{"id":25576,"date":"2017-11-30T14:43:54","date_gmt":"2017-11-30T14:43:54","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25576"},"modified":"2017-11-30T14:43:54","modified_gmt":"2017-11-30T14:43:54","slug":"bonne-cause-ne-justifie","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/bonne-cause-ne-justifie\/","title":{"rendered":"Une bonne cause ne justifie pas tout"},"content":{"rendered":"

En 2005, L’Or\u00e9al lance en un faux blog, le\u00a0Journal de ma peau<\/em>, destin\u00e9 \u00e0 assurer la promotion de\u00a0Peel Microabrasion, un produit de gommage de\u00a0Vichy\u00a0: durant les 21 jours que dure le traitement,\u00a0Claire, une charmante jeune fille, va quotidiennement rendre compte de l’\u00e9tat de sa peau.<\/p>\n

Probl\u00e8me, les consommatrices ne s’en laissent pas compter et d\u00e9noncent la supercherie\u00a0: la marque reconna\u00eet alors son erreur, avant d’op\u00e9rer un virage \u00e0 180\u00b0 et d’inviter de \u00ab\u00a0vraies\u00a0\u00bb<\/em> bloggeuses \u00e0 essayer le produit et publier librement leurs impressions.<\/p>\n

En retra\u00e7ant ici<\/a> cette assez piteuse histoire, je concluais\u00a0: \u00ab\u00a0Sur le Net, pour une marque, seule l’honn\u00eatet\u00e9 paie r\u00e9ellement\u00a0\u00bb<\/em>.<\/p>\n

Depuis, fake <\/em>news<\/em> et d\u00e9sinformation se sont invit\u00e9s sur la toile, et on a parfois bien du mal \u00e0 faire le tri entre exag\u00e9ration et propos volontairement mensongers, entre n\u00e9gationnisme et tromperie bassement commerciale.<\/p>\n

Raison de plus, notamment lorsqu\u2019on est une institution, de se montrer vigilant et exemplaire lors de ses prises de parole\u00a0: il y a devoir d\u2019exemplarit\u00e9.<\/p>\n

J\u2019avoue avoir trouv\u00e9 choquante la campagne r\u00e9alis\u00e9e par le Fonds Actions Addictions<\/em> pour promouvoir son site Le village des addictions<\/a>.<\/p>\n

Les startups ont popularis\u00e9 le Growth Hacking, une technique qui consiste \u00e0 tout oser pour exister, le cas le plus flagrant \u00e9tant celui d\u2019Airbnb qui a d\u00e9tourn\u00e9 les clients de la plateforme de petites annonces am\u00e9ricaine Craigslist\u00a0; mais les startups n\u2019ont rien \u00e0 perdre, elles sont juste obs\u00e9d\u00e9es par la vitesse\u00a0!<\/p>\n

L\u2019agence du fonds a cr\u00e9\u00e9 un faux compte Instagram, celui de Louise Delage<\/a>, une charmante jeune femme que l\u2019on d\u00e9couvre au fil des jours, posant avec ses amis ou seule au bord de la plage \u2026 mais toujours un verre \u00e0 la main \u2013 ou du moins, on d\u00e9couvre toujours le pr\u00e9sence d\u2019une bouteille ou d\u2019un verre de boisson alcoolis\u00e9e sur les photos.<\/p>\n

Parfois, il faut prendre une loupe et j\u2019avoue m\u00eame que sur celle qui illustre ce papier, j\u2019ai cherch\u00e9 \u2026<\/p>\n

\"\"<\/a>150 publications et 107k abonn\u00e9s plus tard, les responsables de ce fake expliquent\u00a0: \u00ab\u00a0Les followers ont pu pendant un mois et demi faire la connaissance de Louise Delage : une jeune Parisienne de 25 ans, souriante, p\u00e9tillante, qui semble profiter pleinement de la vie. Que ce soit au cours d\u2019un afterwork entre coll\u00e8gues, lors de ces vacances en Bretagne, \u00e0 Saint Tropez, ou encore \u00e0 Berlin, chacune de ses photos met en sc\u00e8ne de fa\u00e7on plus ou moins discr\u00e8te la pr\u00e9sence d\u2019alcool\u00a0\u00bb.<\/em><\/p>\n

So what ? \u00ab\u00a0Ce n\u2019est qu\u2019en regardant son profil avec recul que l\u2019on se rend compte que les followers, bien que proches de Louise, sont pass\u00e9s \u00e0 c\u00f4t\u00e9 de l\u2019essentiel\u00a0: son alcoolisme \u2026<\/em>\u00a0\u00bb.<\/p>\n

Plusieurs remarques.<\/p>\n

\u00ab\u00a0<\/em>Sont pass\u00e9s \u00e0 c\u00f4t\u00e9 de l\u2019essentiel\u00a0\u00bb\u00a0<\/em>: super bonne campagne, o\u00f9 le concept central n\u2019est finalement pas tr\u00e8s \u2026 \u00e9vident\u00a0? On triche en cr\u00e9ant une fausse Louise alcoolique, et on triche encore en faisant en sorte que son addiction ne soit pas trop flagrante\u00a0\u2026<\/p>\n

