{"id":3025,"date":"2026-02-04T15:36:51","date_gmt":"2026-02-04T15:36:51","guid":{"rendered":"https:\/\/allanderou.fr\/?post_type=portfolio&#038;p=3025"},"modified":"2026-02-06T17:54:18","modified_gmt":"2026-02-06T17:54:18","slug":"elementor-3025","status":"publish","type":"portfolio","link":"https:\/\/allanderou.fr\/?portfolio=elementor-3025","title":{"rendered":"Repositionnement strat\u00e9gique &amp; plan de communication digitale &#8211; Perola Preta"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3025\" class=\"elementor elementor-3025\" data-elementor-post-type=\"portfolio\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d2b7272 e-flex e-con-boxed e-con e-parent\" data-id=\"d2b7272\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-be0b9a8 elementor-widget elementor-widget-text-editor\" data-id=\"be0b9a8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h3 data-start=\"267\" data-end=\"283\"><span style=\"color: #78cc6d;\">Entreprise<\/span><\/h3><p data-start=\"285\" data-end=\"510\"><strong data-start=\"204\" data-end=\"220\">Perola Preta<\/strong> est une <strong data-start=\"229\" data-end=\"267\">marque de maillots de bain de luxe<\/strong>, orn\u00e9s de perles noires de Tahiti, mettant en avant le savoir-faire artisanal, le Made in France et un engagement environnemental fort. La marque \u00e9volue sur un march\u00e9 de niche, \u00e0 la crois\u00e9e du luxe, du lifestyle et de l\u2019\u00e9coresponsabilit\u00e9.<\/p><h3 data-start=\"517\" data-end=\"540\"><span style=\"color: #78cc6d;\">Contexte &amp; enjeux<\/span><\/h3><p data-start=\"553\" data-end=\"901\">Ce projet a \u00e9t\u00e9 r\u00e9alis\u00e9 en groupe, dans le cadre du cours <strong data-start=\"615\" data-end=\"651\">outils digitaux et communication<\/strong> en <strong data-start=\"655\" data-end=\"688\">master marketing digital.\u00a0<\/strong><br data-start=\"689\" data-end=\"692\" \/>Perola Preta faisait face \u00e0 une <strong data-start=\"724\" data-end=\"781\">absence de strat\u00e9gie marketing et digitale structur\u00e9e<\/strong>, avec une proposition de valeur peu lisible et un positionnement luxe insuffisamment justifi\u00e9 aupr\u00e8s des consommateurs.<\/p><p data-start=\"903\" data-end=\"1318\">Malgr\u00e9 un prix \u00e9lev\u00e9 et un produit \u00e0 forte valeur per\u00e7ue, la marque<strong> ne disposait pas d\u2019un univers de marque coh\u00e9rent<\/strong>, <strong>ni d\u2019une pr\u00e9sence digitale<\/strong> capable de traduire son savoir-faire, son engagement et sa singularit\u00e9. Les supports de communication manquaient d\u2019homog\u00e9n\u00e9it\u00e9, les r\u00e9seaux sociaux \u00e9taient peu exploit\u00e9s, et aucun v\u00e9ritable \u00e9cosyst\u00e8me digital.<\/p><p data-start=\"1320\" data-end=\"1811\">L\u2019enjeu principal du projet \u00e9tait donc de <strong data-start=\"1362\" data-end=\"1439\">repositionner Perola Preta comme une marque de luxe cr\u00e9dible et d\u00e9sirable<\/strong>, en construisant une identit\u00e9 forte, \u00e9motionnelle et coh\u00e9rente, capable de justifier son positionnement haut de gamme.<\/p><h3 data-start=\"1320\" data-end=\"1811\"><span style=\"color: #78cc6d;\">Objectifs du projet<\/span><\/h3><p data-start=\"1815\" data-end=\"1923\">L\u2019objectif principal \u00e9tait de <strong data-start=\"1874\" data-end=\"1925\">clarifier et renforcer la proposition de valeur<\/strong> de Perola Preta, tout en justifiant son positionnement luxe par un univers de marque coh\u00e9rent et diff\u00e9renciant.<br data-start=\"2037\" data-end=\"2040\" \/>Le projet visait \u00e9galement \u00e0 <strong data-start=\"2069\" data-end=\"2114\">d\u00e9velopper la notori\u00e9t\u00e9 et la cr\u00e9dibilit\u00e9<\/strong> de la maison, \u00e0 <strong data-start=\"2131\" data-end=\"2194\">structurer une strat\u00e9gie de communication digitale compl\u00e8te<\/strong>, \u00e0 <strong data-start=\"2198\" data-end=\"2230\">cr\u00e9er une communaut\u00e9 engag\u00e9e<\/strong> autour de la marque et \u00e0 poser les bases d\u2019une <strong data-start=\"2278\" data-end=\"2321\">strat\u00e9gie marketing<\/strong>\u00a0capable d\u2019accompagner son d\u00e9veloppement \u00e0 long terme.<\/p><h3 data-start=\"2141\" data-end=\"2162\"><span style=\"color: #78cc6d;\">R\u00f4le &amp; missions<\/span><\/h3><h4 data-start=\"2405\" data-end=\"2447\">1 \u2013 Analyse strat\u00e9gique et marketing<\/h4><p data-start=\"2449\" data-end=\"2912\">Nous avons men\u00e9 une <strong data-start=\"2469\" data-end=\"2501\">analyse strat\u00e9gique compl\u00e8te<\/strong>, incluant l\u2019\u00e9tude du macro-environnement (PESTEL), une analyse concurrentielle approfondie (5 forces de Porter) et une analyse SWOT.