{"id":55231,"date":"2021-09-16T16:35:06","date_gmt":"2021-09-16T14:35:06","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=55231"},"modified":"2026-10-21T11:55:50","modified_gmt":"2026-10-21T09:55:50","slug":"drive-to-responsibility-quelle-efficacite-des-campagnes-rse","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/drive-to-responsibility-quelle-efficacite-des-campagnes-rse\/","title":{"rendered":"Drive to Responsibility \u2013 Quelle efficacit\u00e9 des campagnes RSE ?"},"content":{"rendered":"<p><strong>L\u2019un des principaux enjeux des communications responsables, apr\u00e8s la pr\u00e9sentation d\u2019initiatives ou d\u2019engagements, est de b\u00e9n\u00e9ficier \u00e0 l\u2019image de la marque. Par les communications RSE, les marques souhaitent transmettre leur raison d\u2019\u00eatre et montrer qu\u2019elles peuvent avoir un impact positif sur la soci\u00e9t\u00e9. <\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Apr\u00e8s la diffusion de la campagne vient le temps de la mesure. Pour une campagne classique, la mesure r\u00e9pond, entre autres, aux questionnements suivants&nbsp;:<\/p>\n<ul>\n<li>Sur la dimension <u>cognitive<\/u> : se rappelle-t-on&nbsp;de la campagne ? Comment identifie t\u2019on la marque&nbsp;?<\/li>\n<li>Sur la dimension <u>affective<\/u> : a-t-elle \u00e9t\u00e9 appr\u00e9ci\u00e9e ?<\/li>\n<li>Sur la dimension <u>conative<\/u> : quelles intentions de renseignement ou d\u2019achats suscite-t-elle&nbsp;?<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>La particularit\u00e9 d\u2019une campagne ax\u00e9e sur la RSE est l\u2019\u00e9volution attendue de l\u2019image de marque.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Drive to Purpose, la mesure de l\u2019efficacit\u00e9 des campagnes RSE avec un focus sp\u00e9cifique sur l\u2019image de marque<\/strong><\/h4>\n<p>Iligo a cr\u00e9\u00e9 Drive to Purpose, une solution combinant un bilan de campagne et la mesure de l\u2019\u00e9volution de l\u2019image de marque sur des crit\u00e8res d\u2019image RSE standardis\u00e9s. Elle permet la comparaison des r\u00e9sultats avec ceux de marques du secteur sur les indicateurs classiques et, \u00e0 terme, la comparaison sur les crit\u00e8res d\u2019image RSE.<\/p>\n<p>&nbsp;<\/p>\n<p>L\u2019image RSE de la marque peut \u00e9galement \u00eatre mesur\u00e9e dans le temps long en analysant plusieurs campagnes successives ou au travers de barom\u00e8tres.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Par la compr\u00e9hension holistique de l\u2019impact de la campagne de communication, nous pouvons appr\u00e9hender la mani\u00e8re dont l\u2019image de la marque \u00e9volue. Pour ensuite proposer des optimisations personnalis\u00e9es.<\/p>","protected":false},"excerpt":{"rendered":"<p>Iligo a cr\u00e9\u00e9 Drive to Purpose, une solution combinant un bilan de campagne et la mesure de l\u2019\u00e9volution de l\u2019image de marque sur des crit\u00e8res d\u2019image RSE standardis\u00e9s<\/p>","protected":false},"author":2,"featured_media":55232,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,316,400],"tags":[2556,2554,2550],"class_list":["post-55231","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 v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Drive to Responsibility \u2013 Quelle efficacit\u00e9 des campagnes RSE ? 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