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Marques et media sociaux : Orabrush une e story collective

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Une étude de cas sur l'utilisation des social media pour la construction du territoire de marque d'un produit de fastmoving goods peu glamour...
Les techniques de communication efficace sont ici utilisées de façon pertinente et testées, ajustées en direct sur ce laboratoire marketing inépuisable que constituent les media sociaux.

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Marques et media sociaux : Orabrush une e story collective

  1. 1. Frédérique Rousseau Consultante et coach en Marketing http://frederiquerousseau-actualite.blogspot.com/ OraBrush Tongue Cleaner Une e-story collective Février 2010
  2. 2. Le concept OraBrush Un concept novateur : le tongue cleaner Une communication sur Youtube : the Orabrush, mars 2008 Centrée sur l’haleine plus que sur le produit (pas nommé “tongue cleaner”) Dramatisation excessive Démo non implicante, trop médicale, distante Faible identification pour le coeur de cible social media (jeunes adultes) http://www.youtube.com/watch?v=8XQCy-60tk4&NR=1 36 000 Views, ratings disabled
  3. 3. Quelle problématique supposée pour la marque ? Objectif business Recruter massivement sur une cible large Objectif communication Inciter à l’essai massivement en communicant le bénéfice fonctionnel (haleine, hygiène) et émotionnel (self-confidence, séduction) Eduquer les consommateurs le concept produit et comportement associé Installer un territoire spécifique Stratégie social media Travailler sur plusieurs cibles (ménagères / jeunes adultes) Exploiter la complémentarité des media Capitaliser sur des ownables de la marque pour pré-empter la concurrence Maximiser le support video pour expliquer et convaincre (visuel demo etc) Visibilité et adaptabilité
  4. 4. Analyse OraBrush Bad Breath Cure Channel sur YouTube Créations installant le concept : susciter agrément & persuasion sur le cœur de cible Expliquer aux ménagères un concept produit novateur Installer un territoire de marque spécifique à travers la personnalité du héros Travailler la persuasion à plusieurs niveaux (richesse des insights) avec une mécanique déclinable Bad breath test : 4,35 millions de vues depuis septembre 2009, 9400 avis http://www.youtube.com/user/curebadbreath?feature=pyv&ad=4143153425&kw=nicolas&gclid=CJGqjMHLp58CFVBd4wodrFQH0g#p/u/0/nFe b6YBftHE The stench that stole christmas : 2,25 millions de vues depuis novembre 2009, 11900 avis http://www.youtube.com/user/curebadbreath?feature=pyv&ad=4143153425&kw=nicolas&gclid=CJGqjMHLp58CFVBd4wodrFQH0g#p/u/7/B6B bJ19-Joo En complément : approche interactive et ludique ciblée jeunes adultes Capitaliser sur la réceptivité à l’interactivité des jeunes Rajeunir le cœur de cible : génération Y => ambassadeurs Réaliser tests de potentiel avec achat online avant la mise en linéaire en fév 2010 Associer usage / moment agréable et fun => nourrir le territoire de marque Maximiser le buzz en surfant sur le concept de produit nomade OraBrush ne se contente pas de créer une application Iphone, mais en explique l’intérêt en video : Bad breath I phone detector : 822 127 vues en 2 mois et demi, 4 816 avis http://www.youtube.com/user/curebadbreath?feature=pyv&ad=4143153425&kw=nicolas&gclid=CJGqjMHLp58CFVBd4wodrFQH0g#p/u/2/SVvFD5JFnP4 How much gunk is on your tongue : 201 970 vues depuis septembre, 417 avis http://www.youtube.com/user/curebadbreath?feature=pyv&ad=4143153425&kw=nicolas&gclid=CJGqjMHLp58CFVBd4wodrFQH0g#p/u/3/3SOUjqHAOr4
  5. 5. Analyse OraBrush Bad Breath Cure Channel sur YouTube Création « institutionnelle » valorisant le héros suédois Renforce la crédibilité : utilité collective du concept (entreprise citoyenne 2nd degré) Permet de légitimer les autres supports avec la valorisation décalée du héros, Dr Bob http://www.youtube.com/watch?v=w07dWTBGE7g 24900 vues en 2 semaines, 277 avis • Création « OraBrushNN » pour travailler la présence à l’esprit • Le héros déguisé en présentateur parodie CNN : product-news et reportages sur l’usage du produit • Nombreuses interviews et témoignages (prochain épisode : Orabrush preserves your marriage..) • Une approche marketing consumer-oriented, centrée sur l’expérience proposée par la marque http://www.youtube.com/watch?v=lSYdUt6xg0c 36 900 vues et 366 avis en 4 jours