<\/p><p data-start=\"2449\" data-end=\"2912\">Ce travail a permis d\u2019identifier les <strong data-start=\"2674\" data-end=\"2694\">freins \u00e0 l\u2019achat <\/strong>et les opportunit\u00e9s de diff\u00e9renciation sur le march\u00e9 du luxe. Un <strong data-start=\"2789\" data-end=\"2818\">buyer persona luxe pr\u00e9cis<\/strong> a \u00e9t\u00e9 d\u00e9fini, servant de base \u00e0 l\u2019ensemble des d\u00e9cisions strat\u00e9giques et cr\u00e9atives du projet.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9c68478 elementor-invisible elementor-widget elementor-widget-image-gallery\" data-id=\"9c68478\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"image-gallery.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-image-gallery\">\n\t\t\t<div id='gallery-1' class='gallery galleryid-3025 gallery-columns-1 gallery-size-large'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"9c68478\" data-elementor-lightbox-title=\"Copie de PEROLA_PRETA\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAyNywidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC9Db3BpZS1kZS1QRVJPTEFfUFJFVEEucG5nIiwic2xpZGVzaG93IjoiOWM2ODQ3OCJ9\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Copie-de-PEROLA_PRETA.png'><img fetchpriority=\"high\" decoding=\"async\" width=\"900\" height=\"506\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Copie-de-PEROLA_PRETA-1024x576.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Copie-de-PEROLA_PRETA-1024x576.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Copie-de-PEROLA_PRETA-300x169.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Copie-de-PEROLA_PRETA-768x432.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Copie-de-PEROLA_PRETA-1536x864.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Copie-de-PEROLA_PRETA-184x104.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Copie-de-PEROLA_PRETA-1200x675.png 1200w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Copie-de-PEROLA_PRETA.png 1920w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"9c68478\" data-elementor-lightbox-title=\"Capture d\u2019e\u0301cran 2026-02-04 a\u0300 10.18.14\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAyOCwidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC9DYXB0dXJlLWRlY3Jhbi0yMDI2LTAyLTA0LWEtMTAuMTguMTQucG5nIiwic2xpZGVzaG93IjoiOWM2ODQ3OCJ9\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-10.18.14.png'><img decoding=\"async\" width=\"900\" height=\"1000\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-10.18.14-922x1024.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-10.18.14-922x1024.png 922w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-10.18.14-270x300.png 270w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-10.18.14-768x853.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-10.18.14-184x204.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-10.18.14.png 1100w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"9c68478\" data-elementor-lightbox-title=\"Capture d\u2019e\u0301cran 2026-02-04 a\u0300 10.19.44\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAyOSwidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC9DYXB0dXJlLWRlY3Jhbi0yMDI2LTAyLTA0LWEtMTAuMTkuNDQucG5nIiwic2xpZGVzaG93IjoiOWM2ODQ3OCJ9\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-10.19.44.png'><img decoding=\"async\" width=\"670\" height=\"1024\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-10.19.44-670x1024.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-10.19.44-670x1024.png 670w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-10.19.44-196x300.png 196w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-10.19.44-184x281.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-10.19.44.png 708w\" sizes=\"(max-width: 670px) 100vw, 670px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"9c68478\" data-elementor-lightbox-title=\"buyer persona perola preta\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzA0NCwidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC9DYXB0dXJlLWRlY3Jhbi0yMDI2LTAyLTA0LWEtMDkuMDMuMjAtMS1zY2FsZWQucG5nIiwic2xpZGVzaG93IjoiOWM2ODQ3OCJ9\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.03.20-1-scaled.png'><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"505\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.03.20-1-1024x575.png\" class=\"attachment-large size-large\" alt=\"buyer persona perola preta\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.03.20-1-1024x575.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.03.20-1-300x168.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.03.20-1-768x431.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.03.20-1-1536x862.