{"id":41968,"date":"2025-07-02T13:35:30","date_gmt":"2025-07-02T13:35:30","guid":{"rendered":"https:\/\/www.territory-influence.com\/project\/nano-influence-un-levier-cle-pour-vaseline-en-france\/"},"modified":"2025-07-02T13:37:57","modified_gmt":"2025-07-02T13:37:57","slug":"nano-influence-un-levier-cle-pour-vaseline-en-france","status":"publish","type":"project","link":"https:\/\/www.territory-influence.com\/fr\/project\/nano-influence-un-levier-cle-pour-vaseline-en-france\/","title":{"rendered":"Nano influence : un levier cl\u00e9 pour Vaseline en France"},"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\u00bb4.27.0″ 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\u00bb4.27.4″ 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

ACTIVATION DE NANO INFLUENCEURS<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.27.4″ 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

Case Study
Vaseline Lip Care<\/span><\/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\u00bb4.27.4″ _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 global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Eduquer, Moderniser, et Recruter <\/strong>\u2013 Repositionner Vaseline Lip Care en France<\/strong><\/h2>\n

Vaseline (Unilever), marque iconique de soins cutan\u00e9s, a fait appel \u00e0 nous pour accompagner le lancement et la d\u00e9mocratisation de sa nouvelle gamme de sticks et baumes \u00e0 l\u00e8vres en France. Le d\u00e9fi\u202f: \u00e9duquer les consommateurs sur la composition et l\u2019usage des produits, dissocier la marque de certains usages obsol\u00e8tes, et recruter une nouvelle g\u00e9n\u00e9ration d\u2019utilisateurs face \u00e0 des concurrents bien \u00e9tablis. <\/p>\n

Strategie: 3,000 Nano Influenceurs pour changer la perception et cr\u00e9er l\u2019adoption<\/strong><\/h2>\n

Nous avons mis en place une campagne d\u2019influence participative \u00e0 grande \u00e9chelle, activant 3 000 nano-influenceurs passionn\u00e9s par le soin et la beaut\u00e9 du quotidien.<\/p>\n

Gr\u00e2ce \u00e0 une s\u00e9lection rigoureuse bas\u00e9e sur des candidatures individuelles et un pr\u00e9-screening d\u00e9taill\u00e9, nous avons identifi\u00e9 les profils les plus pertinents pour porter les messages de Vaseline avec authenticit\u00e9.<\/p>\n

Chaque participant a re\u00e7u une box contenant 4 mini-pots, 8 sticks, une carte de bienvenue et 10 flyers \u00e0 distribuer \u00e0 leur entourage. Un livret imprim\u00e9, un site d\u00e9di\u00e9, des newsletters, blogposts et un accompagnement personnalis\u00e9 par e-mail leur ont permis de s\u2019approprier les produits et leurs b\u00e9n\u00e9fices. <\/p>\n

Ces ambassadeurs ont \u00e9t\u00e9 guid\u00e9s pas \u00e0 pas pour tester, recommander, et publier du contenu en ligne, tout en partageant les produits dans leur cercle proche, g\u00e9n\u00e9rant ainsi un puissant bouche-\u00e0-oreille digital et physique.<\/p>\n

Resultats: 13M d\u2019impressions et une adh\u00e9sion massive au produit<\/strong><\/h2>\n

La campagne a g\u00e9n\u00e9r\u00e9 une impressionnante visibilit\u00e9, avec plus de 13 millions d’impressions online<\/strong> et 7,378 contenus publi\u00e9s<\/strong> (dont 4 140 sur Instagram et 799 sur TikTok). \u00c0 cela s\u2019ajoute un reach offline estim\u00e9 \u00e0 466,324 personne<\/strong> gr\u00e2ce au partage r\u00e9el des produits. <\/p>\n

L\u2019impact sur la perception de la marque et l\u2019intention d\u2019achat a \u00e9t\u00e9 tout aussi fort :<\/p>\n

    \n
  • \n

    97%<\/strong> des participants ont d\u00e9clar\u00e9 avoir ador\u00e9 les produits,<\/p>\n<\/li>\n

  • \n

    98%<\/strong> sont pr\u00eats \u00e0 recommander Vaseline \u00e0 leurs proches,<\/p>\n<\/li>\n

  • \n

    92%<\/strong> ont l\u2019intention de les acheter apr\u00e8s la campagne,<\/p>\n<\/li>\n

  • \n

    Et la note moyenne attribu\u00e9e \u00e0 la marque est de 4.7\/5<\/strong>.<\/p>\n<\/li>\n<\/ul>\n

    \n

    Les retours qualitatifs ont confirm\u00e9 cette dynamique positive, comme l\u2019illustre ce t\u00e9moignage :

    \u00ab Une hydratation intense, durable, agr\u00e9able\u2026 Ces produits vont \u00eatre la r\u00e9f\u00e9rence incontournable pour tous mes amis, famille et moi-m\u00eame. \u00bb<\/em><\/p>\n<\/blockquote>\n

    Une relance r\u00e9ussie pour Vaseline Lip Care en France<\/strong><\/h2>\n

    En s\u2019appuyant sur une strat\u00e9gie d\u2019influence massive, \u00e9ducative et profond\u00e9ment humaine, Vaseline a su moderniser son image, reconqu\u00e9rir l\u2019attention des consommateurs fran\u00e7ais et se positionner comme un acteur cl\u00e9 du soin des l\u00e8vres. La campagne a d\u00e9montr\u00e9 la puissance de la recommandation de pair \u00e0 pair et ouvert la voie \u00e0 un ancrage durable de la marque dans les routines beaut\u00e9 du quotidien. <\/p>\n

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