{"id":14406,"date":"2022-05-11T16:02:16","date_gmt":"2022-05-11T16:02:16","guid":{"rendered":"https:\/\/www.territory-influence.com\/project\/nano-micro-influenceurs-avec-5-44e-campagne-roi\/"},"modified":"2023-12-19T09:09:35","modified_gmt":"2023-12-19T09:09:35","slug":"nano-micro-influenceurs-avec-5-44e-campagne-roi","status":"publish","type":"project","link":"https:\/\/www.territory-influence.com\/fr\/project\/nano-micro-influenceurs-avec-5-44e-campagne-roi\/","title":{"rendered":"Nano & Micro Influenceurs avec 5.44\u20ac campagne ROI"},"content":{"rendered":"

[et_pb_section fb_built=\u00a0\u00bb1″ admin_label=\u00a0\u00bbHero\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ background_color=\u00a0\u00bb#FF4E00″ background_image=\u00a0\u00bbhttps:\/\/www.territory-influence.com\/wp-content\/uploads\/2020\/12\/circle-background-pattern.png\u00a0\u00bb custom_padding=\u00a0\u00bb67px|0px|67.1875px|0px|false|false\u00a0\u00bb animation_style=\u00a0\u00bbzoom\u00a0\u00bb animation_intensity_zoom=\u00a0\u00bb4%\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.16″ custom_padding=\u00a0\u00bb|||\u00a0\u00bb animation_style=\u00a0\u00bbslide\u00a0\u00bb animation_direction=\u00a0\u00bbtop\u00a0\u00bb animation_intensity_slide=\u00a0\u00bb3%\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.16″ text_font=\u00a0\u00bbRoboto|500||on|||||\u00a0\u00bb text_text_color=\u00a0\u00bb#353740″ text_font_size=\u00a0\u00bb16px\u00a0\u00bb custom_margin=\u00a0\u00bb||19px|||\u00a0\u00bb animation_style=\u00a0\u00bbslide\u00a0\u00bb animation_direction=\u00a0\u00bbbottom\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

NANO & MICRO INFLUENCEURS<\/p>\n

[\/et_pb_text][et_pb_text module_class=\u00a0\u00bbtt-white\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ text_font=\u00a0\u00bb||||||||\u00a0\u00bb header_font=\u00a0\u00bbRoboto|900||on|||||\u00a0\u00bb header_text_color=\u00a0\u00bb#ffffff\u00a0\u00bb header_font_size=\u00a0\u00bb50px\u00a0\u00bb header_line_height=\u00a0\u00bb1.1em\u00a0\u00bb custom_margin=\u00a0\u00bb|||\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb header_font_size_last_edited=\u00a0\u00bboff|desktop\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Cas clients
\n<\/tt-underline>Caf\u00e9 Royal<\/h1>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1″ admin_label=\u00a0\u00bbCase Study Text\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ custom_margin=\u00a0\u00bb|||\u00a0\u00bb custom_padding=\u00a0\u00bb110px||18px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb0px|||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text quote_border_color=\u00a0\u00bb#FF4E00″ _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbRoboto|500|||||||\u00a0\u00bb text_font_size=\u00a0\u00bb16px\u00a0\u00bb quote_font=\u00a0\u00bbRoboto|300|on||||||\u00a0\u00bb header_font=\u00a0\u00bbRoboto|900|||||||\u00a0\u00bb header_font_size=\u00a0\u00bb45px\u00a0\u00bb header_2_font=\u00a0\u00bbRoboto|900|||||||\u00a0\u00bb header_2_font_size=\u00a0\u00bb30px\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″]<\/p>\n

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Pour soutenir cette jeune marque en termes de notori\u00e9t\u00e9 et de p\u00e9n\u00e9tration du march\u00e9, nous avons entam\u00e9 une collaboration de marketing d’influence. Nous nous sommes concentr\u00e9s sur (1) un objectif de positionnement autour des valeurs durables et premium, ainsi que sur (2) la pr\u00e9f\u00e9rence de marque sur une cat\u00e9gorie de caf\u00e9 tr\u00e8s comp\u00e9titive. Un v\u00e9ritable plaidoyer a ainsi \u00e9t\u00e9 activ\u00e9 avec des profils de nano et micro influenceurs engag\u00e9s : 3 000 exactement pour le march\u00e9 fran\u00e7ais. Tous \u00e9taient d\u00e9j\u00e0 consommateurs de caf\u00e9 et propri\u00e9taires d’une machine compatible. <\/span><\/span><\/span><\/p>\n

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Le marketing d’influence est un canal qui nous permet une communication directe avec le public. C’est aussi l’occasion d’entrer dans les d\u00e9tails, de mani\u00e8re authentique, avec une approche p\u00e9dagogique. Tout au long de la campagne, nous avons pris le temps de couvrir diff\u00e9rents sujets – ce que peu d’autres canaux nous permettent de faire. De telles activations sont compl\u00e9mentaires aux plans de communication de la marque avec les m\u00e9dias traditionnels comme la t\u00e9l\u00e9vision. <\/span><\/p>\n

