{"id":9292,"date":"2017-12-01T09:00:52","date_gmt":"2017-12-01T14:00:52","guid":{"rendered":"https:\/\/thirdwunder.com\/work\/kerastase-myholidayhair\/"},"modified":"2024-11-17T02:41:07","modified_gmt":"2024-11-17T07:41:07","slug":"kerastase-myholidayhair","status":"publish","type":"tw_project","link":"https:\/\/thirdwunder.com\/fr\/work\/kerastase-myholidayhair\/","title":{"rendered":"Kerastase #MyHolidayHair"},"content":{"rendered":" <\/div>
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\n K\u00e9rastase\n <\/div>\n \n \n

\n #MyHolidayHair\n <\/h1>\n \n \n\n
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K\u00e9rastase est la premi\u00e8re marque professionnelle de soins capillaires au monde, associant des produits de luxe \u00e0 une approche diagnostique pour traiter les besoins individuels de chaque personne. K\u00e9rastase fait partie du groupe L’Or\u00e9al et ses produits sont vendus dans les magasins et les salons de coiffure du monde entier.<\/p>\n <\/div>\n <\/header>\n <\/div>\n <\/div>\n \n \n

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\n L’enjeu <\/h3>\n\n \n

K\u00e9rastase souhaitait lancer un concours d’activation saisonnier bilingue (anglais et fran\u00e7ais) afin de mieux conna\u00eetre les besoins de sa client\u00e8le en mati\u00e8re de soins capillaires. Les participants gagneraient un an de produits de soins capillaires K\u00e9rastase.<\/p>\r\n\r\n

Le distributeur souhaitait cr\u00e9er une page d’accueil attrayante qui donnerait aux participants l’occasion de r\u00e9fl\u00e9chir \u00e0 leurs propres besoins en mati\u00e8re de soins capillaires et d’obtenir des recommandations de produits personnalis\u00e9es dont ils pourraient se servir en toute confiance.<\/p><\/div>\n <\/div>\n \n <\/div> <\/div>\n

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\n La mission <\/h3>\n\n \n

Leur objectif \u00e9tait de mieux conna\u00eetre le type de cheveux, le style et les habitudes de soins de leurs clients afin d’am\u00e9liorer les donn\u00e9es relatives \u00e0 leur base de client\u00e8le. Les informations collect\u00e9es ont \u00e9t\u00e9 saisies dans leur CRM afin d’am\u00e9liorer les campagnes de marketing direct avec des recommandations personnalis\u00e9es.<\/p>\r\n\r\n

Dans le cadre d’un partenariat publicitaire, K\u00e9rastase a command\u00e9 des illustrations personnalis\u00e9es d’influenceurs de la mode et de la beaut\u00e9 de Toronto pour ce projet.<\/p><\/div>\n <\/div>\n \n <\/div> <\/div>\n <\/div>\n<\/div><\/div><\/div>\n<\/section> <\/div>\n\n <\/div>\n <\/div>\n<\/div> <\/section>\n \n\n

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\n Regarder dans le miroir\n <\/h2>\n \n \n\n
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\u00c0 chaque \u00e9tape du questionnaire, la phrase est formul\u00e9e \u00e0 la premi\u00e8re personne, ce qui permet aux participants de remplir les champs vides \u00e0 leur sujet et de se sentir plus confiants dans leurs r\u00e9sultats. Ce type de campagne autor\u00e9flexive devrait conduire \u00e0 un taux de conversion plus \u00e9lev\u00e9.<\/p>\n <\/div>\n <\/header>\n <\/div>\n <\/div>\n \n

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\n Personnalisation des r\u00e9sultats\n <\/h2>\n \n \n\n
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Afin de fournir des recommandations personnalis\u00e9es, la page d’accueil comprenait une matrice qui traitait les r\u00e9ponses des participants pour interroger le catalogue de produits K\u00e9rastase et afficher les produits capillaires recommand\u00e9s en fonction de leurs besoins et de l’endroit o\u00f9 les acheter en fonction de leur code postal.<\/p>\n <\/div>\n <\/header>\n <\/div>\n <\/div>\n \n

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\n Vivre dans les d\u00e9tails\n <\/h2>\n \n \n\n <\/header>\n <\/div>\n <\/div>\n \n
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  • \n Acc\u00e9l\u00e9rer les inscriptions<\/a>\n
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    Tous les questionnaires remplis comptaient pour une participation au concours, et les utilisateurs pouvaient obtenir des participations suppl\u00e9mentaires lorsqu’ils invitaient d’autres personnes \u00e0 remplir le questionnaire par le canal des partages sociaux. <\/p>\n<\/div>\n <\/div>\n <\/li>\n

  • \n Rendre compte \u00e0 K\u00e9rastase<\/a>\n
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    La page d’atterrissage bilingue et adapt\u00e9e aux mobiles a \u00e9t\u00e9 d\u00e9velopp\u00e9e pour suivre l’activit\u00e9 en fonction de la langue, de la localisation, des donn\u00e9es d\u00e9mographiques et plus encore \u00e0 l’aide de Google Tag Manager et de Google Analytics.<\/p>\n<\/div>\n <\/div>\n <\/li>\n <\/ul>\n <\/div>\n\n

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      \n Les r\u00e9sultats\n <\/h2>\n \n \n\n
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      \nLa campagne K\u00e9rastase #MyHolidayHair et le style autor\u00e9flexif du quiz se sont r\u00e9v\u00e9l\u00e9s \u00eatre un succ\u00e8s.\n<\/div>\n <\/div>\n <\/header>\n <\/div>\n <\/div>\n \n
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      \n 48% <\/h3>\n\n \n
      Taux de conversion<\/div>\n <\/div>\n \n <\/div> <\/div>\n
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      \n 9 Villes <\/h3>\n\n \n
      A travers 2 provinces<\/div>\n <\/div>\n \n <\/div> <\/div>\n
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      \n Bilingue <\/h3>\n\n \n
      Campagne en anglais et en fran\u00e7ais<\/div>\n <\/div>\n \n <\/div> <\/div>\n <\/div>\n<\/div><\/div><\/div>\n<\/section> <\/div>\n\n <\/div>\n <\/div>\n<\/div> <\/section>\n \n\n
      \n","protected":false},"excerpt":{"rendered":"

      D\u00e9couvrez nos strat\u00e9gies de personnalisation qui ont permis de lancer la campagne #MyHolidayHair de K\u00e9rastase en r\u00e9pondant aux besoins individuels de leur client\u00e8le en mati\u00e8re de soins capillaires. <\/p>\n","protected":false},"featured_media":7159,"parent":0,"comment_status":"closed","ping_status":"closed","template":"","tw_project_category":[801],"tw_project_tag":[812],"tw_service_category":[816,817,818],"class_list":["post-9292","tw_project","type-tw_project","status-publish","has-post-thumbnail","hentry","tw_project_category-campagnes","tw_project_tag-homepage-fr","tw_service_category-creation","tw_service_category-developpement","tw_service_category-marketing-fr"],"acf":[],"yoast_head":"\nKerastase #MyHolidayHair - Third Wunder<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez nos strat\u00e9gies de personnalisation qui ont permis de lancer la campagne #MyHolidayHair de K\u00e9rastase\/\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thirdwunder.com\/fr\/work\/kerastase-myholidayhair\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kerastase #MyHolidayHair - 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