After leaving his marketing campaign ‘Males in Progress’ final June (meant to relay the model’s commitments when it comes to sustainable improvement), Jules continues to take the flip of the long run in social media. This summer time 2020, Keyade supported the model in a method of diversifying its social media voice.
Consciousness marketing campaign on TikTok
First lever for experimenting with a differentiating social media technique: TikTok. Throughout confinement, all eyes have been on the meteoric progress of the appliance (+ 100% customers in France in 9 months in April 2020) which now has 11 million month-to-month lively customers in France . In the summertime of 2020, Jules due to this fact spoke on this rising platform with a 12-second video adaptation of his ‘Males in Progress’ campaigns.
Second goal of this speech: to handle a younger goal. It should be mentioned that TikTok has a powerful presence with individuals below 24 (2/3 of customers in France) and that the platform can boast of a powerful engagement of its viewers with on common, in France, 39 million movies views per 30 days, 61 minutes spent on the app each day and an app return fee of 11 instances per day!
Conclusion: after one month, the marketing campaign has reached 1.1 million individuals and the video has been considered in its entirety greater than 55,000 instances. CPM (Value Per Thousand Impressions) and 100% CPV (100% Value Per View of a video) are nonetheless a lot much less aggressive than on Fb. Maha Fares, social media advisor at Keyade shares some classes: “We’re reaching a a lot youthful goal on TikTok than on Fb and Instagram, and even an viewers that’s not current on these networks. We will analyze that there’s a sturdy match between the message conveyed by Jules and the younger viewers of TikTok, extra conscious of ecological and sustainable improvement initiatives. In future campaigns, will probably be attention-grabbing to introduce new comparability variables (inventive copies, focusing on, and many others.) but in addition to check the efficiency of TikTok with that of Snapchat, whose viewers and use are near these of the platform. “
(Figures sources: TikTok, Digimind)
Acquisition of emails with the Fb chatbot
On the identical time, Keyade supported Jules in experimenting with a second modern system: promoting redirection on the Fb chatbot. The consultants activated static sponsored posts providing the person the chance to find Jules’s commitments to accountable style. By clicking on these posts, customers have been redirected to a dialog with the Fb chatbot and have been invited to depart their e mail to obtain info (in accordance with the regulatory framework in pressure).
Margaut Hanet, social media advisor, shares her evaluation: “With containment, the usage of bots has accelerated and Jules has boldly positioned himself on this lever. The CPL (Value Per Lead) measured on this system was a bit greater than what we normally see on Fb, presumably as a result of leaving a person’s e mail deal with reveals rather more engagement than watching a person. a video. The emails collected are due to this fact significantly qualitative for activating different acquisition units ”.
Marion Carpentier, omni enterprise supervisor at Jules concludes: “We consider that taking the ‘after’ flip is a elementary diversification challenge. It’s adapting to the instances, each by carrying completely different messages and on the identical time by speaking with the goal in keeping with new codes. The campaigns that we have now carried out with Keyade on TikTok and with the Fb chatbot are anchored in a brand new period and are already offering loads of media and buyer studying. Along with Keyade, we’re going to pursue and refine our methods to substantiate the place of those levers in our talking engagements ”.
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