{"id":12321,"date":"2022-03-23T08:30:00","date_gmt":"2022-03-23T07:30:00","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=12321"},"modified":"2022-04-19T10:13:29","modified_gmt":"2022-04-19T09:13:29","slug":"panerai-richemont-multiplie-ses-prises-de-paroles-locales-grace-au-social-media-les-exemples-de-tiktok-et-linkedin","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/panerai-richemont-multiplie-ses-prises-de-paroles-locales-grace-au-social-media-les-exemples-de-tiktok-et-linkedin\/","title":{"rendered":"Panerai (Richemont) multiplie ses prises de paroles locales gr\u00e2ce au Social Media"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Panerai est une maison horlog\u00e8re italienne appartenant au groupe Richemont, g\u00e9ant suisse de l\u2019industrie du luxe. Sur un march\u00e9 de niche comme celui de Panerai, la proximit\u00e9 et le contact client sont des aspects essentiels. Apr\u00e8s le test fructueux de <a href=\"https:\/\/www.keyade.com\/fr\/blog\/whatsapp-for-business-panerai-dubai\/\">WhatsApp for Business \u00e0 Duba\u00ef<\/a>, Panerai continue de digitaliser les points d\u2019entr\u00e9e aupr\u00e8s de sa client\u00e8le et diversifie ses prises de paroles locales.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">LinkedIn : Campagne de g\u00e9n\u00e9ration de leads \u00e0 Londres<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Objectif\u00a0:<\/strong> Promouvoir la boutique et collecter des contacts clients (num\u00e9ros de t\u00e9l\u00e9phone, emails) pour initier un contact personnalis\u00e9 et g\u00e9n\u00e9rer des rendez-vous en boutique.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Solution\u00a0:<\/strong> Keyade met en place une campagne de g\u00e9n\u00e9ration de leads sur LinkedIn, d\u00e9ploy\u00e9e sur 10 jours. Cette campagne s\u2019appuie sur deux formats d\u2019annonce\u00a0: les in-mails (r\u00e9ception de la publicit\u00e9 au sein de la messagerie LinkedIn) et les carrousels (format d\u00e9roulant de plusieurs visuels au sein du feed). Deux types de formulaires sont test\u00e9s\u00a0: l\u2019un permettant de collecter uniquement l\u2019adresse email, l\u2019autre permettant de collecter l\u2019adresse email <em>et<\/em> le num\u00e9ro de t\u00e9l\u00e9phone. Le ciblage comprend aussi bien du retargeting (visiteurs de la page LinkedIn ou du site web de Panerai) que des audiences haut de funnel s\u00e9lectionn\u00e9es par Keyade.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Learnings &amp; R\u00e9sultats\u00a0:<\/strong>\u00a0 Cette campagne de g\u00e9n\u00e9ration de leads sur LinkedIn pour la boutique de Londres est un v\u00e9ritable succ\u00e8s\u00a0:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Le taux d\u2019ouverture des in-mails et le taux de clic sur les carrousels sont largement sup\u00e9rieurs aux benchmarks LinkedIn (respectivement +7 points et +31%) <em>\u2013 Depuis cette campagne, la l\u00e9gislation ne permet plus d\u2019utiliser le format in-mail en Europe, mais les learnings sont applicables aux march\u00e9s non-europ\u00e9ens.<\/em><\/li><li>Le Co\u00fbt Par Lead (CPL) de cette campagne est satisfaisant pour la Maison, aussi bien du point de vue des rendez-vous g\u00e9n\u00e9r\u00e9s en boutique que des ventes en direct.<\/li><li>L\u2019A\/B test des formulaires a permis de montrer des performances tr\u00e8s similaires. En cours de campagne, Keyade a donc recommand\u00e9 de ne conserver que le formulaire collectant le num\u00e9ro de t\u00e9l\u00e9phone (en plus de l\u2019adresse email) puisque celui-ci est le moyen le plus qualifi\u00e9 pour initier un contact personnalis\u00e9 et convenir de rendez-vous en boutique.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Johann Faucheux, consultant Social Media chez Keyade analyse pour cette campagne&nbsp;: <em>\u00ab&nbsp;Le succ\u00e8s de cette campagne \u00e0 Londres rel\u00e8ve d\u2019une part de la pertinence de LinkedIn pour les business de niche et le ciblage de populations CSP++. D\u2019autre part, l\u2019A\/B test des formulaires et l\u2019analyse quotidienne de la data a permis de prendre des d\u00e9cisions rapides pour optimiser au maximum une prise de parole pourtant assez limit\u00e9e dans le temps.