{"id":11767,"date":"2022-01-04T14:56:00","date_gmt":"2022-01-04T13:56:00","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=11767"},"modified":"2022-02-21T09:49:30","modified_gmt":"2022-02-21T08:49:30","slug":"allianz-snapchat-social-media-performance","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/allianz-snapchat-social-media-performance\/","title":{"rendered":"Comment Allianz int\u00e8gre Snapchat dans un dispositif social media \u00e0 la performance"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"573\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/01\/image-4-1200x573.png\" alt=\"\" class=\"wp-image-11769\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/01\/image-4-1200x573.png 1200w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/01\/image-4-900x430.png 900w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/01\/image-4-768x367.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/01\/image-4.png 1515w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p>L\u2019assureur Allianz est l\u2019un des leaders mondiaux de son secteur et confie la gestion de ses leviers SEA et Social Media en France \u00e0 Keyade depuis plus de 3 ans. Pour communiquer sur ses produits d\u2019assurance \u00e0 destination des particuliers, la marque est pr\u00e9sente en social media quasi-exclusivement Facebook et Instagram. En particulier, il semblait contre-intuitif d\u2019inclure dans un dispositif SMO \u00e0 la performance une plateforme comme Snapchat, \u00e0 l\u2019audience plus jeune (peu de souscripteurs d\u2019assurance) et avec laquelle on peut imaginer une certaine divergence de codes de communication par rapport au secteur de l\u2019assurance. Mais quoi de plus convaincant qu\u2019un test pour conclure sur cette assomption\u00a0?<\/p>\n\n\n\n<p>En novembre 2021, Allianz et Keyade, accompagn\u00e9s des \u00e9quipes de Snapchat France, activent une campagne Snapchat \u00e0 la performance sur les produits d\u2019assurance MRH (multirisque habitation). La campagne est activ\u00e9e sur une dur\u00e9e de quatre semaines, et pour s\u2019assurer de communiquer aupr\u00e8s d\u2019utilisateurs effectivement concern\u00e9s par la souscription d\u2019assurances, les consultants Keyade param\u00e8trent un ciblage sur les 18-30 ans. <strong>R\u00e9sultat&nbsp;: les co\u00fbts par lead (CPL) mesur\u00e9s sur cette campagne sont pr\u00e8s de deux fois moins \u00e9lev\u00e9s sur Snapchat par rapport \u00e0 Facebook \/ Instagram (avec des volumes d\u2019investissement beaucoup plus faibles).<\/strong><\/p>\n\n\n\n<p>En d\u00e9cembre, Allianz r\u00e9it\u00e8re le test avec une campagne de m\u00eame ampleur sur ses produits d\u2019assurance automobile, en ciblant plus particuli\u00e8rement une audience \u00e2g\u00e9e de plus de 35 ans. <strong>Les r\u00e9sultats observ\u00e9s sont \u00e9quivalents \u00e0 ceux mesur\u00e9s lors de la premi\u00e8re campagne.<\/strong><\/p>\n\n\n\n<p>Sofia Derni, consultante Social Media chez Keyade, a organis\u00e9 ces deux activations-test. Elle analyse&nbsp;: \u00ab Snapchat offre de r\u00e9elles opportunit\u00e9s au sein d\u2019un dispositif social media \u00e0 la performance, m\u00eame pour un secteur d\u2019activit\u00e9 comme l\u2019assurance, qui n\u2019utilise a priori pas les m\u00eames codes de communication. Activer Snapchat permet bien s\u00fbr de toucher une audience en moyenne plus jeune que sur Facebook \/ Instagram, mais cela permet aussi de toucher une audience qui n\u2019est tout simplement <em>pas<\/em> sur Facebook et Instagram (selon Snapchat, 51% des utilisateurs de Snapchat ne sont pas sur Facebook, et 46% ne sont pas sur Instagram). J\u2019ajouterai qu\u2019il est important de travailler les propositions graphiques pour tendre vers les codes de communication de la plateforme. Allianz a par exemple d\u00e9laiss\u00e9 l\u2019utilisation de photographies pour un design plus \u2018web\u2019, \u00e9pur\u00e9 et en ad\u00e9quation avec ce que les utilisateurs ont l\u2019habitude de voir sur Snapchat. Et les r\u00e9sultats le prouvent&nbsp;: si le volume d\u2019investissement est bien ma\u00eetris\u00e9, le co\u00fbt par lead sur Snapchat justifie enti\u00e8rement d\u2019int\u00e9grer la plateforme au sein du mix social media.&nbsp;\u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019assureur Allianz est l\u2019un des leaders mondiaux de son secteur et confie la gestion de ses leviers SEA et Social Media en France \u00e0 Keyade depuis plus de 3 ans. Pour communiquer sur ses produits d\u2019assurance \u00e0 destination des particuliers, la marque est pr\u00e9sente en social media quasi-exclusivement Facebook et Instagram. En particulier, il semblait [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":11771,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,295],"tags":[],"class_list":["post-11767","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","category-fil-actualite"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Keyade | Allianz int\u00e8gre Snapchat dans un dispositif SMO \u00e0 la performance<\/title>\n<meta name=\"description\" content=\"Allianz active plusieurs campagnes Snapchat et concluent \u00e0 la pertinence de la plateforme dans un dispositif social media \u00e0 la performance\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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