{"id":13245,"date":"2022-12-14T10:46:46","date_gmt":"2022-12-14T08:46:46","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=13245"},"modified":"2022-12-16T11:35:41","modified_gmt":"2022-12-16T09:35:41","slug":"campagne-lancement-produit-2022-communication-multiplateforme","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/campagne-lancement-produit-2022-communication-multiplateforme\/","title":{"rendered":"Prix de la campagne de lancement de produit 2022\u00a0: IWC r\u00e9ussit sa communication multiplateforme"},"content":{"rendered":"\n<p>IWC est une manufacture suisse de montres de luxe appartenant au groupe Richemont. Chaque ann\u00e9e, IWC organise une grande campagne de communication pour le lancement d&rsquo;un nouveau produit anticip\u00e9 comme le best-seller de l&rsquo;ann\u00e9e. En 2022 sort l\u2019\u00e9dition Top Gun de sa collection de montres d\u2019aviateur. La maison, avec Mediacom, d\u00e9cide donc d\u2019organiser une campagne de communication autour de ce nouveau produit sur ses 22 march\u00e9s les plus importants.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une nouvelle \u00e9dition fond\u00e9e sur un jeu de couleurs exclusives<\/h2>\n\n\n\n<p>En mars 2022, IWC introduit de nouveaux chronographes Top Gun en c\u00e9ramique color\u00e9e dans la famille des montres d\u2019aviateur.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"783\" height=\"247\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/iwc-assets-communication.png\" alt=\"\" class=\"wp-image-13249\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/iwc-assets-communication.png 783w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/iwc-assets-communication-768x242.png 768w\" sizes=\"auto, (max-width: 783px) 100vw, 783px\" \/><\/figure>\n\n\n\n<p>En amont, en 2021, une campagne de teasing et de pr\u00e9sentation des couleurs cr\u00e9\u00e9es pour les montres a \u00e9t\u00e9 d\u00e9ploy\u00e9e sur les r\u00e9seaux sociaux.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"825\" height=\"251\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/iwc-campagne-teasing.png\" alt=\"\" class=\"wp-image-13251\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/iwc-campagne-teasing.png 825w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/iwc-campagne-teasing-768x234.png 768w\" sizes=\"auto, (max-width: 825px) 100vw, 825px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">D\u00e9fi&nbsp;: un objectif double d\u2019awareness et de conversion qui repose essentiellement sur le Social Media<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Le SMO essentiel\u2026<\/h3>\n\n\n\n<p>Le lancement de la nouvelle \u00e9dition Top Gun est <strong>la plus importante activation Social Media <\/strong>jamais r\u00e9alis\u00e9e par IWC (en termes d\u2019investissement). De plus, au sein d\u2019un dispositif publicitaire global, le Social Media repr\u00e9sente 57 % des activations publicitaires.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u2026 pour atteindre un double objectif<\/h3>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/visibilite.png\" alt=\"\" class=\"wp-image-13271\" width=\"65\" height=\"65\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/visibilite.png 129w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/visibilite-45x45.png 45w\" sizes=\"auto, (max-width: 65px) 100vw, 65px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><strong>Faire conna\u00eetre IWC aupr\u00e8s des jeunes <\/strong>qui pourront acheter des produits de la marque quand ils disposeront du pouvoir d\u2019achat n\u00e9cessaire.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/augmentation.png\" alt=\"\" class=\"wp-image-13269\" width=\"65\" height=\"65\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/augmentation.png 129w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/augmentation-45x45.png 45w\" sizes=\"auto, (max-width: 65px) 100vw, 65px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><strong>G\u00e9n\u00e9rer un maximum de ventes <\/strong>aupr\u00e8s de ses consommateurs<\/p>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Solution<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">#1 Une strat\u00e9gie fine multiplateforme<\/h3>\n\n\n\n<p>Pour toucher tous les profils et march\u00e9s cibles, les principales plateformes SMO ont \u00e9t\u00e9 actionn\u00e9es selon une strat\u00e9gie fine&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Awareness<\/strong>&nbsp;:<ul><li><strong>TikTok&nbsp;<\/strong>: audience jeune et principalement anglophone,<\/li><\/ul><ul><li><strong>Snapchat&nbsp;<\/strong>: audience jeune, mais plus m\u00e2ture que TikTok, avec le Moyen-Orient pour principal march\u00e9,<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li><strong>Twitter&nbsp;<\/strong>: audience m\u00e2ture, avec les \u00c9tats-Unis pour principal march\u00e9&nbsp;;<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Conversion&nbsp;<\/strong>:<ul><li><strong>Facebook et Instagram&nbsp;<\/strong>: audience toute cat\u00e9gorie portant sur l\u2019ensemble des 22 march\u00e9s d\u2019IWC,<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li><strong>LinkedIn\u00a0<\/strong>: audience CSP+ m\u00e2ture sur un march\u00e9 principalement europ\u00e9en.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p>Un tiers du budget a port\u00e9 sur l\u2019awareness, objectif de long terme.