{"id":15133,"date":"2022-06-13T16:04:53","date_gmt":"2022-06-13T16:04:53","guid":{"rendered":"https:\/\/www.territory-influence.com\/project\/activation-tiktok-pour-bmw-avec-webguerillas\/"},"modified":"2023-07-13T08:13:35","modified_gmt":"2023-07-13T08:13:35","slug":"activation-tiktok-pour-bmw-avec-webguerillas","status":"publish","type":"project","link":"https:\/\/www.territory-influence.com\/fr\/project\/activation-tiktok-pour-bmw-avec-webguerillas\/","title":{"rendered":"Activation TikTok pour BMW avec Webguerillas"},"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]MACRO INFLUENCEURS[\/et_pb_text][et_pb_text module_class=\u00a0\u00bbtt-white\u00a0\u00bb _builder_version=\u00a0\u00bb4.20.2″ 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 hover_enabled=\u00a0\u00bb0″ header_font_size_last_edited=\u00a0\u00bboff|desktop\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″]<\/p>\n

Cas clients
<\/tt-underline>BMW S\u00e9rie 1<\/h1>\n

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A l’occasion du lancement de la nouvelle S\u00e9rie 1, BMW a adopt\u00e9 une toute nouvelle approche dans sa communication : pour la premi\u00e8re fois, le constructeur automobile munichois s’est fait remarquer avec une campagne sur le r\u00e9seau social tendance TikTok afin d’\u00eatre \u00e9galement pr\u00e9sent aupr\u00e8s des groupes cibles plus jeunes. A cette occasion, l’agence Webguerillas, une autre unit\u00e9 de Territory, fut nomm\u00e9e responsable du concept d’influence.<\/p>\n

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BMW a r\u00e9alis\u00e9 sa toute premi\u00e8re campagne sur TikTok avec Territory.<\/strong><\/h2>\n<\/div>\n<\/div>\n
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L’agence s’est appuy\u00e9e sur des influenceurs connus tels que Sky & Tami, PatroX et FalcoPunch, qui ont lanc\u00e9 le #THE1challenge sur TikTok : les stars des r\u00e9seaux sociaux ont ex\u00e9cut\u00e9 une chor\u00e9graphie fixe, puis ont laiss\u00e9 leurs followers faire preuve de cr\u00e9ativit\u00e9 \u00e0 leur tour. La musique a \u00e9t\u00e9 compos\u00e9e par le groupe Big Gigantic. Avec un total de 14 millions de followers, les influenceurs s\u00e9lectionn\u00e9s avaient le reach et l’authenticit\u00e9 requis pour cette campagne. Le #THE1challenge n’a pas seulement \u00e9t\u00e9 publi\u00e9 sur le channel corporate de BMW, mais \u00e9galement sur les r\u00e9seaux des cr\u00e9ateurs de contenus.<\/p>\n

Avec ce challenge, BMW s’est concentr\u00e9 sur un groupe cible plus jeune afin de d\u00e9velopper sa notori\u00e9t\u00e9 et son image \u00e0 leur \u00e9gard. \u00ab\u00a0Les pr\u00e9f\u00e9rences de marques s’\u00e9tablissent d\u00e8s le plus jeune \u00e2ge. Lorsqu’il s’agit d’investissements importants, l’opinion des jeunes est souvent l’un des facteurs d\u00e9cisifs. Ils d\u00e9cident quelles marques sont \u00e0 la mode et lesquelles le sont moins. TikTok est leur plateforme et les marques doivent donc donc y faire sentir leur pr\u00e9sence\u00a0\u00bb, explique Marlies Bayha, Executive Creative Director chez Territory Webguerillas.<\/p>\n

TikTok est connu dans le monde entier pour ses vid\u00e9os courtes aux transitions surprenantes. Chaque mois, plus de 500 millions d’utilisateurs utilisent activement la plateforme, et le nombre de t\u00e9l\u00e9chargements de l’application est \u00e9galement en constante augmentation. BMW et Territory ont conscience des opportunit\u00e9s offertes par ce r\u00e9seau social et ont voulu cr\u00e9er une communication amusante au-del\u00e0 de la publicit\u00e9 automobile typique avec le d\u00e9fi #THE1challenge, qui a inspir\u00e9 les utilisateurs \u00e0 s’engager de mani\u00e8re cr\u00e9ative avec des images en mouvement.<\/p>\n

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<\/tt-underline> Partagez sur<\/h2>\n

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Parcourez nos \u00e9tudes de cas et d\u00e9couvrez comment nous avons accompagn\u00e9 BMW et r\u00e9pondu \u00e0 leurs enjeux strat\u00e9giques avec des campagnes sur-mesure.<\/p>\n","protected":false},"author":19,"featured_media":5737,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"project_category":[251],"project_tag":[],"class_list":["post-15133","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-automobile"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t