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.03.20-1-2048x1150.png 2048w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.03.20-1-184x103.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.03.20-1-1200x674.png 1200w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8154bc4 elementor-widget elementor-widget-spacer\" data-id=\"8154bc4\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f2858fe elementor-widget elementor-widget-text-editor\" data-id=\"f2858fe\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h4 data-start=\"2919\" data-end=\"2967\">2 \u2013 Repositionnement de marque et branding<\/h4><p data-start=\"2969\" data-end=\"3458\">Nous avons particip\u00e9 \u00e0 la <strong data-start=\"2995\" data-end=\"3049\">refonte compl\u00e8te du positionnement de Perola Preta<\/strong>, avec pour objectif de renforcer la coh\u00e9rence entre le produit, le prix et l\u2019univers de marque.<br data-start=\"3145\" data-end=\"3148\" \/>Cela s\u2019est traduit par la cr\u00e9ation d\u2019une <strong data-start=\"3189\" data-end=\"3219\">nouvelle identit\u00e9 visuelle<\/strong> (logo \u00e9pur\u00e9, charte graphique luxe, palette de couleurs inspir\u00e9e du sable et des perles de Tahiti) ainsi que par l\u2019\u00e9laboration d\u2019une nouvelle baseline :<br data-start=\"3372\" data-end=\"3375\" \/><em data-start=\"3375\" data-end=\"3455\">\u00ab Perola Preta, la joaillerie d\u2019exception sculptant votre \u00e9l\u00e9gance \u00e9ternelle \u00bb<\/em>.<\/p><p data-start=\"3460\" data-end=\"3640\">Un travail approfondi de <strong data-start=\"3485\" data-end=\"3501\">storytelling<\/strong> a \u00e9galement \u00e9t\u00e9 men\u00e9 autour du savoir-faire artisanal, de la raret\u00e9 des mat\u00e9riaux et de la fusion culturelle entre la France et le Br\u00e9sil.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-decb420 elementor-invisible elementor-widget elementor-widget-image-gallery\" data-id=\"decb420\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"image-gallery.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-image-gallery\">\n\t\t\t<div id='gallery-2' class='gallery galleryid-3025 gallery-columns-1 gallery-size-large'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"decb420\" data-elementor-lightbox-title=\"perola preta\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAzMywidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC8xNC5wbmciLCJzbGlkZXNob3ciOiJkZWNiNDIwIn0%3D\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/14.png'><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"506\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/14-1024x576.png\" class=\"attachment-large size-large\" alt=\"perola preta\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/14-1024x576.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/14-300x169.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/14-768x432.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/14-1536x864.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/14-184x104.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/14-1200x675.png 1200w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/14.png 1920w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"decb420\" data-elementor-lightbox-title=\"Logo perola preta\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAzMCwidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC9CZWlnZS1CbGFjay1BZXN0aGV0aWMtTWluaW1hbGlzdC1XZWRkaW5nLWFnZW5jeS1Jbml0aWFscy1Mb2dvLnBuZyIsInNsaWRlc2hvdyI6ImRlY2I0MjAifQ%3D%3D\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Beige-Black-Aesthetic-Minimalist-Wedding-agency-Initials-Logo.png'><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"900\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Beige-Black-Aesthetic-Minimalist-Wedding-agency-Initials-Logo-1024x1024.png\" class=\"attachment-large size-large\" alt=\"Logo perola preta\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Beige-Black-Aesthetic-Minimalist-Wedding-agency-Initials-Logo-1024x1024.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Beige-Black-Aesthetic-Minimalist-Wedding-agency-Initials-Logo-300x300.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Beige-Black-Aesthetic-Minimalist-Wedding-agency-Initials-Logo-150x150.png 150w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Beige-Black-Aesthetic-Minimalist-Wedding-agency-Initials-Logo-768x768.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Beige-Black-Aesthetic-Minimalist-Wedding-agency-Initials-Logo-184x184.