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Mais l’enjeu n’est pas de multiplier les apparitions à grand coup d'achat média, mais d’intégrer ces moments de visibilité dans une stratégie cohérente et durable.","absoluteBoundingBox":{"x":37752.0,"y":24494.0,"width":580.0,"height":440.0},"isolatedAbsoluteRenderBounds":{"x":37752.0,"y":24494.0,"width":580.0,"height":440.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":580.0,"y":440.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0705882385373116,"g":0.0,"b":0.227450981736183,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":0.0,"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2],"characters":"Le support change, pas le principe : la légitimité vient toujours du fait d’être visible sur un médium reconnu par son audience.\n\nIdentifier le bon “tampon culturel” : Les marques B2C d’aujourd’hui peuvent chercher l’équivalent contemporain à la télévision : pour certains publics ce sera TikTok parce que la plateforme est ultra-dominate, pour d’autres une émission, un podcast, ou une newsletter spécialisée.\n\nCapitaliser sur une preuve sociale forte : En B2C, une trend TikTok agit comme un label culturel (on en est loin je suis d'accord). Ce que je veux dire c'est que la clé c'est d’identifier si votre audience reconnaît ce label comme légitime. En B2B, une séquence marquante (TV, média, événement, trend) peut nourrir des contenus pendant plusieurs mois s’il est décliné intelligemment.\n\nPenser au-delà de la trend immédiate : la répétition reste un levier fort. Mais l’enjeu n’est pas de multiplier les apparitions à grand coup d'achat média, mais d’intégrer ces moments de visibilité dans une stratégie cohérente et durable.\n","lineIndentations":[0,0,0,0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","style":{"fontFamily":"PP Neue Montreal","fontPostScriptName":"PPNeueMontreal-Book","fontStyle":"Book","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":21.6000003814697,"lineHeightPercent":100.0,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"2":{"fontFamily":"PP Neue Montreal","fontPostScriptName":"PPNeueMontreal-Bold","fontStyle":"Bold","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100}}},"2472:36472":{"type":"TEXT","id":"2472:36472","name":"business","absoluteBoundingBox":{"x":-18891.5,"y":24601.27734375,"width":53.0,"height":13.0},"isolatedAbsoluteRenderBounds":{"x":-18890.66015625,"y":24603.267578125,"width":51.24609375,"height":10.205078125},"relativeTransform":[[1.0,0.0,8.0],[0.0,1.0,5.0]],"size":{"x":53.0,"y":13.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.250980406999588,"g":0.0,"b":0.819607853889465,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"business","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","style":{"fontFamily":"PP Neue Montreal","fontPostScriptName":"PPNeueMontreal-Book","fontStyle":"Book","textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":14.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":13.1599998474121,"lineHeightPercent":78.3333282470703,"lineHeightPercentFontSize":94.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"2518:15294":{"type":"TEXT","id":"2518:15294","name":"Le support change, pas le principe : la légitimité vient toujours du fait d’être visible sur un médium reconnu par son audience. Identifier le bon “tampon culturel” : Les marques B2C d’aujourd’hui peuvent chercher l’équivalent contemporain à la télévision : pour certains publics ce sera TikTok parce que la plateforme est ultra-dominate, pour d’autres une émission, un podcast, ou une newsletter spécialisée. Capitaliser sur une preuve sociale forte : En B2C, une trend TikTok agit comme un label culturel (on en est loin je suis d'accord). Ce que je veux dire c'est que la clé c'est d’identifier si votre audience reconnaît ce label comme légitime. En B2B, une séquence marquante (TV, média, événement, trend) peut nourrir des contenus pendant plusieurs mois s’il est décliné intelligemment. Penser au-delà de la trend immédiate : la répétition reste un levier fort. Mais l’enjeu n’est pas de multiplier les apparitions à grand coup d'achat média, mais d’intégrer ces moments de visibilité dans une stratégie cohérente et durable.","absoluteBoundingBox":{"x":37752.0,"y":24494.0,"width":580.0,"height":440.0},"isolatedAbsoluteRenderBounds":{"x":37752.0,"y":24494.0,"width":580.0,"height":440.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":580.0,"y":440.