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Avec Emplifi, Crayola a repens\u00e9 la fa\u00e7on dont son \u00e9quipe social media \u00e9coute, apprend et cr\u00e9e en temps r\u00e9el.<\/p>\n<h2>Quand les fournitures d&rsquo;art rencontrent les emballements de l&rsquo;algorithme<\/h2>\n<p>Crayola est une marque connue de tous, synonyme de couleur, de cr\u00e9ativit\u00e9 et de joie d&rsquo;enfance. Depuis plus d&rsquo;un si\u00e8cle, ses produits artistiques innovants stimulent l&rsquo;imagination des familles, des classes et des cr\u00e9ateurs. Aujourd&rsquo;hui, ses canaux sociaux sont devenus des \u00e9cosyst\u00e8mes foisonnants, anim\u00e9s par les retours des fans, des \u00e9changes ludiques et la d\u00e9tection des tendances culturelles.<\/p>\n<p>La cr\u00e9ativit\u00e9 est au c\u0153ur de tout ce que fait Crayola, y compris de sa relation avec sa communaut\u00e9. Avec des millions de fans sur TikTok, Instagram et Facebook, la marque avait besoin d&rsquo;une fa\u00e7on plus intelligente d&rsquo;\u00e9couter, d&rsquo;interagir et de s&rsquo;adapter en temps r\u00e9el. C&rsquo;est l\u00e0 qu&rsquo;intervient <a href=\"https:\/\/emplifi.io\/product\/social-media-engagement-tool\/\">Emplifi Community<\/a>\u00a0: une plateforme qui a aid\u00e9 Crayola \u00e0 fluidifier ses r\u00e9ponses et \u00e0 faire \u00e9merger les tendances plus vite.<\/p>\n<h2>Un tournant pour l&rsquo;\u00e9quipe social media<\/h2>\n<p>La pr\u00e9sence digitale croissante de Crayola a apport\u00e9 une vague de nouvelles opportunit\u00e9s et de nouveaux d\u00e9fis. G\u00e9rer les interactions avec les fans sur TikTok, Facebook, Instagram et X exigeait une plateforme capable de suivre le rythme et l&rsquo;\u00e9chelle de Crayola. Or l&rsquo;ancien outil de l&rsquo;\u00e9quipe ne prenait pas en charge TikTok et reposait sur des processus manuels lents, surtout lors des pics de campagne ou des moments viraux.<\/p>\n<p>\u00ab\u00a0Nous avions vraiment besoin de mieux suivre TikTok et de rationaliser la gestion du volume entrant\u00a0\u00bb, explique Brittany Mehalick, <a href=\"https:\/\/emplifi.io\/resources\/blog\/social-media-engagement\/\" target=\"_blank\" rel=\"noopener\">Social Media Engagement<\/a> and Trends Manager chez Crayola. \u00ab\u00a0Avec notre ancien workflow, il pouvait falloir des jours pour traiter ce qui devenait viral. Il nous fallait une solution pour agir en temps r\u00e9el.\u00a0\u00bb<\/p>\n"},{"acf_fc_layout":"quote","quote":"Nous faisions \u00e0 la main des t\u00e2ches qui auraient d\u00fb \u00eatre automatis\u00e9es. Nos rapports prenaient trop de temps. Nos agents devaient faire le tri dans beaucoup trop de bruit.","quote_author":"Brittany Mehalick","quote_author_description":"Social Media Engagement and Trends Manager chez Crayola"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<p>L&rsquo;\u00e9quipe ne manquait pas d&rsquo;insights. Il lui fallait simplement de meilleurs outils pour les faire \u00e9merger rapidement et agir. Au-del\u00e0 des limites de la plateforme, le workflow \u00e9tait lourd\u00a0: la labellisation, le routage et l&rsquo;analyse des tendances ralentissaient l&rsquo;\u00e9quipe et freinaient le passage \u00e0 l&rsquo;\u00e9chelle.<\/p>\n<h2>Du chaos manuel au rythme du temps r\u00e9el<\/h2>\n<p>Ce qui a suivi n&rsquo;a rien eu de moins qu&rsquo;un changement structurel. 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L&rsquo;\u00e9quipe pouvait voir les commentaires, suivre les volumes et agir en temps r\u00e9el, au lieu de r\u00e9agir avec un jour de retard.<\/p>\n<p>\u00ab\u00a0Avant, nous triions les contenus viraux \u00e0 la main\u00a0\u00bb, explique Brittany. \u00ab\u00a0Aujourd&rsquo;hui, nous les isolons et les priorisons en quelques clics. Cela a chang\u00e9 ce sur quoi nous pouvons nous concentrer.