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Beige-Black-Aesthetic-Minimalist-Wedding-agency-Initials-Logo-280x280.png 280w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Beige-Black-Aesthetic-Minimalist-Wedding-agency-Initials-Logo-560x560.png 560w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Beige-Black-Aesthetic-Minimalist-Wedding-agency-Initials-Logo-1200x1200.png 1200w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Beige-Black-Aesthetic-Minimalist-Wedding-agency-Initials-Logo.png 1250w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4881641 elementor-widget elementor-widget-spacer\" data-id=\"4881641\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-73d0d0d elementor-widget elementor-widget-text-editor\" data-id=\"73d0d0d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h4 data-start=\"3647\" data-end=\"3710\">3 \u2013 \u00c9laboration de la strat\u00e9gie de communication digitale<\/h4><p data-start=\"3712\" data-end=\"4176\">Nous avons con\u00e7u un <strong data-start=\"3732\" data-end=\"3771\">plan de communication digitale 360\u00b0<\/strong>, visant \u00e0 renforcer la visibilit\u00e9, la cr\u00e9dibilit\u00e9 et la d\u00e9sirabilit\u00e9 de la marque.<br data-start=\"3854\" data-end=\"3857\" \/>La strat\u00e9gie reposait sur la d\u00e9finition de messages cl\u00e9s et d\u2019un ton \u00e9ditorial align\u00e9 avec les codes du luxe (expertise, \u00e9l\u00e9gance, confiance), ainsi que sur le choix des canaux les plus pertinents : site internet vitrine premium, r\u00e9seaux sociaux (Instagram, Facebook, LinkedIn), influence marketing et relations presse.<\/p><p data-start=\"4178\" data-end=\"4338\">Un <strong data-start=\"4181\" data-end=\"4217\">calendrier \u00e9ditorial strat\u00e9gique<\/strong> a \u00e9t\u00e9 construit afin d\u2019assurer une prise de parole coh\u00e9rente et r\u00e9guli\u00e8re sur l\u2019ensemble des points de contact digitaux.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cd534f7 elementor-invisible elementor-widget elementor-widget-image-gallery\" data-id=\"cd534f7\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"image-gallery.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-image-gallery\">\n\t\t\t<div id='gallery-3' class='gallery galleryid-3025 gallery-columns-1 gallery-size-large'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"cd534f7\" data-elementor-lightbox-title=\"Post perola preta\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAzMSwidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC8xLnBuZyIsInNsaWRlc2hvdyI6ImNkNTM0ZjcifQ%3D%3D\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/1.png'><img loading=\"lazy\" decoding=\"async\" width=\"819\" height=\"1024\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/1-819x1024.png\" class=\"attachment-large size-large\" alt=\"Post perola preta\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/1-819x1024.png 819w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/1-240x300.png 240w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/1-768x960.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/1-184x230.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/1.png 1080w\" sizes=\"(max-width: 819px) 100vw, 819px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"cd534f7\" data-elementor-lightbox-title=\"post perola preta\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAzMiwidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC8yLnBuZyIsInNsaWRlc2hvdyI6ImNkNTM0ZjcifQ%3D%3D\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/2.png'><img loading=\"lazy\" decoding=\"async\" width=\"819\" height=\"1024\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/2-819x1024.png\" class=\"attachment-large size-large\" alt=\"post perola preta\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/2-819x1024.png 819w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/2-240x300.png 240w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/2-768x960.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/2-184x230.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/2.png 1080w\" sizes=\"(max-width: 819px) 100vw, 819px\" \/><\/a>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0a0cb29 elementor-widget elementor-widget-spacer\" data-id=\"0a0cb29\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c8ef4e3 elementor-widget elementor-widget-text-editor\" data-id=\"c8ef4e3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h4 data-start=\"4345\" data-end=\"4403\">4 \u2013 Activation des leviers digitaux et exp\u00e9rientiels<\/h4><p data-start=\"4405\" data-end=\"4642\">Le projet int\u00e9grait la <strong data-start=\"4428\" data-end=\"4451\">refonte du site web<\/strong>, pens\u00e9e comme une exp\u00e9rience immersive et premium, mettant en avant la proposition de valeur, le savoir-faire et les mati\u00e8res utilis\u00e9es, tout en posant les bases d\u2019une strat\u00e9gie SEO \/ SEA.