{"id":10513,"date":"2024-04-22T09:37:54","date_gmt":"2024-04-22T09:37:54","guid":{"rendered":"https:\/\/donutzdigital.com\/?post_type=case_studies&#038;p=10513"},"modified":"2026-09-08T17:23:54","modified_gmt":"2026-09-08T17:23:54","slug":"arthur-2023","status":"publish","type":"case_studies","link":"https:\/\/donutzdigital.com\/fr\/case_studies\/arthur-2023\/","title":{"rendered":"Cas d&rsquo;\u00e9cole de la performance pilot\u00e9e \u00e0 la rentabilit\u00e9"},"content":{"rendered":"<h2><a href=\"https:\/\/arthur.fr\/\" rel=\"nofollow noopener\" target=\"_blank\"><b>ARTHUR:<\/b> \u201cNous sommes cr\u00e9ateurs de fantaisie \u00e0 usage quotidien, \u00e0 porter et (re)porter pour longtemps\u201d [Arthur.fr] .<br \/>\n<\/a><\/h2>\n<p>La c\u00e9l\u00e8bre marque qui r\u00e9volutionnait le cale\u00e7on en France il y a 40 ans compte plus d\u2019une corde \u00e0 son arc :\u00a0<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Plusieurs gammes, du sous-v\u00eatement au <b>pyjama<\/b> en passant par le maillot de bain.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Des collections amusantes aux imprim\u00e9s humoristiques et qui changent \u00e0 toutes les saisons et m\u00eame en fonction de l\u2019actualit\u00e9 (<b>ex Roland Garros).<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Un point d&rsquo;honneur sur la qualit\u00e9 : du coton issu de l\u2019agriculture biologique, du <b>pilou des Vosges<\/b>. Des produits con\u00e7us pour durer.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">40 boutiques en France : 30 succursales, 7 affili\u00e9s; 3 magasins d\u2019usine et plus de 250 magasins multimarques. Le digital repr\u00e9sente plus de 30% du CA.\u00a0<\/li>\n<\/ul>\n<h2><a href=\"https:\/\/donutzdigital.com\/fr\/case_studies\/arthur\/\"><b>DONUTZ, PARTENAIRE DEPUIS 4 ANS : <\/b>\u201cLorsque nous avons repris la gestion du compte d\u00e9but 2020, notre client souhaitait booster consid\u00e9rablement ses ventes avec Google Ads\u201d [Donutz &#038; ARTHUR]<br \/>\n<\/a><\/h2>\n<p>Donutz Digital accompagne la marque sur Google depuis 2020. Cette ann\u00e9e-l\u00e0, il boostait les revenus de 96% YoY gr\u00e2ce \u00e0 un investissement search ma\u00eetris\u00e9 ainsi que l\u2019introduction de campagnes de DSA et shopping. Depuis 4 ans, nous les accompagnons sur ce levier ainsi que sur les SMA<i> (social media marketing)<\/i>, sur la plateforme Meta.<\/p>\n<figure><\/figure>\n<h2><a href=\"https:\/\/fr.fashionnetwork.com\/news\/E-commerce-vers-les-16-5-de-parts-de-marche-de-la-mode-en-2023-,1557281.html\" rel=\"nofollow noopener\" target=\"_blank\"><b>2023, UNE ANN\u00c9E QUI S\u2019ANNON\u00c7AIT DIFFICILE:<\/b> \u201cUne partie des acteurs du commerce d\u2019habillement voient leur activit\u00e9 en ligne frein\u00e9e par l\u2019inflation\u201d[Fashion Network]<br \/>\n<\/a><\/h2>\n<p>Depuis le second semestre de 2021 et selon une \u00e9tude Fevad\/IFM\/Kantar, les retomb\u00e9es post-covid se font sentir sur le march\u00e9 de l\u2019habillement avec une chute de -6,8% de ventes sur le premier semestre de 2023 vs 2019.\u00a0 La marque a plus que jamais un fort besoin de rationaliser ses investissements en digital pour rester rentable, le tout avec plusieurs enjeux pour la marque : F\u00eater ses 40 ans, lancer deux nouvelles gammes des produits (cale\u00e7ons upcycl\u00e9s\u00a0 et linge de maison) et recruter de nouvelles cibles gr\u00e2ce au cale\u00e7on suspensoir (produit iconique de la marque)..