{"id":255378,"date":"2023-06-02T06:00:13","date_gmt":"2023-06-02T06:00:13","guid":{"rendered":"https:\/\/thestorytelleragency.ca\/storytelling-cinq-entreprises-qui-donnent-lexemple\/"},"modified":"2025-08-07T20:13:05","modified_gmt":"2025-08-07T20:13:05","slug":"exemples-storytelling","status":"publish","type":"post","link":"https:\/\/thestorytelleragency.ca\/fr\/blogue\/exemples-storytelling\/","title":{"rendered":"Storytelling de marque : 5 entreprises qui donnent l\u2019exemple"},"content":{"rendered":"

Sauriez-vous identifier des organisations qui utilisent le <\/span>storytelling<\/span><\/a> pour partager leur essence et leur identit\u00e9?\u00a0<\/span><\/p>\n

Il en existe plus que l\u2019on pense! Certaines marques partagent des portraits des membres de leur \u00e9quipe sur leur site Web,et d\u2019autres cr\u00e9ent des articles et des balados mettant en lumi\u00e8re des personnalit\u00e9s qui font la diff\u00e9rence, pour une cause qui leur tient \u00e0 c\u0153ur par exemple. Certaines organisations d\u00e9cident d\u2019utiliser le storytelling dans toutes les sph\u00e8res de leur <\/span>strat\u00e9gie de communication<\/b>, alors que d\u2019autres l\u2019utilisent pour des campagnes ponctuelles.\u00a0<\/span><\/p>\n

Dans une soci\u00e9t\u00e9 o\u00f9 les opportunit\u00e9s de visibilit\u00e9 sont nombreuses et o\u00f9 les consommateurs sont bombard\u00e9s de part et d\u2019autre, partager votre histoire vous permet de rafra\u00eechir votre image de marque et de la rendre plus humaine tout en ouvrant le dialogue avec votre public cible.<\/span><\/p>\n

Instinctivement, dans nos vies personnelles, nous nous entourons de personnes partageant les m\u00eames <\/span>valeurs<\/b> ou les m\u00eames <\/span>int\u00e9r\u00eats<\/b>. Il en va de m\u00eame pour les compagnies et les organisations qu\u2019on encourage ou desquelles on ach\u00e8te au quotidien: la client\u00e8le choisit et reste fid\u00e8le \u00e0 des marques avec lesquelles elle s\u2019identifie et dont elle partage les valeurs.\u00a0<\/span><\/p>\n

D\u2019une marque de v\u00eatements \u00e0 un \u00e9tablissement scolaire en passant par un lieu touristique, laissez-vous inspirer par ces cinq entreprises qui donnent l\u2019exemple en mati\u00e8re de storytelling!\u00a0<\/span><\/p>\n

 <\/p>\n

1. Patagonia<\/b><\/a>\u00a0<\/b><\/span><\/h2>\n

Cette marque de v\u00eatements et \u00e9quipements de plein air a d\u00e9cid\u00e9 de mettre la<\/span> responsabilit\u00e9 sociale<\/b> au c\u0153ur de sa mission. En 2018, la compagnie a m\u00eame chang\u00e9 sa mission pour <\/span>We\u2019re in business to save our home\u202fplanet<\/span><\/i> tout en se positionnant comme \u00e9tant une organisation activiste et protectrice de la nature.\u00a0<\/span><\/p>\n

Fid\u00e8le \u00e0 cette nouvelle <\/span>mission<\/b>, la marque fait usage du storytelling pour ouvrir les portes de son univers engag\u00e9. Ayant d\u00e9j\u00e0 plusieurs initiatives \u00e0 son actif, Patagonia a aussi lanc\u00e9 r\u00e9cemment sa campagne <\/span>Working Knowledge<\/span><\/i><\/a>. Cette campagne de storytelling, sous forme de courts-m\u00e9trages, nous fait d\u00e9couvrir le point de vue de personnes \u00e0 travers le monde sur des sujets tels que la relation entre l\u2019humain et l\u2019environnement, l\u2019activisme et le sport en plein air.\u00a0<\/span><\/p>\n

 <\/p>\n

2. La Maison Simons\u00a0<\/b><\/h2>\n

Cette entreprise canadienne se sp\u00e9cialise dans la vente de v\u00eatements et de d\u00e9coration pour la maison. Fait int\u00e9ressant, cette entreprise, \u00e2g\u00e9e de plus de 150 ans, estime que l\u2019art permet de cultiver et de partager un esprit cr\u00e9atif au sein de la soci\u00e9t\u00e9. La Maison Simons utilise ainsi le storytelling pour v\u00e9hiculer cette <\/span>vision<\/b> sur ses plateformes.<\/span><\/p>\n

\u00ab Chaque visite est unique \u00bb<\/i><\/b><\/p>\n

Chaque succursale de la Maison Simons au Canada d\u00e9tient une \u0153uvre d\u2019art unique, soit par l\u2019architecture, le design ou l\u2019art visuel. L\u2019entreprise d\u00e9die ainsi <\/span>une page de son site Web<\/span><\/a> \u00e0 l\u2019<\/span>histoire<\/b> derri\u00e8re le choix de chaque \u0153uvre. On y d\u00e9couvre sa signification, son artiste et le lieu o\u00f9 l\u2019on peut la trouver.\u00a0<\/span><\/p>\n

\u00ab <\/span><\/i>Tout le monde a une histoire susceptible de passer \u00e0 l’histoire <\/i><\/b>\u00bb<\/span><\/i><\/p>\n

La Maison Simons a cr\u00e9\u00e9 sa plateforme <\/span>Fabrique 1840<\/span><\/i> afin d\u2019encourager l\u2019achat local d\u2019objets d\u2019art moderne.\u00a0\u00a0<\/span><\/p>\n

