{"id":44698,"date":"2026-02-04T15:12:25","date_gmt":"2026-02-04T14:12:25","guid":{"rendered":"https:\/\/www.teachonmars.com\/?p=44698"},"modified":"2026-02-04T18:09:33","modified_gmt":"2026-02-04T17:09:33","slug":"mobile-learning-awards-2025-coup-de-projecteur-sur-douglas","status":"publish","type":"post","link":"https:\/\/www.teachonmars.com\/fr\/blog\/2026\/02\/mobile-learning-awards-2025-coup-de-projecteur-sur-douglas\/","title":{"rendered":"Mobile Learning Awards 2025: Coup de projecteur sur DOUGLAS"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<h1 class=\"wp-block-heading\" id=\"h-le-prix-coup-de-coeur-du-jury\"><strong>LE PRIX COUP DE C\u0152UR DU JURY<\/strong><\/h1>\n\n\n\n<p>Les <strong>Mobile Learning Awards (MLA)<\/strong> mettent \u00e0 l\u2019honneur les projets les plus inspirants de nos client\u00b7es, en r\u00e9compensant l\u2019innovation et l\u2019excellence p\u00e9dagogique \u00e0 travers quatre cat\u00e9gories principales (Meilleure formation native, Meilleure formation int\u00e9gr\u00e9e, Lancement et Meilleure campagne).<\/p>\n\n\n\n<p>Cet article a pour objectif de partager les bonnes pratiques pour r\u00e9ussir le <strong>lancement d\u2019une application de mobile learning<\/strong>, \u00e0 travers le cas de <strong>DOUGLAS<\/strong>, laur\u00e9at du<strong> Prix Coup de C\u0153ur du Jury <\/strong>pour le lancement de <strong>Douglas Academy<\/strong>. Nous vous proposons un d\u00e9cryptage des <strong>initiatives cl\u00e9s<\/strong> qui ont contribu\u00e9 au succ\u00e8s de ce projet.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h1 class=\"wp-block-heading\" id=\"h-le-laureat\">LE LAUR\u00c9AT<\/h1>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-gallery aligncenter has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1360\" height=\"253\" data-id=\"44710\" src=\"https:\/\/www.teachonmars.com\/wp-content\/uploads\/2026\/02\/Image-1-EN-FR.png\" alt=\"\" class=\"wp-image-44710\" srcset=\"https:\/\/www.teachonmars.com\/wp-content\/uploads\/2026\/02\/Image-1-EN-FR.png 1360w, https:\/\/www.teachonmars.com\/wp-content\/uploads\/2026\/02\/Image-1-EN-FR-1280x238.png 1280w, https:\/\/www.teachonmars.com\/wp-content\/uploads\/2026\/02\/Image-1-EN-FR-980x182.png 980w, https:\/\/www.teachonmars.com\/wp-content\/uploads\/2026\/02\/Image-1-EN-FR-480x89.png 480w\" sizes=\"auto, (min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 1360px, 100vw\" \/><\/figure>\n<\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Fond\u00e9e \u00e0 Hambourg, <strong>Douglas<\/strong> est aujourd\u2019hui le <strong>leader europ\u00e9en de la beaut\u00e9 premium,<\/strong> pr\u00e9sent dans <strong>22 pays<\/strong>. L\u2019enseigne associe <strong>marques prestigieuses<\/strong>, <strong>expertise conseil<\/strong> et <strong>exp\u00e9rience client omnicanale<\/strong>, \u00e0 travers son r\u00e9seau de boutiques, son site e-commerce et ses services digitaux.<\/p>\n\n\n\n<p>En 2024, Douglas a franchi une nouvelle \u00e9tape dans la digitalisation de sa culture d\u2019apprentissage avec la cr\u00e9ation de <strong>Douglas Academy<\/strong>, sa premi\u00e8re application mobile de formation destin\u00e9e \u00e0 l\u2019ensemble des Beauty Advisors.<\/p>\n\n\n\n<p>L\u2019objectif : offrir une <strong>plateforme unique<\/strong> pour<strong> d\u00e9velopper les comp\u00e9tences<\/strong>, <strong>renforcer la connaissance produit<\/strong> et <strong>diffuser les valeurs de la marque<\/strong> \u00e0 grande \u00e9chelle.