{"id":1427837,"date":"2025-07-14T14:51:32","date_gmt":"2025-07-14T14:51:32","guid":{"rendered":"https:\/\/othnielsanvee.fr\/?post_type=fw-portfolio&p=1427837"},"modified":"2025-07-14T20:13:20","modified_gmt":"2025-07-14T20:13:20","slug":"lancement-digital-audi-a3-strategie-omnicanale-campagne-drive-to-store","status":"publish","type":"fw-portfolio","link":"https:\/\/othnielsanvee.fr\/en\/project\/lancement-digital-audi-a3-strategie-omnicanale-campagne-drive-to-store\/","title":{"rendered":"Lancement digital Audi A3 \u2013 Strat\u00e9gie omnicanale & campagne drive-to-store"},"content":{"rendered":"

Client : Groupe Audi \u2013 Lancement v\u00e9hicule<\/strong><\/p>\n\n\n\n

R\u00f4le : Chef de projet marketing digital & pilotage campagnes<\/strong><\/p>\n\n\n\n

\n\n\n\n

\ud83c\udfaf Objectif<\/strong><\/h3>\n\n\n\n

D\u00e9ployer une strat\u00e9gie digitale 360\u00b0 pour accompagner le lancement de l\u2019Audi A3, maximiser la visibilit\u00e9 en ligne, g\u00e9n\u00e9rer du trafic en concession et convertir des leads qualifi\u00e9s.<\/p>\n\n\n\n

\n\n\n\n

\u2705 Ma contribution<\/strong><\/h3>\n\n\n\n

\ud83d\udd39 Strat\u00e9gie omnicanale cibl\u00e9e<\/strong><\/p>\n\n\n\n

    \n
  • D\u00e9finition du plan de communication digital BtoC & BtoB (flottes, particuliers haut de gamme)<\/li>\n\n\n\n
  • Ciblage multi-segments : campagnes personnalis\u00e9es selon profil, canal et intention<\/li>\n<\/ul>\n\n\n\n

    \ud83d\udd39 Activation sur les r\u00e9seaux sociaux & publicit\u00e9 digitale<\/strong><\/p>\n\n\n\n

      \n
    • Cr\u00e9ation de contenus engageants pour Facebook, Instagram, Google My Business<\/strong> (posts, stories, vid\u00e9os)<\/li>\n\n\n\n
    • Facebook Ads & LinkedIn Ads<\/strong> : ciblage fin, A\/B testing visuels & messages, adaptation BtoB\/BtoC<\/li>\n\n\n\n
    • Waze Drive-to-Store<\/strong> : redirection g\u00e9olocalis\u00e9e vers concession, call-to-action orient\u00e9 prise de RDV<\/li>\n<\/ul>\n\n\n\n

      \ud83d\udd39 E-mailing personnalis\u00e9 & sc\u00e9naris\u00e9<\/strong><\/p>\n\n\n\n

        \n
      • Segmentation des bases de contacts & sc\u00e9narisation d\u2019e-mails personnalis\u00e9s<\/li>\n\n\n\n
      • Int\u00e9gration de vid\u00e9os immersives adaptatives selon profil (intention, pr\u00e9f\u00e9rences, comportement)<\/li>\n<\/ul>\n\n\n\n

        \ud83d\udd39 Pilotage de la performance & optimisation du ROI<\/strong><\/p>\n\n\n\n

          \n
        • Suivi des conversions via pixels de tracking (Meta, LinkedIn)<\/strong> + donn\u00e9es Waze<\/li>\n\n\n\n
        • Tableaux de bord de campagne (trafic, clics, leads, essais), ajustement dynamique des budgets<\/li>\n<\/ul>\n\n\n\n
          \n\n\n\n
          \"\"<\/figure>\n\n\n\n

          \ud83d\udcca R\u00e9sultats cl\u00e9s<\/strong><\/h3>\n\n\n\n

          \u2705 +30 % de trafic en concession gr\u00e2ce \u00e0 la campagne Waze<\/p>\n\n\n\n

          \u2705 CTR de 15 % sur les Facebook Ads \/ 10 % sur les LinkedIn Ads<\/p>\n\n\n\n

          \u2705 Taux de conversion email > 25 %, avec pics d\u2019essais suite aux vid\u00e9os personnalis\u00e9es<\/p>","protected":false},"featured_media":1427886,"template":"","fw-portfolio-category":[5,4,1127,1128,3],"class_list":["post-1427837","fw-portfolio","type-fw-portfolio","status-publish","has-post-thumbnail","hentry","fw-portfolio-category-acquisition-leads","fw-portfolio-category-digital-crm","fw-portfolio-category-gestion-de-projet","fw-portfolio-category-marketing-digital-crm","fw-portfolio-category-strategie-de-communication"],"_links":{"self":[{"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/fw-portfolio\/1427837","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/fw-portfolio"}],"about":[{"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/types\/fw-portfolio"}],"version-history":[{"count":2,"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/fw-portfolio\/1427837\/revisions"}],"predecessor-version":[{"id":1427888,"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/fw-portfolio\/1427837\/revisions\/1427888"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/media\/1427886"}],"wp:attachment":[{"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/media?parent=1427837"}],"wp:term":[{"taxonomy":"fw-portfolio-category","embeddable":true,"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/fw-portfolio-category?post=1427837"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}