{"id":5789,"date":"2024-07-10T07:05:00","date_gmt":"2024-07-10T05:05:00","guid":{"rendered":"https:\/\/dusens.group\/?post_type=the-sixth&#038;p=5789"},"modified":"2024-11-15T16:56:52","modified_gmt":"2024-11-15T14:56:52","slug":"cannes-lions-christopher-clement-lead-social-media-vous-decrypte-sa-campagne-coup-de-coeur","status":"publish","type":"the-sixth","link":"https:\/\/dusens.group\/fr\/the-sixth\/cannes-lions-christopher-clement-lead-social-media-vous-decrypte-sa-campagne-coup-de-coeur\/","title":{"rendered":"Cannes Lions : Christopher Cl\u00e9ment, Lead Social Media, vous d\u00e9crypte sa campagne coup de coeur"},"content":{"rendered":"\n\n<div data-logocolor=\"white\" class=\"cp-sixth-herobanner teq-container banner max-w-full relative pt-[98px]     \" >\n    <div class=\"teq-grid\">\n        <div class=\"col-span-24 mt-[140px] lg:mt-20 mb-10 cp-breadcrumb  font-shoene hidden lg:grid\">\n            <nav class=\"breadcrumb\">\n            <span><span><a href=\"https:\/\/dusens.group\/fr\/\">Accueil<\/a><\/span><\/span>        <\/nav>\n    <\/div>\n    <\/div>\n    <div class=\"teq-grid\">\n        <div class=\"col-span-6 md:col-span-12 lg:col-span-11 lg:col-start-3   my-auto\">\n            <div class=\"tags-share flex gap-4 items-center justify-between\">\n                <!-- Taxo Th\u00e8mes -->\n                <ul class=\"flex gap-4 font-semibold font-soehne text-xs taxos \">\n                                                                        <li class=\"uppercase square-before \">Explore<\/li>\n                                                                                                                    <li class=\"uppercase square-before \">News<\/li>\n                                                            <\/ul>\n\n                <!-- Share -->\n                <div class=\"share-wrapper white desktop-only flex gap-6\">\n                    <div class=\"share-part flex gap-1 cursor-pointer relative\">\n                        <div class=\"share-part-inner flex gap-1 items-center\">\n                            <div class=\"relative share-label-wrapper\">\n                                <p class=\"label-inner\">Share<\/p>\n                                <div class=\"share-list mt-3 mt-lg-0 height-100 absolute\">\n                                    <div class=\"flex gap-0 align-center\">\n                                        <a target=\"_blank\"\n                                            href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fdusens.group%2Ffr%2Fthe-sixth%2Fcannes-lions-christopher-clement-lead-social-media-vous-decrypte-sa-campagne-coup-de-coeur%2F\"\n                                            onclick=\"window.open(this.href, 'mywin', 'left=20,top=20,width=500,height=500,toolbar=1,resizable=0'); 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return false;\"\n                                            class=\"txt-0 share-btn anim-ltr white\"\n                                            tabindex=\"-1\"\n                                            aria-label=\"\">\n                                            <svg class=\"icon-facebook\">\n                                                <use xlink:href=\"#icon-facebook\"><\/use>\n                                            <\/svg>\n                                        <\/a>\n                                    <\/div>\n                                <\/div>\n                            <\/div>\n                            <svg class=\"icon-share-white\">\n                                <use xlink:href=\"#icon-share-white\"><\/use>\n                            <\/svg>\n                        <\/div>\n                    <\/div>\n\n                    <div class=\"copy-url-part flex gap-1 items-center cursor-pointer\">\n                        <p class=\"copy-label anim-ltr white\">\n                            Copier l&rsquo;URL                        <\/p>\n                        <p class=\"copied-label anim-ltr white\">\n                             Copi\u00e9e !                        <\/p>\n                        <svg class=\"icon-copy-white\">\n                            <use xlink:href=\"#icon-copy-white\"><\/use>\n                        <\/svg>\n                    <\/div>\n                <\/div>\n            <\/div>\n\n                            <h1 class=\"font-signifier text-[40px] leading-[44px] lg:text-[56px] lg:leading-[64px] mt-6 lg:mt-7 title\">\n                    <p>Cannes Lions : Christopher Cl\u00e9ment, Lead Social Media, vous d\u00e9crypte sa campagne coup de coeur<\/p>\n                <\/h1>\n            \n            <!-- Desktop -->\n            <div class=\"hidden lg:flex gap-6  text-[16px] leading-[20px] my-6   pb-[136px]\">\n                                    <span class=\"date\">\n                        10 juillet 2024                    <\/span>\n                \n                <!