{"id":10497,"date":"2020-12-17T15:19:24","date_gmt":"2020-12-17T14:19:24","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=10497"},"modified":"2020-12-17T15:19:25","modified_gmt":"2020-12-17T14:19:25","slug":"etude-de-cas-jules-search-x-social-media-focus-twitch","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/etude-de-cas-jules-search-x-social-media-focus-twitch\/","title":{"rendered":"Etude de cas Jules : Search x Social Media (+focus Twitch)"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"871\" height=\"280\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/12\/Visuel-Jules.jpg\" alt=\"\" class=\"wp-image-10499\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/12\/Visuel-Jules.jpg 871w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/12\/Visuel-Jules-768x247.jpg 768w\" sizes=\"auto, (max-width: 871px) 100vw, 871px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Comment Jules utilise le digital pour porter un message de marque progressiste aupr\u00e8s d\u2019un c\u0153ur de cible rajeuni<\/strong><\/h2>\n\n\n\n<h2 class=\"wp-block-heading\">Contexte<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.jules.com\/fr-fr\/index\/\" target=\"_blank\" rel=\"noreferrer noopener\">Jules<\/a> est une marque fran\u00e7aise de pr\u00eat-\u00e0-porter masculin qui poss\u00e8de un r\u00e9seau de plus de 500 magasins en France et \u00e0 l\u2019\u00e9tranger. Sa promesse de marque, faire passer les achats de v\u00eatements masculins du besoin contraint \u00e0 une exp\u00e9rience ludique et attachante, s\u2019adresse \u00e0 un c\u0153ur de cible d\u2019hommes jeunes, actifs et urbains.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En 2020, dans une d\u00e9marche connect\u00e9e \u00e0 son \u00e9poque, Jules fait \u00e9voluer son discours de marque et lance l\u2019initiative <em>Men In Progress<\/em>, centr\u00e9e sur une nouvelle r\u00e9flexion autour de la mode et destin\u00e9e \u00e0 instaurer un mouvement d\u2019hommes meilleurs, conscients, positifs et qui profitent pleinement de la vie tout en respectant la plan\u00e8te.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En novembre 2020, Jules lance une campagne de communication autour de son message progressiste et cr\u00e9e le film <a href=\"https:\/\/www.youtube.com\/watch?v=aB2V0hKzvwc\">\u00ab\u00a0On dit qu\u2019un homme\u2026\u00a0\u00bb<\/a>, une vid\u00e9o publicitaire de 30 secondes relay\u00e9es en TV pendant 3 semaines \u00e0 des heures de grande \u00e9coute.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Enjeux<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pour d\u00e9ployer sa campagne de communication en digital et soutenir efficacement son spot TV, Jules et Keyade activent un dispositif de notori\u00e9t\u00e9 \/ consid\u00e9ration en Search et en Social Media. L\u2019objectif est double&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Elargir et maximiser la couverture sur cible, en touchant des utilisateurs qui ne sont pas forc\u00e9ment pr\u00e9sents en TV<\/li><li>Utiliser les atouts du digital pour rajeunir le c\u0153ur de cible et s\u2019adresser \u00e0 une audience plus jeune, plus connect\u00e9e, souvent plus attentive et sensibilis\u00e9e aux valeurs port\u00e9es par Jules (\u00e9cologie, masculinit\u00e9\u2026)<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Solution<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pendant deux semaines, Keyade active pour Jules un dispositif Search &amp; Social Media multi-plateformes destin\u00e9 \u00e0&nbsp;: <strong>amplifier la copie TV<\/strong> (avec des leviers d\u00e9j\u00e0 test\u00e9s par la marque comme Facebook \/ Instagram, Pinterest, Snapchat, YouTube et Google Discovery) <strong>tout en touchant une audience masculine plus jeune<\/strong> en int\u00e9grant deux nouveaux leviers&nbsp;: TikTok et Twitch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Focus Twitch&nbsp;:<\/em> Jules se saisit parfaitement de la logique de diversification des plateformes et r\u00e9alise avec Keyade sa premi\u00e8re campagne publicitaire sur Twitch, plateforme de live-streaming video (initialement sp\u00e9cialis\u00e9e dans les jeux vid\u00e9o en direct et donc particuli\u00e8rement pris\u00e9e d\u2019une audience masculine jeune fan d\u2019eSport). Par ailleurs, le format vid\u00e9o correspond parfaitement \u00e0 l\u2019audience pr\u00e9sente sur Twitch, qui passe sur la plateforme 2 fois plus de temps que sur Youtube et 6 fois plus de temps que sur Facebook. Deux formats sont ainsi activ\u00e9s sur Twitch : Cross Screen Video (publicit\u00e9 vid\u00e9o non skippable au sein des lives) et SureStream (publicit\u00e9 vid\u00e9o int\u00e9gr\u00e9e au sein des lives, garantissant une meilleure exp\u00e9rience publicitaire et non soumise aux bloqueurs de publicit\u00e9).