  6. 6. Une copy strategy révélant un solide savoir-faire marketing Les créations de la plateforme de communication « BadBreath Cure Channel » sont performantes sur tous les critères d’efficacité publicitaire Attribution Branding ancré dès la 1ère image, démo & packshot fortement brandés Impact Musique, humour, big pictures (éponge, mouthwash/neige, rennes) Agrément Ton fun, proche et léger, une approche inédite pour ce genre de sujet Personnalité et vivacité du héros : vraie vie, modernité, accessibilité Persuasion : des créations Insight full à trois niveaux (faible coût, formats longs) Créer le besoin : via la mécanique ludique et interactive des tests (cuiller, vitre, I phone etc) : tout le monde est concerné même si on ne croit pas l’être. Dramatiser le besoin : conséquences du symptôme (tongue like a sponge full of bacteria…). Schéma de conviction « teacher/learner», avec l’expert en blouse (2nd degré efficace) Décrédibiliser les solutions existantes : brosse à dents pour les dents, mouth’wash aussi inefficace que de balayer un tapis ou nettoyer de la neige. Exécution Simplicité, clarté de la forme : le produit est au cœur de l’histoire Compréhension du message : surimpressions, synergie wording / action Rythme : le héros nous tient en haleine pendant toute la durée des films Mécanique déclinable en formats / occasions / cibles : effet saga avec cohérence de ton
  7. 7. Animer Décliner Créer / Dramatiser le besoin Recruter Eduquer Dialoguer le conso Fédérer Personifier IMPACT Big Pictures Impliquer Influencer
  8. 8. Réponse de la marque envers une déceptivité éventuelle Buzz positif avec les nombreuses videos d’ambassadeurs du produit sur Youtube Expert(es) beauté, vie pratique, bien-être, leaders d’opinion Grande variété de tons, styles, formats (30 sec, 11 min.) Incitations à l’essai explicites : réductions sur multi-packs, 1er achat remboursé : test payback ? Dimension amateur des vidéos (sujet noyé dans un format long, caméra qui bouge) Mais le message reste subtilement orchestré par la marque : insights, modalités d’utilisation, gestuelle… http://www.youtube.com/watch?v=h1PnqSrvwTY&feature=fvw 354700 vues, 3685 avis en 2 mois, format 11 minutes, le sujet n’arrive qu’à la 4ème minute Incitation à zapper le début (via message en surimp’) http://www.youtube.com/watch?v=m2liAgvrhVk&feature=related 9000 vues, 100 avis en 2 mois
  9. 9. Orabrush : visibilité et opportunisme dans les media sociaux Facebook : OraBrush a racheté en mai dernier le groupe facebook Kisses 1,1 Mios fans (1,35 auj) => vers une monétisation de FB Twitter : Consumer reviews, dialogue héros Offres couponning
  10. 10. .. en cohérence et complémentarité avec le site marque Un site marque explicatif, au contenu dense Ton sérieux Vente en ligne US et Canada avant le lanctt Explication du concept produit, Témoignages de prescripteurs : dentistes etc Consumer endorsement Présence de la pub video didactique Bad Breath test = Fil conducteur de la campagne marque en multi-media
  11. 11. Conclusion : OraBrush, une e-story collective ! Une campagne qui associe expertise web et solide compétence marketing Stratégie de communication en totale cohérence avec la stratégie marque Ownables de la marque fortement ancrés quel que soit le support Personnification de la marque via héros sympathique et proche pour instaurer la confiance Maîtrise des leviers d’efficacité pub grande conso tant sur le fond (insights) que sur la forme (exécution) Connivence et ton adaptés aux objectifs assignés à chaque media social Interactivité « business oriented » permettant de tester différentes mécaniques Promo d’incitation à l’essai Vente en ligne Possibilité de cliquer pendant la pub pour accéder à un contenu spécifique (lié à “l’expérience” produit) Excellence de l’exécution Forte visibilité et grande richesse du contenu Complémentarité cibles, moments, media avec créativité mais cohérence de territoire marque Communication bad breath test, puis OBNN comme fil conducteur : pas d’essoufflement … A suivre : gestion de la réputation après essai du produit ? Nécessité de pré-empter les commentaires négatifs après usage Besoin de fidéliser pour pérenniser l’usage du produit après l’effet de curiosité Pour passer du gadget à la réelle routine d’hygiène, le choix et l’efficacité des ambassadeurs sera déterminant et la marque devra renforcer sa crédibilité.

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