{"id":24921,"date":"2025-08-27T11:03:43","date_gmt":"2025-08-27T15:03:43","guid":{"rendered":"https:\/\/leger360.com\/?p=24921"},"modified":"2025-08-27T11:03:44","modified_gmt":"2025-08-27T15:03:44","slug":"conseils-d-experts-adapter-son-message-publicitaire-pour-quil-marque-les-esprits-par-dela-les-frontieres","status":"publish","type":"post","link":"https:\/\/leger360.com\/fr\/conseils-d-experts-adapter-son-message-publicitaire-pour-quil-marque-les-esprits-par-dela-les-frontieres\/","title":{"rendered":"Adapter son message publicitaire pour qu\u2019il marque les esprits, au-del\u00e0 des fronti\u00e8res"},"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 global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\">Trop souvent, des campagnes publicitaires de grande envergure sont d\u00e9ploy\u00e9es \u00e0 l\u2019international, dans divers march\u00e9s, sans toutefois \u00eatre adapt\u00e9es \u00e0 leurs particularit\u00e9s.\u00a0<\/span><span data-contrast=\"auto\">On change la langue d\u2019interpr\u00e9tation, on ajoute des sous-titres et on esp\u00e8re que la magie op\u00e8re.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><span data-contrast=\"auto\">Apr\u00e8s tout, si une publicit\u00e9 con\u00e7ue aux \u00c9tats-Unis a connu un succ\u00e8s retentissant, pourquoi \u00e7a ne fonctionnerait pas en France, au Royaume-Uni ou au Japon?\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Pourtant, cette logique ne tient pas la route.<\/span><\/p>\n<p><span data-contrast=\"auto\">Les \u00e9tudes d\u00e9montrent que le tiers des publicit\u00e9s diffus\u00e9es \u00e0 l\u2019international sous-performent lorsqu\u2019elles ne sont pas bien adapt\u00e9es aux diff\u00e9rents march\u00e9s. <\/span><span data-contrast=\"auto\">Non pas par manque de cr\u00e9ativit\u00e9, mais en raison du d\u00e9calage culturel. Elles ne parlent pas aux bonnes personnes, de la bonne fa\u00e7on.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbLe bon message, au bon endroit, pour susciter la bonne \u00e9motion\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\">Les consommateurs et consommatrices \u00e0 travers le monde n\u2019ont pas tous les m\u00eames rep\u00e8res. Ils ne partagent pas les m\u00eames r\u00e9f\u00e9rents culturels ou le m\u00eame bagage \u00e9motionnel.<\/span><\/p>\n<p><span data-contrast=\"auto\">Le ton, l\u2019humour, la reconnaissance des personnalit\u00e9s publiques ou m\u00eame le style et le ton d\u2019un message publicitaire peuvent prendre un tout autre sens d\u2019un march\u00e9 \u00e0 l\u2019autre. Et \u00e0<\/span><span data-contrast=\"auto\">\u00a0ce sujet, la science est claire : chaque public r\u00e9agit diff\u00e9remment, \u00e0 travers le filtre de son identit\u00e9 culturelle. On ne per\u00e7oit pas une publicit\u00e9 de la m\u00eame fa\u00e7on \u00e0 Montr\u00e9al, \u00e0 Toronto ou \u00e0 Tokyo. Une campagne con\u00e7ue et acclam\u00e9e dans un march\u00e9 peut tomber \u00e0 plat ailleurs, voire passer totalement inaper\u00e7ue.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbClooney et Nespresso, un gage de succ\u00e8s m\u00eame \u00e0 l\u2019international\u202f?\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\">Prenons la c\u00e9l\u00e8bre campagne Nespresso <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=_MpT1lfwyi0\"><i><span data-contrast=\"auto\">Le myst\u00e8re du caf\u00e9 perdu<\/span><\/i><\/a><span data-contrast=\"auto\"> mettant en vedette l\u2019acteur am\u00e9ricain George Clooney. Elle est l\u00e9ch\u00e9e, cin\u00e9matographique et \u00e9l\u00e9gante. Elle a m\u00eame connu du succ\u00e8s dans plusieurs pays.