{"id":2199,"date":"2021-11-19T09:34:36","date_gmt":"2021-11-19T05:34:36","guid":{"rendered":"https:\/\/studiok.re\/blog\/?p=2199"},"modified":"2021-11-19T09:34:36","modified_gmt":"2021-11-19T05:34:36","slug":"le-storytelling-lallie-de-votre-communication","status":"publish","type":"post","link":"https:\/\/studiok.re\/blog\/2021\/11\/19\/le-storytelling-lallie-de-votre-communication\/","title":{"rendered":"Le storytelling, l&rsquo;alli\u00e9 de votre communication"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>Le storytelling fait appel \u00e0 votre imagination et \u00e0 votre cr\u00e9ativit\u00e9. C\u2019est d\u2019ailleurs l\u2019un des outils de communication les plus appr\u00e9ci\u00e9s chez le consommateur.&nbsp;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Il ne suffit pas juste de raconter une histoire, mais de donner une \u00e2me et faire vivre votre marque.<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cr\u00e9er un lien avec son audience<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le storytelling donne un visage humain \u00e0 votre marque et permet de cr\u00e9er un sentiment de proximit\u00e9 avec les consommateurs. On le sait tous, le contenu est cr\u00e9ateur d\u2019\u00e9motion alors c\u2019est \u00e0 vous (ou \u00e0 votre agence ;)) de trouver les bons mots pour \u00e9veiller la curiosit\u00e9 et \u00eatre impactant dans votre narration. Faire du storytelling implique aussi de jouer sur la sph\u00e8re de l\u2019\u00e9motion, c\u2019est ce qu\u2019on appelle le marketing \u00e9motionnel. L\u2019objectif \u00e9tant grossi\u00e8rement d\u2019inciter les consommateurs \u00e0 l\u2019achat sous l\u2019effet de l\u2019\u00e9motion. D\u2019ailleurs, il est prouv\u00e9 que le consommateur est plus sensible \u00e0 l\u2019histoire de la marque qu\u2019au prix que peut engendrer le produit en lui-m\u00eame, s\u2019il se sent touch\u00e9 et impliqu\u00e9 par ce que vous lui racontez, vous aurez plus de chance de pousser votre consommateur \u00e0 l\u2019achat. On prendra comme exemple la derni\u00e8re tr\u00e8s bonne campagne publicitaire de Bouygues Telecom par BETC qui s\u2019attaque au coeur des fans de Johnny Hallyday :\u00a0<\/p>\n\n\n\n<iframe loading=\"lazy\" class=\"iframe-video\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/Q6NlHzZ-oB8\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n\n\n\n<p class=\"wp-block-paragraph\">De son c\u00f4t\u00e9, la marque @oasis a quant \u00e0 elle su relancer avec brio sa marque gr\u00e2ce \u00e0 sa strat\u00e9gie de storytelling fruit\u00e9e. C\u2019est v\u00e9ritablement l\u00e0, qu\u2019Oasis, accompagn\u00e9e de l\u2019agence Marcel, a su se diff\u00e9rencier et cr\u00e9er un r\u00e9el attrait. Car chacune des histoires racont\u00e9es par la marque donne vie \u00e0 des petits personnages fruit\u00e9s, dot\u00e9s de personnalit\u00e9s qui leur est propre et qui racontent des aventures extraordinaires qui parleront \u00e0 tous, et surtout aux plus jeunes. Dr\u00f4le et surtout attachante, la Fruit Family s\u2019est d\u00e9marqu\u00e9e avec des campagnes qui donnent le smile et des campagnes social media ancr\u00e9es dans le quotidien des fran\u00e7ais.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/studiok.preprod.hodi.cloud\/blog\/wp-content\/uploads\/2021\/11\/la-fruit-family.jpeg\" alt=\"\" class=\"wp-image-2200\" width=\"408\" height=\"466\" srcset=\"https:\/\/studiok.re\/blog\/wp-content\/uploads\/2021\/11\/la-fruit-family.jpeg 544w, https:\/\/studiok.re\/blog\/wp-content\/uploads\/2021\/11\/la-fruit-family-263x300.jpeg 263w\" sizes=\"auto, (max-width: 408px) 100vw, 408px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">C\u2019est en racontant votre histoire de mani\u00e8re transparente \u00e0 vos clients que vous allez entrer dans une sph\u00e8re d\u2019\u00e9motions et ainsi lui permettre de s\u2019identifier \u00e0 votre histoire.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Storyliving, storymaking\u2026 kesaco ?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ici, on vous parle des nouvelles tendances du storytelling. Ces nouveaux concepts ont pour objectif de toucher une audience plus large et pour cela, rien de plus simple. Il suffit tout simplement d\u2019int\u00e9grer les nouvelles tendances dans sa strat\u00e9gie de communication. Depuis quelque temps le storytelling classique \u00e0 muter vers de nouvelles notions appel\u00e9es \u201cstoryliving\u201d et \u201cstorymaking\u201d.