{"id":1237,"date":"2015-01-21T13:56:02","date_gmt":"2015-01-21T12:56:02","guid":{"rendered":"http:\/\/www.keyade.com\/agence\/?p=1237"},"modified":"2018-06-19T14:33:21","modified_gmt":"2018-06-19T13:33:21","slug":"etude-de-cas-air-france-promotion-de-operation-early-bird-facebook-twitter","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/etude-de-cas-air-france-promotion-de-operation-early-bird-facebook-twitter","title":{"rendered":"[ETUDE DE CAS] AIR FRANCE : l&#8217;op\u00e9ration Early Bird sur Facebook et Twitter"},"content":{"rendered":"<h2><strong><span style=\"color: #00aae3;\">CONTEXTE<\/span><\/strong><\/h2>\n<h3><strong>Early Bird, une op\u00e9ration publicitaire d&#8217;envergure nationale<\/strong><\/h3>\n<p style=\"text-align: justify;\">Quatre fois par an, Air France m\u00e8ne l\u2019op\u00e9ration promotionnelle Early Bird, une op\u00e9ration au cours de laquelle la compagnie a\u00e9rienne propose des tarifs avantageux sur ses longs courriers \u00e0 travers le monde. En France, la derni\u00e8re op\u00e9ration a \u00e9t\u00e9 men\u00e9e du 9 au 20 octobre 2014 et a \u00e9t\u00e9 soutenue par un dispositif social media sur Facebook et sur Twitter. Men\u00e9e de concert sur les deux r\u00e9seaux sociaux, l\u2019op\u00e9ration \u00e9tait s\u00e9par\u00e9e en deux phases publicitaires\u001f:<br \/>\n&#8211; Les dix premiers jours\u001f: diffusion d\u2019un message g\u00e9n\u00e9rique pour faire conna\u00eetre l\u2019op\u00e9ration<br \/>\n&#8211; Les quatre derniers jours\u001f: diffusion d\u2019un message \u00ab\u001flast call\u001f\u00bb pour presser les derniers internautes de faire leurs r\u00e9servations<\/p>\n<h2 style=\"text-align: justify;\"><strong><span style=\"color: #00aae3;\">DISPOSITIF<\/span><\/strong><\/h2>\n<h3 style=\"text-align: justify;\"><strong>G\u00e9olocalisation et adaptation des formats et ciblages<\/strong><\/h3>\n<p style=\"text-align: justify;\">Sur Facebook, l\u2019op\u00e9ration Early Bird a \u00e9t\u00e9 men\u00e9e de mani\u00e8re g\u00e9olocalis\u00e9e sur Paris et sur cinq grandes villes de France (Bordeaux, Lyon, Marseille, Strasbourg et Toulouse). Keyade a utilis\u00e9 un format page post link personnalis\u00e9 en fonction de la g\u00e9olocalisation et diffus\u00e9 dans le fil d\u2019actualit\u00e9. Ce format est particuli\u00e8rement adapt\u00e9 puisqu\u2019il permet de rediriger les visiteurs vers une page de redirection sp\u00e9cifique, en l\u2019occurrence une page d\u2019achat Early Bird dont la destination de d\u00e9part \u00e9tait d\u00e9j\u00e0 param\u00e9tr\u00e9e (en fonction de la g\u00e9olocalisation), afin de maximiser le taux de conversion.<\/p>\n<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-1239 alignleft\" src=\"http:\/\/www.keyade.com\/agence\/wp-content\/uploads\/2016\/11\/post-facebook-air-france-keyade-300x294.png\" alt=\"post-facebook-air-france-keyade\" width=\"300\" height=\"294\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/11\/post-facebook-air-france-keyade-300x294.png 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/11\/post-facebook-air-france-keyade-102x100.png 102w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2016\/11\/post-facebook-air-france-keyade.png 646w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>Sur Twitter, Keyade a mis en place les website cards, un format \u00e0 la performance qui comporte une partie cliquable permettant \u00e9galement de rediriger les internautes vers une page de destination sp\u00e9cifique. L\u2019agence a ensuite activ\u00e9 les options de ciblage Twitter les plus appropri\u00e9es : par profils, par int\u00e9r\u00eats et par mots-cl\u00e9s.<\/p>\n<h2><span style=\"color: #00aae3;\"><b>R\u00c9SULTATS<\/b><\/span><\/h2>\n<h3 style=\"text-align: justify;\"><strong>Une op\u00e9ration extr\u00eamement rentable<\/strong><\/h3>\n<p style=\"text-align: justify;\">En ajustant les optimisations au fur et \u00e0 mesure du d\u00e9roulement de la campagne, Keyade a pu identifier les messages les plus g\u00e9n\u00e9rateurs de conversions et \u00e9liminer petit \u00e0 petit les moins performants. Gr\u00e2ce \u00e0 des taux de clics \u00e9lev\u00e9s, l\u2019\u00e9quipe a pu r\u00e9duire les ench\u00e8res et ainsi diminuer les CPC.<\/p>\n<p style=\"text-align: justify;\">Globalement, l\u2019op\u00e9ration Early Bird d\u2019octobre 2014 est une op\u00e9ration extr\u00eamement rentable : le ROI de l\u2019op\u00e9ration est sup\u00e9rieur de 30% \u00e0 celui des campagnes display classiques et ce pourcentage s\u2019\u00e9l\u00e8ve m\u00eame \u00e0 50% si on tient compte des conversions non d\u00e9dupliqu\u00e9es avec le search marketing.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>CONTEXTE Early Bird, une op\u00e9ration publicitaire d&#8217;envergure nationale Quatre fois par an, Air France m\u00e8ne l\u2019op\u00e9ration promotionnelle Early Bird, une op\u00e9ration au cours de laquelle la compagnie a\u00e9rienne propose des tarifs avantageux sur ses longs courriers \u00e0 travers le monde. En France, la derni\u00e8re op\u00e9ration a \u00e9t\u00e9 men\u00e9e du 9 au 20 octobre 2014 et [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1287,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89,295],"tags":[109,59,61],"class_list":["post-1237","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","category-fil-actualite","tag-facebook","tag-socialmedia","tag-twitter"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Air France : op\u00e9ration Early Bird sur Facebook et Twitter | Keyade<\/title>\n<meta name=\"description\" content=\"L&#039;op\u00e9ration Early Bird est une op\u00e9ration extr\u00eamement rentable avec un ROI sup\u00e9rieur de 30% aux campagnes display classiques\" \/>\n<meta name=\"robots\" content=\"index, follow, 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