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">#2 Deux vagues de communication d\u00e9coup\u00e9es en deux phases pour g\u00e9n\u00e9rer le maximum de visibilit\u00e9<\/h3>\n\n\n\n<p>Pour assurer une bonne couverture de march\u00e9 et une bonne visibilit\u00e9 du produit, la campagne s\u2019est d\u00e9roul\u00e9e en deux vagues :<\/p>\n\n\n\n<ol class=\"wp-block-list\" type=\"1\" start=\"1\">\n<li><strong>vague de teasing<\/strong> pour donner envie \u00e0 l\u2019audience en pr\u00e9sentant davantage l\u2019univers que le produit. Dans la premi\u00e8re phase d\u2019awareness, l\u2019univers de couleur a \u00e9t\u00e9 d\u00e9voil\u00e9 avec des vid\u00e9os mettant en sc\u00e8ne le footballeur am\u00e9ricain Tom Brady. Dans la seconde phase de trafic, les produits ont \u00e9t\u00e9 mis en avant en lien avec l\u2019ambassadeur de la marque et les univers de couleurs respectifs ;<\/li>\n\n\n\n<li><strong>vague de lancement du produit <\/strong>pour pr\u00e9senter le produit et donner envie de l\u2019acheter. Dans la premi\u00e8re phase d\u2019awareness, la nouvelle collection de montres a \u00e9t\u00e9 d\u00e9voil\u00e9e avec des vid\u00e9os en gros plan mettant en \u00e9vidence les d\u00e9tails du produit. Dans la seconde phase de trafic, la nouvelle collection a \u00e9t\u00e9 montr\u00e9e, avec des liens renvoyant vers les diff\u00e9rents mod\u00e8les.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">R\u00e9sultats<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Une activation fine de chaque plateforme qui porte ses fruits<\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"902\" height=\"361\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/iwc-resultats-1.png\" alt=\"\" class=\"wp-image-13297\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/iwc-resultats-1.png 902w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/iwc-resultats-1-900x360.png 900w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/iwc-resultats-1-768x307.png 768w\" sizes=\"auto, (max-width: 902px) 100vw, 902px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Une campagne globale qui d\u00e9passe de 50 % ses objectifs<\/h3>\n\n\n\n<p>La campagne a g\u00e9n\u00e9r\u00e9 une haute visibilit\u00e9 avec presque 800 millions d\u2019impressions en SMO, soit <strong>50% de plus que planifi\u00e9<\/strong>.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/reach.png\" alt=\"\" class=\"wp-image-13255\" width=\"56\" height=\"56\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/reach.png 225w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/reach-45x45.png 45w\" sizes=\"auto, (max-width: 56px) 100vw, 56px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><strong>200 millions<\/strong> <\/p>\n\n\n\n<p class=\"has-text-align-center\">de reach<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/vues.png\" alt=\"\" class=\"wp-image-13259\" width=\"56\" height=\"56\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/vues.png 225w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/vues-45x45.png 45w\" sizes=\"auto, (max-width: 56px) 100vw, 56px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><strong>8 millions<\/strong> <\/p>\n\n\n\n<p class=\"has-text-align-center\">de vid\u00e9os vues en entier<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/impressions.png\" alt=\"\" class=\"wp-image-13263\" width=\"56\" height=\"56\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/impressions.png 225w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/impressions-45x45.png 45w\" sizes=\"auto, (max-width: 56px) 100vw, 56px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><strong>800 millions d\u2019impressions<\/strong> <\/p>\n\n\n\n<p class=\"has-text-align-center\"><em>+40% vs. estimation<\/em><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/clics.png\" alt=\"\" class=\"wp-image-13261\" width=\"80\" height=\"80\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/clics.png 321w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/clics-45x45.png 45w\" sizes=\"auto, (max-width: 80px) 100vw, 80px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><strong>2,4 millions <\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\">de clics<\/p>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">T\u00e9moignage&nbsp;: des objectifs atteints \u00e0 l\u2019entr\u00e9e et \u00e0 la sortie de l\u2019entonnoir de conversion<\/h2>\n\n\n\n<p><em>\u00ab&nbsp;La campagne Top Gun a r\u00e9pondu \u00e0 tous nos objectifs, en termes d\u2019investissements, de reach, de choix de plateforme et de vari\u00e9t\u00e9 d\u2019audience.<\/em><\/p>\n\n\n\n<p><em>Elle nous a permis de remplir notre nouveau challenge : toucher le haut et le bas de l\u2019entonnoir de conversion.&nbsp;\u00bb<\/em><\/p>\n\n\n\n<p>Michalina Bialek, Digital Media Manager chez IWC Schaffhausen<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>Cette \u00e9tude de cas a re\u00e7u le <strong>Prix Or de la meilleure campagne de lancement de produit au Grand Prix du Social Media 2022<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"798\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/GrandPrixSocialMedia_4392-1200x798.jpg\" alt=\"\" class=\"wp-image-13173\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/GrandPrixSocialMedia_4392-1200x798.jpg 1200w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/GrandPrixSocialMedia_4392-900x599.jpg 900w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/GrandPrixSocialMedia_4392-768x511.jpg 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/GrandPrixSocialMedia_4392-1536x1022.jpg 1536w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/12\/GrandPrixSocialMedia_4392-2048x1362.jpg 2048w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Pour lancer sa nouvelle \u00e9dition Top Gun de sa collection de montres d\u2019aviateur, IWC a organis\u00e9 une campagne de communication multiplateforme.<\/p>\n","protected":false},"author":1,"featured_media":13275,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89],"tags":[],"class_list":["post-13245","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Prix de la campagne de lancement de produit 2022\u00a0: IWC r\u00e9ussit sa communication multiplateforme - Keyade<\/title>\n<meta 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