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L\u2019\u00e9nergie d\u00e9bordante de la r\u00e9gion attire chaque ann\u00e9e des millions de touristes. Dans le cadre de sa strat\u00e9gie de marketing de destination, le Department of Culture and Tourism Abu Dhabi (DCT Abu Dhabi) souhaitait mettre en lumi\u00e8re les tr\u00e9sors cach\u00e9s de la ville.<\/p>\n<h2>La solution<\/h2>\n<p>DCT Abu Dhabi utilise TikTok pour montrer Abu Dhabi sous un jour totalement nouveau, en mettant en avant les attractions et les \u00e9v\u00e9nements de toute la ville. TikTok l\u2019a s\u00e9duit par son ton plus jeune et plus humain. L\u2019\u00e9quipe voulait aussi tirer parti de la forte viralit\u00e9 de TikTok en s\u2019appuyant sur les sujets et les sons tendance pour cr\u00e9er des vid\u00e9os pertinentes et engageantes.<\/p>\n<p>DCT Abu Dhabi cr\u00e9e sur TikTok des contenus adapt\u00e9s \u00e0 ses publics cibles. Gr\u00e2ce \u00e0 l\u2019int\u00e9gration TikTok d\u2019Emplifi, l\u2019\u00e9quipe peut analyser la performance de ses contenus et orienter sa cr\u00e9ation en fonction de ce qui r\u00e9sonne le plus aupr\u00e8s de ces publics.<\/p>\n<p>DCT Abu Dhabi parvient aussi \u00e0 maintenir un fort int\u00e9r\u00eat pour ses contenus payants en sponsorisant des contenus natifs. TikTok facilite le partage, et la plateforme r\u00e9compense les utilisateurs qui partagent les bons contenus. Parti de seulement 15 abonn\u00e9s \u00e0 sa cr\u00e9ation, sans aucune publicit\u00e9 payante, le compte Visit Abu Dhabi a parcouru beaucoup de chemin. Gr\u00e2ce \u00e0 une strat\u00e9gie fond\u00e9e sur la pertinence et un ton dans l\u2019air du temps, la premi\u00e8re vid\u00e9o publi\u00e9e sur le compte a atteint 70\u00a0000 vues. En janvier 2022, le compte comptait plus de 272\u00a0000 abonn\u00e9s.<\/p>\n<p>En avril 2021, DCT Abu Dhabi s\u2019est \u00e9galement associ\u00e9 \u00e0 TikTok pour mobiliser des cr\u00e9ateurs de contenu afin de montrer le meilleur de l\u2019\u00e9mirat avec cr\u00e9ativit\u00e9 et authenticit\u00e9, de toucher un public plus large dans le monde entier et d\u2019inciter les internautes \u00e0 inclure Abu Dhabi dans leurs futurs projets de voyage. Ce partenariat a permis au public de d\u00e9couvrir Abu Dhabi \u00e0 travers des contenus uniques cr\u00e9\u00e9s par des habitants et des r\u00e9sidents, mettant en avant les lieux embl\u00e9matiques de la capitale, ses habitants et sa culture, ainsi que le caract\u00e8re exclusif de la ville, son offre et bien plus encore.<\/p>\n<h2>Les r\u00e9sultats<\/h2>\n<p>La strat\u00e9gie de contenus payants et organiques de DCT Abu Dhabi a obtenu des r\u00e9sultats remarquables. Le compte Visit Abu Dhabi fait partie des trois offices de tourisme les plus suivis au monde. En janvier 2022, il cumulait plus de 110 millions de vues, 1,9 million de likes et plus de 15\u00a0000 commentaires.<\/p>\n<p>DCT Abu Dhabi utilise l\u2019int\u00e9gration TikTok d\u2019Emplifi pour suivre chaque jour la dur\u00e9e de visionnage et le taux de compl\u00e9tion des vid\u00e9os. La plupart des dur\u00e9es moyennes de visionnage du compte d\u00e9passent 50\u00a0%, et certaines vid\u00e9os atteignent 110\u00a0% (le nombre de secondes pendant lesquelles une vid\u00e9o a \u00e9t\u00e9 vue). Cette approche porte ses fruits\u00a0: de nombreux abonn\u00e9s interagissent avec la page en identifiant leurs amis et en demandant plus d\u2019informations sur les attractions et les \u00e9v\u00e9nements mis en avant. Les abonn\u00e9s saluent \u00e9galement la cr\u00e9ativit\u00e9 et l\u2019authenticit\u00e9 de l\u2019administrateur du compte.