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COUP DE PROJECTEUR NETBASE SUR LES BONNES PRATIQUES : IKEA

Comment IKEA mesure et optimise ses campagnes

L’analyse sociale est essentielle pour optimiser et mesurer l’efficacité d’une campagne. Les marques avisées sont toujours à l’affût d’opportunités pour faire mieux en appréhendant ce qui marche bien et ce qui mérite d’être amélioré.

De nombreuses marques et agences éprouvent des difficultés dans ce domaine car elles réalisent ces analyses sur des campagnes individuelles, alors qu’elles devraient comparer ces campagnes aux campagnes historiques. Les outils d’analyse sociale permettent une étude et une analyse comparatives grâce auxquelles dériver des comparaisons historiques approfondies.

Coup de projecteur sur le détaillant : IKEA

Classée dans le Top 10 des marques les plus valorisées au monde¹, IKEA jouit d’une solide notoriété et a su établir clairement son positionnement de marque. Elle doit en partie sa réussite à sa volonté de toujours améliorer le contenu de ses campagnes et à sa capacité à savoir faire preuve de créativité pour engager ses clients, faisant d’elle un excellent exemple pour étudier la façon de mesurer les campagnes. Au cours de l’année dernière, IKEA s’est concentrée sur un fondement crucial de la marque—simple, quotidien et ennui. La marque a fait preuve d’humour et d’effacement pour donner la part belle au « quotidien » à la maison.

Dans le cas d’IKEA, il est possible de mesurer l’efficacité d’une campagne à plusieurs points de vue : performance du contenu, pénétration des attributs de la marque et impact des messages. Pour la performance du contenu, on peut commencer par examiner l’engagement sur les messages détenus, décomposé par canal (en l’occurrence, sur de nombreuses pages d’IKEA à l’échelle mondiale, y compris aux États-Unis, au Royaume-Uni, en Suède et au Canada). On constate souvent que YouTube suscite le plus d’engagement mais la différence pour IKEA est flagrante, reflétant le succès de sa campagne publicitaire. Au-delà de l’engagement, on peut aussi s’intéresser à la conversation dans chaque communauté. Pour YouTube et Instagram, la conversation est davantage axée sur la décoration, les idées et la campagne sur le « quotidien » d’IKEA. Au contraire, la conversation sur Facebook est davantage axée sur le prix et l’aspect pratique. IKEA étant focalisée sur l’accessibilité de ses prix au quotidien plutôt que sur les promotions, l’entreprise s’oriente vers des stratégies Facebook pour refléter les autres canaux pour optimiser l’engagement.

Au-delà de ses propres canaux, on peut également juger l’efficacité du message « quotidien » en mesurant la pénétration de cet attribut de la marque dans la conversation globale autour de la marque (détenue et gagnée). La ligne de tendance fait un récit impressionnant—non seulement les consommateurs parlent régulièrement du récit « simple » et « quotidien », mais en plus, ils s’engagent constamment auprès d’IKEA et d’autres contenus organiques liés aux messages de la marque.

Enfin, nous pouvons adopter un autre point de vue sur l’impact des messages pour voir si les consommateurs répercutent le message d’IKEA dans la conversation acquise globale. En d’autres termes, les consommateurs utilisent-ils un langage similaire à celui de la marque pour discuter entre eux ? Ou s’intéressent-ils à d’autres attributs en dehors de la campagne et des messages de la marque ? Une façon de mesurer l’impact de ces messages est d’examiner les hashtags—dans le contenu détenu et le contenu gagné. Cela permet d’analyser si ces même thèmes sont repris de manière organique. Pour IKEA, on remarque que plusieurs de ses hashtags prioritaires sont utilisés spontanément par les consommateurs (par ex., #interiordesign, #décointérieure). Pour ce qui est des domaines d’amélioration, l’entreprise pourrait promouvoir davantage les hashtags de la marque qui semblent moins populaires (par ex., #ikeaideas, #ikeafamily). Les consommateurs échangent organiquement des secrets sur la configuration IKEA, une idée qui pourrait être incorporée au marketing de la marque.

Synthèse

La stratégie de campagne d’IKEA s’appuie sur une créativité judicieuse, mais aussi sur la prise du pouls des consommateurs. La marque tire des enseignements à chacune de ses campagnes successives, messages innovants et expériences. D’autres marques peuvent en partie répliquer ce succès:

  • Suivre constamment les mesures d’engagement décomposées par contenu, canal et campagne. Évaluer ces trois facteurs pour identifier les aberrations ou les domaines d’amélioration.
  • Mesurer les effets macro-campagne sur la marque en déterminant si les attributs fondamentaux de la marque augmentent dans la part de conversation de la marque.
  • Identifier si votre message perce en comparant le contenu détenu à la conversation organique.

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