{"id":4737,"date":"2016-11-09T15:13:18","date_gmt":"2016-11-09T14:13:18","guid":{"rendered":"http:\/\/www.keyade.com\/agence\/?p=1141"},"modified":"2016-11-09T15:13:18","modified_gmt":"2016-11-09T14:13:18","slug":"etude-de-cas-nespresso-gestion-sea-facebook-17-marches-moyen-orient-dafrique-2","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/etude-de-cas-nespresso-gestion-sea-facebook-17-marches-moyen-orient-dafrique-2\/","title":{"rendered":"[ETUDE DE CAS] NESPRESSO : Gestion SEA &amp; Facebook dans 17 march\u00e9s du Moyen-Orient et d&#039;Afrique"},"content":{"rendered":"<h2><strong><span style=\"color: #00aae3;\">MISSION<\/span><\/strong><\/h2>\n<h3><strong>Gestion de campagnes SEA et Facebook dans 17 pays<\/strong><\/h3>\n<p style=\"text-align: justify;\">Filiale du groupe suisse Nestl\u00e9, Nespresso est une marque qui se positionne sur le march\u00e9 du caf\u00e9 en dosettes et propose des machines et accessoires \u00e0 caf\u00e9. Fin 2013, la marque lance son site e-commerce dans 17 pays* au Moyen-Orient et sur le continent africain. Un an et demi apr\u00e8s son lancement commercial, Nespresso fait appel \u00e0 Keyade Middle East, agence sp\u00e9cialiste de la performance digitale, pour g\u00e9rer ses campagnes SEA et Facebook sur les 17 march\u00e9s.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1143\" src=\"http:\/\/www.keyade.com\/agence\/wp-content\/uploads\/2016\/11\/etude-de-cas-nespresso-271x300.png\" alt=\"etude-de-cas-nespresso-keyade-middle-east\" width=\"324\" height=\"355\" \/><\/p>\n<h2><\/h2>\n<h2><strong><span style=\"color: #00aae3;\">CHALLENGE<\/span><\/strong><\/h2>\n<h3><strong>Construire l&rsquo;image de marque et augmenter les ventes sur le site<\/strong><\/h3>\n<p style=\"text-align: justify;\">Pour faire grandir la marque, Keyade Middle East doit faire face \u00e0 un contexte particulier\u00a0 : m\u00eame si la concurrence est encore faible sur le segment sp\u00e9cifique de Nespresso, les populations cibles ne per\u00e7oivent pas le caf\u00e9 comme un produit qui s\u2019ach\u00e8te sur Internet. L\u2019agence doit donc aider la marque \u00e0 augmenter sa notori\u00e9t\u00e9 et celle de ses produits tout en popularisant son service de vente de capsules en ligne pour augmenter les ventes. Tout cela de mani\u00e8re adapt\u00e9e pour chacun des 17 march\u00e9s concern\u00e9s.<\/p>\n<h2><\/h2>\n<h2><strong><span style=\"color: #00aae3;\">SOLUTION<\/span><\/strong><\/h2>\n<h3><strong>Un dispositif localement adapt\u00e9 sur 17 march\u00e9s<\/strong><\/h3>\n<p style=\"text-align: justify;\">Keyade Middle East active un dispositif SEA et Facebook. Sur le r\u00e9seau social, les consultants utilisent \u00e0 la fois des formats branding comme Canvas (format banni\u00e8re mobile) mais aussi des leviers plus ax\u00e9s performance tels que les ciblages d\u2019audiences similaires et le retargeting d\u2019audiences sp\u00e9cifiques. Toutes les 3 \u00e0 4 semaines, les consultants renouv\u00e8lent les visuels publicitaires des campagnes social media, \u00e0 la fois pour suivre l\u2019actualit\u00e9 commerciale de chaque pays et continuer de susciter l\u2019int\u00e9r\u00eat chez les internautes. C\u00f4t\u00e9 moteurs de recherche, les internautes convertissent particuli\u00e8rement via la marque mais des campagnes de mots-cl\u00e9s g\u00e9n\u00e9riques choisis (&lsquo;caf\u00e9&rsquo;,&rsquo;capsules&rsquo;\u2026) sont activ\u00e9es pour capter un trafic qualifi\u00e9 plus large. Pour adresser la probl\u00e9matique de performance dans chacun des 17 pays, l\u2019adaptation locale reste toutefois le v\u00e9ritable facteur cl\u00e9 de succ\u00e8s. L\u2019agence met en place une \u00e9quipe internationale compos\u00e9e de natifs de l\u2019arabe, de l\u2019anglais et du fran\u00e7ais et fait appel \u00e0 un traducteur partenaire de longue date pour la langue turque. Habitu\u00e9s des probl\u00e9matiques internationales, les consultants connaissent les sp\u00e9cificit\u00e9s culturelles des pays.<\/p>\n<h2 style=\"text-align: justify;\"><strong><span style=\"color: #00aae3;\">R\u00c9SULTATS<\/span><\/strong><\/h2>\n<h3><strong>Plus de ventes et de rentabilit\u00e9<\/strong><\/h3>\n<p style=\"text-align: justify;\">Sur les quatre premiers mois de gestion, le canal Facebook a g\u00e9n\u00e9r\u00e9 plus de 70 millions d\u2019impressions des publicit\u00e9s Nespresso, avec des croissances du trafic et du revenu proportionnelles \u00e0 la croissance des investissements. En SEA, bien que le p\u00e9rim\u00e8tre des campagnes soit diff\u00e9rent par rapport \u00e0 la p\u00e9riode pr\u00e9c\u00e9dente en 2015, on observe tout de m\u00eame que les investissements et le trafic ont tripl\u00e9 tandis que les ventes et le revenu ont plus que quadrupl\u00e9. L\u2019approche ultra-locale s\u2019est \u00e9galement montr\u00e9e particuli\u00e8rement efficace.\u00a0Par exemple, en Turquie, les revenus g\u00e9n\u00e9r\u00e9s par les campagnes SEA en turc ont quasiment doubl\u00e9 en deux mois.<\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #00aae3;\"><strong>Andre Van Niekerk, Digital Marketing &amp; eCommerce Manager chez Nestl\u00e9 Nespresso\u00a0:<\/strong><\/span><\/p>\n<p style=\"text-align: justify;\"><em>\u00ab Keyade a prouv\u00e9 sa capacit\u00e9 \u00e0 accompagner notre marque dans la r\u00e9alisation de ses objectifs de performance. Il va sans dire que l&rsquo;\u00e9quipe a v\u00e9ritablement compris nos objectifs et comment les atteindre. \u00bb<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>MISSION Gestion de campagnes SEA et Facebook dans 17 pays Filiale du groupe suisse Nestl\u00e9, Nespresso est une marque qui se positionne sur le march\u00e9 du caf\u00e9 en dosettes et propose des machines et accessoires \u00e0 caf\u00e9. Fin 2013, la marque lance son site e-commerce dans 17 pays* au Moyen-Orient et sur le continent africain. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1153,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89],"tags":[109,111,45,5,59],"class_list":["post-4737","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","tag-facebook","tag-international","tag-keyademiddleeast","tag-sea","tag-socialmedia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nespresso : SEA &amp; Facebook dans 17 pays du Moyen-Orient | Keyade<\/title>\n<meta name=\"description\" content=\"Un dispositif SEA et Facebook localement adapt\u00e9 \u00e0 17 march\u00e9s du Moyen Orient et d&#039;Afrique pour plus de vente et de rentabilit\u00e9\" \/>\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-nespresso-gestion-sea-facebook-17-marches-moyen-orient-dafrique-2\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nespresso : SEA &amp; 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