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Le storyliving<\/em><\/strong> part au-del\u00e0 du fait de raconter une histoire. C\u2019est vivre ou plut\u00f4t faire vivre une exp\u00e9rience \u00e0 la personne qui le consomme. Ce type d\u2019histoire apporte un petit plus \u00e0 votre entreprise : faire vivre un moment intense \u00e0 votre potentiel client, ce n\u2019est pas n\u00e9gligeable quand on sait qu\u2019en agissant ainsi on peut pousser le consommateur \u00e0 l\u2019achat.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Petit conseil si vous souhaitez vous servir de ce genre de levier, \u00e9vitez les histoires trop lisses.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Le storymaking<\/em><\/strong> lui ne se concentre plus sur la marque elle-m\u00eame mais sur le consommateur. L\u2019objectif est d\u2019int\u00e9grer la cible mais aussi le public \u00e0 participer au processus cr\u00e9atif de l\u2019histoire . Faites vivre l\u2019histoire par les \u00e9motions, cela cr\u00e9era le gap entre une communication traditionnelle et le storytelling.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">D\u00e9clinez sous plusieurs supports et m\u00e9dias<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Apr\u00e8s avoir mis en place votre storytelling, il est maintenant temps de choisir vos supports de communication. Le but \u00e9tant d\u2019avoir un maximum de visibilit\u00e9 et d\u2019\u00eatre le plus impactant !&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>La vid\u00e9o, <\/strong>l\u2019un des supports les plus d\u00e9mocratis\u00e9s de nos jours gr\u00e2ce notamment aux r\u00e9seaux sociaux,<strong> <\/strong>permet de partager un message clair et pr\u00e9cis et \u00e0 surtout tendance \u00e0 mieux capter l\u2019attention des internautes. Ce type de support permet d\u2019apporter un contenu ludique et dynamique \u00e0 votre marque.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prenons par exemple cette campagne @intersport. Celle-ci propose bien plus qu\u2019un spot publicitaire, il s\u2019agit presque d\u2019un court m\u00e9trage qui met en avant des valeurs dans lesquelles nombreux d\u2019entre nous peuvent s\u2019identifier. On suit l\u2019\u00e9volution d\u2019une jeune femme seule dans sa vie et qui trouve son \u00e9panouissement \u00e0 travers le sport. La vid\u00e9o met en avant le d\u00e9passement de soi, le fait de croire en soi, bref elle met en avant le plaisir de sortir de sa zone de confort.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><meta charset=\"utf-8\">Vous pouvez retrouver la vid\u00e9o juste ici :<\/p>\n\n\n\n<iframe loading=\"lazy\" class=\"iframe-video\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/a8fsWRHfg6g\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Le podcast<\/strong> est par excellence l\u2019un des meilleurs outils marketing. Il s\u2019agit d\u2019un support de communication cr\u00e9atif permettant \u00e0 une marque de d\u00e9velopper sa notori\u00e9t\u00e9, booster ses ventes et donne \u00e0 votre marque une certaine valeur.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">@herm\u00e8s, c\u00e9l\u00e8bre enseigne de luxe, s\u2019est elle aussi pr\u00eat\u00e9e au jeu avec son format audio nomm\u00e9 \u201c<a href=\"https:\/\/www.hermes.com\/fr\/fr\/story\/podcasts\/2019\/\" target=\"_blank\" rel=\"noreferrer noopener\">Le Faubourg des r\u00eaves<\/a>\u201d \u00e0 travers une s\u00e9rie de 9 podcasts, o\u00f9 la parole est donn\u00e9e \u00e0 ses propres artisans, stylistes et vendeurs qui racontent leur quotidien. Quel autre meilleur moyen que de valoriser ces m\u00e9tiers si peu connus du grand public.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/studiok.preprod.hodi.cloud\/blog\/wp-content\/uploads\/2021\/11\/hermes-1024x312.png\" alt=\"\" class=\"wp-image-2201\" width=\"768\" height=\"234\" srcset=\"https:\/\/studiok.re\/blog\/wp-content\/uploads\/2021\/11\/hermes-1024x312.png 1024w, https:\/\/studiok.re\/blog\/wp-content\/uploads\/2021\/11\/hermes-300x92.png 300w, https:\/\/studiok.re\/blog\/wp-content\/uploads\/2021\/11\/hermes-768x234.png 768w, https:\/\/studiok.re\/blog\/wp-content\/uploads\/2021\/11\/hermes-1536x469.png 1536w, https:\/\/studiok.re\/blog\/wp-content\/uploads\/2021\/11\/hermes-2048x625.png 2048w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>La photographie<\/strong>: simple mais efficace, est un pilier du storytelling. C\u2019est un support qui pla\u00eet toujours et qui permet \u00e0 la marque d\u2019exprimer sa personnalit\u00e9 et de l\u2019\u00e9motion chez son public.