\u00a0\u00bb<\/p>\n<p>Avec la labellisation en masse, le routage automatis\u00e9 et des tableaux de bord intelligents, chaque \u00e9tape du workflow est devenue plus fluide. Les mod\u00e8les garantissent un ton coh\u00e9rent. De plus, l&rsquo;int\u00e9gration avec la <a href=\"https:\/\/emplifi.io\/product\/social-customer-care\/\">plateforme de service client sur les r\u00e9seaux sociaux<\/a> d&rsquo;Emplifi a boucl\u00e9 la boucle\u00a0: l&rsquo;\u00e9quipe passe de la d\u00e9tection \u00e0 la r\u00e9solution sans changer d&rsquo;outil.<\/p>\n<p>\u00ab\u00a0L&rsquo;int\u00e9gration entre Community et Agent nous enthousiasme vraiment\u00a0\u00bb, explique Brittany. \u00ab\u00a0Elle am\u00e9liore d\u00e9j\u00e0 notre gestion des contacts entrants, et on sent que ce n&rsquo;est que le d\u00e9but de quelque chose de bien plus grand.\u00a0\u00bb<\/p>\n<h2>Des insights qui ne restent pas dans un tableur<\/h2>\n<p>Ce qui avait commenc\u00e9 comme une qu\u00eate d&rsquo;efficacit\u00e9 est vite devenu bien plus profond. Avec Emplifi, l&rsquo;\u00e9quipe social media de Crayola est devenue plus fine, \u00e0 l&rsquo;\u00e9coute de ce que son audience disait vraiment.<\/p>\n<p>Les conversations sur la p\u00e2te \u00e0 modeler autodurcissante en offrent un exemple marquant. Ce qui ressemblait \u00e0 de simples \u00e9changes a r\u00e9v\u00e9l\u00e9 une tendance nette\u00a0: les clients associaient cette p\u00e2te \u00e0 des peintures pr\u00e9cises. Cet insight, mis au jour gr\u00e2ce \u00e0 <a href=\"https:\/\/emplifi.io\/product\/social-listening\/\">Emplifi Listening<\/a>, n&rsquo;est pas rest\u00e9 au sein de l&rsquo;\u00e9quipe social media\u00a0: il est remont\u00e9 jusqu&rsquo;\u00e0 la strat\u00e9gie produit.<\/p>\n"},{"acf_fc_layout":"quote","quote":"Emplifi nous permet de rep\u00e9rer des comportements qui nous auraient \u00e9chapp\u00e9. Ce type de signal vaut de l'or pour nos \u00e9quipes transverses. Nous ne nous contentons plus de r\u00e9agir. Avec Emplifi, nous \u00e9coutons avec un objectif pr\u00e9cis. Et cela se voit dans notre fa\u00e7on de cr\u00e9er du lien, de planifier et de fid\u00e9liser dans la dur\u00e9e.","quote_author":"Brittany Mehalick","quote_author_description":"Social Media Engagement and Trends Manager chez Crayola"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<p>Cela a aussi chang\u00e9 l&rsquo;approche des campagnes de Crayola. Lorsque la marque a r\u00e9introduit huit couleurs de crayons retir\u00e9es, l&rsquo;\u00e9quipe a mis\u00e9 sur des r\u00e9ponses incarn\u00e9es, chaque couleur r\u00e9pondant aux fans avec sa propre voix. Le ton \u00e9tait ludique, mais la logistique rigoureuse. Emplifi a permis de garder cet engagement ludique sans perdre le contr\u00f4le.<\/p>\n<p>Au-del\u00e0 des op\u00e9rations quotidiennes, cette r\u00e9activit\u00e9 accrue a eu un effet d&rsquo;entra\u00eenement. La confiance des clients a progress\u00e9. Les \u00e9quipes internationales re\u00e7oivent d\u00e9sormais des synth\u00e8ses du sentiment par r\u00e9gion. 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Avec Emplifi, Crayola a repens\u00e9 la fa\u00e7on dont son \u00e9quipe social media \u00e9coute, apprend et cr\u00e9e en temps r\u00e9el.<\/p>\n<h2>Quand les fournitures d&rsquo;art rencontrent les emballements de l&rsquo;algorithme<\/h2>\n<p>Crayola est une marque connue de tous, synonyme de couleur, de cr\u00e9ativit\u00e9 et de joie d&rsquo;enfance. Depuis plus d&rsquo;un si\u00e8cle, ses produits artistiques innovants stimulent l&rsquo;imagination des familles, des classes et des cr\u00e9ateurs. Aujourd&rsquo;hui, ses canaux sociaux sont devenus des \u00e9cosyst\u00e8mes foisonnants, anim\u00e9s par les retours des fans, des \u00e9changes ludiques et la d\u00e9tection des tendances culturelles.