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Ce lien prend vie sur les r\u00e9seaux sociaux. Mais derri\u00e8re chaque publication soign\u00e9e et chaque campagne performante, une \u00e9quipe travaille sans rel\u00e2che pour que ses contenus trouvent un \u00e9cho. Son d\u00e9fi n&rsquo;\u00e9tait pas la cr\u00e9ativit\u00e9, mais le temps, l&rsquo;efficacit\u00e9 et la pr\u00e9cision.<\/p>\n<p>G\u00e9rer plusieurs plateformes, suivre les performances et d\u00e9cider quels contenus amplifier n&rsquo;\u00e9tait pas une simple t\u00e2che\u00a0: c&rsquo;\u00e9tait un exercice d&rsquo;\u00e9quilibre permanent. Face \u00e0 des r\u00e9seaux sociaux qui \u00e9voluent \u00e0 toute vitesse, TUI fly Belgium avait besoin d&rsquo;une approche plus intelligente et plus strat\u00e9gique pour garder une longueur d&rsquo;avance. C&rsquo;est l\u00e0 que l&rsquo;outil Performance Prediction d&rsquo;Emplifi a chang\u00e9 la donne.<\/p>\n<p>Gr\u00e2ce aux insights de l&rsquo;IA, TUI fly Belgium est pass\u00e9e des suppositions \u00e0 une strat\u00e9gie parfaitement ex\u00e9cut\u00e9e\u00a0: temps de reporting r\u00e9duit de 75\u00a0%, engagement de l&rsquo;audience en hausse de 150\u00a0% et co\u00fbt par engagement en baisse de 81,5\u00a0%.<\/p>\n<h2>Des processus inefficaces et des suppositions qui freinent l&rsquo;\u00e9quipe<\/h2>\n<p>Pour des marques comme TUI, les r\u00e9seaux sociaux ne se r\u00e9sument pas \u00e0 publier de jolies photos\u00a0: il s&rsquo;agit de raconter des histoires, de susciter l&rsquo;engagement et, au final, de cr\u00e9er avec les gens un lien qui sonne juste. Chaque publication, chaque campagne et chaque interaction contribue \u00e0 fa\u00e7onner la voix de la marque. 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C'\u00e9tait un processus long, peu efficace et sans insights fond\u00e9s sur les donn\u00e9es.","quote_author":"Ineke Vanhaelemeesch","quote_author_description":"Branded Content Coordinator chez TUI"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<p>La frustration \u00e9tait \u00e9vidente. L&rsquo;\u00e9quipe avait besoin d&rsquo;une fa\u00e7on de travailler plus intelligente, qui lui donne confiance dans ses choix, lib\u00e8re du temps et lui permette de se concentrer sur ce qu&rsquo;elle fait de mieux\u00a0: faire vivre l&rsquo;histoire de TUI.<\/p>\n<h2>Gagner en efficacit\u00e9 et d\u00e9cider \u00e0 partir des donn\u00e9es<\/h2>\n<p>Emplifi n&rsquo;a rien chang\u00e9 \u00e0 la cr\u00e9ativit\u00e9 de TUI\u00a0; il lui a apport\u00e9 la clart\u00e9 et la structure pour la sublimer.<br \/>\nLa premi\u00e8re avanc\u00e9e est venue du reporting automatis\u00e9. Ce qui prenait quatre heures ne prenait plus que quelques secondes. 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En classant les publications par sujet, lieu ou type, l&rsquo;\u00e9quipe pouvait analyser instantan\u00e9ment ce qui fonctionnait et adapter son approche. Fini les h\u00e9sitations\u00a0: place \u00e0 des d\u00e9cisions claires, fond\u00e9es sur les donn\u00e9es, qui amplifient le message de TUI.<\/p>\n<p>\u00ab\u00a0L&rsquo;arriv\u00e9e de la pr\u00e9diction de performance bas\u00e9e sur l&rsquo;IA a chang\u00e9 notre fa\u00e7on de promouvoir nos contenus\u00a0\u00bb, explique Ineke Vanhaelemeesch. \u00ab\u00a0D\u00e9sormais, nous investissons notre budget l\u00e0 o\u00f9 il compte le plus, pour plus d&rsquo;engagement et des d\u00e9penses plus judicieuses.