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/studiok.preprod.hodi.cloud\/blog\/wp-content\/uploads\/2021\/11\/storytelling-jus-innocenfe-.png\" alt=\"\" class=\"wp-image-2202\" width=\"597\" height=\"448\" srcset=\"https:\/\/studiok.re\/blog\/wp-content\/uploads\/2021\/11\/storytelling-jus-innocenfe-.png 796w, https:\/\/studiok.re\/blog\/wp-content\/uploads\/2021\/11\/storytelling-jus-innocenfe--300x225.png 300w, https:\/\/studiok.re\/blog\/wp-content\/uploads\/2021\/11\/storytelling-jus-innocenfe--768x576.png 768w\" sizes=\"auto, (max-width: 597px) 100vw, 597px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La marque @innocent a lanc\u00e9 une campagne d\u2019affichage avec un peu de lecture pour les personnes qui s\u2019ennuient dans les quais de m\u00e9tros. Associ\u00e9e \u00e0 une touche d\u2019humour, on ne peut qu\u2019avoir envie de lire ce texte jusqu\u2019au bout.. ou du moins jusqu&rsquo;\u00e0 ce que le m\u00e9tro arrive \u00e0 quai !<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>L\u2019immersion<\/strong> comme nouveau moyen d\u2019expression. Gr\u00e2ce \u00e0 la VR, le storytelling peut \u00eatre cr\u00e9\u00e9 en 3D, dans des univers \u00e0 360\u00b0 visionnable sur tous les supports digitaux. C\u2019est un moyen d\u2019engager votre communaut\u00e9 gr\u00e2ce \u00e0 des exp\u00e9riences de narration encore plus immersives.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Opter pour une strat\u00e9gie d\u2019immersion vous permet de :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>favoriser la m\u00e9morisation, en faisant vivre une exp\u00e9rience unique aux consommateurs.&nbsp;<\/li>\n\n\n\n<li>se diff\u00e9rencier gr\u00e2ce \u00e0 un contenu narratif, interactif et dynamique.&nbsp;<\/li>\n\n\n\n<li>am\u00e9liorer l\u2019analyse du comportement d\u2019achat. Car les \u00e9motions du consommateur vous permettront directement de voir comment il r\u00e9agit face \u00e0 l\u2019exp\u00e9rience et d\u2019avoir un feedback direct.&nbsp;<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/studiok.preprod.hodi.cloud\/blog\/wp-content\/uploads\/2021\/11\/CASQUE-REALITE%CC%81-VIRTUELLE-.jpeg\" alt=\"\" class=\"wp-image-2203\" width=\"647\" height=\"432\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Vous l\u2019aurez compris, l&rsquo;organisation, la cr\u00e9ativit\u00e9 et l&rsquo;authenticit\u00e9 sont les mots d\u2019ordre pour un bon storytelling. C\u2019est l\u2019un des meilleurs moyens pour engager votre communaut\u00e9. Et vous? Quelle est votre histoire?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vous souhaitez vous aussi faire un bon storytelling et vous d\u00e9marquer ? N\u2019attendez plus et fa\u00eetes appel \u00e0 Studio K.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le storytelling fait appel \u00e0 votre imagination et \u00e0 votre cr\u00e9ativit\u00e9. C\u2019est d\u2019ailleurs l\u2019un des outils de communication les plus appr\u00e9ci\u00e9s chez le consommateur.&nbsp; Il ne suffit pas juste de raconter une histoire, mais de donner une \u00e2me et faire vivre votre marque. Cr\u00e9er un lien avec son audience Le storytelling donne un visage humain [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":2205,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2199","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le storytelling, l&#039;alli\u00e9 de votre communication - Studio K - Agence de communication digitale \u00e0 La R\u00e9union<\/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:\/\/studiok.re\/blog\/2021\/11\/19\/le-storytelling-lallie-de-votre-communication\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le storytelling, l&#039;alli\u00e9 de votre communication - Studio K - Agence de communication digitale \u00e0 La R\u00e9union\" \/>\n<meta property=\"og:description\" content=\"Le storytelling fait appel \u00e0 votre imagination et \u00e0 votre cr\u00e9ativit\u00e9. 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