Le réveillon de Noël est dans 2 jours, nous ne pouvions donc pas passer à côté de la fabuleuse stratégie de Mariah Carey pour cette occasion.
Pour vous faire un petit retour dans le passé, Mariah Carey, alias « The Queen of Christmas » (en français : « La Reine de Noël »), a sorti en 1994 son premier album de Noël, composé du fameux single « All I Want For Christmas Is You ». Suite à la bande originale du film Love Actually de Richard Curtis, ce single prend une véritable ampleur et devient par la suite une tradition du Noël moderne. Le succès est planétaire depuis maintenant 27 ans.
Cela est notamment dû aux bonnes techniques de marketing et communication de Mariah Carey et son équipe. En effet, chaque remixe et duo est accompagné d’un clip vidéo. Ce dernier représente le « parfait » esprit de noël. On y retrouve régulièrement Mariah Carey en costume de Mère Noël, dans sa maison, accompagnée de toute sa famille ainsi que de ses animaux de compagnie. L’univers fait rêver.
Clip Vidéo datant de 2019.
De plus, les déclinaisons de ce single n’ont cessé de se développer à travers le temps puisqu’il est possible de retrouver divers remixes, un conte pour enfants, un film d’animation, une comédie musicale, et même une version duo en 2011 avec Justin Bieber qui fut un véritable carton.
Grâce à tout cela, La Reine de Noël réussit à collectionner les records. Parmi tant d’autres, il est possible de retrouver récemment : la 19ème chanson la plus téléchargée, la chanson la mieux classée dans le Top 100 Américain pour un artiste solo, la chanson la plus écoutée sur la plateforme Spotify en 24 heures de la part d’une artiste féminine (plus de 10 000 000 écoutes le 24 décembre 2018), le tube numéro 1 en 2019, 3 records dans le Livre Guinness des records comme étant la chanson de Noël la plus vendue de tous les temps en 2019…
Mais ce n’est pas tout, afin de faire perdurer le phénomène, Mariah Carey propose également des produits dérivés, comme des chaussettes, des coussins, des bonnets, des plaids, des boules de noël, etc…
Même si la chanteuse ne souhaite plus être considérée comme la « Reine de Noël », le succès ne cessant de croître, cette année 2021, elle est encore allée plus loin en sortant un nouveau titre « Fall In Love At Christmas » en featuring avec Khalid et Kirk Franklin.
Pour cette promotion, elle a passé plusieurs heures dans son canapé, en costume de Mère Noël, afin d’accorder des interviews au monde entier. Le temps d’attente pour pouvoir enfin échanger avec elle, était de 3 heures (rien que ça…). Elle a ensuite, comme à son habitude, proposé sa propre émission de Noël. Durant cette dernière (qui ne dure que 18 minutes), il est possible de la voir interpréter deux de ses chansons ainsi qu’une interview spéciale.
Pour pousser encore plus loin cette promotion, on la retrouve cette fois-ci en partenariat avec McDonald’s ! (un article est dédié à cette communication juste ici).
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Elle a poursuivi en s’associant avec Snapchat sur le programme Spotlight Challenge afin de lancer un défi à ses fans. Une partie de la promotion a été faite sur son compte Instagram où on la retrouve avec deux enfants en train de chanter.
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Le principe du concours est d’exprimer un de ses vœux pour Noël avec en fond sonore sa célèbre chanson « All I Want For Christmas Is You ». Même si le concours est ouvert au monde entier, seuls les gagnants américains pourront espérer remporter des millions de dollars, étant donné que le concours se passe sur une plateforme américaine.
L’artiste de Noël utilise également de façon intelligente ses réseaux sociaux, puisqu’il est possible d’y retrouver son album « Merry Christmas » en version deluxe.
Grâce à toute cette campagne, Mariah Carey a acquis, le 3 décembre 2021, le fameux Diamond Award pour « All I Want For Christmas Is You », elle a également atteint le milliard de stream ainsi que le top 1 des 100 chansons les plus populaires aux Etats-Unis.
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Ce succès aurait, depuis 27 ans maintenant, rapporté plus de 70 millions de dollars à la chanteuse. Pas mal pour un projet sorti en 1994 n’est-ce pas ?
Je vous remercie pour votre lecture, et n’hésitez pas à me partager vos réactions !
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