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h1 class=\"wp-block-heading\" id=\"h-des-objectifs-clairs-et-engageants\"><strong><strong>DES OBJECTIFS CLAIRS ET ENGAGEANTS<\/strong><\/strong><\/h1>\n\n\n\n<p>D\u00e8s le d\u00e9part, le projet <strong>Douglas Academy<\/strong> s\u2019appuyait sur des objectifs simples et ambitieux :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Atteindre 80 % de taux de compl\u00e9tion <\/strong>sur les parcours de formation obligatoires<\/li>\n\n\n\n<li><strong>Renforcer la culture client <\/strong>\u00e0 travers une nouvelle approche du parcours d\u2019achat.<\/li>\n\n\n\n<li><strong>D\u00e9velopper la confiance <\/strong>des Beauty Advisors dans la pr\u00e9sentation des gammes et des nouveaut\u00e9s.<\/li>\n\n\n\n<li><strong>Favoriser l\u2019apprentissage entre pair\u00b7es<\/strong>, en effa\u00e7ant les barri\u00e8res g\u00e9ographiques et linguistiques entre pays.<\/li>\n<\/ul>\n\n\n\n<p>Accessible en <strong>16 langues<\/strong>, la plateforme a permis de rassembler l\u2019ensemble des collaborateur\u00b7trices autour d\u2019un <strong>m\u00eame espace d\u2019apprentissage<\/strong>, symbole fort d\u2019unit\u00e9 et d\u2019inclusion.<br><\/p>\n\n\n\n<h1 class=\"wp-block-heading\" id=\"h-une-strategie-de-lancement-multicanal\"><strong>UNE STRAT\u00c9GIE DE LANCEMENT MULTICANAL<\/strong><\/h1>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-un-dispositif-global-et-local-a-la-fois\"><strong>Un dispositif global et local \u00e0 la fois<\/strong><\/h2>\n\n\n\n<p>Le lancement de <strong>Douglas Academy<\/strong> s\u2019est distingu\u00e9 par sa <strong>strat\u00e9gie multicanale <\/strong>et la <strong>mobilisation de tous les niveaux de l\u2019organisation<\/strong>. Le si\u00e8ge a notamment organis\u00e9 des ateliers pour accompagner les<strong> 22 pays<\/strong> dans la mise en \u0153uvre locale de la strat\u00e9gie, tout en s\u2019assurant d\u2019une communication coh\u00e9rente et impactante.<\/p>\n\n\n\n<p>Parmi les actions phares :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Une vid\u00e9o de pr\u00e9sentation<\/strong> mettant en avant les fonctionnalit\u00e9s cl\u00e9s de l\u2019application.<\/li>\n\n\n\n<li><strong>Un message vid\u00e9o du PDG<\/strong>, Sander van Laan, diffus\u00e9 dans le wall slider de l\u2019app d\u00e8s le jour du lancement : un geste fort pour incarner la vision et remercier les \u00e9quipes.<\/li>\n\n\n\n<li>Un <strong>tutoriel vid\u00e9o \u201cHow to Download &amp; Register\u201d<\/strong>, traduit en <strong>16 langues<\/strong> gr\u00e2ce \u00e0 la <strong>synth\u00e8se vocale<\/strong> et <strong>l\u2019IA<\/strong>.<\/li>\n\n\n\n<li>Une<strong> page web d\u00e9di\u00e9e<\/strong>, regroupant la vid\u00e9o promotionnelle, les tutoriels et les liens directs vers le t\u00e9l\u00e9chargement<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"425\" height=\"864\" src=\"https:\/\/www.teachonmars.com\/wp-content\/uploads\/2026\/02\/Image-2-EN-FR-3.png\" alt=\"\" class=\"wp-image-44719\" style=\"aspect-ratio:0.49190541851795105;width:220px;height:auto\" srcset=\"https:\/\/www.teachonmars.com\/wp-content\/uploads\/2026\/02\/Image-2-EN-FR-3.png 425w, https:\/\/www.teachonmars.com\/wp-content\/uploads\/2026\/02\/Image-2-EN-FR-3-148x300.png 