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Fight for kisses wilkinson stratégie de communication

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Description et analyse de la stratégie de communication de fight for kisses de wilkinson

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Fight for kisses wilkinson stratégie de communication

  1. 1. Etude de cas Fight for kisses… de Wilkinson www.tendancescom.com
  2. 2. Partis pris: Ne plus interrompre le contenu vu par les internautes, mais devenir le contenu qu’il aime: Une viralité extrême! Objectifs : Se distinguer par rapport à Gillette Le produit: un rasoir a 4 lames ( pas attractif) Fight for kisses: Quattro Tittanium de Wilkinson Com’ antérieure: Campagne D.A.R.E ( 1 million de visiteurs cumulés) Décalé
  3. 3. <ul><li>Discours/ axe: </li></ul><ul><li>Avoir la peau plus douce qu’un bébé! </li></ul><ul><li>Face à la venue d’un bébé dans un couple l’homme se sens délaissé. Ne pas jouer sur la séduction de sa femme, mais sur la re-séduction en misant sur la concurrence du bébé. </li></ul><ul><li>Dispositif de lancement : </li></ul><ul><li>Site internet: goodies : http://www.ffk-wilkinson.com/ </li></ul><ul><li>Mise en place d’un trailer , créatif, en 3D de divertissement </li></ul><ul><li>Une com’ pluri-media: partenariat avec Lagardère, 400 GPR (TV, radio, …) 1 mois </li></ul><ul><li>Un jeu 3D avec combat entre père et fils HD 3D ( a télécharger) </li></ul>
  4. 4. <ul><li>De grands résultats: </li></ul><ul><li>14 millions de visites sur le site en 3 mois (temps moyen 2min 34 sec) </li></ul><ul><li>600K téléchargements du jeu </li></ul><ul><li>- 310 000 téléchargements du jeu et inscription dans base de données </li></ul><ul><li>- Trailer posté 46 fois sur You tube par internautes </li></ul><ul><li>- 211 pays concernés </li></ul><ul><li>- 75% des cibles ont propagé la viralité </li></ul><ul><li>Gain de 5% de PDM chez les jeunes </li></ul>
  5. 5. <ul><li>Eléments clés </li></ul><ul><li>- Intégration de la marque dans chaque image du film </li></ul><ul><li>- Trailer créatif et nouveau 3D </li></ul><ul><li>- Bon axe car valeur ou expérience commune à la cible </li></ul><ul><li>- choix de codes universels ( combat, anglais + cinématographique) </li></ul><ul><li>Exe en 3d </li></ul><ul><li>De bons influenceurs blog et RP ( travail avec scan blog) </li></ul><ul><li>Vampirisation de la Home page du site lequipe.fr > 120K visites en 1 journée et surtout le relais via les bloggeurs animés par MediaEdge </li></ul><ul><li>Il faut compter un budget de 500 à 600 K€ Media included </li></ul><ul><li>- Investissement d’1€ en notoriété pour 7/6 € en audience. La règle générale 1/9. </li></ul>
  6. 6. Conclusion Wilkinson France a cru dans le principe d’advergame et l’a ensuite propagé dans tous les pays. Même si le jeu a été téléchargé plus de 310 000 fois , il n’a pas plus a un public spécialiste de jeux vidéo. (pas le but) Un concept innovant, un axe de créativité nouveau et en décalage avec un produit pas sexy a la base, qui a mordu les utilisateurs. De grandes retombées en terme de vente et de notoriété. L’utilisation des médias traditionnels a joué un rôle primordial. Etapes de lancement : Il faut compter 6 mois pour construire une telle campagne Tout en même temps sur un mois… Une vague 2 est en cours de réalisation  avec un nouveau jeu et de nouvelles dotations

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