<\/span><\/p>\n<p><span data-contrast=\"auto\">Mais est-ce qu\u2019elle parvient \u00e0 rejoindre de la m\u00eame fa\u00e7on et \u00e0 susciter les m\u00eames r\u00e9actions aupr\u00e8s de diff\u00e9rents publics?<\/span><\/p>\n<p><span data-contrast=\"auto\">George Clooney est reconnu mondialement, certes. Mais ce n\u2019est pas le seul facteur \u00e0 prendre en consid\u00e9ration lorsqu\u2019il est question d\u2019efficacit\u00e9 publicitaire. <\/span><span data-contrast=\"auto\">\u00catre connu partout dans le monde ne veut pas n\u00e9cessairement dire \u00eatre appr\u00e9ci\u00e9 de tous.<\/span><\/p>\n<p><span data-contrast=\"auto\">Le style de George Clooney, son charme discret, sa nonchalance, son humour ironique, pince-sans-rire, peuvent \u00eatre des facteurs gagnants aupr\u00e8s de certains publics, dans certains march\u00e9s. Tandis qu\u2019ailleurs, l\u2019humour ou le rapport \u00e0 la c\u00e9l\u00e9brit\u00e9 peut \u00eatre bien diff\u00e9rent. <\/span><span data-contrast=\"auto\">Dans ce contexte, miser sur une notori\u00e9t\u00e9 mondiale en esp\u00e9rant une connexion universelle, c\u2019est oublier que chaque march\u00e9 a ses propres codes \u00e9motionnels.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_image src=\u00a0\u00bbhttps:\/\/leger360.com\/wp-content\/uploads\/2025\/07\/George-Clooney-Nespresso.png\u00a0\u00bb alt=\u00a0\u00bbGeorge Clooney en d\u00e9tective\u00a0\u00bb title_text=\u00a0\u00bbGeorge Clooney &#8211; Nespresso\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_heading title=\u00a0\u00bbTester en amont pour \u00e9viter le pire\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\">Tester une publicit\u00e9 en amont permet d\u2019\u00e9viter les sc\u00e9narios catastrophes. <\/span><span data-contrast=\"auto\"><a href=\"https:\/\/leger360.com\/fr\/conseils-d-experts-mesurer-lefficacite-publicitaire\/\">En mesurant les degr\u00e9s d\u2019attention et les r\u00e9ponses \u00e9motionnelles du public, les tests r\u00e9alis\u00e9s \u00e0 l\u2019aide de l\u2019intelligence artificielle<\/a> permettent de comprendre si le message r\u00e9sonne de la bonne fa\u00e7on aupr\u00e8s de diverses audiences, et ce, <a href=\"https:\/\/leger360.com\/fr\/conseils-d-experts-testez-vos-publicites-avec-cube-ai-avant-le-lancement-de-votre-campagne\/\">avant le lancement d\u2019une campagne<\/a>.\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Avec les donn\u00e9es r\u00e9colt\u00e9es, il est par la suite possible d\u2019ajuster la publicit\u00e9 originale pour mieux l\u2019adapter. <\/span><span data-contrast=\"auto\">Quelques ajustements de ton, de rythme ou d\u2019images peuvent suffire \u00e0 faire toute la diff\u00e9rence.<\/span><\/p>\n<p><b><span data-contrast=\"auto\">\ud83d\udca1<\/span><\/b><b><span data-contrast=\"auto\"> Les tests r\u00e9alis\u00e9s par <a href=\"https:\/\/leger360.com\/fr\/test-publicitaire\/\">Cube AI<\/a> se pr\u00e9sentent donc comme des incontournables pour les cr\u00e9ateurs publicitaires.<\/span><\/b><span data-contrast=\"auto\"> Ils permettent d\u2019\u00e9valuer :<\/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=\"1\" 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\">Ce qui attire le regard (ou pas) ;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" 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\">Ce qui suscite une r\u00e9action (ou laisse de glace) ;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" 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\">O\u00f9 le message perd en puissance (et comment corriger le tir).<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbTester ses campagnes en amont pour viser dans le mille \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\">Il est important de prendre le temps de tester ses campagnes et d\u2019ajuster le tir avant qu\u2019elles ne soient diffus\u00e9es. C\u2019est une occasion de rendre le message plus pertinent \u00e9motionnellement et de mieux connecter avec le public, selon les particularit\u00e9s de chaque march\u00e9.