L\u2019entreprise a us\u00e9 de storytelling pour cr\u00e9er<\/span> un <\/span>portrait personnalis\u00e9 <\/b>de chaque artisan<\/span>. Ces portraits permettent ainsi de mettre \u00e0 l\u2019avant-plan les artisans, leurs passions et leurs savoir-faire avant le produit en soi.\u00a0<\/span><\/p>\n

 <\/p>\n

3. Le Club des petits d\u00e9jeuners\u00a0<\/b><\/h2>\n

Depuis 2019, The Storyteller a la chance de collaborer avec le d\u00e9partement des communications du Club des petits d\u00e9jeuners<\/a> sur des projets de storytelling et de r\u00e9daction.\u00a0<\/b><\/p>\n

Dans un objectif d\u2019<\/span>humaniser<\/b> l\u2019organisme et de mieux <\/span>faire conna\u00eetre<\/b> son \u00e9quipe de gestion, des entrevues ont \u00e9t\u00e9 men\u00e9es aupr\u00e8s de tous les membres de la haute direction. \u00c0 la suite de ces entrevues, des profils ont \u00e9t\u00e9 cr\u00e9\u00e9s pour chacun d\u2019eux afin de conna\u00eetre leurs comp\u00e9tences et leurs motivations. Ceux-ci sont publi\u00e9s sur le <\/span>site Web de l\u2019organisation<\/span><\/a> et sont utilis\u00e9s lors de conf\u00e9rences.\u00a0\u00a0<\/span><\/p>\n

 <\/p>\n

4. Coll\u00e8ge La Cit\u00e9<\/b><\/h2>\n

En collaboration avec The Storyteller, ce coll\u00e8ge canadien d\u2019arts appliqu\u00e9s et de technologie de langue fran\u00e7aise a cr\u00e9\u00e9 la s\u00e9rie d\u2019articles de blogue <\/span>On a tous une histoire<\/span><\/i> dans son magazine multiplateformes <\/span>Idd\u00e9o<\/span><\/i><\/a>.\u00a0<\/span><\/p>\n

Mettant en valeur <\/span>l\u2019engagement, la r\u00e9ussite et l\u2019innovation<\/b>, on y trouve des portraits de dipl\u00f4m\u00e9s, donateurs et employ\u00e9s qui ont \u00e9t\u00e9 de passage \u00e0 La Cit\u00e9 \u00e0 un moment de leur parcours de vie. La s\u00e9rie nous fait d\u00e9couvrir diff\u00e9rents <\/span>points de vue<\/b> et permet ainsi de concr\u00e9tiser l\u2019<\/span>impact positif <\/b>qu\u2019un parcours scolaire peut avoir dans la vie d\u2019une personne.\u00a0<\/span><\/p>\n

 <\/p>\n

5. Les visages du Mont-Orford<\/b><\/h2>\n

Transportez-vous maintenant en paysage hivernal avec <\/span>cette campagne<\/span><\/a> de la station de ski Mont-Orford au Qu\u00e9bec.\u00a0<\/span><\/p>\n

Avec le d\u00e9sir de <\/span>mettre en valeur<\/b> les fid\u00e8les skieurs, skieuses et planchistes qui ont adopt\u00e9 le Mont-Orford chaque hiver depuis des ann\u00e9es, l\u2019entreprise touristique a cr\u00e9\u00e9 sa campagne <\/span>Les visages du Mont-Orford<\/span><\/i> afin de leur <\/span>donner la parole<\/b>. On y d\u00e9couvre les profils de locaux passionn\u00e9s de la neige. Sous forme de questionnaire ludique, on nous parle de leurs pistes et versants coup de c\u0153ur, leurs meilleurs souvenirs, le type d\u2019abonnement qu\u2019ils et elles ont privil\u00e9gi\u00e9 ainsi que leurs trucs pour faire d\u00e9couvrir le Mont-Orford \u00e0 une personne qui n\u2019y est jamais all\u00e9e.\u00a0<\/span><\/p>\n

Par la diversit\u00e9 des personnes interview\u00e9es, ces portraits permettent \u00e0 tous et toutes de s\u2019identifier \u00e0 au moins l\u2019une d\u2019entre elles.\u00a0<\/span><\/p>\n

L\u2019utilisation du storytelling offre de <\/span>multiples avantages<\/span><\/a> pour une marque. Cette approche reste accessible, et ce, peu importe la dimension organisationnelle de la marque. Pourquoi? Parce que tout le monde a une histoire \u00e0 raconter. Il suffit de trouver les <\/span>bons mots<\/b> et le <\/span>bon angle<\/b>!\u00a0<\/span><\/p>\n

Vous souhaitez int\u00e9grer le storytelling au sein de votre strat\u00e9gie de communication? <\/span>Discutons-en<\/span><\/a> d\u00e8s maintenant autour d\u2019un caf\u00e9 virtuel! <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Sauriez-vous identifier des organisations qui utilisent le storytelling pour partager leur essence et leur identit\u00e9?\u00a0 Il en existe plus que l\u2019on pense! Certaines marques partagent des portraits des membres de leur \u00e9quipe sur leur site Web,et d\u2019autres cr\u00e9ent des articles et des balados mettant en lumi\u00e8re des personnalit\u00e9s qui font la diff\u00e9rence, pour une cause […]<\/p>\n","protected":false},"author":1,"featured_media":255373,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[134,131],"tags":[],"class_list":["post-255378","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-durable","category-storytelling-fr"],"yoast_head":"\nCinq exemples de storytelling de marque efficace<\/title>\n<meta name=\"description\" content=\"Int\u00e9grer le storytelling dans sa strat\u00e9gie marketing, pas toujours facile! 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