:description\" content=\"CONTEXTE Journ\u00e9e nationale des Emirats Arabes Unis DU est l\u2019un des acteurs majeurs de la t\u00e9l\u00e9phonie fixe et mobile au Moyen-Orient et en Afrique. Cr\u00e9\u00e9e en 2006, la soci\u00e9t\u00e9 compte 6,5 millions de clients, 2000 employ\u00e9s et enregistre un chiffre d\u2019affaires de pr\u00e8s de 2,4 milliards d\u2019euros en 2014. 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