-- Taxo reading-time  -->\n                                                            <div class=\"flex items-center gap-2 time\">\n                            <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                            <\/svg>\n                            2 min                        <\/div>\n                                    \n\n                                    <span class=\"author\">\n                        Christopher Cl\u00e9ment                    <\/span>\n                            <\/div>\n\n                    <\/div>\n\n            <!-- Mobile share modal -->\n            <div class=\"share-wrapper mobile-only flex gap-1 cursor-pointer relative mt-4 mb-2 items-center\">\n                <svg class=\"icon-share-white\">\n                    <use xlink:href=\"#icon-share-white\"><\/use>\n                <\/svg>\n                <p class=\"label\"> partager <\/p>\n            <\/div>\n\n        <!-- <picture class=\"w-full h-auto lg:absolute opacity-0 lg:-bottom-[128px]\" -->\n        <div class=\"col-span-6 md:col-span-12 lg:col-[16_\/_span_8] py-6 lg:py-0\">\n                            <picture class=\"w-full h-auto\"\n                    style=\"\n                        mask-image: url(https:\/\/dusens.group\/app\/themes\/teq-theme\/assets\/images\/sixth-mask.svg);\n                        mask-repeat: no-repeat; mask-size: 100% auto;\"\n                >\n                    <source media=\"(max-width: 767px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/cover_LION-the-sixth-christopher-mobile.jpg\" \/>\n                    <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/cover_LION-the-sixth-christopher-desktop.jpg\" \/>\n                    <img decoding=\"async\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/cover_LION-the-sixth-christopher-desktop.jpg\" alt=\"cover_LION-the-sixth-christopher-desktop\" \/>\n                <\/picture>\n                    <\/div>\n\n        <!-- Mobile -->\n        <div class=\"col-span-6 md:col-span-12 flex flex-wrap justify-between gap-6 text-[16px] leading-[20px] lg:hidden\">\n                            <span class=\"date\">\n                    10 juillet 2024                <\/span>\n            \n            <!-- Taxo reading-time  -->\n                                                <div class=\"flex items-center gap-2 time\">\n                        <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                            <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                        <\/svg>\n                        2 min                    <\/div>\n                            \n\n                            <span class=\"author\">\n                    Christopher Cl\u00e9ment                <\/span>\n                    <\/div>\n\n    <\/div>\n     \n<\/div>\n\n\n\n<div id=\"\" class=\"teq-container full-screen    \" >\n                        <div class=\"teq-grid\">\n                <div class=\"col-span-6 md:col-span-12 lg:col-span-12 lg:col-start-7  \">\n                                            <div class=\"sixth-wyswiwyg\">\n                            <p>Peu de marques comme Burger King b\u00e9n\u00e9ficient aujourd&rsquo;hui d&rsquo;un tel capital sympathie sur les m\u00e9dias sociaux. Alors que l&rsquo;engagement et la capacit\u00e9 \u00e0 g\u00e9n\u00e9rer des conversations dans la dur\u00e9e sont plus que jamais le nerf de la guerre dans notre monde hyper concurrentiel, la campagne Burger King du \u00ab\u00a0burger inaper\u00e7u\u00a0\u00bb rel\u00e8ve sans aucun doute une nouvelle fois du g\u00e9nie.<\/p>\n<p>Ce g\u00e9nie dans lequel l&rsquo;investissement publicitaire et pr\u00e9-campagne a \u00e9t\u00e9 de z\u00e9ro, pour des retomb\u00e9es exceptionnelles : 22 millions de vues, 3,2 millions de likes, 83000 commentaires &#8211; tout cela sur TikTok.<\/p>\n<p>En modifiant une simple ligne de ses conditions g\u00e9n\u00e9rales sur son site internet, Burger King a d\u00e9clench\u00e9 un v\u00e9ritable ph\u00e9nom\u00e8ne, visionn\u00e9 par 78% des utilisateurs TikTok fran\u00e7ais.<\/p>\n<p>La ligne indiquait que quiconque \u00e9tait suivi par le compte Burger King sur TikTok pouvait recevoir un Whopper gratuit.<\/p>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n                <\/div>\n\n<div id=\"block_3c29894cdd491493bbef9a5abf968913\" class=\"cp-img teq-container    \" >\n        <div class=\"teq-grid\">\n        <figure class=\"col-span-6 md:col-span-20 md:col-start-3\">\n            <div class=\"img-wrapper relative\">\n\n                                    <picture class=\"width-100\">\n                        <source media=\"(max-width: 767px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/img_LION-the-sixth-christopher-mobile.jpg\" \/>\n                        <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/imgL-lion-cover_LION-the-sixth-christopher-desktop.jpg\" \/>\n                        <img decoding=\"async\" clas=\"\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/imgL-lion-cover_LION-the-sixth-christopher-desktop.jpg\" alt=\"imgL-lion-cover_LION-the-sixth-christopher-desktop\" \/>\n                    <\/picture>\n                \n                \n            <\/div>\n                    <\/figure>\n    <\/div>\n     \n<\/div>\n\n\n\n<div id=\"\" class=\"teq-container full-screen    \" >\n                        <div class=\"teq-grid\">\n                <div class=\"col-span-6 md:col-span-12 lg:col-span-12 lg:col-start-7  \">\n                                            <div class=\"sixth-wyswiwyg\">\n                            <p>Masdak, c\u00e9l\u00e8bre TikToker sp\u00e9cialis\u00e9 dans le droit et la finance, a alors enqu\u00eat\u00e9 : il \u00e9tait lors du lancement de la campagne le seul utilisateur suivi par le compte TikTok de la marque.