Depuis un petit moment, la nouvelle mode de personnalisation des produits a été adopté par un grand nombre d’entreprises. Cette stratégie de communication a pour but d’améliorer l’expérience client et d’impliquer ce dernier le plus possible dans le processus d’achat.
Stratégie de personnalisation des produits
Parmi les meilleures exemples ayant opté pour la personnalisation des produits, nous pouvons citer la marque M&M’s qui a mis en place une action publicitaire permettant aux consommateurs d’inscrire un message sur les fameuses confiseries à la place du sigle de la marque. Disponible via le site internet de cette dernière, cette personnalisation permet aux consommateurs de choisir parmi plusieurs coloris et même d’insérer une image sur le bonbon.
D’autres entreprises, comme Coca-Cola ont aussi intégré la méthode de personnalisation des produits dans leur stratégie de communication. La célèbre marque de soda a mis en vente en 2013 des bouteilles avec un packaging innovant. La forme de la bouteille restant la même, il est cependant possible d’insérer un prénom ou un nom commun sur l’étiquette du produit.
L’objectif final de cette opération est donc de pousser les entreprises à communiquer d’une manière plus directe avec le consommateur et de contrebalancer la dépersonnalisation due à la consommation de masse.
“Dîtes-le avec Nutella”: la campagne de personnalisation de la marque Nutella
Surfant sur la vague de la mode de personnalisation des produits, la célèbre marque de pâte à tartiner italienne du groupe Ferrero Rocher a, elle aussi, opté pour une stratégie de personnalisation de ses pots.
Nutella a donc lancé une opération nommée “Dites le avec Nutella” afin de permettre aux internautes de faire passer un message par l’intermédiaire de différents moyens tout aussi originaux les uns que les autres.
- Le message animé: Cette option permet aux internautes d’insérer sur l’étiquette d’un pot virtuel, un message de 10 mots de chacun 12 caractères tout en choisissant une couleur de fond différente pour chaque mot qui défilera à l’écran. Les différents utilisateurs auront par la suite la possibilité de partager ce message dynamique sur les réseaux sociaux ou par e-mail.
- Le message Facebook: Nutella invite également les différents internautes à réaliser la photo de profil de leurs comptes Facebook pour laquelle le message sera de 12 caractères au maximum. Ces derniers pourront également, comme pour la première option, choisir la couleur de fond du message afin de l’afficher par la suite sur leurs profils Facebook.
- Réaliser une étiquette personnalisée: Cette option permet aux internautes d’imprimer directement à la maison une étiquette personnalisée composée de 12 caractères au maximum pour ensuite la coller sur leurs pots de Nutella.
Cette stratégie de communication a permis à la marque de distribuer plus d’un million d’étiquettes personnalisées dont le retour se faisait en image via la page du réseau social dédiée.
“Dites-le avec Nutella”: Le gros flop du groupe Ferrero Rocher
La célèbre marque du groupe Ferrero Rocher a interdit, lors de cette campagne, l’utilisation d’une liste de mots jugés inappropriés afin d’empêcher tout abus de la part des internautes. Parmi les mots bannis nous pouvons retrouver: “alcool”, « cellulite”, ”obèse”, ”huile le palme”, ”gras” ou encore des mots faisant références à des sujets sensibles tels que: « juif », « homosexuel », ”lesbienne” ou « musulman ». En effet, lors de la saisie de l’un de ces mots, un message d’erreur apparaît sur l’écran: « Votre message contient un mot non conforme aux conditions d’utilisation Nutella« .
Malheureusement pour la marque de pâte à tartiner, certains internautes ont eu accès au code de la page source et après la découverte de la liste des mots interdits dans son intégralité, ils n’ont pas hésité à détourner la campagne du groupe Ferrero en utilisant des mots leurs permettant de remplacer les termes interdits.
Grâce à la campagne Nutella toi aussi découvre tous les sujets qu’ils veulent éviter http://t.co/X3lL9gw5IN pic.twitter.com/bzZrVnUpiJ
— JP Cabaroc (@Cabaroc) February 24, 2015
Ces messages saisis par les internautes étaient donc l’occasion idéale pour dénoncer l’utilisation d’huile de palme par la marque ou encore le fait que Nutella n’est pas un produit très bon pour la santé. Un bad buzz dont la marque s’en serait bien passée.
Nutella, c'est encore Nutella qui en parle le mieux. pic.twitter.com/esIbOGLdPn
— Nain Portekoi (@Nain_Portekoi) February 24, 2015
J’ai créé un message sur Dites-le avec Nutella® ! http://t.co/S7JyP1dUNt pic.twitter.com/4QmTuPkWRj
— nul. (@InsafOo) February 24, 2015
Finalement, le générateur d'étiquette Nutella ne censure pas tant que ça pic.twitter.com/6LR6E8Q6FT
— Laurent Jouanneau (@ljouanneau) February 24, 2015
Et vous, pensez-vous que la célèbre marque Nutella aurait pu éviter ce bad buzz?
Pour en savoir plus sur les tops et flops du marketing, cliquez ici !
Tant mieux, ils le savent depuis des lustres que le Nutella est loin d’être ce qu’il y a de mieux pour le petit déjeuner des enfants !! Il est plus que temps qu’ils revoient les ingrédients pour un contenu moins nocif pour la santé…
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