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0705882385373116,"g":0.0,"b":0.227450981736183,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":0.0,"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2],"characters":"Le support change, pas le principe : la légitimité vient toujours du fait d’être visible sur un médium reconnu par son audience.\n\nIdentifier le bon “tampon culturel” : Les marques B2C d’aujourd’hui peuvent chercher l’équivalent contemporain à la télévision : pour certains publics ce sera TikTok parce que la plateforme est ultra-dominate, pour d’autres une émission, un podcast, ou une newsletter spécialisée.\n\nCapitaliser sur une preuve sociale forte : En B2C, une trend TikTok agit comme un label culturel (on en est loin je suis d'accord). Ce que je veux dire c'est que la clé c'est d’identifier si votre audience reconnaît ce label comme légitime. En B2B, une séquence marquante (TV, média, événement, trend) peut nourrir des contenus pendant plusieurs mois s’il est décliné intelligemment.\n\nPenser au-delà de la trend immédiate : la répétition reste un levier fort. Mais l’enjeu n’est pas de multiplier les apparitions à grand coup d'achat média, mais d’intégrer ces moments de visibilité dans une stratégie cohérente et durable.\n","lineIndentations":[0,0,0,0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","style":{"fontFamily":"PP Neue Montreal","fontPostScriptName":"PPNeueMontreal-Book","fontStyle":"Book","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":21.6000003814697,"lineHeightPercent":100.0,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"2":{"fontFamily":"PP Neue Montreal","fontPostScriptName":"PPNeueMontreal-Bold","fontStyle":"Bold","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100}}},"2518:15292":{"type":"TEXT","id":"2518:15292","name":"Pour évaluer la force d’un ToV, on va utiliser trois indicateurs simples et puissants. Chacun de ces indicateurs montre que le ton n’est pas un coquetterie : c’est un levier mesurable. L’engagement Question : est-ce que je vais interagir avec les communications de cette marque ? Impact : un ToV affirmé génère +43 % d’intention d’engagement en B2B (avec des pics chez les profils 25-44 ans). La désirabilité Question : est-ce que j’ai envie d’en savoir plus sur cette marque ? Impact : +52 % de désirabilité dans les communications B2B avec un ton singulier plutôt que neutre. La préférence Question : est-ce que je vais choisir cette marque plutôt qu’une autre ? Impact : +39 % de préférence — un ToV ne se contente pas d’attirer l’attention : il influe sur le choix final.","absoluteBoundingBox":{"x":37752.0,"y":24494.0,"width":274.0,"height":638.0},"isolatedAbsoluteRenderBounds":{"x":37752.0,"y":24494.0,"width":274.0,"height":638.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":274.0,"y":638.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0705882385373116,"g":0.0,"b":0.227450981736183,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":0.0,"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Pour évaluer la force d’un ToV, on va utiliser trois indicateurs simples et puissants. Chacun de ces indicateurs montre que le ton n’est pas un coquetterie : c’est un levier mesurable.\n\nL’engagement\nQuestion : est-ce que je vais interagir avec les communications de cette marque ? \nImpact : un ToV affirmé génère +43 % d’intention d’engagement en B2B (avec des pics chez les profils 25-44 ans).\n\nLa désirabilité\nQuestion : est-ce que j’ai envie d’en savoir plus sur cette marque ? \nImpact : +52 % de désirabilité dans les communications B2B avec un ton singulier plutôt que neutre.\n\nLa préférence\nQuestion : est-ce que je vais choisir cette marque plutôt qu’une autre ? 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Ce que je veux dire c'est que la clé c'est d’identifier si votre audience reconnaît ce label comme légitime. En B2B, une séquence marquante (TV, média, événement, trend) peut nourrir des contenus pendant plusieurs mois s’il est décliné intelligemment. Penser au-delà de la trend immédiate : la répétition reste un levier fort. Mais l’enjeu n’est pas de multiplier les apparitions à grand coup d'achat média, mais d’intégrer ces moments de visibilité dans une stratégie cohérente et durable.","absoluteBoundingBox":{"x":38058.0,"y":28853.0,"width":274.0,"height":462.0},"isolatedAbsoluteRenderBounds":{"x":38058.0,"y":28853.0,"width":274.0,"height":462.0},"relativeTransform":[[1.0,0.0,306.0],[0.0,1.0,0.0]],"size":{"x":274.0,"y":462.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0705882385373116,"g":0.0,"b":0.227450981736183,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":0.0,"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2],"characters":"Capitaliser sur une preuve sociale forte : En B2C, une trend TikTok agit comme un label culturel (on en est loin je suis d'accord). 