148w\" sizes=\"auto, (max-width: 425px) 100vw, 425px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-une-communication-terrain-creative-et-federatrice\"><strong>Une communication terrain cr\u00e9ative et f\u00e9d\u00e9ratrice<\/strong><\/h2>\n\n\n\n<p>Douglas a \u00e9galement imagin\u00e9 un <strong>\u00e9cosyst\u00e8me promotionnel original<\/strong> et <strong>convivial<\/strong> pour marquer les esprits :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Des<strong> boissons brand\u00e9es<\/strong>,<\/li>\n\n\n\n<li>Des<strong> d\u00e9corations int\u00e9grant des codes QR <\/strong>et menant vers la<strong> page d\u2019accueil de Douglas Academy,<\/strong><\/li>\n\n\n\n<li>Des<strong> affiches et posters <\/strong>install\u00e9s dans les espaces du personnel,<\/li>\n\n\n\n<li>Des<strong> porte-t\u00e9l\u00e9phones <\/strong>sigl\u00e9s<strong> Douglas Academy<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p>Ces objets, aussi ludiques qu\u2019\u00e9l\u00e9gants, ont transform\u00e9 le lancement en <strong>v\u00e9ritable \u00e9v\u00e9nement d\u2019entreprise<\/strong>. La campagne a \u00e9t\u00e9 relay\u00e9e lors de r<strong>\u00e9unions commerciales et sessions de formation<\/strong>, o\u00f9 les \u00e9quipes locales ont pu <strong>d\u00e9couvrir et tester l\u2019application en avant-premi\u00e8re.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"725\" height=\"1024\" src=\"https:\/\/www.teachonmars.com\/wp-content\/uploads\/2026\/02\/Image-3-EN-FR-1-725x1024.png\" alt=\"\" class=\"wp-image-44721\" style=\"aspect-ratio:0.7076442385390292;width:333px;height:auto\"\/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h1 class=\"wp-block-heading\" id=\"h-une-experience-d-apprentissage-engageante-des-le-premier-jour\"><strong>UNE EXP\u00c9RIENCE D\u2019APPRENTISSAGE ENGAGEANTE D\u00c8S LE PREMIER JOUR<\/strong><\/h1>\n\n\n\n<p>D\u00e8s son ouverture, <strong>Douglas Academy <\/strong>proposait une <strong>offre de formation riche et saisonni\u00e8re<\/strong>, con\u00e7ue pour s\u2019int\u00e9grer naturellement au calendrier retail :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u201cChristmas Beauty Journey\u201d<\/strong>, un parcours autour des th\u00e9matiques phares de No\u00ebl,<\/li>\n\n\n\n<li><strong>\u201cMint Carpet Journey\u201d<\/strong>, centr\u00e9 sur la c\u00e9r\u00e9monie de vente et les bonnes pratiques client,<\/li>\n\n\n\n<li>des formations<strong> \u201cHow to Use the App\u201d <\/strong>pour accompagner la prise en main,<\/li>\n\n\n\n<li>et plusieurs <strong>formations locales adapt\u00e9es <\/strong>\u00e0 chaque march\u00e9.<\/li>\n<\/ul>\n\n\n\n<p>De plus, un <strong>challenge de lancement<\/strong> a r\u00e9compens\u00e9 les magasins o\u00f9 tous les Beauty Advisors avaient termin\u00e9 leur premier parcours, stimulant ainsi une <strong>dynamique collective d\u2019apprentissage <\/strong>d\u00e8s les premi\u00e8res semaines.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h1 class=\"wp-block-heading\" id=\"h-une-animation-du-mur-federatrice\"><strong><strong>UNE ANIMATION DU MUR F\u00c9D\u00c9RATRICE<\/strong><\/strong><\/h1>\n\n\n\n<p>Sur le mur de l\u2019application, le <strong>message vid\u00e9o du PDG<\/strong> a connu un succ\u00e8s retentissant : <strong>plus de 500 likes et une cinquantaine de commentaires<\/strong> en quelques jours. Cette communication directe, traduite et sous-titr\u00e9e dans toutes les langues, a permis \u00e0 chacun\u00b7e de se <strong>sentir inclus\u00b7e et reconnu\u00b7e<\/strong>.