{"id":9981,"date":"2020-09-14T15:26:22","date_gmt":"2020-09-14T14:26:22","guid":{"rendered":"https:\/\/www.keyade.com\/?p=9981"},"modified":"2020-09-17T15:46:43","modified_gmt":"2020-09-17T14:46:43","slug":"tiktok-chatbot-la-marque-jules-fait-sa-place-chez-les-early-adopters-social-media","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/tiktok-chatbot-la-marque-jules-fait-sa-place-chez-les-early-adopters-social-media","title":{"rendered":"TikTok &#038; Chatbot : La marque Jules fait sa place chez les early-adopters social media"},"content":{"rendered":"<div class=\"wp-bootstrap-blocks-row row\">\n\t\n\n<div class=\"col-12 col-md-6\">\n\t\t\t\n\n<div class=\"wp-block-image\"><figure class=\"alignleft size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"575\" height=\"430\" src=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2020\/09\/Jules-Tiktok-Chatbot-2.jpg\" alt=\"Jules-Tiktok-Chatbot 2\" class=\"wp-image-10015\"\/><\/figure><\/div>\n\n\t<\/div>\n\n\n\n<div class=\"col-12 col-md-6\">\n\t\t\t\n\n<p>Apr\u00e8s la sortie de sa campagne <a rel=\"noreferrer noopener\" href=\"https:\/\/www.youtube.com\/watch?v=7kQXgVNYjtw\" target=\"_blank\">\u2018Men in Progress\u2019<\/a> en juin dernier (destin\u00e9e \u00e0 relayer les engagements de la marque en mati\u00e8re de d\u00e9veloppement durable), <a href=\"https:\/\/www.jules.com\/fr-fr\/index\/\" target=\"_blank\" rel=\"noreferrer noopener\">Jules<\/a> continue de prendre le virage du futur en social media. Cet \u00e9t\u00e9 2020, Keyade a accompagn\u00e9 la marque dans une strat\u00e9gie de diversification de sa prise de parole social media.<\/p>\n\n\t<\/div>\n\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Campagne de notori\u00e9t\u00e9 sur TikTok<\/h2>\n\n\n\n<p>Premier levier d\u2019exp\u00e9rimentation d\u2019une strat\u00e9gie social m\u00e9dia diff\u00e9renciante : TikTok. Pendant le confinement, tous les regards \u00e9taient braqu\u00e9s vers la progression fulgurante de l\u2019application (+100% d\u2019utilisateurs en France en 9 mois au mois d\u2019avril 2020) qui compte d\u00e9sormais 11 millions d\u2019utilisateurs mensuels actifs dans l\u2019Hexagone. A l\u2019\u00e9t\u00e9 2020, Jules a donc pris la parole sur cette plateforme montante avec une adaptation vid\u00e9o de 12 secondes de sa campagnes \u2018Men in Progress\u2019.<\/p>\n\n\n\n<p>Second objectif de cette prise de parole&nbsp;: s\u2019adresser \u00e0 une cible jeune. Il faut dire que TikTok est tr\u00e8s fortement implant\u00e9e aupr\u00e8s des moins de 24 ans (2\/3 des utilisateurs en France) et que la plateforme peut se vanter d\u2019un fort engagement de son audience&nbsp;avec en moyenne, en France, 39 millions de vid\u00e9os vues par mois, 61 minutes pass\u00e9es sur l\u2019app quotidiennement et un taux de retour sur l\u2019application de 11 fois par jour&nbsp;!<\/p>\n\n\n\n<p>Bilan&nbsp;: apr\u00e8s un mois, la campagne a permis de toucher 1,1 million de personnes et la vid\u00e9o a \u00e9t\u00e9 vue dans son int\u00e9gralit\u00e9 plus de 55&nbsp;000 fois. Les CPM (Co\u00fbt Par Mille impressions) et CPV 100% (Co\u00fbt Par Vue d\u2019une vid\u00e9o \u00e0 100%) sont toutefois bien moins comp\u00e9titifs que sur Facebook. Maha Fares, consultante social media chez Keyade partage quelques enseignements&nbsp;: <em>\u00ab&nbsp;Nous touchons sur TikTok une cible bien plus jeune que sur Facebook et Instagram, voire une audience qui n\u2019est pas pr\u00e9sente sur ces r\u00e9seaux. On peut analyser qu\u2019il y a une forte ad\u00e9quation entre le message port\u00e9 par Jules et l\u2019audience jeune de TikTok, plus sensibilis\u00e9e aux initiatives \u00e9cologiques et de d\u00e9veloppement durable. Dans de futures campagnes, il sera int\u00e9ressant d\u2019introduire de nouvelles variables de comparaison (copies cr\u00e9atives, ciblages, etc.) mais aussi de comparer les performances de TikTok avec celles de Snapchat, dont l\u2019audience et l\u2019utilisation sont proches de celles de la plateforme.