Aline Veillerette, Marketing Manager France, Delica AG<\/b><\/span><\/span><\/span><\/span><\/p>\n<\/blockquote>\n

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Un fort engagement de la marque a conduit \u00e0 un ROI de la campagne de 5,44\u20ac.<\/strong><\/h2>\n<\/div>\n<\/div>\n
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Apr\u00e8s 2 mois d’\u00e9ducation et de d\u00e9gustations \u00e0 domicile, les influenceurs non r\u00e9mun\u00e9r\u00e9s ont termin\u00e9 leur mission. Ils ont organis\u00e9 des moments gourmands avec leurs amis et leur famille, leur ont fait d\u00e9couvrir l’univers de Caf\u00e9 Royal et ses nombreuses vari\u00e9t\u00e9s de caf\u00e9. Les exp\u00e9riences offline ont \u00e9t\u00e9 partag\u00e9es sur les r\u00e9seaux sociaux avec le hashtags #LeMeilleurDuGo\u00fbt #RoyalEtResponsable<\/strong> et mention de la marque @CafeRoyal.fr<\/a>. Enfin, ils ont rempli des questionnaires pour partager leur opinion sinc\u00e8re avec l’\u00e9quipe marketing. 93% ont d\u00e9clar\u00e9 qu’ils recommanderaient les produits \u00e0 leur r\u00e9seau, et 86% qu’ils les ach\u00e8teraient m\u00eame juste apr\u00e8s la campagne. <\/span><\/p>\n

Cette intention d’achat a ensuite \u00e9t\u00e9 confirm\u00e9e par notre partenaire de mesure IRI<\/a> sur la base de l’analyse de 10 d\u00e9taillants. Sur la p\u00e9riode d’activation, une augmentation de 3,7% du volume des ventes (unit\u00e9s) et +3,1% de la valeur des ventes<\/strong> a \u00e9t\u00e9 observ\u00e9e. Il en r\u00e9sulte un retour sur investissement positif de 5,44 \u20ac \u00e0 court terme.<\/span><\/p>\n

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Au-del\u00e0 des KPI de la campagne, nous avons pu constater des impacts sur notre suivi mensuel de la marque mesur\u00e9 par Yougov. Les influenceurs nous ont permis de maintenir les bons r\u00e9sultats de notre campagne m\u00e9diatique des mois pr\u00e9c\u00e9dents. Notre notori\u00e9t\u00e9, nos impressions et notre consid\u00e9ration montent en fl\u00e8che au cours de la p\u00e9riode de juin (activation). Et nous sommes convaincus que nous verrons une nouvelle performance en septembre avec notre op\u00e9ration en cours sur le TRND.<\/span><\/span><\/span><\/p>\n

Aline Veillerette, Marketing Manager France, Delica AG<\/b><\/span><\/span><\/span><\/p>\n<\/blockquote>\n

Faites d\u00e9filer vers le bas pour obtenir les KPI de la campagne !<\/b><\/p>\n

<\/span><\/span><\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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NANO & MICRO INFLUENCEURSCas clients Caf\u00e9 Royal Pour soutenir cette jeune marque en termes de notori\u00e9t\u00e9 et de p\u00e9n\u00e9tration du march\u00e9, nous avons entam\u00e9 une collaboration de marketing d’influence. Nous nous sommes concentr\u00e9s sur (1) un objectif de positionnement autour des valeurs durables et premium, ainsi que sur (2) la pr\u00e9f\u00e9rence de marque sur une […]<\/p>\n","protected":false},"author":19,"featured_media":11540,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"project_category":[236],"project_tag":[],"class_list":["post-14406","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-food-beverages-fr"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.territory-influence.com\/fr\/wp-json\/wp\/v2\/project\/14406","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.territory-influence.com\/fr\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/www.territory-influence.com\/fr\/wp-json\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/www.territory-influence.com\/fr\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.territory-influence.com\/fr\/wp-json\/wp\/v2\/comments?post=14406"}],"version-history":[{"count":4,"href":"https:\/\/www.territory-influence.com\/fr\/wp-json\/wp\/v2\/project\/14406\/revisions"}],"predecessor-version":[{"id":32209,"href":"https:\/\/www.territory-influence.com\/fr\/wp-json\/wp\/v2\/project\/14406\/revisions\/32209"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.territory-influence.com\/fr\/wp-json\/wp\/v2\/media\/11540"}],"wp:attachment":[{"href":"https:\/\/www.territory-influence.com\/fr\/wp-json\/wp\/v2\/media?parent=14406"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/www.territory-influence.com\/fr\/wp-json\/wp\/v2\/project_category?post=14406"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/www.territory-influence.com\/fr\/wp-json\/wp\/v2\/project_tag?post=14406"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}