<\/p>\n\n\n\n<p>Les publications suivantes (ex. articles de bienvenue, tutoriels, d\u00e9fis et annonces de r\u00e9compenses) ont <strong>entretenu un rythme d\u2019animation soutenu<\/strong> et ont favoris\u00e9 les <strong>\u00e9changes entre pays<\/strong>, cr\u00e9ant une <strong>v\u00e9ritable communaut\u00e9 d\u2019apprenant\u00b7es<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"425\" height=\"864\" src=\"https:\/\/www.teachonmars.com\/wp-content\/uploads\/2026\/02\/Image-4-FR.png\" alt=\"\" class=\"wp-image-44723\" style=\"aspect-ratio:0.49189862899875364;width:230px;height:auto\" srcset=\"https:\/\/www.teachonmars.com\/wp-content\/uploads\/2026\/02\/Image-4-FR.png 425w, https:\/\/www.teachonmars.com\/wp-content\/uploads\/2026\/02\/Image-4-FR-148x300.png 148w\" sizes=\"auto, (max-width: 425px) 100vw, 425px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h1 class=\"wp-block-heading\" id=\"h-des-resultats-remarquables\"><strong><strong>DES R\u00c9SULTATS REMARQUABLES<\/strong><\/strong><\/h1>\n\n\n\n<p>Quelques mois seulement apr\u00e8s le lancement, les indicateurs t\u00e9moignent du succ\u00e8s de <strong>Douglas Academy<\/strong> :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>80 % d\u2019apprenant\u00b7es connect\u00e9\u00b7es<\/strong> atteints moins d\u2019un an apr\u00e8s le lancement,<\/li>\n\n\n\n<li><strong>94 % de taux de compl\u00e9tion<\/strong> pour les parcours obligatoires,<\/li>\n\n\n\n<li>une <strong>forte activit\u00e9 sur le mur<\/strong>,<\/li>\n\n\n\n<li>des <strong>retours enthousiastes<\/strong> de la part des Beauty Advisors, qui saluent la simplicit\u00e9 de l\u2019application et la proximit\u00e9 cr\u00e9\u00e9e avec la marque.<\/li>\n<\/ul>\n\n\n\n<p>Ce succ\u00e8s repose sur une <strong>gouvernance claire et collaborative<\/strong> : une <strong>\u00e9quipe centrale de 3 personnes<\/strong> en lien permanent avec <strong>22 responsables locaux\u00b7ales<\/strong>. Cette <strong>organisation agile<\/strong> a permis d\u2019adapter rapidement la strat\u00e9gie globale aux besoins de chaque march\u00e9.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h1 class=\"wp-block-heading\" id=\"h-en-resume-les-bonnes-pratiques-a-retenir\"><strong>EN R\u00c9SUM\u00c9 : LES BONNES PRATIQUES \u00c0 RETENIR<\/strong><\/h1>\n\n\n\n<p>L\u2019<strong>exp\u00e9rience Douglas<\/strong> illustre parfaitement comment un lancement peut allier <strong>rigueur<\/strong>, <strong>cr\u00e9ativit\u00e9<\/strong> <strong>et<\/strong> <strong>\u00e9motion<\/strong>.<\/p>\n\n\n\n<p>Voici quelques enseignements \u00e0 retenir :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Impliquer les dirigeant\u00b7es<\/strong> pour incarner la vision et motiver les \u00e9quipes.<\/li>\n\n\n\n<li><strong>Cr\u00e9er une exp\u00e9rience multicanale<\/strong> combinant digital et pr\u00e9sentiel.<\/li>\n\n\n\n<li><strong>Renforcer l\u2019image de marque<\/strong> \u00e0 travers des supports concrets et attractifs.<\/li>\n\n\n\n<li><strong>Offrir un contenu initial pertinent<\/strong>, en lien avec les temps forts en magasin.<\/li>\n\n\n\n<li><strong>Favoriser une gouvernance internationale<\/strong>, pour une coh\u00e9rence globale et des adaptations locales r\u00e9ussies.