{"id":6437,"date":"2019-01-20T09:24:04","date_gmt":"2019-01-20T08:24:04","guid":{"rendered":"https:\/\/www.keyade.com\/?p=6437"},"modified":"2019-08-01T12:39:47","modified_gmt":"2019-08-01T11:39:47","slug":"pinterest-ads-search-et-social","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/pinterest-ads-search-et-social","title":{"rendered":"Pinterest Ads : les avantages du Social et du Search"},"content":{"rendered":"\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"348\" src=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/01\/Bandeau-Article-Carte-dOr-1024x348.jpg\" alt=\"Pinterest-Ads-Carte-dOr\" class=\"wp-image-6439\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/01\/Bandeau-Article-Carte-dOr-1024x348.jpg 1024w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/01\/Bandeau-Article-Carte-dOr-300x102.jpg 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/01\/Bandeau-Article-Carte-dOr-768x261.jpg 768w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2019\/01\/Bandeau-Article-Carte-dOr-294x100.jpg 294w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Pinterest&nbsp;: le r\u00e9seau id\u00e9al pour\npromouvoir les produits phares de Carte d\u2019Or \u00e0 la p\u00e9riode de No\u00ebl<\/strong><\/h2>\n\n\n\n<p><a href=\"https:\/\/www.pinterest.fr\/\">Pinterest <\/a>est une plateforme sociale de partage d\u2019images qui permet de d\u00e9couvrir et constituer une biblioth\u00e8que d\u2019images par th\u00e8mes (\u00ab&nbsp;Tableaux&nbsp;\u00bb). Chaque mois, elle compte plus de 15 millions d\u2019utilisateurs actifs en France. Fin 2018, la plateforme a lanc\u00e9 en France un format basique mais pourtant tr\u00e8s attendu&nbsp;: <strong>les Pinterest Ads<\/strong> (\u00e9pingles sponsoris\u00e9es), qui peuvent appara\u00eetre lorsque l\u2019utilisateur fait une recherche ou bien au sein de l\u2019onglet \u2018Accueil\u2019 de l\u2019application.<\/p>\n\n\n\n<p>Carte d\u2019Or est une marque\nalimentaire du groupe Unilever qui propose des cr\u00e8mes glac\u00e9es, des sorbets, et\ndes buches de no\u00ebl, produits essentiellement consomm\u00e9s pendant les f\u00eates de fin\nd\u2019ann\u00e9e. En collaboration avec un chef p\u00e2tissier de renom depuis deux ans,\nCarte d\u2019Or inspire \u00e0 ses consommateurs une fa\u00e7on de travailler la glace \u00e0 la\nmaison et propose des recettes de desserts glac\u00e9s d\u2019exception, faciles et\nrapides \u00e0 r\u00e9aliser. <\/p>\n\n\n\n<p>Pinterest est une plateforme\nparticuli\u00e8rement adapt\u00e9e aux objectifs de Carte d\u2019Or&nbsp;: <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Son audience correspond \u00e0 la cible principale de\nla marque (femmes\/m\u00e8res de famille responsables des achats li\u00e9s \u00e0\nl\u2019alimentation).<\/li><li>La tendance \u2018cuisine\u2019 est au c\u0153ur des int\u00e9r\u00eats\ndes utilisateurs&nbsp;: c\u2019est le deuxi\u00e8me th\u00e8me le plus suivi sur la\nplateforme, avec 10,4 millions d\u2019abonn\u00e9s. <\/li><li>Enfin, l\u2019utilisation du r\u00e9seau Pinterest s\u2019inscrit\ndans une volont\u00e9 d\u2019am\u00e9liorer l\u2019image de la marque Carte d\u2019Or, Pinterest \u00e9tant\nune plateforme naturellement qualitative visuellement.<\/li><\/ul>\n\n\n\n<p>Keyade et Carte d\u2019Or incluent\ndonc les Pinterest Ads sur le plan Social Media des f\u00eates de fin d\u2019ann\u00e9e. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Toucher la cible dans sa phase de consid\u00e9ration d\u2019achat<\/strong><\/h2>\n\n\n\n<p>Pinterest est une plateforme\nparticuli\u00e8re qui associe les caract\u00e9ristiques d\u2019un r\u00e9seau search (fonction \u2018recherche\u2019\npour la d\u00e9couverte et l\u2019inspiration) aux particularit\u00e9s d\u2019un r\u00e9seau social (tableaux,\npartage, possibilit\u00e9 de s\u2019abonner \u00e0 des personnes ou des marques). <\/p>\n\n\n\n<p>Keyade teste donc deux types de\nPinterest Ads&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Les Pinterest Ads achet\u00e9es selon un mode d\u2019achat\n\u2018search\u2019, c\u2019est-\u00e0-dire \u00e0 l\u2019achat d\u2019un groupe de mots-cl\u00e9s. Les publicit\u00e9s sont\naffich\u00e9es en fonction des recherches effectu\u00e9es par les utilisateurs.