&nbsp;\u00bb<\/em><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/04\/image.png\" alt=\"\" class=\"wp-image-12323\" width=\"350\" height=\"341\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/04\/image.png 700w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/04\/image-45x45.png 45w\" sizes=\"auto, (max-width: 350px) 100vw, 350px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">TikTok : Lancement de compte et cr\u00e9ation d\u2019une communaut\u00e9<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Objectif\u00a0:<\/strong> Acc\u00e9l\u00e9rer la visibilit\u00e9 de la marque en communiquant autour du nouveau compte TikTok et engager la communaut\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Solution\u00a0:<\/strong> Keyade d\u00e9ploie deux campagnes d\u2019acquisition\/engagement sur TikTok, au sein de deux larges activations social media multi-plateformes et multi-march\u00e9s.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Fin novembre 2021&nbsp;: UK + UAE<\/li><li>D\u00e9cembre 2022&nbsp;: UK + US<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Learnings &amp; R\u00e9sultats\u00a0:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Les audiences d\u2019int\u00e9r\u00eats g\u00e9n\u00e9riques (Apparel, Cars, Tech\u2026) pouvant \u00eatre li\u00e9es \u00e0 des produits de luxe se sont r\u00e9v\u00e9l\u00e9es tr\u00e8s engag\u00e9es sur les contenus du compte, parfois plus que que les audiences Luxe.<\/li><li>Des CPM (Co\u00fbts Par Mille) naturellement plus \u00e9lev\u00e9s que sur Facebook ou Instagram mais soutenant un taux d\u2019abonnement meilleur que les benchmarks.<\/li><li>Des contenus et une campagne de qualit\u00e9, permettant \u00e0 Panerai d\u2019atteindre plus de 50\u00a0000 abonn\u00e9s TikTok en seulement quelques semaines.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Johann Faucheux conclut&nbsp;: <em>\u00ab&nbsp;La cr\u00e9ation et l\u2019engagement d\u2019une communaut\u00e9 autour d\u2019un compte TikTok est un atout de plus dans la strat\u00e9gie social media de Panerai, permettant de diversifier les prises de parole. Sur LinkedIn, on s\u2019adresse \u00e0 une audience connaisseuse et professionnelle&nbsp;; sur TikTok, on travaille l\u2019image et la notori\u00e9t\u00e9 de la marque aupr\u00e8s d\u2019une cible plus jeune.&nbsp;\u00bb<\/em><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/04\/image-1.png\" alt=\"\" class=\"wp-image-12325\" width=\"292\" height=\"516\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/04\/image-1.png 583w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/04\/image-1-509x900.png 509w\" sizes=\"auto, (max-width: 292px) 100vw, 292px\" \/><\/figure><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Panerai est une maison horlog\u00e8re italienne appartenant au groupe Richemont, g\u00e9ant suisse de l\u2019industrie du luxe. Sur un march\u00e9 de niche comme celui de Panerai, la proximit\u00e9 et le contact client sont des aspects essentiels. Apr\u00e8s le test fructueux de WhatsApp for Business \u00e0 Duba\u00ef, Panerai continue de digitaliser les points d\u2019entr\u00e9e aupr\u00e8s de sa [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":12327,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,295],"tags":[],"class_list":["post-12321","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 v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Panerai (Richemont) multiplie ses prises de paroles locales gr\u00e2ce au 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\/fr\/blog\/panerai-richemont-multiplie-ses-prises-de-paroles-locales-grace-au-social-media-les-exemples-de-tiktok-et-linkedin\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Panerai (Richemont) multiplie ses prises de paroles locales gr\u00e2ce au Social Media - Keyade\" \/>\n<meta property=\"og:description\" content=\"Panerai est une maison horlog\u00e8re italienne appartenant au groupe Richemont, g\u00e9ant suisse de l\u2019industrie du luxe. Sur un march\u00e9 de niche comme celui de Panerai, la proximit\u00e9 et le contact client sont des aspects essentiels. 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