<\/p><p data-start=\"4644\" data-end=\"4993\">Nous avons \u00e9galement travaill\u00e9 sur une <strong data-start=\"4683\" data-end=\"4730\">strat\u00e9gie de contenu visuel et storytelling<\/strong>, la mise en place de partenariats d\u2019<strong data-start=\"4767\" data-end=\"4790\">influence marketing<\/strong> (notamment avec l\u2019influenceuse luxe May Berthelot), ainsi que sur des actions de <strong data-start=\"4872\" data-end=\"4892\">relations presse<\/strong> et d\u2019<strong data-start=\"4898\" data-end=\"4914\">\u00e9v\u00e9nementiel<\/strong>, incluant la projection d\u2019un d\u00e9fil\u00e9 Perola Preta \u00e0 la Fashion Week Paris 2025.<\/p><h4 data-start=\"5000\" data-end=\"5041\">5 \u2013 Pilotage, budget et performance<\/h4><p data-start=\"5043\" data-end=\"5447\">Nous avons construit un <strong data-start=\"5067\" data-end=\"5103\">budget de communication d\u00e9taill\u00e9<\/strong> et d\u00e9fini des <strong data-start=\"5118\" data-end=\"5155\">indicateurs de performance (KPIs)<\/strong> pr\u00e9cis afin de mesurer l\u2019efficacit\u00e9 des actions mises en place : notori\u00e9t\u00e9, engagement, trafic, retomb\u00e9es presse et performance digitale.<br data-start=\"5293\" data-end=\"5296\" \/>L\u2019ensemble du projet a \u00e9t\u00e9 pens\u00e9 dans une logique de <strong data-start=\"5349\" data-end=\"5356\">ROI<\/strong>, avec une analyse post-campagne permettant d\u2019\u00e9valuer la pertinence des choix strat\u00e9giques.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d0e9787 elementor-invisible elementor-widget elementor-widget-image-gallery\" data-id=\"d0e9787\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"image-gallery.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-image-gallery\">\n\t\t\t<div id='gallery-4' class='gallery galleryid-3025 gallery-columns-1 gallery-size-large'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"d0e9787\" data-elementor-lightbox-title=\"15\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAzNCwidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC8xNS5wbmciLCJzbGlkZXNob3ciOiJkMGU5Nzg3In0%3D\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/15.png'><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"506\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/15-1024x576.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/15-1024x576.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/15-300x169.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/15-768x432.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/15-1536x864.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/15-184x104.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/15-1200x675.png 1200w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/15.png 1920w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"d0e9787\" data-elementor-lightbox-title=\"16\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAzNSwidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC8xNi5wbmciLCJzbGlkZXNob3ciOiJkMGU5Nzg3In0%3D\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/16.png'><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"506\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/16-1024x576.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/16-1024x576.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/16-300x169.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/16-768x432.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/16-1536x864.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/16-184x104.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/16-1200x675.png 1200w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/16.png 1920w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"d0e9787\" data-elementor-lightbox-title=\"17\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAzNiwidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC8xNy5wbmciLCJzbGlkZXNob3ciOiJkMGU5Nzg3In0%3D\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/17.png'><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"506\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/17-1024x576.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/17-1024x576.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/17-300x169.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/17-768x432.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/17-1536x864.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/17-184x104.