<\/span><\/p>\n<p><span data-contrast=\"auto\">Souvent, il suffit de peu. Une publicit\u00e9 bien ancr\u00e9e dans la r\u00e9alit\u00e9 de son public passe difficilement sous le radar. <\/span><span data-contrast=\"auto\">Une campagne publicitaire bien align\u00e9e avec son public parvient \u00e0 toucher les gens et \u00e0 cr\u00e9er une connexion profonde. <\/span><span data-contrast=\"auto\">Et un message bien adapt\u00e9 ne trahit pas la coh\u00e9rence de la marque. Au contraire, elle l\u2019humanise.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbQuand tester et affiner est la cl\u00e9 pour bien performer\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\">Pour vous assurer que vos campagnes publicitaires diffus\u00e9es \u00e0 l\u2019international soient adapt\u00e9es \u00e0 chaque march\u00e9 et leurs particularit\u00e9s, il est n\u00e9cessaire de tester et affiner en cons\u00e9quence. <\/span><span data-contrast=\"auto\">Une publicit\u00e9 qui capte l\u2019attention et g\u00e9n\u00e8re une connexion \u00e9motionnelle ne fait pas qu\u2019atteindre les gens. Elle les fait r\u00e9agir. Et c\u2019est l\u00e0 que la magie op\u00e8re.<\/span><\/p>\n<p><b><span data-contrast=\"auto\">\ud83d\udc49 Faites appel \u00e0 Cube AI <\/span><\/b><span data-contrast=\"auto\">pour tester, ajuster et maximiser la port\u00e9e de vos campagnes publicitaires.<\/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-153049436245&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>Trop souvent, des campagnes publicitaires de grande envergure sont d\u00e9ploy\u00e9es \u00e0 l\u2019international, dans divers march\u00e9s, sans toutefois \u00eatre adapt\u00e9es \u00e0 leurs particularit\u00e9s.\u00a0On change la langue d\u2019interpr\u00e9tation, on ajoute des sous-titres et on esp\u00e8re que la magie op\u00e8re.\u00a0Apr\u00e8s tout, si une publicit\u00e9 con\u00e7ue aux \u00c9tats-Unis a connu un succ\u00e8s retentissant, pourquoi \u00e7a ne fonctionnerait pas en France, au Royaume-Uni ou au Japon?\u00a0\u00a0 Pourtant, cette logique ne tient pas la route. Les \u00e9tudes d\u00e9montrent que le tiers des publicit\u00e9s diffus\u00e9es \u00e0 l\u2019international sous-performent lorsqu\u2019elles ne sont pas bien adapt\u00e9es aux diff\u00e9rents march\u00e9s. Non pas par manque de cr\u00e9ativit\u00e9, mais en raison du d\u00e9calage culturel. Elles ne parlent pas aux bonnes personnes, de la bonne fa\u00e7on.\u00a0Les consommateurs et consommatrices \u00e0 travers le monde n\u2019ont pas tous les m\u00eames rep\u00e8res. Ils ne partagent pas les m\u00eames r\u00e9f\u00e9rents culturels ou le m\u00eame bagage \u00e9motionnel. Le ton, l\u2019humour, la reconnaissance des personnalit\u00e9s publiques ou m\u00eame le style et le ton d\u2019un message publicitaire peuvent prendre un tout autre sens d\u2019un march\u00e9 \u00e0 l\u2019autre. Et \u00e0\u00a0ce sujet, la science est claire : chaque public r\u00e9agit diff\u00e9remment, \u00e0 travers le filtre de son identit\u00e9 culturelle. On ne per\u00e7oit pas une publicit\u00e9 de la m\u00eame fa\u00e7on \u00e0 Montr\u00e9al, \u00e0 [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":24923,"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-24921","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>Pourquoi les publicit\u00e9s diffus\u00e9es \u00e0 l\u2019international peuvent \u00e9chouer - L\u00e9ger<\/title>\n<meta name=\"description\" content=\"Une publicit\u00e9 diffus\u00e9e 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