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Mais l’enjeu n’est pas de multiplier les apparitions à grand coup d'achat média, mais d’intégrer ces moments de visibilité dans une stratégie cohérente et durable.\n","lineIndentations":[0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","style":{"fontFamily":"PP Neue Montreal","fontPostScriptName":"PPNeueMontreal-Book","fontStyle":"Book","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":21.6000003814697,"lineHeightPercent":100.0,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"2":{"fontFamily":"PP Neue Montreal","fontPostScriptName":"PPNeueMontreal-Bold","fontStyle":"Bold","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100}}},"2518:14860":{"type":"TEXT","id":"2518:14860","name":"Le support change, pas le principe : la légitimité vient toujours du fait d’être visible sur un médium reconnu par son audience. 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Mais l’enjeu n’est pas de multiplier les apparitions à grand coup d'achat média, mais d’intégrer ces moments de visibilité dans une stratégie cohérente et durable.","absoluteBoundingBox":{"x":37752.0,"y":28853.0,"width":580.0,"height":440.0},"isolatedAbsoluteRenderBounds":{"x":37752.0,"y":28853.0,"width":580.0,"height":440.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":580.0,"y":440.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0705882385373116,"g":0.0,"b":0.227450981736183,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":0.0,"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2],"characters":"Le support change, pas le principe : la légitimité vient toujours du fait d’être visible sur un médium reconnu par son audience.\n\nIdentifier le bon “tampon culturel” : Les marques B2C d’aujourd’hui peuvent chercher l’équivalent contemporain à la télévision : pour certains publics ce sera TikTok parce que la plateforme est ultra-dominate, pour d’autres une émission, un podcast, ou une newsletter spécialisée.\n\nCapitaliser sur une preuve sociale forte : En B2C, une trend TikTok agit comme un label culturel (on en est loin je suis d'accord). 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Ce que je veux dire c'est que la clé c'est d’identifier si votre audience reconnaît ce label comme légitime. En B2B, une séquence marquante (TV, média, événement, trend) peut nourrir des contenus pendant plusieurs mois s’il est décliné intelligemment. Penser au-delà de la trend immédiate : la répétition reste un levier fort. Mais l’enjeu n’est pas de multiplier les apparitions à grand coup d'achat média, mais d’intégrer ces moments de visibilité dans une stratégie cohérente et durable.","absoluteBoundingBox":{"x":38058.0,"y":23961.0,"width":274.0,"height":462.0},"isolatedAbsoluteRenderBounds":{"x":38058.0,"y":23961.0,"width":274.0,"height":462.0},"relativeTransform":[[1.0,0.0,306.0],[0.0,1.0,0.0]],"size":{"x":274.0,"y":462.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0705882385373116,"g":0.0,"b":0.227450981736183,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":0.0,"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2],"characters":"Capitaliser sur une preuve sociale forte : En B2C, une trend TikTok agit comme un label culturel (on en est loin je suis d'accord). 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Mais l’enjeu n’est pas de multiplier les apparitions à grand coup d'achat média, mais d’intégrer ces moments de visibilité dans une stratégie cohérente et durable.\n","lineIndentations":[0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","style":{"fontFamily":"PP Neue Montreal","fontPostScriptName":"PPNeueMontreal-Book","fontStyle":"Book","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":21.6000003814697,"lineHeightPercent":100.0,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"2":{"fontFamily":"PP Neue Montreal","fontPostScriptName":"PPNeueMontreal-Bold","fontStyle":"Bold","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100}}},"2518:13097":{"type":"TEXT","id":"2518:13097","name":"Le support change, pas le principe : la légitimité vient toujours du fait d’être visible sur un médium reconnu par son audience. 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Mais l’enjeu n’est pas de multiplier les apparitions à grand coup d'achat média, mais d’intégrer ces moments de visibilité dans une stratégie cohérente et durable.","absoluteBoundingBox":{"x":37752.0,"y":23961.0,"width":580.0,"height":440.0},"isolatedAbsoluteRenderBounds":{"x":37752.0,"y":23961.0,"width":580.0,"height":440.