<\/p>\n<figure><\/figure>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"688\" height=\"636\" src=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2024\/04\/unnamed-2.png\" alt=\"\" srcset=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2024\/04\/unnamed-2.png 688w, https:\/\/donutzdigital.com\/wp-content\/uploads\/2024\/04\/unnamed-2-300x277.png 300w\" sizes=\"(max-width: 688px) 100vw, 688px\" \/><br \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2024\/04\/unnamed-1024x1024.gif\" alt=\"\" srcset=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2024\/04\/unnamed-1024x1024.gif 1024w, https:\/\/donutzdigital.com\/wp-content\/uploads\/2024\/04\/unnamed-300x300.gif 300w, https:\/\/donutzdigital.com\/wp-content\/uploads\/2024\/04\/unnamed-150x150.gif 150w, https:\/\/donutzdigital.com\/wp-content\/uploads\/2024\/04\/unnamed-768x768.gif 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><br \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"200\" height=\"300\" src=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2024\/04\/unnamed-3-200x300.jpg\" alt=\"\" srcset=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2024\/04\/unnamed-3-200x300.jpg 200w, https:\/\/donutzdigital.com\/wp-content\/uploads\/2024\/04\/unnamed-3.jpg 341w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<h2><b>LES R\u00c9SULTATS<\/b> : nous avons baiss\u00e9 les co\u00fbts media de -6% tout en augmentant le revenu des plateformes de  +15% par rapport \u00e0 2022.<\/h2>\n<h2>Quelles ont \u00e9t\u00e9 les cl\u00e9s du succ\u00e8s ?<\/h2>\n<p>En search sur Google, une structure moderne et all\u00e9g\u00e9e ainsi que les Pmax et campagnes shopping ont permis de solidifier les performances avec +11% du CA sur Google et +79% sur Bing.<br \/>En social media marketing sur Meta, une strat\u00e9gie d\u2019acquisition et de fid\u00e9lisation payantes car le CA en hausse de 18% malgr\u00e9 les budgets en baisse.<br \/>Les investissements ont \u00e9t\u00e9 diversifi\u00e9s sur d\u2019autres plateformes (Bing, Pinterest) et d\u2019autres pays (Belgique, Suisse, Luxembourg) afin de cibler une audience plus large.<br \/>Travailler la notori\u00e9t\u00e9 et la consid\u00e9ration d\u2019une cible affinitaire et en recherche de produits pour le produit iconique de la marque : Le cale\u00e7on suspensoir ! Avec 8,4M d\u2019impressions et 530000 vues, la campagne fut \u00e9galement un succ\u00e8s puisqu\u2019elle a g\u00e9n\u00e9r\u00e9 des nouveaux abonn\u00e9s et m\u00eame des conversions.<\/p>\n<p>Un r\u00e9sultat positif et un pari remport\u00e9 : toutes les plateformes sont plus rentables qu\u2019en 2022.<\/p>\n<p>Bonus : un travail de tracking r\u00e9alis\u00e9 par nos experts Donutz a permis une forte am\u00e9lioration de lecture des r\u00e9sultats gr\u00e2ce \u00e0 un outil de reporting ainsi que des optimisations sur GA4. <\/p>\n<p>\t\t\t<a href=\"http:\/\/donutzdigital.com\/fr\/contact\/\"><br \/>\n\t\t\t\t\t\t\t\t\tDemander un devis<br \/>\n\t\t\t\t\t<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Comment booster son CA annuel de +96%<\/p>\n","protected":false},"featured_media":15536,"template":"","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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rentables qu\u2019en 2022<br>","channels":["Google 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