<\/li>\n<\/ul>\n\n\n\n<p>En r\u00e9sum\u00e9, avec <strong>Douglas Academy<\/strong>, la marque a su transformer un lancement en un <strong>moment f\u00e9d\u00e9rateur<\/strong>, marquant le d\u00e9but d\u2019une <strong>nouvelle culture d\u2019apprentissage partag\u00e9e \u00e0 l\u2019\u00e9chelle europ\u00e9enne<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"213\" data-id=\"44726\" src=\"https:\/\/www.teachonmars.com\/wp-content\/uploads\/2026\/02\/Image-5-EN-FR-1024x213.png\" alt=\"\" class=\"wp-image-44726\" srcset=\"https:\/\/www.teachonmars.com\/wp-content\/uploads\/2026\/02\/Image-5-EN-FR-980x204.png 980w, https:\/\/www.teachonmars.com\/wp-content\/uploads\/2026\/02\/Image-5-EN-FR-480x100.png 480w\" sizes=\"auto, (min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n<\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Le 5 juin 2025, la 7\u1d49 \u00e9dition des Mobile Learning Awards (MLA) a une nouvelle fois r\u00e9compens\u00e9 les projets les plus inspirants de nos client\u00b7es. \u00c0 travers quatre cat\u00e9gories principales, les MLA r\u00e9compensent l&rsquo;innovation et l&rsquo;excellence p\u00e9dagogique. Mais chaque ann\u00e9e, le jury choisit \u00e9galement de distinguer un projet qui s\u2019est particuli\u00e8rement d\u00e9marqu\u00e9 par sa cr\u00e9ativit\u00e9, son impact et sa capacit\u00e9 \u00e0 f\u00e9d\u00e9rer les \u00e9quipes : le Prix Coup de C\u0153ur du Jury. En 2025, cette distinction a \u00e9t\u00e9 d\u00e9cern\u00e9e \u00e0 Douglas pour le lancement de son application mobile learning, Douglas Academy.<\/p>\n","protected":false},"author":69,"featured_media":44729,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[54],"tags":[520,518,243],"class_list":["post-44698","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualite-teach-on-mars","tag-laureats","tag-mla","tag-mobile-learning-awards"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.6 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Mobile Learning Awards 2025: Coup de projecteur sur DOUGLAS - Teach on Mars<\/title>\n<meta name=\"description\" content=\"Le 5 juin 2025, la 7\u1d49 \u00e9dition des Mobile Learning Awards (MLA) a une nouvelle fois r\u00e9compens\u00e9 les projets les plus inspirants de nos client\u00b7es \u00e0 travers quatre cat\u00e9gories principales, saluant l\u2019innovation et l\u2019excellence p\u00e9dagogique. Chaque ann\u00e9e, le jury distingue \u00e9galement un projet qui se d\u00e9marque par sa cr\u00e9ativit\u00e9, son impact et sa capacit\u00e9 \u00e0 f\u00e9d\u00e9rer les \u00e9quipes : le Prix Coup de C\u0153ur du Jury. En 2025, cette distinction est revenue \u00e0 Douglas pour le lancement de son application mobile learning, Douglas Academy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.teachonmars.com\/fr\/blog\/2026\/02\/mobile-learning-awards-2025-coup-de-projecteur-sur-douglas\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mobile Learning Awards 2025: Coup de projecteur sur DOUGLAS\" \/>\n<meta property=\"og:description\" content=\"Le 5 juin 2025, la 7\u1d49 \u00e9dition des Mobile Learning Awards (MLA) a une nouvelle fois r\u00e9compens\u00e9 les projets les plus inspirants de nos client\u00b7es \u00e0 travers quatre cat\u00e9gories principales, saluant l\u2019innovation et l\u2019excellence p\u00e9dagogique. 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