{"id":24915,"date":"2025-07-28T14:21:11","date_gmt":"2025-07-28T18:21:11","guid":{"rendered":"https:\/\/leger360.com\/?p=24915"},"modified":"2025-08-12T15:52:39","modified_gmt":"2025-08-12T19:52:39","slug":"conseils-d-experts-le-retour-sur-investissement-du-storytelling-quand-la-structure-dun-recit-devient-un-levier-de-performance","status":"publish","type":"post","link":"https:\/\/leger360.com\/fr\/conseils-d-experts-le-retour-sur-investissement-du-storytelling-quand-la-structure-dun-recit-devient-un-levier-de-performance\/","title":{"rendered":"Le retour sur investissement du storytelling\u202f: quand la trame narrative d&rsquo;une publicit\u00e9 devient un levier de performance"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0&Prime;]<\/p>\n<p><span data-contrast=\"auto\">Dans un monde o\u00f9 nous sommes constamment bombard\u00e9s par la publicit\u00e9, certaines campagnes parviennent \u00e0 laisser leur marque. <\/span><b><span data-contrast=\"auto\">Leur secret?<\/span><\/b><span data-contrast=\"auto\"> Ces marques misent sur la force du r\u00e9cit et parviennent ainsi \u00e0 raconter des histoires qui surpassent le simple message publicitaire.<\/span><\/p>\n<p><b><span data-contrast=\"auto\">\ud83d\udca1<\/span><\/b><span data-contrast=\"auto\"> Miser sur une trame narrative solide permet de transformer un message pour le rendre plus captivant et persuasif.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbComprendre les 7 grands sch\u00e9mas narratifs\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb custom_padding=\u00a0\u00bb10px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\">Plus pr\u00e9cis\u00e9ment, les marques qui parviennent \u00e0 livrer des messages publicitaires \u00e0 succ\u00e8s s\u2019inspirent souvent des <\/span><b><span data-contrast=\"auto\">sept grandes trames narratives<\/span><\/b><span data-contrast=\"auto\">, d\u00e9finis par Christopher Booker dans son ouvrage <\/span><strong><i>The Seven Basic Plots<\/i><\/strong><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Les 7 grandes trames narratives<\/span><\/b><span data-contrast=\"auto\">\u202f:\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_image src=\u00a0\u00bbhttps:\/\/leger360.com\/wp-content\/uploads\/2025\/07\/Cube-AI-Infolettre-3.png\u00a0\u00bb alt=\u00a0\u00bb7 ach\u00e9types\u00a0\u00bb title_text=\u00a0\u00bbCube AI &#8211; Infolettre (3)\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\">Selon la th\u00e9orie de Christopher Booker, toutes les histoires s&rsquo;inscrivent dans l&rsquo;une de ces sept trames narratives. Celles-ci r\u00e9sonnent en chacun de nous, car elles s\u2019appuient sur des \u00e9motions profondes et authentiques.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">En misant sur des r\u00e9cits inspir\u00e9s par ces trames narratives, les marques font vivre une v\u00e9ritable exp\u00e9rience \u00e9motionnelle, et ainsi parviennent \u00e0 g\u00e9n\u00e9rer des r\u00e9sultats concrets.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbQuelques exemples parmi les meilleurs joueurs de l\u2019industrie\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb custom_padding=\u00a0\u00bb10px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><b><span data-contrast=\"auto\">Nike \u2013 \u00ab Just Do It \u00bb<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Trame narrative : <\/span><i><span data-contrast=\"auto\">La qu\u00eate<\/span><\/i><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Une invitation \u00e0 se d\u00e9passer, \u00e0 repousser ses limites<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">R\u00e9sultat<\/span><\/b><span data-contrast=\"auto\"> : Nike devient un symbole de pers\u00e9v\u00e9rance, bien au-del\u00e0 du sport<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><b><span data-contrast=\"auto\">Dove \u2013 \u00ab La vraie beaut\u00e9 \u00bb<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559685&quot;:360,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:1068,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Inspir\u00e9 de l&rsquo;arch\u00e9type de l\u2019<\/span><i><span data-contrast=\"auto\">Innocent<\/span><\/i><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:1068,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Une valorisation de l\u2019authenticit\u00e9 et de l\u2019acceptation de soi<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:1068,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">R\u00e9sultat\u202f:<\/span><\/b><span data-contrast=\"auto\"> Une marque qui fid\u00e9lise en misant sur un message sinc\u00e8re et inclusif.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><b style=\"font-size: 16px;\"><span data-contrast=\"auto\">Apple \u2013 \u00ab Think Different \u00bb<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559685&quot;:360,&quot;335559740&quot;:276}\" style=\"font-size: 16px;\">\u00a0<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:1068,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Inspir\u00e9 de l\u2019arch\u00e9type du <\/span><i><span data-contrast=\"auto\">Cr\u00e9ateur<\/span><\/i><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:1068,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Une c\u00e9l\u00e9bration de la cr\u00e9ativit\u00e9, de l\u2019audace et de la diff\u00e9rence. Apple glorifie l\u2019innovation et positionne ses produits comme des outils d\u2019expression cr\u00e9ative.