{"id":38651,"date":"2024-07-25T09:26:45","date_gmt":"2024-07-25T09:26:45","guid":{"rendered":"https:\/\/www.territory-influence.com\/project\/plan-dinfluence-holistic-pour-starbucks-ready-to-drink\/"},"modified":"2024-07-25T09:26:46","modified_gmt":"2024-07-25T09:26:46","slug":"plan-dinfluence-holistic-pour-starbucks-ready-to-drink","status":"publish","type":"project","link":"https:\/\/www.territory-influence.com\/fr\/project\/plan-dinfluence-holistic-pour-starbucks-ready-to-drink\/","title":{"rendered":"Plan d’influence holistic pour Starbucks Ready To Drink"},"content":{"rendered":"

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NANO, MICRO MACRO INFLUENCEURS<\/p>\n

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Case Study <\/tt-underline>\u201cLIFESTYLE\u201d PLAN ANNUEL POUR STARBUCKS READY TO DRINK<\/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\u00bb4.16.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_margin=\u00a0\u00bb-40px||||false|false\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 _builder_version=\u00a0\u00bb4.16.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbRoboto|500|||||||\u00a0\u00bb text_font_size=\u00a0\u00bb16px\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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Nous avons mis en place une strat\u00e9gie annuelle pour Starbucks en Espagne et au Portugal. Les objectifs: augmenter la p\u00e9n\u00e9tration pour recruter de nouveaux consommateurs, booster la visibilit\u00e9 en point de vente pour stimuler les conversions, et de maximiser la port\u00e9e en ligne.<\/strong><\/span><\/p>\n

Tout d’abord, nous avons cr\u00e9\u00e9 le concept g\u00e9n\u00e9ral \u00ab\u00a0lifestyle\u00a0\u00bb<\/strong> li\u00e9 \u00e0 la vie quotidienne des consommateurs, bas\u00e9 sur la mission de Starbucks \u00ab\u00a0inspirer et nourrir l’esprit humain\u00a0\u00bb, sans oublier son objectif : que les consommateurs se fassent plaisir sans perdre le rythme de vie.<\/span><\/p>\n

Conscients que les consommateurs m\u00e8nent une vie de plus en plus dynamique et changeante, nous avons \u00e9labor\u00e9 une campagne dans laquelle Starbucks offre aux utilisateurs du site trnd des contenus utiles sur des th\u00e8mes tels que les voyages, la cuisine, l’\u00e9cologie, et les r\u00e9seaux sociaux. Le but de cette campagne \u00e9tait aussi de d\u00e9montrer comment les boissons Ready to Drink de Starbucks peuvent facilement s’int\u00e9grer \u00e0 chaque instant de leur quotidien.<\/strong><\/span><\/p>\n

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Comment augmenter la notori\u00e9t\u00e9 de 12 produits diff\u00e9rents en une seule ann\u00e9e<\/strong><\/h2>\n

Nous avons divis\u00e9 le plan en 6 phases<\/strong>, chacune centr\u00e9e sur un groupe de produits sp\u00e9cifique en fonction des objectifs de la marque et de la saison de l’ann\u00e9e. Chaque partie avait \u00e9galement un concept global qui guidait les influenceurs tout au long de la campagne. <\/span><\/p>\n<\/div>\n<\/div>\n

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5 600 consommateurs pour faire passer le mot online et offline<\/strong><\/h2>\n

Nous avons s\u00e9lectionn\u00e9 plus de 5 600 ambassadeurs <\/strong><\/span>qui \u00e9taient amateurs de caf\u00e9 glac\u00e9, influenceurs lifestyle et qui aimaient retrouver leurs amis et leur famille. Pour les caf\u00e9s all\u00e9g\u00e9s et \u00e0 l\u2019amande, nous avons \u00e9galement cibl\u00e9 les consommateurs de produits sans lactose et de lait d\u2019amande. <\/p>\n