&nbsp;\u00bb<\/em><\/p>\n\n\n\n<p><em>(Sources chiffres&nbsp;: TikTok, Digimind)<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Acquisition d\u2019emails avec le chatbot Facebook<\/h2>\n\n\n\n<p>Parall\u00e8lement \u00e0 cela, Keyade a accompagn\u00e9 Jules dans l\u2019exp\u00e9rimentation d\u2019un second dispositif novateur&nbsp;: la redirection publicitaire sur le chatbot Facebook. Les consultants ont activ\u00e9 des posts sponsoris\u00e9s statiques proposant \u00e0 l\u2019utilisateur de d\u00e9couvrir les engagements de Jules pour une mode responsable. En cliquant sur ces posts, les utilisateurs \u00e9taient redirig\u00e9s sur une conversation avec le chatbot Facebook et \u00e9taient invit\u00e9s \u00e0 laisser leur email pour recevoir de l\u2019information (dans le respect du cadre r\u00e9glementaire en vigueur).<\/p>\n\n\n\n<p>Margaut Hanet, consultante social media, partage son analyse&nbsp;: <em>\u00ab Avec le confinement, l\u2019utilisation des bots s\u2019est acc\u00e9l\u00e9r\u00e9e et Jules s\u2019est audacieusement positionn\u00e9 sur ce levier. Le CPL (Co\u00fbt Par Lead) mesur\u00e9 sur ce dispositif a \u00e9t\u00e9 un peu plus \u00e9lev\u00e9 que ce que nous observons habituellement sur Facebook, probablement parce que le fait pour un utilisateur de laisser son adresse email d\u00e9montre bien plus d\u2019engagement que le visionnage d\u2019une vid\u00e9o. Les emails collect\u00e9s sont donc particuli\u00e8rement qualitatifs pour activer d\u2019autres dispositifs d\u2019acquisition&nbsp;\u00bb.<\/em><\/p>\n\n\n\n<p>Marion Carpentier, omni business manager chez Jules conclut&nbsp;: <em>\u00ab&nbsp;Nous pensons que prendre le virage de \u00ab&nbsp;l\u2019apr\u00e8s&nbsp;\u00bb est un projet de diversification de fond. C\u2019est s\u2019adapter \u00e0 l\u2019\u00e9poque, \u00e0 la fois en portant des messages diff\u00e9rents et \u00e0 la fois en communiquant avec la cible selon de nouveaux codes. Les campagnes que nous avons men\u00e9es avec Keyade sur TikTok et avec le chatbot Facebook s\u2019ancrent dans une nouvelle \u00e9poque et apportent d\u00e9j\u00e0 de nombreux apprentissages m\u00e9dia et clients. Ensemble avec Keyade, nous allons poursuivre et affiner nos strat\u00e9gies pour ent\u00e9riner la place de ces leviers dans nos prises de parole&nbsp;\u00bb<\/em>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Campagne de notori\u00e9t\u00e9 sur TikTok Premier levier d\u2019exp\u00e9rimentation d\u2019une strat\u00e9gie social m\u00e9dia diff\u00e9renciante : TikTok. Pendant le confinement, tous les regards \u00e9taient braqu\u00e9s vers la progression fulgurante de l\u2019application (+100% d\u2019utilisateurs en France en 9 mois au mois d\u2019avril 2020) qui compte d\u00e9sormais 11 millions d\u2019utilisateurs mensuels actifs dans l\u2019Hexagone. A l\u2019\u00e9t\u00e9 2020, Jules a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":10015,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,295],"tags":[59],"class_list":["post-9981","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","category-fil-actualite","tag-socialmedia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>TikTok &amp; Chatbot : La marque Jules fait sa place chez les early-adopters social media - 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\/tiktok-chatbot-la-marque-jules-fait-sa-place-chez-les-early-adopters-social-media\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TikTok &amp; Chatbot : La marque Jules fait sa place chez les early-adopters social media - Keyade\" \/>\n<meta property=\"og:description\" content=\"Campagne de notori\u00e9t\u00e9 sur TikTok Premier levier d\u2019exp\u00e9rimentation d\u2019une strat\u00e9gie social m\u00e9dia diff\u00e9renciante : TikTok. Pendant le confinement, tous les regards \u00e9taient braqu\u00e9s vers la progression fulgurante de l\u2019application (+100% d\u2019utilisateurs en France en 9 mois au mois d\u2019avril 2020) qui compte d\u00e9sormais 11 millions d\u2019utilisateurs mensuels actifs dans l\u2019Hexagone. 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