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/17-1200x675.png 1200w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/17.png 1920w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"d0e9787\" data-elementor-lightbox-title=\"18\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAzNywidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC8xOC5wbmciLCJzbGlkZXNob3ciOiJkMGU5Nzg3In0%3D\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/18.png'><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"506\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/18-1024x576.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/18-1024x576.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/18-300x169.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/18-768x432.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/18-1536x864.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/18-184x104.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/18-1200x675.png 1200w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/18.png 1920w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-83f9eb0 elementor-widget elementor-widget-spacer\" data-id=\"83f9eb0\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-04f377b elementor-widget elementor-widget-text-editor\" data-id=\"04f377b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h3 data-start=\"6076\" data-end=\"6112\"><span style=\"color: #78cc6d;\">Outils &amp; comp\u00e9tences mobilis\u00e9es<\/span><\/h3><ul data-start=\"6114\" data-end=\"6557\"><li data-start=\"6114\" data-end=\"6148\"><p data-start=\"6116\" data-end=\"6148\"><strong data-start=\"5532\" data-end=\"5572\">Strat\u00e9gie marketing et branding luxe.<\/strong><\/p><\/li><li data-start=\"6114\" data-end=\"6148\"><p data-start=\"6116\" data-end=\"6148\"><strong data-start=\"5577\" data-end=\"5616\">Analyse de march\u00e9 et positionnement.<\/strong><\/p><\/li><li data-start=\"6114\" data-end=\"6148\"><p data-start=\"6116\" data-end=\"6148\"><strong data-start=\"5621\" data-end=\"5663\">Communication digitale et social media.<\/strong><\/p><\/li><li data-start=\"6114\" data-end=\"6148\"><p data-start=\"6116\" data-end=\"6148\"><strong data-start=\"5668\" data-end=\"5691\">Influence marketing.<\/strong><\/p><\/li><li data-start=\"6114\" data-end=\"6148\"><p data-start=\"6116\" data-end=\"6148\"><strong data-start=\"5696\" data-end=\"5726\">UX et exp\u00e9rience de marque. <\/strong><\/p><\/li><li data-start=\"6114\" data-end=\"6148\"><p data-start=\"6116\" data-end=\"6148\"><strong data-start=\"5731\" data-end=\"5767\">SEO \/ SEA.<\/strong><\/p><\/li><li data-start=\"6114\" data-end=\"6148\"><p data-start=\"6116\" data-end=\"6148\"><strong data-start=\"5772\" data-end=\"5803\">Pilotage budg\u00e9taire et KPIs.<\/strong><\/p><\/li><li data-start=\"6114\" data-end=\"6148\"><p data-start=\"6116\" data-end=\"6148\"><strong data-start=\"5817\" data-end=\"5848\">Gestion de projet marketing<\/strong> et <strong data-start=\"5852\" data-end=\"5868\">storytelling<\/strong>.<\/p><\/li><\/ul><h3 data-start=\"6564\" data-end=\"6577\"><span style=\"color: #78cc6d;\">R\u00e9sultat<\/span><\/h3><p data-start=\"6579\" data-end=\"6838\">Ce projet a abouti \u00e0 un <strong data-start=\"5915\" data-end=\"5965\">repositionnement strat\u00e9gique clair et coh\u00e9rent<\/strong> de Perola Preta, soutenu par une <strong data-start=\"5999\" data-end=\"6027\">identit\u00e9 de marque forte<\/strong> et un <strong data-start=\"6034\" data-end=\"6073\">plan de communication digitale 360\u00b0<\/strong> structur\u00e9.<\/p><p data-start=\"6579\" data-end=\"6838\">L\u2019ensemble des recommandations permet de <strong data-start=\"6128\" data-end=\"6164\">justifier le positionnement luxe<\/strong>, de renforcer la cr\u00e9dibilit\u00e9 de la maison et de poser les bases d\u2019une communaut\u00e9 engag\u00e9e, tout en offrant une vision r\u00e9aliste et scalable du d\u00e9veloppement de la marque sur son march\u00e9.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"featured_media":3042,"menu_order":0,"template":"","portfolio_categories":[21,41,24,14],"portfolio_tags":[13,42,18,20],"class_list":["post-3025","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio_categories-campagnesmarketing","portfolio_categories-creation-graphique","portfolio_categories-contentmarket","portfolio_categories-stratmarket","portfolio_tags-campagnes-marketing","portfolio_tags-creation-graphique","portfolio_tags-marketing-de-contenu","portfolio_tags-strategie-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Repositionnement strat\u00e9gique &amp; plan de communication digitale - Perola Preta - Portfolio Allan D\u00c9ROU<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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