En mai, nous avons activ\u00e9 550 nano et micro-influenceurs en Espagne pour partager leur exp\u00e9rience avec les 5 diff\u00e9rents classiques r\u00e9frig\u00e9r\u00e9s<\/strong>, montrant comment ils les aidaient \u00e0 red\u00e9marrer leur journ\u00e9e \u00e0 tout moment, n’importe o\u00f9. Pendant l’\u00e9t\u00e9, nous avons s\u00e9lectionn\u00e9 1 020 consommateurs espagnols pour les versions Skinny et Almond<\/strong> et 1 030 profils pour le Frappuccino<\/strong>. Ils ont partag\u00e9 leur avis en affirmant que Starbucks \u00e9tait le caf\u00e9 froid parfait pour un \u00e9t\u00e9 en bonne sant\u00e9. <\/p>\n

De retour de vacances, en septembre, 1 010 influenceurs d’Espagne et 1 500 du Portugal ont de nouveau mis en avant les classiques glac\u00e9s<\/strong>, montrant comment Starbucks aide \u00e0 retrouver sa routine. En octobre, 520 ambassadeurs ont partag\u00e9 leur exp\u00e9rience avec les Doubleshots<\/strong> et ont affirm\u00e9 que ce caf\u00e9 rafra\u00eechissant les aidait \u00e0 tenir toute la journ\u00e9e. Enfin, nous avons activ\u00e9 510 nano et micro-influenceurs pour les sp\u00e9cialit\u00e9s de No\u00ebl<\/strong>. <\/p>\n

Gr\u00e2ce \u00e0 17 300 contenus publi\u00e9s sur leurs r\u00e9seaux sociaux, ils ont atteint plus de 17 millions d’impressions online potentielles pour la marque. Mais leur impact s’est \u00e9galement \u00e9tendu \u00e0 leur vie en offline. Ils ont r\u00e9ussi \u00e0 g\u00e9n\u00e9rer 47 200 essais de produits, touchant plus de 1,6 million de personnes. <\/strong><\/span><\/p>\n

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Profils d’influenceurs macro pour intensifier l’impact de la campagne<\/strong><\/h2>\n

Pour accro\u00eetre la port\u00e9e de ce projet, nous avons s\u00e9lectionn\u00e9 18 influenceurs macro en Espagne et 10 au Portugal.<\/span><\/strong> Ces influenceurs ont affirm\u00e9 que les boissons pr\u00eates \u00e0 boire de Starbucks \u00e9taient parfaites pour \u00eatre consomm\u00e9es partout. Ils ont partag\u00e9 diff\u00e9rents moments o\u00f9 ils les d\u00e9gustent : en voiture, en voyage, au travail, en promenade dans le parc, ou en d\u00e9tente sur la terrasse. Les r\u00e9sultats ont \u00e9t\u00e9 incroyables ! Ils ont g\u00e9n\u00e9r\u00e9 plus de 5,7 millions d’impressions online gr\u00e2ce \u00e0 38 contenus sur Instagram, avec 458 000 interactions et ont atteint plus de 3,5 millions d’utilisateurs uniques.<\/span><\/strong><\/p>\n<\/div>\n<\/div>\n

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Partagez sur<\/h1>\n

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NANO, MICRO MACRO INFLUENCEURSCase Study \u201cLIFESTYLE\u201d PLAN ANNUEL POUR STARBUCKS READY TO DRINK Nous avons mis en place une strat\u00e9gie annuelle pour Starbucks en Espagne et au Portugal. Les objectifs: augmenter la p\u00e9n\u00e9tration pour recruter de nouveaux consommateurs, booster la visibilit\u00e9 en point de vente pour stimuler les conversions, et de maximiser la port\u00e9e en […]<\/p>\n","protected":false},"author":19,"featured_media":16243,"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-38651","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\/38651","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=38651"}],"version-history":[{"count":2,"href":"https:\/\/www.territory-influence.com\/fr\/wp-json\/wp\/v2\/project\/38651\/revisions"}],"predecessor-version":[{"id":38653,"href":"https:\/\/www.territory-influence.com\/fr\/wp-json\/wp\/v2\/project\/38651\/revisions\/38653"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.territory-influence.com\/fr\/wp-json\/wp\/v2\/media\/16243"}],"wp:attachment":[{"href":"https:\/\/www.territory-influence.com\/fr\/wp-json\/wp\/v2\/media?parent=38651"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/www.territory-influence.com\/fr\/wp-json\/wp\/v2\/project_category?post=38651"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/www.territory-influence.com\/fr\/wp-json\/wp\/v2\/project_tag?post=38651"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}