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">R\u00e9sultats<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le dispositif YouTube activ\u00e9 en Search (Trueview for Reach + Bumper Ads) a permis de couvrir une large cible d\u2019hommes, concentr\u00e9e sur les moins de 24 ans, avec des CPM (Co\u00fbt Par Mille impressions) tr\u00e8s \u00e9conomiques. En social media, le dispositif activ\u00e9 est \u00e9galement un succ\u00e8s en termes de reach (Snapchat, Pinterest et TikTok pr\u00e9sentent tous des CPM inf\u00e9rieurs ou dans la fourchette basse des benchmarks fournis par les plateformes).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sur Twitch en particulier, les performances du format vid\u00e9o m\u00e9ritent d\u2019\u00eatre soulign\u00e9es, avec des taux de compl\u00e9tion \u00e0 100% non seulement \u00e9lev\u00e9s sur les deux formats utilis\u00e9s mais aussi meilleurs par rapport aux benchmarks fournis par la plateforme. Ainsi, sur l\u2019ensemble des impressions, 78% des vid\u00e9os ont \u00e9t\u00e9 vues \u00e0 100% sur Cross Screen Video (vs. Benchmark 72%-78%) et 89% sur SureStream (vs. Benchmark 80%-86%). &nbsp;&#8211;&nbsp; Maha Fares, Consultante Social Media chez Keyade commente&nbsp;: <em>\u00ab&nbsp;Les taux de compl\u00e9tion video \u00e0 100% sont le v\u00e9ritable atout de Twitch. Par comparaison, le taux de compl\u00e9tion \u00e0 100% observ\u00e9 sur Facebook se situe plut\u00f4t autour de 12%, pour un co\u00fbt par compl\u00e9tion inf\u00e9rieur de seulement 10%.&nbsp;Twitch permet ainsi de travailler efficacement l\u2019image de marque (compr\u00e9hension du produit, m\u00e9morisation, pr\u00e9f\u00e9rence de marque), en compl\u00e9ment d\u2019autres leviers aux CPM plus comp\u00e9titifs qui permettent de travailler le reach et la notori\u00e9t\u00e9.&nbsp;\u00bb<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En conclusion, le d\u00e9ploiement de synergies Search et Social Media a permis \u00e0 Jules de se positionner sur l\u2019ensemble du funnel de conversion en digital, en r\u00e9partissant les investissements sur les plateformes les plus comp\u00e9titives pour chaque objectif. L\u2019utilisation combin\u00e9e de tous les leviers a permis de r\u00e9pondre aux objectifs de reach et d\u2019\u00e9largissement de la couverture (vs. TV). Par la suite, les leviers Search ont \u00e9t\u00e9 privil\u00e9gi\u00e9s pour maximiser la couverture sur cible (r\u00e9p\u00e9tition des impressions aupr\u00e8s de l\u2019audience cible), tandis que les leviers Social Media ont permis de travailler le taux de compl\u00e9tion vid\u00e9o et d\u2019aller chercher une nouvelle audience masculine tr\u00e8s jeune.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Comment Jules utilise le digital pour porter un message de marque progressiste aupr\u00e8s d\u2019un c\u0153ur de cible rajeuni Contexte Jules est une marque fran\u00e7aise de pr\u00eat-\u00e0-porter masculin qui poss\u00e8de un r\u00e9seau de plus de 500 magasins en France et \u00e0 l\u2019\u00e9tranger. Sa promesse de marque, faire passer les achats de v\u00eatements masculins du besoin contraint [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":10503,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89,295],"tags":[5,59],"class_list":["post-10497","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","category-fil-actualite","tag-sea","tag-socialmedia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Etude de cas Search &amp; Social Media x Jules &amp; Men in Progress | 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\/fr\/blog\/etude-de-cas-jules-search-x-social-media-focus-twitch\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Etude de cas Search &amp; Social Media x Jules &amp; Men in Progress | Keyade\" \/>\n<meta property=\"og:description\" content=\"Comment Jules utilise le digital pour porter un message de marque progressiste aupr\u00e8s d\u2019un c\u0153ur de cible rajeuni Contexte Jules est une marque fran\u00e7aise de pr\u00eat-\u00e0-porter masculin qui poss\u00e8de un r\u00e9seau de plus de 500 magasins en France et \u00e0 l\u2019\u00e9tranger. 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