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:1068,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">R\u00e9sultat\u202f:<\/span><\/b><span data-contrast=\"auto\"> Une client\u00e8le engag\u00e9e et loyale, qui per\u00e7oit la marque Apple comme un prolongement d\u2019elle-m\u00eame<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbMiser sur une bonne structure narrative est primordial\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\">Les donn\u00e9es sont claires. Une publicit\u00e9 port\u00e9e par un r\u00e9cit bien structur\u00e9 peut augmenter les conversions jusqu\u2019\u00e0 30%.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><strong>Ce type de narration structurer permet de :\u00a0<\/strong><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Capter l\u2019attention plus longtemps<\/span><\/b><span data-contrast=\"auto\"> : les gens regardent jusqu\u2019au bout.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Favoriser la m\u00e9morisation<\/span><\/b><span data-contrast=\"auto\"> : la trame narrative aide \u00e0 retenir le message de marque.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Cr\u00e9er un lien \u00e9motionnel pour augmenter les conversions<\/span><\/b><span data-contrast=\"auto\"> : le lien \u00e9motionnel cr\u00e9\u00e9 incite \u00e0 passer \u00e0 l\u2019action.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul><\/ul>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbCube AI, pour viser juste!\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\">Cube AI vous aide \u00e0 comprendre pourquoi certains messages publicitaires fonctionnent mieux que d\u2019autres.<\/span> La technologie Cube AI permet d\u2019\u00e9valuer en temps r\u00e9el :<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><span data-contrast=\"auto\" style=\"font-size: 16px;\">L\u2019attention visuelle<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:276}\" style=\"font-size: 16px;\">\u00a0<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Les r\u00e9actions \u00e9motionnelles<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">L\u2019impact de chaque sc\u00e8ne, chaque mot, chaque image\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:276}\"> <\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Vous obtenez ainsi une fine analyse pour identifier ce qui suscite un v\u00e9ritable engagement aupr\u00e8s de votre public cible. <span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:276}\" style=\"font-size: 16px;\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_button button_text=\u00a0\u00bbContactez-nous\u00a0\u00bb module_class=\u00a0\u00bbhs-cta-trigger-button hs-cta-trigger-button-152654486603&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans un monde o\u00f9 nous sommes constamment bombard\u00e9s par la publicit\u00e9, certaines campagnes parviennent \u00e0 laisser leur marque. Leur secret? Ces marques misent sur la force du r\u00e9cit et parviennent ainsi \u00e0 raconter des histoires qui surpassent le simple message publicitaire. \ud83d\udca1 Miser sur une trame narrative solide permet de transformer un message pour le rendre plus captivant et persuasif.\u00a0Plus pr\u00e9cis\u00e9ment, les marques qui parviennent \u00e0 livrer des messages publicitaires \u00e0 succ\u00e8s s\u2019inspirent souvent des sept grandes trames narratives, d\u00e9finis par Christopher Booker dans son ouvrage The Seven Basic Plots.\u00a0 Les 7 grandes trames narratives\u202f:\u00a0Selon la th\u00e9orie de Christopher Booker, toutes les histoires s&rsquo;inscrivent dans l&rsquo;une de ces sept trames narratives. Celles-ci r\u00e9sonnent en chacun de nous, car elles s\u2019appuient sur des \u00e9motions profondes et authentiques.\u00a0\u00a0 En misant sur des r\u00e9cits inspir\u00e9s par ces trames narratives, les marques font vivre une v\u00e9ritable exp\u00e9rience \u00e9motionnelle, et ainsi parviennent \u00e0 g\u00e9n\u00e9rer des r\u00e9sultats concrets.\u00a0Nike \u2013 \u00ab Just Do It \u00bb\u00a0 Trame narrative : La qu\u00eate\u00a0 Une invitation \u00e0 se d\u00e9passer, \u00e0 repousser ses limites R\u00e9sultat : Nike devient un symbole de pers\u00e9v\u00e9rance, bien au-del\u00e0 du sport\u00a0 Dove \u2013 \u00ab La vraie beaut\u00e9 \u00bb\u00a0 Inspir\u00e9 de l&rsquo;arch\u00e9type de l\u2019Innocent Une valorisation de l\u2019authenticit\u00e9 [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":25153,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[34],"tags":[],"post_language_cat":[],"class_list":["post-24915","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-intelligence"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Trame narrative : levier cl\u00e9 du ROI publicitaire - L\u00e9ger<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment exploiter efficacement les trames narratives pour cr\u00e9er des campagnes publicitaires captivantes et persuasives.\" \/>\n<meta name=\"robots\" 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