The Kooples

•

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SMT2016

Etude de cas d'une campagne marketing virale fait par une équipe de community manager en formation à l'IFOCOP de Toulouse.

Marketing

•
Le couple, L’androgynie, Rock’N Roll, Glamour, Grunge « British », haut de
gamme accessible.
•
Sérieuse, Élitiste, Lyrique et Scénarisée
•
Haut de Gamme, Stars, Musique, Mannequin, In, Boudeuse, Froide, Distante
•
Jeune aisé, branché
•
Facebook, Twitter, Instagram, Google+, Youtube, Pinterest

• Campagne de notoriété
• Rendre l’image du couple plus crédible
• Que les clients se réapproprient les codes
de The Kooples
• Augmenter les téléchargements de
l’application BlackOut

• Nathalie SUAREZ: 47,6k j’aimes 241k abonnés
• Patrick JANELLE: 44,6k abonnés
• Matt SORUM « Gun N’ Roses » : 15,6K j’aimes
• Cara DELEVINGNE: 3,9 M j’aimes 29,9M abonnés
• Taylor SWIFT: 74,8m j’aimes 78,5m abonnés
• Ellie GOULDING: 13,6m j’aimes 10,8m abonnés

• VIVA LUXURY STYLE: 690k j’aimes
• TROP ROUGE: 28k j’aimes
• STYLISTIC: 19k j’aimes
• GIGGLES & DIMPLES: 1,1k j’aimes

• Marie-Claire: 2,7m j’aimes
• Vogue: 7,6m j’aimes
• Elle: 1,2m j’aimes
• Cosmopolitan: 7,9m j’aimes
• GQ: 2m j’aimes

• Inscription en couple
• Durée du couple
• Chat avec son conjoint
• Possibilité de se mettre en black out (monopolisation du
téléphone en bloquant toutes les autres applications et appels)
• Possibilité d’envoyer des photos « Glitch » (cryptée)

• Donner envie aux couples de télécharger l’application
• De se prendre en photo
• Publier les photos de leur couple en mode « Glitch » sur
Facebook et Instagram
• En postant des photos en mode « Glitch » difficile de voir les
défauts donc on garde une part de mystère sur le couple qui sera
choisit
• Et pourquoi pas devenir les nouvelles égéries de la marque

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The Kooples

1. Marketing Viral

2. • Le couple, L’androgynie, Rock’N Roll, Glamour, Grunge « British », haut de gamme accessible. • Sérieuse, Élitiste, Lyrique et Scénarisée • Haut de Gamme, Stars, Musique, Mannequin, In, Boudeuse, Froide, Distante • Jeune aisé, branché • Facebook, Twitter, Instagram, Google+, Youtube, Pinterest

3. • Campagne de notoriété • Rendre l’image du couple plus crédible • Que les clients se réapproprient les codes de The Kooples • Augmenter les téléchargements de l’application BlackOut

4. • Nathalie SUAREZ: 47,6k j’aimes 241k abonnés • Patrick JANELLE: 44,6k abonnés • Matt SORUM « Gun N’ Roses » : 15,6K j’aimes • Cara DELEVINGNE: 3,9 M j’aimes 29,9M abonnés • Taylor SWIFT: 74,8m j’aimes 78,5m abonnés • Ellie GOULDING: 13,6m j’aimes 10,8m abonnés

5. • VIVA LUXURY STYLE: 690k j’aimes • TROP ROUGE: 28k j’aimes • STYLISTIC: 19k j’aimes • GIGGLES & DIMPLES: 1,1k j’aimes

6. • Marie-Claire: 2,7m j’aimes • Vogue: 7,6m j’aimes • Elle: 1,2m j’aimes • Cosmopolitan: 7,9m j’aimes • GQ: 2m j’aimes

7. • Inscription en couple • Durée du couple • Chat avec son conjoint • Possibilité de se mettre en black out (monopolisation du téléphone en bloquant toutes les autres applications et appels) • Possibilité d’envoyer des photos « Glitch » (cryptée)

8. • Donner envie aux couples de télécharger l’application • De se prendre en photo • Publier les photos de leur couple en mode « Glitch » sur Facebook et Instagram • En postant des photos en mode « Glitch » difficile de voir les défauts donc on garde une part de mystère sur le couple qui sera choisit • Et pourquoi pas devenir les nouvelles égéries de la marque

The Kooples

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The Kooples