\u00a0\u00bb<\/p>\n<h2>Des social media managers sereins qui cr\u00e9ent des contenus plus engageants et plus rentables<\/h2>\n<p>Avec Emplifi, la transformation a \u00e9t\u00e9 ind\u00e9niable. Le temps de reporting a \u00e9t\u00e9 r\u00e9duit de 75\u00a0%\u00a0: moins de temps \u00e0 extraire des chiffres, plus de temps pour cr\u00e9er des contenus engageants.<\/p>\n<p>Les publications boost\u00e9es avec Performance Prediction ont enregistr\u00e9 une hausse de 150\u00a0% des commentaires, preuve que les bons contenus atteignaient la bonne audience. Et surtout, le co\u00fbt par engagement (CPE) a baiss\u00e9 de 81,5\u00a0%, ce qui permet \u00e0 TUI fly Belgium d&rsquo;en faire plus avec le m\u00eame budget.<\/p>\n<p>Mais au-del\u00e0 des chiffres, le plus grand changement concerne la confiance. Les social media managers n&rsquo;ont plus \u00e0 se demander s&rsquo;ils font les bons choix. Chaque publication, chaque campagne et chaque d\u00e9cision budg\u00e9taire s&rsquo;appuie sur des insights solides issus de l&rsquo;IA.<\/p>\n"},{"acf_fc_layout":"quote","quote":"Avant Emplifi, choisir quelle publication booster relevait de la devinette. 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C&rsquo;est l\u00e0 que l&rsquo;outil Performance Prediction d&rsquo;Emplifi a chang\u00e9 la donne.<\/p>\n<p>Gr\u00e2ce aux insights de l&rsquo;IA, TUI fly Belgium est pass\u00e9e des suppositions \u00e0 une strat\u00e9gie parfaitement ex\u00e9cut\u00e9e\u00a0: temps de reporting r\u00e9duit de 75\u00a0%, engagement de l&rsquo;audience en hausse de 150\u00a0% et co\u00fbt par engagement en baisse de 81,5\u00a0%.<\/p>\n<h2>Des processus inefficaces et des suppositions qui freinent l&rsquo;\u00e9quipe<\/h2>\n<p>Pour des marques comme TUI, les r\u00e9seaux sociaux ne se r\u00e9sument pas \u00e0 publier de jolies photos\u00a0: il s&rsquo;agit de raconter des histoires, de susciter l&rsquo;engagement et, au final, de cr\u00e9er avec les gens un lien qui sonne juste. Chaque publication, chaque campagne et chaque interaction contribue \u00e0 fa\u00e7onner la voix de la marque. Mais comment s&rsquo;assurer que ces efforts sont remarqu\u00e9s\u00a0?<\/p>\n<p>Avant son partenariat avec Emplifi, l&rsquo;\u00e9quipe de TUI fly Belgium menait un combat permanent. Le reporting \u00e9tait fastidieux et demandait des heures de travail manuel. Choisir les publications \u00e0 promouvoir relevait de la devinette\u00a0: fallait-il choisir la plus belle visuellement\u00a0? Celle qui portait le message de marque le plus fort\u00a0? Ou celle qui \u00ab\u00a0semblait\u00a0\u00bb la bonne\u00a0? Sans donn\u00e9es pour \u00e9tayer les d\u00e9cisions, le doute persistait.<\/p>\n"},{"acf_fc_layout":"quote","quote":"En tant que Branded Content Coordinator, je passais des heures \u00e0 collecter manuellement les donn\u00e9es de performance des publications et \u00e0 choisir quels contenus booster. C'\u00e9tait un processus long, peu efficace et sans insights fond\u00e9s sur les donn\u00e9es.","quote_author":"Ineke Vanhaelemeesch","quote_author_description":"Branded Content Coordinator chez TUI"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<p>La frustration \u00e9tait \u00e9vidente. L&rsquo;\u00e9quipe avait besoin d&rsquo;une fa\u00e7on de travailler plus intelligente, qui lui donne confiance dans ses choix, lib\u00e8re du temps et lui permette de se concentrer sur ce qu&rsquo;elle fait de mieux\u00a0: faire vivre l&rsquo;histoire de TUI.<\/p>\n<h2>Gagner en efficacit\u00e9 et d\u00e9cider \u00e0 partir des donn\u00e9es<\/h2>\n<p>Emplifi n&rsquo;a rien chang\u00e9 \u00e0 la cr\u00e9ativit\u00e9 de TUI\u00a0; il lui a apport\u00e9 la clart\u00e9 et la structure pour la sublimer.