{"id":55228,"date":"2021-09-16T16:12:51","date_gmt":"2021-09-16T14:12:51","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=55228"},"modified":"2026-10-21T11:55:51","modified_gmt":"2026-10-21T09:55:51","slug":"drive-to-responsibility-comment-presenter-les-messages-engages","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/drive-to-responsibility-comment-presenter-les-messages-engages\/","title":{"rendered":"Drive to Responsibility : comment pr\u00e9senter les messages engag\u00e9s ?"},"content":{"rendered":"<p><strong>Au moment du 1<sup>er<\/sup> confinement, la situation in\u00e9dite dans laquelle \u00e9tait plong\u00e9e le monde a provoqu\u00e9 un foisonnement d\u2019id\u00e9es de la part des marques, proposant des initiatives solidaires. Par exemple pour aider les soignants, les personnes \u00e2g\u00e9es isol\u00e9es etc. Cette p\u00e9riode a permis \u00e0 iligo de d\u00e9velopper le <em>Barom\u00e8tre Solidaire <\/em>pour analyser l\u2019accueil r\u00e9serv\u00e9 par les Fran\u00e7ais \u00e0 ces communications. <\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Les messages RSE, une question d\u2019\u00e9quilibre<\/strong><\/h4>\n<p>Le message constitue le c\u0153ur d\u2019une campagne de communication. Pour une communication RSE, l\u2019\u00e9quilibre peut se r\u00e9v\u00e9ler difficile \u00e0 trouver. Trop ambitieux, il peut appara\u00eetre comme du Greenwashing. Trop faible, l\u2019engagement peut appara\u00eetre insignifiant. Sans preuve, il peut appara\u00eetre comme opportuniste. Mais une fois le bon \u00e9quilibre trouv\u00e9, le potentiel pour la marque est consid\u00e9rable.<\/p>\n<p>&nbsp;<\/p>\n<p>Outre le fonds, la mani\u00e8re de pr\u00e9senter le message a un impact important sur sa r\u00e9ception. Quelle place accorder aux logos&nbsp;? Quels mots choisir pour rendre le message tangible et attractif&nbsp;?<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Le Barom\u00e8tre Solidaire pour \u00e9valuer la r\u00e9ception des messages<\/strong><\/h4>\n<p>Au travers du Barom\u00e8tre Solidaire, les campagnes sont jug\u00e9es \u00e0 l\u2019aune de <strong>crit\u00e8res standardis\u00e9s<\/strong>, visant \u00e0 mesurer et \u00e0 situer le message selon la r\u00e9ception qu\u2019il aura re\u00e7u de la part des Fran\u00e7ais.<\/p>\n<p>&nbsp;<\/p>\n<p>In fine, le Barom\u00e8tre Solidaire permet de comprendre les raisons de la r\u00e9ception du message. Si le bon \u00e9quilibre n\u2019a pas \u00e9t\u00e9 trouv\u00e9, des optimisations sont propos\u00e9es pour tenter de le d\u00e9nicher.<\/p>","protected":false},"excerpt":{"rendered":"<p>Le Barom\u00e8tre Solidaire permet de juger les campagnes \u00e0 l\u2019aune de crit\u00e8res standardis\u00e9s pour mesurer et situer le message selon la r\u00e9ception qu\u2019il aura re\u00e7u de la part des Fran\u00e7ais<\/p>","protected":false},"author":2,"featured_media":51892,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,316,400],"tags":[2556,2554,2550],"class_list":["post-55228","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-etudes","category-iligo","tag-communications-responsables","tag-drive-to-responsibility","tag-rse"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>iligo - 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