<\/p>\n"},{"acf_fc_layout":"quote","quote":"Depuis que nous avons ajout\u00e9 TikTok \u00e0 nos canaux sociaux, la plateforme s\u2019est r\u00e9v\u00e9l\u00e9e formidable et tr\u00e8s efficace pour faire rayonner l\u2019attractivit\u00e9 d\u2019Abu Dhabi aupr\u00e8s d\u2019un public plus large, directement dans le creux de sa main. Ce canal direct accro\u00eet la visibilit\u00e9 d\u2019Abu Dhabi aupr\u00e8s d\u2019un \u00e9ventail plus large de voyageurs, d\u2019\u00e2ges, de centres d\u2019int\u00e9r\u00eat et de budgets vari\u00e9s. Gr\u00e2ce \u00e0 la cha\u00eene DCT Abu Dhabi, nous pouvons cr\u00e9er des contenus sp\u00e9cifiquement con\u00e7us pour ces segments. En tant que partenaire strat\u00e9gique d\u2019Emplifi, nous avons particip\u00e9 au programme alpha exclusif en repr\u00e9sentant la r\u00e9gion MEA, ce qui nous a permis de suivre nos campagnes TikTok, d\u2019en faire le reporting et d\u2019adapter nos contenus selon les r\u00e9actions et l\u2019engagement du public, pour obtenir des insights data pertinents.","quote_author":"Ahmad Dohjoka","quote_author_description":"Media planner"}],"content_builder_clone":{"content_builder":[{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<h2>L\u2019objectif<\/h2>\n<p>Abu Dhabi est l\u2019une des principales destinations touristiques au monde, r\u00e9put\u00e9e pour ses loisirs d\u2019exception et son h\u00f4tellerie haut de gamme. L\u2019\u00e9nergie d\u00e9bordante de la r\u00e9gion attire chaque ann\u00e9e des millions de touristes. Dans le cadre de sa strat\u00e9gie de marketing de destination, le Department of Culture and Tourism Abu Dhabi (DCT Abu Dhabi) souhaitait mettre en lumi\u00e8re les tr\u00e9sors cach\u00e9s de la ville.<\/p>\n<h2>La solution<\/h2>\n<p>DCT Abu Dhabi utilise TikTok pour montrer Abu Dhabi sous un jour totalement nouveau, en mettant en avant les attractions et les \u00e9v\u00e9nements de toute la ville. TikTok l\u2019a s\u00e9duit par son ton plus jeune et plus humain. L\u2019\u00e9quipe voulait aussi tirer parti de la forte viralit\u00e9 de TikTok en s\u2019appuyant sur les sujets et les sons tendance pour cr\u00e9er des vid\u00e9os pertinentes et engageantes.<\/p>\n<p>DCT Abu Dhabi cr\u00e9e sur TikTok des contenus adapt\u00e9s \u00e0 ses publics cibles. Gr\u00e2ce \u00e0 l\u2019int\u00e9gration TikTok d\u2019Emplifi, l\u2019\u00e9quipe peut analyser la performance de ses contenus et orienter sa cr\u00e9ation en fonction de ce qui r\u00e9sonne le plus aupr\u00e8s de ces publics.<\/p>\n<p>DCT Abu Dhabi parvient aussi \u00e0 maintenir un fort int\u00e9r\u00eat pour ses contenus payants en sponsorisant des contenus natifs. TikTok facilite le partage, et la plateforme r\u00e9compense les utilisateurs qui partagent les bons contenus. Parti de seulement 15 abonn\u00e9s \u00e0 sa cr\u00e9ation, sans aucune publicit\u00e9 payante, le compte Visit Abu Dhabi a parcouru beaucoup de chemin. Gr\u00e2ce \u00e0 une strat\u00e9gie fond\u00e9e sur la pertinence et un ton dans l\u2019air du temps, la premi\u00e8re vid\u00e9o publi\u00e9e sur le compte a atteint 70\u00a0000 vues. En janvier 2022, le compte comptait plus de 272\u00a0000 abonn\u00e9s.