<\/p>\n<p>La cr\u00e9ativit\u00e9 est au c\u0153ur de tout ce que fait Crayola, y compris de sa relation avec sa communaut\u00e9. Avec des millions de fans sur TikTok, Instagram et Facebook, la marque avait besoin d&rsquo;une fa\u00e7on plus intelligente d&rsquo;\u00e9couter, d&rsquo;interagir et de s&rsquo;adapter en temps r\u00e9el. C&rsquo;est l\u00e0 qu&rsquo;intervient <a href=\"https:\/\/emplifi.io\/product\/social-media-engagement-tool\/\">Emplifi Community<\/a>\u00a0: une plateforme qui a aid\u00e9 Crayola \u00e0 fluidifier ses r\u00e9ponses et \u00e0 faire \u00e9merger les tendances plus vite.<\/p>\n<h2>Un tournant pour l&rsquo;\u00e9quipe social media<\/h2>\n<p>La pr\u00e9sence digitale croissante de Crayola a apport\u00e9 une vague de nouvelles opportunit\u00e9s et de nouveaux d\u00e9fis. G\u00e9rer les interactions avec les fans sur TikTok, Facebook, Instagram et X exigeait une plateforme capable de suivre le rythme et l&rsquo;\u00e9chelle de Crayola. Or l&rsquo;ancien outil de l&rsquo;\u00e9quipe ne prenait pas en charge TikTok et reposait sur des processus manuels lents, surtout lors des pics de campagne ou des moments viraux.<\/p>\n<p>\u00ab\u00a0Nous avions vraiment besoin de mieux suivre TikTok et de rationaliser la gestion du volume entrant\u00a0\u00bb, explique Brittany Mehalick, <a href=\"https:\/\/emplifi.io\/resources\/blog\/social-media-engagement\/\" target=\"_blank\" rel=\"noopener\">Social Media Engagement<\/a> and Trends Manager chez Crayola. \u00ab\u00a0Avec notre ancien workflow, il pouvait falloir des jours pour traiter ce qui devenait viral. Il nous fallait une solution pour agir en temps r\u00e9el.\u00a0\u00bb<\/p>\n"},{"acf_fc_layout":"quote","quote":"Nous faisions \u00e0 la main des t\u00e2ches qui auraient d\u00fb \u00eatre automatis\u00e9es. Nos rapports prenaient trop de temps. Nos agents devaient faire le tri dans beaucoup trop de bruit.","quote_author":"Brittany Mehalick","quote_author_description":"Social Media Engagement and Trends Manager chez Crayola"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<p>L&rsquo;\u00e9quipe ne manquait pas d&rsquo;insights. Il lui fallait simplement de meilleurs outils pour les faire \u00e9merger rapidement et agir. Au-del\u00e0 des limites de la plateforme, le workflow \u00e9tait lourd\u00a0: la labellisation, le routage et l&rsquo;analyse des tendances ralentissaient l&rsquo;\u00e9quipe et freinaient le passage \u00e0 l&rsquo;\u00e9chelle.<\/p>\n<h2>Du chaos manuel au rythme du temps r\u00e9el<\/h2>\n<p>Ce qui a suivi n&rsquo;a rien eu de moins qu&rsquo;un changement structurel. Crayola a adopt\u00e9 <a href=\"https:\/\/emplifi.io\/product\/social-media-engagement-tool\/\">Emplifi Community<\/a> pour repenser la fa\u00e7on dont son \u00e9quipe social media traite l&rsquo;engagement, rep\u00e8re les tendances et achemine les demandes de support. L&rsquo;objectif n&rsquo;\u00e9tait pas seulement de suivre le rythme. Il s&rsquo;agissait de faire de la place \u00e0 l&rsquo;\u00e9coute, \u00e0 la cr\u00e9ativit\u00e9 et \u00e0 des d\u00e9cisions fond\u00e9es sur des donn\u00e9es r\u00e9elles.<\/p>\n<p>L&rsquo;une des plus grandes avanc\u00e9es a \u00e9t\u00e9 la visibilit\u00e9. Du jour au lendemain, TikTok n&rsquo;\u00e9tait plus un myst\u00e8re\u00a0: il devenait une partie suivie et ma\u00eetris\u00e9e du flux quotidien. L&rsquo;\u00e9quipe pouvait voir les commentaires, suivre les volumes et agir en temps r\u00e9el, au lieu de r\u00e9agir avec un jour de retard.<\/p>\n<p>\u00ab\u00a0Avant, nous triions les contenus viraux \u00e0 la main\u00a0\u00bb, explique Brittany. \u00ab\u00a0Aujourd&rsquo;hui, nous les isolons et les priorisons en quelques clics. Cela a chang\u00e9 ce sur quoi nous pouvons nous concentrer.