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":580.0,"y":440.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0705882385373116,"g":0.0,"b":0.227450981736183,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":0.0,"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2],"characters":"Le support change, pas le principe : la légitimité vient toujours du fait d’être visible sur un médium reconnu par son audience.\n\nIdentifier le bon “tampon culturel” : Les marques B2C d’aujourd’hui peuvent chercher l’équivalent contemporain à la télévision : pour certains publics ce sera TikTok parce que la plateforme est ultra-dominate, pour d’autres une émission, un podcast, ou une newsletter spécialisée.\n\nCapitaliser sur une preuve sociale forte : En B2C, une trend TikTok agit comme un label culturel (on en est loin je suis d'accord). Ce que je veux dire c'est que la clé c'est d’identifier si votre audience reconnaît ce label comme légitime. En B2B, une séquence marquante (TV, média, événement, trend) peut nourrir des contenus pendant plusieurs mois s’il est décliné intelligemment.\n\nPenser au-delà de la trend immédiate : la répétition reste un levier fort. 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Identifier le bon “tampon culturel” : Les marques B2C d’aujourd’hui peuvent chercher l’équivalent contemporain à la télévision : pour certains publics ce sera TikTok parce que la plateforme est ultra-dominate, pour d’autres une émission, un podcast, ou une newsletter spécialisée. Capitaliser sur une preuve sociale forte : En B2C, une trend TikTok agit comme un label culturel (on en est loin je suis d'accord). Ce que je veux dire c'est que la clé c'est d’identifier si votre audience reconnaît ce label comme légitime. En B2B, une séquence marquante (TV, média, événement, trend) peut nourrir des contenus pendant plusieurs mois s’il est décliné intelligemment. Penser au-delà de la trend immédiate : la répétition reste un levier fort. Mais l’enjeu n’est pas de multiplier les apparitions à grand coup d'achat média, mais d’intégrer ces moments de visibilité dans une stratégie cohérente et durable.","absoluteBoundingBox":{"x":37752.0,"y":23961.0,"width":580.0,"height":440.0},"isolatedAbsoluteRenderBounds":{"x":37752.0,"y":23961.0,"width":580.0,"height":440.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":580.0,"y":440.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0705882385373116,"g":0.0,"b":0.227450981736183,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":0.0,"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2],"characters":"Le support change, pas le principe : la légitimité vient toujours du fait d’être visible sur un médium reconnu par son audience.\n\nIdentifier le bon “tampon culturel” : Les marques B2C d’aujourd’hui peuvent chercher l’équivalent contemporain à la télévision : pour certains publics ce sera TikTok parce que la plateforme est ultra-dominate, pour d’autres une émission, un podcast, ou une newsletter spécialisée.\n\nCapitaliser sur une preuve sociale forte : En B2C, une trend TikTok agit comme un label culturel (on en est loin je suis d'accord). 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Mais l’enjeu n’est pas de multiplier les apparitions à grand coup d'achat média, mais d’intégrer ces moments de visibilité dans une stratégie cohérente et durable.\n","lineIndentations":[0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","style":{"fontFamily":"PP Neue Montreal","fontPostScriptName":"PPNeueMontreal-Book","fontStyle":"Book","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":21.6000003814697,"lineHeightPercent":100.0,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"2":{"fontFamily":"PP Neue Montreal","fontPostScriptName":"PPNeueMontreal-Bold","fontStyle":"Bold","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100}}},"2518:14920":{"type":"TEXT","id":"2518:14920","name":"Loin d’être un simple effet de mode, le syndrome du “main character” est un phénomène profondément ancré dans les comportements des nouvelles générations. 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Identifier le bon “tampon culturel” : Les marques B2C d’aujourd’hui peuvent chercher l’équivalent contemporain à la télévision : pour certains publics ce sera TikTok parce que la plateforme est ultra-dominate, pour d’autres une émission, un podcast, ou une newsletter spécialisée. Capitaliser sur une preuve sociale forte : En B2C, une trend TikTok agit comme un label culturel (on en est loin je suis d'accord). Ce que je veux dire c'est que la clé c'est d’identifier si votre audience reconnaît ce label comme légitime. En B2B, une séquence marquante (TV, média, événement, trend) peut nourrir des contenus pendant plusieurs mois s’il est décliné intelligemment. Penser au-delà de la trend immédiate : la répétition reste un levier fort. 