<\/p>\n<p>En avril 2021, DCT Abu Dhabi s\u2019est \u00e9galement associ\u00e9 \u00e0 TikTok pour mobiliser des cr\u00e9ateurs de contenu afin de montrer le meilleur de l\u2019\u00e9mirat avec cr\u00e9ativit\u00e9 et authenticit\u00e9, de toucher un public plus large dans le monde entier et d\u2019inciter les internautes \u00e0 inclure Abu Dhabi dans leurs futurs projets de voyage. Ce partenariat a permis au public de d\u00e9couvrir Abu Dhabi \u00e0 travers des contenus uniques cr\u00e9\u00e9s par des habitants et des r\u00e9sidents, mettant en avant les lieux embl\u00e9matiques de la capitale, ses habitants et sa culture, ainsi que le caract\u00e8re exclusif de la ville, son offre et bien plus encore.<\/p>\n<h2>Les r\u00e9sultats<\/h2>\n<p>La strat\u00e9gie de contenus payants et organiques de DCT Abu Dhabi a obtenu des r\u00e9sultats remarquables. Le compte Visit Abu Dhabi fait partie des trois offices de tourisme les plus suivis au monde. En janvier 2022, il cumulait plus de 110 millions de vues, 1,9 million de likes et plus de 15\u00a0000 commentaires.<\/p>\n<p>DCT Abu Dhabi utilise l\u2019int\u00e9gration TikTok d\u2019Emplifi pour suivre chaque jour la dur\u00e9e de visionnage et le taux de compl\u00e9tion des vid\u00e9os. La plupart des dur\u00e9es moyennes de visionnage du compte d\u00e9passent 50\u00a0%, et certaines vid\u00e9os atteignent 110\u00a0% (le nombre de secondes pendant lesquelles une vid\u00e9o a \u00e9t\u00e9 vue). Cette approche porte ses fruits\u00a0: de nombreux abonn\u00e9s interagissent avec la page en identifiant leurs amis et en demandant plus d\u2019informations sur les attractions et les \u00e9v\u00e9nements mis en avant. Les abonn\u00e9s saluent \u00e9galement la cr\u00e9ativit\u00e9 et l\u2019authenticit\u00e9 de l\u2019administrateur du compte.<\/p>\n"},{"acf_fc_layout":"quote","quote":"Depuis que nous avons ajout\u00e9 TikTok \u00e0 nos canaux sociaux, la plateforme s\u2019est r\u00e9v\u00e9l\u00e9e formidable et tr\u00e8s efficace pour faire rayonner l\u2019attractivit\u00e9 d\u2019Abu Dhabi aupr\u00e8s d\u2019un public plus large, directement dans le creux de sa main. Ce canal direct accro\u00eet la visibilit\u00e9 d\u2019Abu Dhabi aupr\u00e8s d\u2019un \u00e9ventail plus large de voyageurs, d\u2019\u00e2ges, de centres d\u2019int\u00e9r\u00eat et de budgets vari\u00e9s. Gr\u00e2ce \u00e0 la cha\u00eene DCT Abu Dhabi, nous pouvons cr\u00e9er des contenus sp\u00e9cifiquement con\u00e7us pour ces segments. En tant que partenaire strat\u00e9gique d\u2019Emplifi, nous avons particip\u00e9 au programme alpha exclusif en repr\u00e9sentant la r\u00e9gion MEA, ce qui nous a permis de suivre nos campagnes TikTok, d\u2019en faire le reporting et d\u2019adapter nos contenus selon les r\u00e9actions et l\u2019engagement du public, pour obtenir des insights data pertinents.","quote_author":"Ahmad Dohjoka","quote_author_description":"Media planner"}]},"customer_sidebar_group":{"show_section":true,"sidebar_contents":[{"icon":false,"title":"D\u00e9fi","description":"Lorsque la pand\u00e9mie a frapp\u00e9 en 2020, le secteur du voyage et de l\u2019h\u00f4tellerie a d\u00fb faire preuve de cr\u00e9ativit\u00e9 pour engager ses publics."},{"icon":false,"title":"Solution","description":"DCT Abu Dhabi a utilis\u00e9 les outils de social marketing d\u2019Emplifi pour optimiser ses campagnes et simplifier les processus de son hub social en 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