\u00a0\u00bb<\/p>\n<p>Avec la labellisation en masse, le routage automatis\u00e9 et des tableaux de bord intelligents, chaque \u00e9tape du workflow est devenue plus fluide. Les mod\u00e8les garantissent un ton coh\u00e9rent. De plus, l&rsquo;int\u00e9gration avec la <a href=\"https:\/\/emplifi.io\/product\/social-customer-care\/\">plateforme de service client sur les r\u00e9seaux sociaux<\/a> d&rsquo;Emplifi a boucl\u00e9 la boucle\u00a0: l&rsquo;\u00e9quipe passe de la d\u00e9tection \u00e0 la r\u00e9solution sans changer d&rsquo;outil.<\/p>\n<p>\u00ab\u00a0L&rsquo;int\u00e9gration entre Community et Agent nous enthousiasme vraiment\u00a0\u00bb, explique Brittany. \u00ab\u00a0Elle am\u00e9liore d\u00e9j\u00e0 notre gestion des contacts entrants, et on sent que ce n&rsquo;est que le d\u00e9but de quelque chose de bien plus grand.\u00a0\u00bb<\/p>\n<h2>Des insights qui ne restent pas dans un tableur<\/h2>\n<p>Ce qui avait commenc\u00e9 comme une qu\u00eate d&rsquo;efficacit\u00e9 est vite devenu bien plus profond. Avec Emplifi, l&rsquo;\u00e9quipe social media de Crayola est devenue plus fine, \u00e0 l&rsquo;\u00e9coute de ce que son audience disait vraiment.<\/p>\n<p>Les conversations sur la p\u00e2te \u00e0 modeler autodurcissante en offrent un exemple marquant. Ce qui ressemblait \u00e0 de simples \u00e9changes a r\u00e9v\u00e9l\u00e9 une tendance nette\u00a0: les clients associaient cette p\u00e2te \u00e0 des peintures pr\u00e9cises. Cet insight, mis au jour gr\u00e2ce \u00e0 <a href=\"https:\/\/emplifi.io\/product\/social-listening\/\">Emplifi Listening<\/a>, n&rsquo;est pas rest\u00e9 au sein de l&rsquo;\u00e9quipe social media\u00a0: il est remont\u00e9 jusqu&rsquo;\u00e0 la strat\u00e9gie produit.<\/p>\n"},{"acf_fc_layout":"quote","quote":"Emplifi nous permet de rep\u00e9rer des comportements qui nous auraient \u00e9chapp\u00e9. Ce type de signal vaut de l'or pour nos \u00e9quipes transverses. Nous ne nous contentons plus de r\u00e9agir. Avec Emplifi, nous \u00e9coutons avec un objectif pr\u00e9cis. Et cela se voit dans notre fa\u00e7on de cr\u00e9er du lien, de planifier et de fid\u00e9liser dans la dur\u00e9e.","quote_author":"Brittany Mehalick","quote_author_description":"Social Media Engagement and Trends Manager chez Crayola"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<p>Cela a aussi chang\u00e9 l&rsquo;approche des campagnes de Crayola. Lorsque la marque a r\u00e9introduit huit couleurs de crayons retir\u00e9es, l&rsquo;\u00e9quipe a mis\u00e9 sur des r\u00e9ponses incarn\u00e9es, chaque couleur r\u00e9pondant aux fans avec sa propre voix. Le ton \u00e9tait ludique, mais la logistique rigoureuse. Emplifi a permis de garder cet engagement ludique sans perdre le contr\u00f4le.<\/p>\n<p>Au-del\u00e0 des op\u00e9rations quotidiennes, cette r\u00e9activit\u00e9 accrue a eu un effet d&rsquo;entra\u00eenement. La confiance des clients a progress\u00e9. Les \u00e9quipes internationales re\u00e7oivent d\u00e9sormais des synth\u00e8ses du sentiment par r\u00e9gion. Et le reporting, autrefois tr\u00e8s chronophage, ne demande plus que quelques clics.<\/p>\n"}]},"customer_sidebar_clone":{"customer_sidebar_group":{"show_section":true,"sidebar_contents":[{"icon":{"ID":13929,"id":13929,"title":"Case Study Icon Challenge","filename":"Case-Study-Icon-Challenge.png","filesize":819,"url":"https:\/\/emplifi.io\/wp-content\/uploads\/2025\/04\/Case-Study-Icon-Challenge.png","link":"https:\/\/emplifi.io\/fr\/customers\/how-tui-used-ai-to-lower-cost-per-engagement-by-81-percent\/case-study-icon-challenge-2\/","alt":"","author":"54","description":"","caption":"","name":"case-study-icon-challenge-2","status":"inherit","uploaded_to":18306,"date":"2025-04-18 17:23:10","modified":"2025-08-15 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