Mais surtout, ce qui est indigne de la part d\u2019un organisme qui d\u00e9clare se fonder sur \u00ab\u00a0une d\u00e9marche citoyenne\u00a0\u00bb<\/em>\u00a0: en agissant ainsi, ils justifient que l\u2019on puisse \u2013 dans certains cas, bien s\u00fbr \u2013 fonder sa communication sur le mensonge<\/strong>.<\/p>\n

C\u2019est \u00e9videmment la porte ouverte \u00e0 tous les n\u00e9gationnismes et aux pires crapuleries\u00a0: il n\u2019y a pas de bons et de mauvais mensonges, il est indigne de pi\u00e9ger les gens, fusse pour une bonne cause.<\/p>\n

En fait, ils se sont mis dans la peau d\u2019une startup face aux grands groupes\u00a0: comment exister \u00e0 c\u00f4t\u00e9 des Aides et autres Greenpeace\u00a0?<\/p>\n

Et c\u2019est sans doute leur plus grave mensonge\u00a0: la cible de cette op\u00e9ration de communication, ce n\u2019\u00e9tait pas vraiment les jeunes qui c\u00f4toient d\u2019autres jeunes accros \u00e0 l\u2019alcool \u2013 ils le reconnaissent eux-m\u00eames\u00a0: ceux-ci \u00ab\u00a0<\/em>sont pass\u00e9s \u00e0 c\u00f4t\u00e9 de l\u2019essentiel\u00a0\u00bb.\u00a0<\/em><\/p>\n

Non, la vraie cible, ce sont les pouvoirs publics et parapublics, les donneurs, les institutions qui se battent pour d\u2019autres grandes causes\u00a0: maintenant, ils sont pr\u00e9venus, il y a un petit dernier avec des dents longues \u2013 m\u00e9diatiquement parlant, s\u2019entend.<\/p>\n

Tout cela valait-il un mensonge, qui bien \u00e9videmment ouvre la voie \u00e0 d\u2019autres\u00a0?<\/p>\n","protected":false},"excerpt":{"rendered":"

En 2005, L’Or\u00e9al lance en un faux blog, le\u00a0Journal de ma peau, destin\u00e9 \u00e0 assurer la promotion de\u00a0Peel Microabrasion, un produit de gommage de\u00a0Vichy\u00a0: durant les 21 jours que dure le traitement,\u00a0Claire, une charmante jeune fille, va quotidiennement rendre compte de l’\u00e9tat de sa peau….<\/p>\n","protected":false},"author":2,"featured_media":25577,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[154],"tags":[308,212],"yoast_head":"\nUne bonne cause ne justifie pas tout - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/consumerinsight.eu\/marketingisdead\/bonne-cause-ne-justifie\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Une bonne cause ne justifie pas tout - 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A priori, rien ne distingue fondamentalement l'image de\u2026","rel":"","context":"Dans "Articles, publications"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":24724,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/innovation-cherchez-lerreur\/","url_meta":{"origin":25576,"position":4},"title":"Innovation : cherchez l\u2019erreur !","date":"28 octobre 2007","format":false,"excerpt":"J\u2019ai r\u00e9cemment eu la curiosit\u00e9 de regarder sur Ciao1 ce que les consommateurs disaient des Produits de l\u2019Ann\u00e9e 20072\u00a0: tous ne sont pas comment\u00e9s, mais j\u2019ai quand m\u00eame r\u00e9ussi \u00e0 d\u00e9nicher un dentifrice, des tampons p\u00e9riodiques et des couches. Force est de reconna\u00eetre que les avis sont plut\u00f4t partag\u00e9s\u00a0: deux\u2026","rel":"","context":"Dans "Consumer Insight"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":26563,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/sixt-le-service-client-simplement-odieux\/","url_meta":{"origin":25576,"position":5},"title":"Sixt, le service client simplement odieux","date":"18 juillet 2022","format":"gallery","excerpt":"Service clients, relation clients, exp\u00e9rience clients, les marketers n\u2019ont que le client \u00e0 la bouche \u2026 ce qui parfois pourrait bien le faire rire, ce dernier \u2026 s\u2019il n\u2019\u00e9tait pas bien trop \u00e9nerv\u00e9 par les dysfonctionnements des services avec qui ils sont cens\u00e9s \u00eatre en relation. Il y a la\u2026","rel":"","context":"Dans "Coups de gueule"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2022\/07\/Clipboard01.jpg?fit=853%2C535&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25576"}],"collection":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=25576"}],"version-history":[{"count":1,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25576\/revisions"}],"predecessor-version":[{"id":25578,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25576\/revisions\/25578"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/25577"}],"wp:attachment":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=25576"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=25576"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=25576"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}