<\/li><li>Les Pinterest Ads achet\u00e9es selon un mode d\u2019achat\n\u2018int\u00e9r\u00eat\u2019, c\u2019est-\u00e0-dire en fonction des crit\u00e8res socio-d\u00e9mographiques et\ncomportementaux d\u2019une audience. Les publicit\u00e9s sont affich\u00e9es sur la page\nd\u2019accueil.<\/li><\/ul>\n\n\n\n<p>Le <a href=\"https:\/\/www.keyade.com\/services-agence\/paid-social\/methodologie-paid-social\">dispositif social media<\/a> mis en place avait pour objectif la consid\u00e9ration de la marque. Chaque publicit\u00e9 Pinterest renvoyait ainsi vers le site de <em>brand content<\/em> d\u2019Unilever, <em>mavieencouleurs.fr<\/em> sur lequel les utilisateurs pouvaient retrouver des contenus valorisant l\u2019utilisation du produit (recettes, id\u00e9es de pr\u00e9sentation\u2026). Un r\u00e9el travail de cr\u00e9ation a \u00e9t\u00e9 r\u00e9alis\u00e9 par <em>mavieencouleurs.fr<\/em> qui a su produire du contenu en totale ad\u00e9quation avec la p\u00e9riode de No\u00ebl. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>R\u00e9sultats&nbsp;: une visibilit\u00e9\net un engagement forts<\/strong><\/h2>\n\n\n\n<p>Entre le 7 et le 31 d\u00e9cembre, la campagne de Pinterest Ads d\u00e9ploy\u00e9e par les consultants Keyade, combin\u00e9e \u00e0 la forte saisonnalit\u00e9 du produit, a permis d\u2019atteindre plus de 2 millions de personnes. <\/p>\n\n\n\n<p>En particulier, les Pinterest Ads achet\u00e9es en fonction des int\u00e9r\u00eats\ndes utilisateurs ont atteint un tr\u00e8s bon niveau d\u2019engagement (Pinterest\nd\u00e9finissant l\u2019engagement comme un clic vers le site, plus une sauvegarde de\nl\u2019\u00e9pingle). D\u2019autre part, les Pinterest Ads qui sont apparues dans l\u2019onglet\n\u2018Recherche\u2019 de l\u2019application ont pr\u00e9sent\u00e9 les meilleures performances de co\u00fbt,\navec un CPM (co\u00fbt pour mille impressions) inf\u00e9rieur de 63% au CPM moyen observ\u00e9\nsur la plateforme (donn\u00e9e Pinterest).<\/p>\n\n\n\n<p>Julien Violy, Consultant Social Media chez Keyade conclut&nbsp;:\n\u00ab&nbsp;<em>Au sein du parcours d\u2019achat,\nPinterest est particuli\u00e8rement efficace lors la phase de consid\u00e9ration du\nproduit. Nous avons r\u00e9ussi \u00e0 attirer l\u2019attention des utilisateurs notamment en\ncombinant les deux modes d\u2019achats disponibles sur la plateforme et plus\nparticuli\u00e8rement, en positionnant Carte d\u2019Or sur des mots cl\u00e9s pr\u00e9cis tels que \u2018dessert\u2019\nou \u2018b\u00fbche de No\u00ebl\u2019. \u00bb<\/em><\/p>\n\n\n\n<p>Kevin Hour, Junior Media Manager Food &amp; Refreshment @Unilever\najoute&nbsp;: <em>\u00ab Il est \u00e9galement\nint\u00e9ressant de souligner que cette campagne paid media a g\u00e9n\u00e9r\u00e9 des r\u00e9sultats \u2018earn\nmedia\u2019 (gratuits). Les posts ont \u00e9t\u00e9 enregistr\u00e9s et comment\u00e9s plus de\n7&nbsp;000 fois par les utilisateurs, avec un impact sur la page \u2018Accueil\u2019 de\nleurs abonn\u00e9s mais aussi sur la visibilit\u00e9 dans le temps, gr\u00e2ce \u00e0 la fonction\nqui permet d\u2019enregistrer les pins.&nbsp;\u00bb<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pinterest&nbsp;: le r\u00e9seau id\u00e9al pour promouvoir les produits phares de Carte d\u2019Or \u00e0 la p\u00e9riode de No\u00ebl Pinterest est une plateforme sociale de partage d\u2019images qui permet de d\u00e9couvrir et constituer une biblioth\u00e8que d\u2019images par th\u00e8mes (\u00ab&nbsp;Tableaux&nbsp;\u00bb). Chaque mois, elle compte plus de 15 millions d\u2019utilisateurs actifs en France. Fin 2018, la plateforme a lanc\u00e9 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6491,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81,137,295],"tags":[409,439,441,407],"class_list":["post-6437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lactu-digitale","category-social-media","category-fil-actualite","tag-campagne-social-media","tag-pinterest","tag-pinterest-ads","tag-publicite-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pinterest Ads : les avantages du Social et du Search | Keyade<\/title>\n<meta name=\"description\" content=\"L\u2019utilisation des Pinterest Ads pour Carte d&#039;Or permet de tirer les avantages du Search et du Social et d\u2019am\u00e9liorer l\u2019image de la marque.\" \/>\n<meta name=\"robots\" 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