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Mais l’enjeu n’est pas de multiplier les apparitions à grand coup d'achat média, mais d’intégrer ces moments de visibilité dans une stratégie cohérente et durable.\n","lineIndentations":[0,0,0,0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","style":{"fontFamily":"PP Neue Montreal","fontPostScriptName":"PPNeueMontreal-Book","fontStyle":"Book","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":21.6000003814697,"lineHeightPercent":100.0,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"2":{"fontFamily":"PP Neue Montreal","fontPostScriptName":"PPNeueMontreal-Bold","fontStyle":"Bold","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100}}},"2518:14912":{"type":"TEXT","id":"2518:14912","name":"Capitaliser sur une preuve sociale forte : En B2C, une trend TikTok agit comme un label culturel (on en est loin je suis d'accord). 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Identifier le bon “tampon culturel” : Les marques B2C d’aujourd’hui peuvent chercher l’équivalent contemporain à la télévision : pour certains publics ce sera TikTok parce que la plateforme est ultra-dominate, pour d’autres une émission, un podcast, ou une newsletter spécialisée. Capitaliser sur une preuve sociale forte : En B2C, une trend TikTok agit comme un label culturel (on en est loin je suis d'accord). Ce que je veux dire c'est que la clé c'est d’identifier si votre audience reconnaît ce label comme légitime. En B2B, une séquence marquante (TV, média, événement, trend) peut nourrir des contenus pendant plusieurs mois s’il est décliné intelligemment. Penser au-delà de la trend immédiate : la répétition reste un levier fort. Mais l’enjeu n’est pas de multiplier les apparitions à grand coup d'achat média, mais d’intégrer ces moments de visibilité dans une stratégie cohérente et durable.","absoluteBoundingBox":{"x":36924.0,"y":23922.53515625,"width":580.0,"height":440.0},"isolatedAbsoluteRenderBounds":{"x":36924.0,"y":23922.53515625,"width":580.0,"height":440.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":580.0,"y":440.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0705882385373116,"g":0.0,"b":0.227450981736183,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":0.0,"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2],"characters":"Le support change, pas le principe : la légitimité vient toujours du fait d’être visible sur un médium reconnu par son audience.\n\nIdentifier le bon “tampon culturel” : Les marques B2C d’aujourd’hui peuvent chercher l’équivalent contemporain à la télévision : pour certains publics ce sera TikTok parce que la plateforme est ultra-dominate, pour d’autres une émission, un podcast, ou une newsletter spécialisée.\n\nCapitaliser sur une preuve sociale forte : En B2C, une trend TikTok agit comme un label culturel (on en est loin je suis d'accord). Ce que je veux dire c'est que la clé c'est d’identifier si votre audience reconnaît ce label comme légitime. En B2B, une séquence marquante (TV, média, événement, trend) peut nourrir des contenus pendant plusieurs mois s’il est décliné intelligemment.\n\nPenser au-delà de la trend immédiate : la répétition reste un levier fort. 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Comme j’adore le recours à la métaphore, on va essayer de la filer. Le cheesburger Gourmet c’est donc : Servir un produit de masse, mais présenté avec assez de soin pour donner l’illusion de qualité. Pas besoin de haute gastronomie (les chefs-d’œuvre du cinéma). L’important, c’est : que ce soit immédiatement reconnaissable — on sait ce qu’on commande ; facile à consommer — pas d’effort, avec les doigts ; et assez “soigné” pour ne pas être déconsidéré — comme du fast-food bas de gamme. Autrement dit, ce n’est pas un burger du McDo, mais ce n’est pas non plus un menu étoilé. 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Ce que je veux dire c'est que la clé c'est d’identifier si votre audience reconnaît ce label comme légitime. En B2B, une séquence marquante (TV, média, événement, trend) peut nourrir des contenus pendant plusieurs mois s’il est décliné intelligemment. Penser au-delà de la trend immédiate : la répétition reste un levier fort. Mais l’enjeu n’est pas de multiplier les apparitions à grand coup d'achat média, mais d’intégrer ces moments de visibilité dans une stratégie cohérente et durable.","absoluteBoundingBox":{"x":37230.0,"y":24152.80078125,"width":274.0,"height":462.0},"isolatedAbsoluteRenderBounds":{"x":37230.0,"y":24152.80078125,"width":274.0,"height":462.0},"relativeTransform":[[1.0,0.0,306.0],[0.0,1.0,0.0]],"size":{"x":274.0,"y":462.