Thirty thousand assets a year, created and localized across Europe.
ManoMano, France’s leading online retailer for DIY and home improvement, has to feed its digital channels nonstop across Europe. We connected its internal Content Factory to the acracy community to industrialize production and adapt every asset without losing local relevance.
The engagement
Scope
Internal Content Factory connected to the community, native creator network, centralized workflows, templates and guidelines, standardized multilingual briefs, performance tracking by country
Markets
France, United Kingdom, Germany, Spain, Italy
The stakes
Translation is not enough. Every market has its own rules.
Newsletters, banners, ads, product pages: everything has to be adapted to what France, the UK, Germany, Spain and Italy each expect. That goes well past translation: legal, cultural and linguistic specifics per market, with brand consistency that never slips.
30k+
digital assets needed every year
5
European markets to feed continuously
1
brand to hold across every channel
Where the value was stuck
Scaling without losing engagement or local relevance.
The hard part is not automating thirty thousand assets. It is industrializing the process without flattening the writing. Automate too far and the output scales but nobody wants to read it; write everything by hand and the volume never holds. The balance is a process tight enough to carry the volume and editorial talent strong enough to keep each market reading.
Process
Workflows, templates and guidelines carry what repeats: structure, formats, brand consistency.
Editorial craft
What no template can produce: a voice that lands, written by someone who knows the market from the inside.
The balance
Automate the plumbing, never the writing. That line is what keeps the volume both readable and elastic.
The build · three moves
Industrialize production, localize creation, steer market by market.
01
Industrialize
The goal: make the volume sustainable. Workflows, templates and guidelines sit in one place so the brand holds across markets, and multilingual briefs are standardized so teams understand faster and produce faster.
Workflows
Every step of the chain, from brief to publication, described and tooled.
Templates
Shared layouts across all channels: newsletters, banners, advertising, product pages.
Multilingual briefs
Clear, uniform briefs that read the same way in all five countries.
02
Localize
The goal: relevance, not translation. The internal Content Factory plugs into a network of native creators who produce and localize each asset quickly for the five markets, respecting what is legally, culturally and linguistically specific to each.
Native creators
Profiles based in each market, mobilized according to needs and workload peaks.
Internal and external resources
A hybrid approach that keeps control in-house while absorbing demand swings.
Brand consistency
Local freedom operates inside a shared frame, never against it.
03
Steer
The goal: keep control as it runs. Performance is tracked market by market so content can be adjusted continuously, and shared tools keep the resources and the conversation in one place at this volume.
Performance by country
Regular analysis of results guides production trade-offs, audience by audience.
Collaborative tools
Centralized asset management, sized for tens of thousands of files.
Commercial highlights
Peaks are anticipated by the set-up instead of endured by the teams.
Results
30k+
digital assets created and localized every year
5
European markets covered
4
channels fed: newsletters, banners, advertising, product pages
1
shared base of guidelines and templates
1
campaign go-to-market considerably accelerated
0
agency holding the volume and the market knowledge
What they now own
The assets
A Content Factory that holds the load
Internal production sized for 30,000 assets a year, with no structural dependency.
A network of native creators
Five markets covered by local profiles, mobilized project by project.
A base of guidelines and templates
Brand consistency written once, applied everywhere, whoever is creating.
A fast go-to-market capability
Campaigns deployed in record time on each of the key markets.
What we would do again
Automate the process, never the writing.
Standardize multilingual briefs
Uniform briefs save more time than any translation tool.
Combine internal and external resources
The hybrid approach keeps the set-up agile and answers swings in content demand.
Track performance by country
Without a market-by-market read, volume becomes a cost instead of an asset.
Marketing is your most defensible asset.
