Feu Vert
350 outlets running their own local communications, a head office that stays in control
How a brand with 350 outlets made its company-owned and franchised outlets autonomous across all their local communications (digital and physical) without the brand going off in every direction.
The context
Feu Vert means 350 outlets in France (company-owned and franchised), and as many local needs: an opening to announce, a promotion to relay, point-of-sale materials to order, a geo-targeted campaign to launch across its catchment area.
These needs ran through separate channels: an internal platform for digital, other channels for offline. There was nowhere an outlet manager could order the lot, and nowhere the head office could see everything.
Feu Vert’s question fitted in one line: how do you communicate locally, and stay unified, when you are a brand with 350 points of sale?
What we did
Together with Feu Vert we built a custom SaaS platform, based on Mob Campaign Booker: each outlet orders its local communications there with full autonomy, online and offline.
The head office uploads ready-to-use media kits (areas, budgets, dates and creatives already signed off) and the outlet picks its own in a few clicks: it adjusts its area and its budget, and orders. Online: RTB, Meta, SMS, aggregators, Google Demand Gen and Performance Max. Offline: indoor and outdoor point-of-sale materials, promotions, CRM, presence management, Solocal.
The project was co-built over the whole year: a dedicated consulting team, weekly calls for six months, media kits defined with the head office, and dedicated after-sales support.
Results
Feu Vert has switched off its internal platform. Today, 9 outlets out of 10 order their local communications themselves.
- Each outlet orders its local communications on its own, online and offline, from a single interface.
- The head office keeps the framework: it defines the kits, areas and budgets, and tracks the performance of the whole network in one place.
“L'expertise et l'accompagnement des équipes Mobsuccess durant tout le projet nous ont permis de co-construire la plateforme qui répond vraiment aux besoins de nos succursales et franchisés pour leur communication locale online et offline.”
A look at the platform
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