Building a national brand out of an ultra-local one.
Biltoki revives downtowns in more than ten French cities by restoring their market halls. The job: grow the brand nationally with a content factory, without flattening what makes each hall local.
The engagement
Scope
Internal creative capability audit, in-housing workshop, content factory launch roadmap, content programming, production process redesign, brand book, template library, run
Duration
Three phases: design, build, run
The stakes
How do you hold one brand together across ten-plus towns and regions?
Each hall brings together the best local food artisans and traders, and doubles as an event space that pulls a downtown back to life. That is what makes the brand singular, and what makes it hard to scale: the content has to be shot where the producers are, yet read as one brand from Bayonne to Clermont-Ferrand.
12
halls in French city centers
1
national account
30
recurring content franchises that build the editorial line
Where the value was stuck
Global vs local: a fragile balance
Give the halls total creative freedom and you buy authenticity at the cost of a fragmented national brand. Centralize everything and you gain efficiency but lose the edge. The content factory we built refuses that trade-off: an in-house system where national writes the guidelines and templates, and local keeps real room to execute.
Local
Artisans, producers, events: shot on site, by people who know the hall.
Global
One brand book and one template library, so every hall applies the same codes.
Sovereignty
Programming, workflows and templates are run in-house by the company, hall by hall.
The build · three phases
Design the factory, build the brand management system, then run it.
01
Strategic design
The goal: read the brand’s creative organization closely enough to write a plan for it: new content programming, new production workflows, a new global-to-local model, and a roadmap to stand the factory up.
Preparatory analysis
Mapping the creative organization as it stood, the brand strategy, the top-line goals and how production actually ran.
In-housing workshop
Working through content programming, production processes and the internal org chart with the teams who run them.
Debrief and roadmap
Handing over the factory itself: programming, org chart, workflows, governance, tools.
02
Build · brand management
Harden the brand management system so content can be templated, consistency holds across the network, and the steering stays in-house. The graphic rules live inside Canva templates, which is what keeps the production rhythm up.
A new brand book
Reinforcing the brand’s iconicity, and making the codes applicable at scale.
A template library
Content franchises templated in Canva, to widen what each hall can do on its own.
Brand guardianship
A system that fosters consistency without creating a bottleneck.
03
Run
Two social media managers cover national and local production across the twelve halls, backed by local creative support, reporting and moderation. The national account gets a real editorial line, the local accounts get a thicker daily feed, and the brand holds.
2
social media managers on national and local production
12
halls animated, each with its own producers and events
+2000
social media assets produced to activate every Biltoki account
+1
content library, so nothing gets shot twice
Results
+15k
followers in one year
+30%
reach
×2
interaction volume
−30%
cost per asset
12
cities covered
+2000
assets produced
What they now own
The assets
A self-running content factory
Programming, workflows and governance belong to Biltoki, which turns them into a real acquisition asset.
A brand book that gets used
Codes applied end to end across the funnel, holding consistency at both local and national level.
Local experiences, one single brand
Local freedom inside a shared frame, and a national account that finally reads as national.
A reduced cost per asset
A more efficient production tool that improves cost per asset and allows more pooling at national level.
What we would do again
Design the content factory as a self-running system.
Co-design the processes
Designing the system with the operational teams is what produced processes that lose less information and keep running when someone is out.
Build the organization’s OS
Build the tools, templates and shared libraries that hold the rules at scale without turning approvals into a bottleneck.
Make reuse the default
Stand up a central content library built for reuse: national reaches local assets, CRM pulls from social, and everyone does more without spending more.
Marketing is your most defensible asset.
