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Com a Emplifi, a Crayola repensou como sua equipe de redes sociais ouve, aprende e cria em tempo real.<\/p>\n<h2>Onde o material de arte encontra os picos do algoritmo<\/h2>\n<p>A Crayola \u00e9 um nome conhecido em todas as casas, sin\u00f4nimo de cor, criatividade e alegria da inf\u00e2ncia. H\u00e1 mais de um s\u00e9culo, seus produtos de arte inovadores despertam a imagina\u00e7\u00e3o de fam\u00edlias, salas de aula e criadores. Hoje, seus canais sociais se tornaram ecossistemas vibrantes, cheios de feedback dos f\u00e3s, intera\u00e7\u00f5es divertidas e identifica\u00e7\u00e3o de tend\u00eancias culturais.<\/p>\n<p>A criatividade est\u00e1 no centro de tudo o que a Crayola faz, inclusive na forma como se conecta com sua comunidade. Com milh\u00f5es de f\u00e3s no TikTok, Instagram e Facebook, a marca precisava de um jeito mais inteligente de ouvir, interagir e se adaptar em tempo real. Foi a\u00ed que entrou o <a href=\"https:\/\/emplifi.io\/product\/social-media-engagement-tool\/\">Emplifi Community<\/a>: uma plataforma que ajudou a Crayola a agilizar as respostas e identificar tend\u00eancias emergentes mais r\u00e1pido.<\/p>\n<h2>Um ponto de virada para a equipe de redes sociais<\/h2>\n<p>A presen\u00e7a digital crescente da Crayola trouxe uma onda de novas oportunidades e desafios. Gerenciar as intera\u00e7\u00f5es com f\u00e3s em plataformas como TikTok, Facebook, Instagram e X exigia uma plataforma capaz de acompanhar a velocidade e a escala da Crayola. Mas a ferramenta anterior n\u00e3o tinha suporte ao TikTok e dependia de processos manuais e lentos, principalmente em picos de campanha ou momentos virais.<\/p>\n<p>&#8220;Precis\u00e1vamos muito monitorar melhor o TikTok e otimizar a forma de lidar com o volume recebido&#8221;, disse Brittany Mehalick, Gerente de <a href=\"https:\/\/emplifi.io\/resources\/blog\/social-media-engagement\/\" target=\"_blank\" rel=\"noopener\">Engajamento em M\u00eddias Sociais<\/a> e Tend\u00eancias na Crayola. &#8220;Com nosso fluxo antigo, podia levar dias para processar o que estava viralizando. Precis\u00e1vamos de uma solu\u00e7\u00e3o que nos permitisse agir em tempo real.&#8221;<\/p>\n"},{"acf_fc_layout":"quote","quote":"Faz\u00edamos manualmente coisas que deveriam ser automatizadas. Nossos relat\u00f3rios demoravam demais. Nossos agentes tinham ru\u00eddo demais para filtrar.","quote_author":"Brittany Mehalick","quote_author_description":"Gerente de Engajamento e Tend\u00eancias em M\u00eddias Sociais na Crayola"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<p>N\u00e3o faltavam insights \u00e0 equipe. Ela s\u00f3 precisava de ferramentas melhores para traz\u00ea-los \u00e0 tona rapidamente e agir. Al\u00e9m das limita\u00e7\u00f5es da plataforma, o fluxo de trabalho era pesado: etiquetagem, roteamento e an\u00e1lise de tend\u00eancias atrasavam a equipe e limitavam a escala.<\/p>\n<h2>Do caos manual ao ritmo em tempo real<\/h2>\n<p>O que veio depois foi nada menos que uma mudan\u00e7a estrutural. A Crayola adotou o <a href=\"https:\/\/emplifi.io\/product\/social-media-engagement-tool\/\">Emplifi Community<\/a> para redesenhar como a equipe de redes sociais processa o engajamento, identifica tend\u00eancias e encaminha o suporte. O objetivo n\u00e3o era s\u00f3 dar conta do volume. Era abrir espa\u00e7o para ouvir, criar e tomar decis\u00f5es baseadas em dados reais.