{"id":44352,"date":"2022-08-11T08:39:03","date_gmt":"2022-08-11T06:39:03","guid":{"rendered":"https:\/\/swissbaker.ch\/?p=44352"},"modified":"2022-08-11T08:55:34","modified_gmt":"2022-08-11T06:55:34","slug":"campagne-de-releve-le-succes-se-poursuit","status":"publish","type":"post","link":"https:\/\/swissbaker.ch\/fr\/panissimo-news\/campagne-de-releve-le-succes-se-poursuit\/","title":{"rendered":"Campagne de rel\u00e8ve : le succ\u00e8s se poursuit"},"content":{"rendered":"\n<p><strong>La deuxi\u00e8me vague de la campagne de rel\u00e8ve pour le secteur de la boulangerie-confiserie a d\u00e9ferl\u00e9 sur la Suisse de mai \u00e0 juin. Le groupe cible \u00e9tait la g\u00e9n\u00e9ration Z ; raison pour laquelle la publicit\u00e9 s&#8217;est concentr\u00e9e sur les m\u00e9dias sociaux. Le bilan est extr\u00eamement positif: les contributions ont \u00e9t\u00e9 bien accueillies, \u00e9tudi\u00e9es et ont incit\u00e9 \u00e0 cliquer plus loin. L&#8217;objectif est donc atteint!<\/strong><\/p>\n\n\n\n<p>La premi\u00e8re vague de la campagne de rel\u00e8ve de la BCS \u00e0 la fin de l&#8217;\u00e9t\u00e9 2021 avait d\u00e9j\u00e0 \u00e9t\u00e9 couronn\u00e9e de succ\u00e8s. Il est d&#8217;autant plus r\u00e9jouissant de constater que la deuxi\u00e8me vague, qui a dur\u00e9 du 17 mai au 18 juin, a permis d&#8217;atteindre un nombre nettement plus important de personnes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-les-groupes-cibles\">Les groupes cibles<\/h3>\n\n\n\n<p>Les groupes cibles de cette campagne \u00e9taient en premier lieu la g\u00e9n\u00e9ration Z (naissances de 1997 \u00e0 2012) et, en second lieu, la g\u00e9n\u00e9ration Y (deuxi\u00e8me formation). Bien entendu, les parents et les d\u00e9cideurs ont \u00e9t\u00e9 sollicit\u00e9s. L&#8217;objectif \u00e9tait clair: obtenir un maximum de trafic (clics sur le site web) et de port\u00e9e (sensibilisation et attention).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Plus de 1,5 million de personnes<\/h3>\n\n\n\n<p>Les posts et les boosts (posts pay\u00e9s) via Facebook et Instagram ont permis d&#8217;atteindre plus de 1,5 million de personnes pendant la deuxi\u00e8me vague et de nombreux clics ont \u00e9t\u00e9 enregistr\u00e9s sur la page d\u2019accueil (forme-ton-avenir.ch). Compar\u00e9e aux 40000 personnes de la premi\u00e8re vague, la port\u00e9e de la deuxi\u00e8me vague est nettement plus \u00e9lev\u00e9e, avec 667636 personnes, notamment gr\u00e2ce aux boostings.<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Spotify: benchmark d\u00e9pass\u00e9<\/h3>\n\n\n\n<p>La pr\u00e9sence sur YouTube et TikTok a \u00e9t\u00e9 renforc\u00e9e. De plus, la BCS a fait de la publicit\u00e9 pour la rel\u00e8ve sur le service de streaming musical Spotify. Fait notable: pour une campagne Spotify, on peut compter sur un CTR (clics + impressions) compris entre 0,15% et 0,2%. Avec un taux allant jusqu\u2019\u00e0 0,41%, cet indice de r\u00e9f\u00e9rence a \u00e9t\u00e9 largement d\u00e9pass\u00e9. Sur TikTok, environ 1,27 million d&#8217;impressions et 4206 clics ont \u00e9t\u00e9 enregistr\u00e9s. Durant la deuxi\u00e8me vague, pr\u00e8s de 11 000 utilisateurs ont visit\u00e9 le site forme-ton-avenir.ch. C&#8217;est quatre fois plus que le mois pr\u00e9c\u00e9dant le lancement de la campagne.<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Beaucoup de citations<\/h3>\n\n\n\n<p>Le mix de sujets des posts \u2013 faits statistiques, informations anim\u00e9es, vid\u00e9os \u00abThat&#8217;s My Job\u00bb et citations anim\u00e9es \u2013 \u00e9tait riche et vari\u00e9. Les textes des posts m\u00e9langeaient l\u2019allemand, le fran\u00e7ais et l\u2019italien. L&#8217;appel lanc\u00e9 par la BCS aux apprentis et aux formateurs d\u2019envoyer des citations et des photos a connu un \u00e9norme succ\u00e8s, d\u00e9passant largement la p\u00e9riode de la campagne, si bien que des citations anim\u00e9es cr\u00e9\u00e9es par des apprentis seront publi\u00e9s prochainement.<\/p>\n\n\n\n<p><em>BCS<\/em><\/p>\n\n\n\n<p><a href=\"http:\/\/www.forme-ton-avenir.ch\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>forme-ton-avenir.ch<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La deuxi\u00e8me vague de la campagne de rel\u00e8ve pour le secteur de la boulangerie-confiserie a d\u00e9ferl\u00e9 sur la Suisse de mai \u00e0 juin. Le groupe cible \u00e9tait la g\u00e9n\u00e9ration Z ; raison pour laquelle la publicit\u00e9 s&#8217;est concentr\u00e9e sur les m\u00e9dias sociaux. Le bilan est extr\u00eamement positif: les contributions ont \u00e9t\u00e9 bien accueillies, \u00e9tudi\u00e9es et ont incit\u00e9 \u00e0 cliquer plus loin. L&#8217;objectif est donc atteint!<\/p>\n","protected":false},"author":5,"featured_media":35749,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[41,47],"tags":[],"class_list":["post-44352","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-association","category-formation-releve"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Campagne de rel\u00e8ve : le succ\u00e8s se poursuit | SBC<\/title>\n<meta name=\"description\" content=\"Campagne de rel\u00e8ve : le succ\u00e8s se poursuit\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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