<br \/>\nLa premi\u00e8re avanc\u00e9e est venue du reporting automatis\u00e9. Ce qui prenait quatre heures ne prenait plus que quelques secondes. Au lieu de se perdre dans des tableurs, l&rsquo;\u00e9quipe pouvait se concentrer sur la compr\u00e9hension des insights plut\u00f4t que de courir apr\u00e8s.<\/p>\n<p>Puis est arriv\u00e9 Performance Prediction, l&rsquo;outil d&rsquo;Emplifi bas\u00e9 sur l&rsquo;IA, qui a transform\u00e9 la fa\u00e7on dont TUI fly Belgium promeut ses publications. Au lieu de se fier \u00e0 son intuition, l&rsquo;\u00e9quipe voyait d\u00e9sormais en temps r\u00e9el quelles publications trouvaient le plus d&rsquo;\u00e9cho aupr\u00e8s de son audience. Les plus prometteuses \u00e9taient boost\u00e9es, pour que les bons contenus atteignent les bonnes personnes, sans gaspiller de budget.<\/p>\n<p>Enfin, la labellisation des contenus a structur\u00e9 sa <a href=\"https:\/\/emplifi.io\/resources\/blog\/social-media-strategy\/\" target=\"_blank\" rel=\"noopener\">strat\u00e9gie social media<\/a>. En classant les publications par sujet, lieu ou type, l&rsquo;\u00e9quipe pouvait analyser instantan\u00e9ment ce qui fonctionnait et adapter son approche. Fini les h\u00e9sitations\u00a0: place \u00e0 des d\u00e9cisions claires, fond\u00e9es sur les donn\u00e9es, qui amplifient le message de TUI.<\/p>\n<p>\u00ab\u00a0L&rsquo;arriv\u00e9e de la pr\u00e9diction de performance bas\u00e9e sur l&rsquo;IA a chang\u00e9 notre fa\u00e7on de promouvoir nos contenus\u00a0\u00bb, explique Ineke Vanhaelemeesch. \u00ab\u00a0D\u00e9sormais, nous investissons notre budget l\u00e0 o\u00f9 il compte le plus, pour plus d&rsquo;engagement et des d\u00e9penses plus judicieuses.\u00a0\u00bb<\/p>\n<h2>Des social media managers sereins qui cr\u00e9ent des contenus plus engageants et plus rentables<\/h2>\n<p>Avec Emplifi, la transformation a \u00e9t\u00e9 ind\u00e9niable. Le temps de reporting a \u00e9t\u00e9 r\u00e9duit de 75\u00a0%\u00a0: moins de temps \u00e0 extraire des chiffres, plus de temps pour cr\u00e9er des contenus engageants.<\/p>\n<p>Les publications boost\u00e9es avec Performance Prediction ont enregistr\u00e9 une hausse de 150\u00a0% des commentaires, preuve que les bons contenus atteignaient la bonne audience. Et surtout, le co\u00fbt par engagement (CPE) a baiss\u00e9 de 81,5\u00a0%, ce qui permet \u00e0 TUI fly Belgium d&rsquo;en faire plus avec le m\u00eame budget.<\/p>\n<p>Mais au-del\u00e0 des chiffres, le plus grand changement concerne la confiance. Les social media managers n&rsquo;ont plus \u00e0 se demander s&rsquo;ils font les bons choix. Chaque publication, chaque campagne et chaque d\u00e9cision budg\u00e9taire s&rsquo;appuie sur des insights solides issus de l&rsquo;IA.<\/p>\n"},{"acf_fc_layout":"quote","quote":"Avant Emplifi, choisir quelle publication booster relevait de la devinette. Aujourd'hui, gr\u00e2ce aux insights de l'IA, nous investissons notre budget \u00e0 bon escient pour obtenir le meilleur engagement de notre audience.","quote_author":"Ineke Vanhaelemeesch","quote_author_description":"Branded Content Coordinator chez TUI"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<p>La <a href=\"https:\/\/emplifi.io\/resources\/blog\/social-media-strategy\/\" target=\"_blank\" rel=\"noopener\">strat\u00e9gie social media<\/a> de TUI fly Belgium est aujourd&rsquo;hui plus fine, plus intelligente et plus efficace que jamais. Le storytelling humain qui d\u00e9finit la marque est plus fort que jamais, car il s&rsquo;appuie d\u00e9sormais sur des donn\u00e9es fiables et \u00e0 jour \u00e0 la minute pr\u00e8s.<\/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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