<\/p>\n<p>Ce d\u00e9tournement d&rsquo;une fonctionnalit\u00e9 aussi basique d&rsquo;un site internet, mais \u00e9galement du Social Media (\u00e0 savoir la fonction de suivi d\u2019un utilisateur) a permis \u00e0 Burger King de r\u00e9aliser la campagne la plus engageante sur TikTok en 2023, ainsi que l&rsquo;obtention d\u2019une r\u00e9compense aux Cannes Lions.<\/p>\n<p>Elle doit nous inspirer \u00e0 penser avec plus de malice nos prochaines campagnes, avec une certitude : il n\u2019y a rien de plus fort qu\u2019une communaut\u00e9 engag\u00e9e.<\/p>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n                <\/div>\n\n\n\n<div data-logocolor=\"white\" class=\"cp-interested teq-container full-screen bg-dark text-white pt-[120px] pb-[160px]    \" >\n\n    <div class=\"teq-grid gap-y-8 lg:gap-y-0\">\n\n                    <div class=\"col-span-6 md:col-span-12 lg:col-span-24 lg:col-start-2 title font-soehne font-semibold text-[40px] lg:text-[80px] leading-none\">\n                <p>Vous serez \u00e9galement<br \/>\nint\u00e9ress\u00e9(e)<\/p>\n            <\/div>\n        \n                                    \n                <a class=\"col-span-6 md:col-span-12 lg:col-span-6 lg:col-start-2 lg:mt-[72px] relative card\"  href=\"https:\/\/dusens.group\/fr\/the-sixth\/cannes-lions-lucie-marcel-ui-designer-vous-decrypte-sa-campagne-coup-de-coeur-the-last-barf-bag-dramamine\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Explore                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    News                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>Cannes Lions : Lucie Marcel, UI designer, vous d\u00e9crypte sa campagne coup de coeur \u2014 THE LAST BARF BAG, DRAMAMINE<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                2 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-lucie-marcel-mobile.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-lucie-marcel-desktop.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-lucie-marcel-desktop.jpg\"\n                                    alt=\"COVER-the-sixth-lucie-marcel-desktop\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                            \n                <a class=\"col-span-6 md:col-span-12 lg:col-span-6 lg:col-start-9 lg:mt-[150px] relative card\"  href=\"https:\/\/dusens.group\/fr\/the-sixth\/cannes-lions-corin-muresan-chef-de-projet-tma-vous-decrypte-sa-campagne-coup-de-coeur\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Explore                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    News                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>Cannes Lions : Corin Muresan, Chef de projet TMA, vous d\u00e9crypte sa campagne coup de coeur<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                1 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/cover-corin-mobile.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/cover-corin-desktop.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/cover-corin-desktop.jpg\"\n                                    alt=\"cover-corin-desktop\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                            \n                <a class=\"col-span-6 md:col-span-12 lg:col-[18_\/_span_6] lg:mt-[-130px] relative card\"  href=\"https:\/\/dusens.group\/fr\/the-sixth\/dans-loeil-du-planning-strat-retour-sur-les-tendances-des-cannes-lions-2024\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Impact                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    News                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>Dans l\u2019oeil du planning strat, retour sur les tendances des Cannes Lions 2024<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                5 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-dans-oeil-planning-mobile.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-dans-oeil-planning-desktop.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/07\/COVER-the-sixth-dans-oeil-planning-desktop.jpg\"\n                                    alt=\"COVER-the-sixth-dans-oeil-planning-desktop\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                        <\/div>\n     \n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"template":"","format":[313],"themes":[319],"reading-time":[320],"class_list":["post-5789","the-sixth","type-the-sixth","status-publish","hentry","format-news-fr","themes-explore-fr","reading-time-2-min-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Cannes Lions, campagne 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