<\/p>\n<p>Um dos maiores avan\u00e7os foi a visibilidade. De repente, o TikTok deixou de ser um mist\u00e9rio e passou a ser uma parte monitorada e gerenci\u00e1vel da rotina. A equipe conseguia ver coment\u00e1rios, acompanhar o volume e agir em tempo real, em vez de reagir um dia atrasada.<\/p>\n<p>&#8220;Antes, faz\u00edamos a triagem do conte\u00fado viral manualmente&#8221;, disse Brittany. &#8220;Agora, isolamos e priorizamos com alguns cliques. Isso mudou aquilo em que conseguimos focar.&#8221;<\/p>\n<p>Com etiquetagem em massa, roteamento automatizado e dashboards inteligentes, cada parte do fluxo ficou mais limpa. Os modelos garantiram um tom consistente. Al\u00e9m disso, a integra\u00e7\u00e3o com a <a href=\"https:\/\/emplifi.io\/product\/social-customer-care\/\">plataforma de atendimento ao cliente nas redes sociais<\/a> da Emplifi fechou o ciclo, permitindo que a equipe fosse da detec\u00e7\u00e3o \u00e0 resolu\u00e7\u00e3o sem trocar de ferramenta.<\/p>\n<p>&#8220;A integra\u00e7\u00e3o entre o Community e o Agent \u00e9 algo que nos deixa muito animados&#8221;, disse Brittany. &#8220;Ela j\u00e1 est\u00e1 melhorando a forma como gerenciamos os contatos recebidos, e parece o come\u00e7o de algo muito maior.&#8221;<\/p>\n<h2>Insights que n\u00e3o ficam parados em uma planilha<\/h2>\n<p>O que come\u00e7ou como uma busca por efici\u00eancia logo virou algo mais profundo. Com a Emplifi, a equipe de redes sociais da Crayola ficou mais afiada, sintonizada com o que o p\u00fablico realmente dizia.<\/p>\n<p>Um exemplo marcante veio das conversas sobre massa de modelar que seca ao ar. O que come\u00e7ou como um papo casual revelou um padr\u00e3o claro: os clientes combinavam a massa com tintas espec\u00edficas. Esse insight, identificado com o <a href=\"https:\/\/emplifi.io\/product\/social-listening\/\">Emplifi Listening<\/a>, n\u00e3o ficou na equipe de redes sociais, ele subiu na cadeia para influenciar a estrat\u00e9gia de produto.<\/p>\n"},{"acf_fc_layout":"quote","quote":"A Emplifi nos permite captar comportamentos que, de outra forma, deixar\u00edamos passar. Esse tipo de sinal vale ouro para nossas equipes multifuncionais. N\u00e3o estamos mais s\u00f3 reagindo. Estamos ouvindo com prop\u00f3sito usando a Emplifi. E isso aparece na forma como nos conectamos, planejamos e constru\u00edmos fidelidade ao longo do tempo.","quote_author":"Brittany Mehalick","quote_author_description":"Gerente de Engajamento e Tend\u00eancias em M\u00eddias Sociais na Crayola"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<p>Isso tamb\u00e9m mudou a forma como a Crayola encara as campanhas. Quando a marca relan\u00e7ou oito cores de giz de cera aposentadas, a equipe apostou em respostas com personalidade, com cada personagem-cor respondendo aos f\u00e3s com sua pr\u00f3pria voz. O tom era divertido, mas a log\u00edstica era precisa. A Emplifi permitiu manter um engajamento divertido sem perder o controle.<\/p>\n<p>Al\u00e9m da opera\u00e7\u00e3o do dia a dia, a mudan\u00e7a na capacidade de resposta teve um efeito cascata. A confian\u00e7a dos clientes cresceu. As equipes globais agora recebem panoramas de sentimento por regi\u00e3o. E os relat\u00f3rios, que antes tomavam muito tempo, agora est\u00e3o a poucos cliques.<\/p>\n"}]},"customer_sidebar_clone":{"customer_sidebar_group":{"show_section":true,"sidebar_contents":[{"icon":{"ID":13931,"id":13931,"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\/pt-br\/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":18308,"date":"2025-04-18 17:23:10","modified":"2025-10-17 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