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0705882385373116,"g":0.0,"b":0.227450981736183,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":0.0,"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2],"characters":"Capitaliser sur une preuve sociale forte : En B2C, une trend TikTok agit comme un label culturel (on en est loin je suis d'accord). 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Mais l’enjeu n’est pas de multiplier les apparitions à grand coup d'achat média, mais d’intégrer ces moments de visibilité dans une stratégie cohérente et durable.\n","lineIndentations":[0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","style":{"fontFamily":"PP Neue 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Et pour les publicitaires, c’est une véritable opportunité de reformuler leurs messages pour parler directement à cet ego hyper-connecté et avide de reconnaissance. L’écriture publicitaire, en exploitant les codes narratifs.","absoluteBoundingBox":{"x":35620.0,"y":22836.0,"width":287.0,"height":264.0},"isolatedAbsoluteRenderBounds":{"x":35620.0,"y":22836.0,"width":287.0,"height":264.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":287.0,"y":264.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0705882385373116,"g":0.0,"b":0.227450981736183,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":0.0,"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,0,0,0,0,0,0,0,0,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,0,0,0,0,0,0,0,0,0,0,0,0,0,0,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1],"characters":"Loin d’être un simple effet de mode, le syndrome du “main character” est un phénomène profondément ancré dans les comportements des nouvelles générations. 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Mais l’enjeu n’est pas de multiplier les apparitions à grand coup d'achat média, mais d’intégrer ces moments de visibilité dans une stratégie cohérente et durable.\n","lineIndentations":[0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","style":{"fontFamily":"PP Neue Montreal","fontPostScriptName":"PPNeueMontreal-Book","fontStyle":"Book","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":21.6000003814697,"lineHeightPercent":100.0,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"2":{"fontFamily":"PP Neue Montreal","fontPostScriptName":"PPNeueMontreal-Bold","fontStyle":"Bold","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100}}},"2336:13165":{"type":"FRAME","id":"2336:13165","name":"Nav","absoluteBoundingBox":{"x":4682.29296875,"y":-17196.5,"width":300.0,"height":163.0},"isolatedAbsoluteRenderBounds":{"x":4682.29296875,"y":-17196.5,"width":300.0,"height":163.0},"relativeTransform":[[1.0,0.0,967.5],[0.0,1.0,96.9949951171875]],"size":{"x":300.0,"y":163.0},"fills":[],"strokeAlign":"INSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"HORIZONTAL","itemSpacing":40.0,"children":["2336:13172","2336:13166"]},"2518:14754":{"type":"TEXT","id":"2518:14754","name":"Podcasts, webinars, voice branding et IA vocale : les formats audio sont de plus en plus sollicités — dans le B2B aussi. Cela confirme que prendre la parole n’est plus une option. Mais quand tout le monde parle, seule une voix préparée permet d’improviser dans l’instant. Définir un Tone of Voice clair permet de : uniformiser les prises de parole (commerciales, orales, écrites) créer une cohérence de marque forte, même dans la diversité des supports transformer chaque discours en construction de préférence de marque.","absoluteBoundingBox":{"x":35620.0,"y":22836.0,"width":580.0,"height":220.0},"isolatedAbsoluteRenderBounds":{"x":35621.078125,"y":22840.021484375,"width":568.44921875,"height":214.1640625},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":580.0,"y":220.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0705882385373116,"g":0.0,"b":0.227450981736183,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":0.0,"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3],"characters":"Podcasts, webinars, voice branding et IA vocale : les formats audio sont de plus en plus sollicités — dans le B2B aussi. Cela confirme que prendre la parole n’est plus une option. 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