{"id":3293,"date":"2022-04-01T14:04:02","date_gmt":"2022-04-01T18:04:02","guid":{"rendered":"https:\/\/www.pigeonbrands.com\/?p=3293"},"modified":"2022-04-01T14:04:02","modified_gmt":"2022-04-01T18:04:02","slug":"le-pouvoir-de-lhumour-en-marketing","status":"publish","type":"post","link":"https:\/\/www.pigeonbrands.com\/fr\/le-pouvoir-de-lhumour-en-marketing\/","title":{"rendered":"Le pouvoir de l\u2019humour en marketing"},"content":{"rendered":"

Apr\u00e8s quelques ann\u00e9es cons\u00e9cutives de pand\u00e9mie, nous avons tous besoin de rire un peu.<\/p>\n

\u00ab\u00a0Dans un monde envahi par les m\u00e9dias de masse, nous voulons regarder des choses qui nous divertissent ou, mieux encore, qui nous font rire, m\u00eame s’il s’agit de publicit\u00e9s\u00a0\u00bb, rapporte la firme d\u2019\u00e9tudes de march\u00e9 Kantar Research.<\/p>\n

Selon Kantar, l\u2019humour constitue \u00ab\u00a0le plus puissant stimulant cr\u00e9atif de la r\u00e9ceptivit\u00e9 et est plus expressif que d’autres approches narratives\u00a0<\/strong>\u00bb.<\/p>\n

L’humour humanise les marques et les lie plus \u00e9troitement aux consommateurs \u00e0 travers des moments et des th\u00e8mes auxquels nous pouvons tous nous identifier. Son caract\u00e8re r\u00e9el lui conf\u00e8re un attrait universel, certes, mais il doit \u00eatre pertinent et appropri\u00e9 pour \u00e9viter les faux pas.<\/p>\n

Le caract\u00e8re instantan\u00e9 des m\u00e9dias sociaux a cr\u00e9\u00e9 une infinit\u00e9 de nouvelles fa\u00e7ons pour les marques de s\u2019aventurer du c\u00f4t\u00e9 de l\u2019humour. Les m\u00e9dias sociaux ont ouvert la porte \u00e0 de nouvelles dimensions de blagues et d’amusement par le biais de memes<\/em>, de danses et de d\u00e9fis qui donnent \u00e0 chacun le sentiment de pouvoir s’impliquer. Cela permet \u00e9galement aux marques de participer \u00e0 la culture et de la fa\u00e7onner en temps r\u00e9el, en parall\u00e8le avec l’intimit\u00e9 croissante de leurs consommateurs.<\/p>\n

Selon Kantar, \u00ab\u00a0les styles d’humour peuvent varier \u00e9norm\u00e9ment d’une plateforme \u00e0 l’autre. L’humour de TikTok est rapide et souvent satirique. L’humour de Facebook et d’Instagram est souvent plus personnel, alors que celui de YouTube a tendance \u00e0 se baser davantage sur des histoires et \u00e0 \u00eatre plus long que celui des autres plateformes\u00a0\u00bb.Les meilleures campagnes fond\u00e9es sur l’humour s’\u00e9tendent \u00e0 tous les points de contact d’une marque, y compris l’emballage. La campagne embl\u00e9matique de Snickers \u00ab\u00a0T\u2019es pas toi quand t\u2019as faim\u00a0\u00bb en est un excellent exemple.<\/p>\n

Partant de l’id\u00e9e que le fait d’avoir faim peut entra\u00eener un comportement inhabituellement agressif, les publicit\u00e9s t\u00e9l\u00e9vis\u00e9es ont fait appel \u00e0 des divas bien-aim\u00e9es comme Joan Collins pour donner vie \u00e0 cette id\u00e9e (au Qu\u00e9bec, on se souvient de Mah\u00e9e Paiement et d\u2019Alex Perron), ce qui a permis d’augmenter les ventes mondiales de 15,9 % au cours de la seule premi\u00e8re ann\u00e9e. Mais \u00e7a ne s’est pas arr\u00eat\u00e9 l\u00e0\u00a0: sautant sur la tendance des emballages personnalis\u00e9s, Snickers a remplac\u00e9 le nom de sa marque sur l’emballage par 21 sympt\u00f4mes de la faim.<\/p>\n

\"\"<\/p>\n

Comme ce billet tombe \u00e0 point nomm\u00e9 \u00e0 l’approche du poisson d’avril, voici quelques blagues faites par des marques que nous avons aim\u00e9es – incluant quelques farces \u00e9labor\u00e9es par notre \u00e9quipe chez Pigeon.<\/p>\n

\"\"<\/p>\n

 <\/p>\n

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\"\"\u00a0\"\"<\/p>\n

\"\" \"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

Apr\u00e8s quelques ann\u00e9es cons\u00e9cutives de pand\u00e9mie, nous avons tous besoin de rire un peu. \u00ab\u00a0Dans un monde envahi par les …<\/p>\n","protected":false},"author":3,"featured_media":3259,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-3293","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nouvelles"],"acf":[],"aioseo_notices":[],"yoast_head":"\nLe pouvoir de l\u2019humour en marketing - Pigeon<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pigeonbrands.com\/fr\/le-pouvoir-de-lhumour-en-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le pouvoir de l\u2019humour en marketing - 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