Internalisation
Creating the social media content factory for a CAC 40 company.
Klépierre: World leader in shopping mall management and retail
[Klépierre (https://www.klepierre.com/en), a world leader in shopping mall management, was faced with a major challenge: to boost footfall in its centres by developing its social media presence. Klépierre's objective was to transform its 40+ shopping centres in France and Belgium into activation and content platforms to create a connexion with its visitors, showing that there is always something going on in a Klépierre shopping centre.
To achieve this, the project required: a scalable content creation method, a local production system in +40 towns and cities, and consistency of content with Klépierre's global charter and quality standards.
Our solution
To meet these large-scale transformation challenges, we set up a decentralised content factory. Working closely with Klépierre's lead agency, we developed an agile content production strategy. We achieved this by creating standardised content franchises for all centres and easy-to-use templates for local production teams and community managers.
This approach enabled each shopping centre to create content tailored to its local audience while benefiting from the strength of the overall strategy. In this way, we were able to create optimum synergy between physical and digital outlets, boosting the visibility and engagement of the shopping centres across all channels.
The results
Our intervention enabled Klépierre to achieve impressive results, demonstrating the effectiveness of our approach:
10,000 assets produced in 1 year, enabling Klépierre's shopping centres to engage their visitors through diversified and relevant content.
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A 30% reduction in the cost per asset, making content production more efficient and cost-effective.
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A 30% increase in engagement on Instagram, demonstrating the impact of our visual content strategy.
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A 10% increase in engagement on Facebook, strengthening interaction with the community and Klépierre's visibility on social networks.
