Pourquoi faire un LipDub ?
Par Romain Ferey le mardi 20 novembre 2012, 11:30 - Marketing - Lien permanent
Avant d'entrer dans le vif du sujet, il est important de donner la définition d'un LipDub car trop de personnes confondent cet outil du Buzz Marketing avec le Flashmob ... Il est vrai qu'ils sont semblables cependant une réelle distinction existe. En effet, le LipDub ou "doublage de lèvres" est un clip vidéo réalisé en playback par plusieurs individus d'une même organisation en un seul plan-séquence.
Avant d'entrer dans le vif du sujet, il est important de donner la définition d'un LipDub car trop de personnes confondent cet outil du Buzz Marketing avec le Flashmob ... Il est vrai qu'ils sont semblables cependant une réelle distinction existe. En effet, le LipDub ou "doublage de lèvres" est un clip vidéo réalisé en playback par plusieurs individus d'une même organisation en un seul plan-séquence. Le Flashmob, quant à lui, est le rassemblement d'un groupe de personnes qui ne se connaissent pas afin d'effectuer une action prévue d'avance (cf article précédent).
Le LipDub rassemble donc des individus d'un même groupe défendant les mêmes valeurs. Ce peut être une entreprise, une école ou un parti politique. Sa fonction primaire sera d'accroître la cohésion d'un groupe autour d'un projet commun. Par exemple, il peut permettre de récompenser les salariés d'une entreprise en les intégrant à ce type de projet (exemple de SHISEIDO pour ses 20 ans). Il augmentera d'un côté l'implication des salariés au sein de leur entreprise (défense des valeurs, orientation stratégique ...) et de l'autre l'implication des salariés dans leur travail (travail de meilleur qualité, augmentation du temps de travail, augmentation de la productivité ...).
Une autre fonction du LipDub est de créer le buzz autour de la marque, autour de l'entreprise ou autour de l'organisation. Effectivement, cet outil permettra d'accroître de manière exponentielle la notoriété du groupe tout simplement en faisant parler de lui via le "word of mouth (WOM)" ou plus communément appelé le bouche à oreille.
A savoir que le LipDub est très peu utilisé à des fins commerciales car il ne permet tout simplement pas de mettre en avant un produit ou un service. Il est surtout utilisé à des fins institutionnels pour mettre en avant un "côté social" essentiel aux entreprises de nos jours. Oui nous produisons tel ou tel produit mais nous savons aussi nous amuser et en voici la preuve. L'ère économique et technologique actuelle n'est plus à la démonstration de simples produits ou services. Une entreprise doit montrer qui elle est réellement car c'est ce que demande les nouveaux clients. Ils veulent s'identifier à elle, la voir plus comme une amie plutôt qu'une organisation. Et le LipDub est un des outils permettant cela.
Donc, pourquoi faire un LipDub ? Tout simplement pour répondre à la demande des clients qui recherchent des entreprises de plus en plus sociale s'identifiant à eux mêmes et aussi pour fédérer ses propres employés autour d'un projet commun sans variable de statut ou autre. Le LipDub est un merveilleux outil du Buzz marketing permettant à une entreprise de se faire connaître très rapidement. Cet outil répondra donc à deux problématiques primordiables par les temps qui courent : comment se faire connaître ou reconnaître auprès de ses clients et prospects ? et comment augmenter l'engagement de ses propres salariés au sein de son entreprise ou des individus au sein de son organisation ?
Il existent une multitude de LipDub plus ou moins réussis. Nous en avons sélectionné trois dont un effectué par le Décathlon de Barentin !
Commentaires
Le LipDub un outil marketing original a penser lors de la mise en place de sa stratégie marketing sur internet.
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