{"id":4801,"date":"2018-05-17T17:28:54","date_gmt":"2018-05-17T16:28:54","guid":{"rendered":"https:\/\/www.keyade.com\/agence\/?p=3077"},"modified":"2018-06-19T14:32:32","modified_gmt":"2018-06-19T13:32:32","slug":"maoam-haribo-dope-visibilite-aupres-jeunes-targeted-filters-de-snapchat","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/maoam-haribo-dope-visibilite-aupres-jeunes-targeted-filters-de-snapchat","title":{"rendered":"Maoam (Haribo) dope sa visibilit\u00e9 aupr\u00e8s des jeunes avec les Targeted Filters de Snapchat"},"content":{"rendered":"<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3083\" src=\"https:\/\/www.keyade.com\/agence\/wp-content\/uploads\/2018\/05\/maoam-snapchat-1.jpg\" alt=\"maoam snapchat\" width=\"2414\" height=\"820\" \/><\/p>\n<p style=\"text-align: justify;\">Au sein de la gamme Haribo, Maoam est le d\u00e9licieux bonbon tendre aux fruits disponible dans une multitude de formes et de saveurs. En 2018, Maoam adopte un nouveau positionnement de marque et souhaite asseoir la visibilit\u00e9 de ses produits aupr\u00e8s d\u2019une cible plus jeune (15-24 ans). Dans ce contexte, Keyade et Mindshare sugg\u00e8rent un dispositif social media de notori\u00e9t\u00e9 sur un r\u00e9seau particuli\u00e8rement efficace en la mati\u00e8re aupr\u00e8s des jeunes\u00a0: Snapchat. Les deux agences recommandent donc de\u00a0:<\/p>\n<ul style=\"text-align: justify;\">\n<li>cr\u00e9er un filtre avec lequel les utilisateurs pourront jouer, se prendre en photo puis partager avec leurs proches\u00a0;<\/li>\n<li>diffuser ce filtre uniquement aux utilisateurs Snapchat \u00e2g\u00e9s de 13 \u00e0 24 ans.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">Gr\u00e2ce \u00e0 un partenariat entre Snapchat et GroupM, les \u00e9quipes Snapchat r\u00e9alisent deux filtres pour Maoam, conf\u00e9rant \u00e0 la marque deux avantages\u00a0: des filtres optimis\u00e9s selon les best practices de la plateforme, et la possibilit\u00e9 de mettre en place des campagnes d\u2019AB-testing. La campagne \u2018targeted filter\u2019 est ensuite mise en ligne pendant pr\u00e8s d\u2019un mois, une dur\u00e9e qui permet la r\u00e9p\u00e9tition de l\u2019apparition du filtre mais aussi la mise en place d\u2019optimisations pour am\u00e9liorer le reach.<br \/>\nAu final, cette campagne de \u2018targeted filters\u2019 sur Snapchat s\u2019est montr\u00e9e tr\u00e8s appropri\u00e9e aux objectifs de Haribo et sa marque Maoam\u00a0: les CPM obtenus ont \u00e9t\u00e9 42% inf\u00e9rieurs \u00e0 ceux obtenus habituellement en social media par la marque, et le taux de partage des filtres s\u2019est \u00e9lev\u00e9 \u00e0 7% (contre 4% de taux-benchmark sur Snapchat).<\/p>\n<p style=\"text-align: justify;\">Alexandre Chemoul, Assistant Chef de Produit chez Haribo ajoute :\u00a0<em>\u00ab\u00a0Le filtre mis en place par les \u00e9quipes Snapchat a \u00e9t\u00e9 un r\u00e9el avantage pour Maoam. Nous avons facilement pu \u00e9tendre notre visibilit\u00e9 et toucher notre c\u0153ur de cible. Les r\u00e9sultats de cette campagne ont d\u00e9pass\u00e9\u00a0nos objectifs et ont v\u00e9ritablement aid\u00e9 notre jeune marque dans son implantation sur le march\u00e9 de la confiserie de sucre.\u00a0\u00bb<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Au sein de la gamme Haribo, Maoam est le d\u00e9licieux bonbon tendre aux fruits disponible dans une multitude de formes et de saveurs. En 2018, Maoam adopte un nouveau positionnement de marque et souhaite asseoir la visibilit\u00e9 de ses produits aupr\u00e8s d\u2019une cible plus jeune (15-24 ans). Dans ce contexte, Keyade et Mindshare sugg\u00e8rent un [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4803,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,295],"tags":[141,59],"class_list":["post-4801","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","category-fil-actualite","tag-snapchat","tag-socialmedia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Succ\u00e8s sur Snapchat aupr\u00e8s des jeunes pour Maoam (Haribo) | Keyade<\/title>\n<meta name=\"description\" content=\"Pour asseoir son nouveau positionnement de marque aupr\u00e8s des jeunes, Maoam propose aux jeunes des filtres Snapchat pour jouer, photographier et partager\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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