Fermob, a well-known outdoor furniture brand, faced the growing challenge of managing an expanding global presence on social media. Its fragmented accounts, lack of moderation tools, and inefficient content production created significant hurdles for the company. However, after the furniture brand implemented social media management tool Agorapulse, Fermob experienced a transformation. Now, Fermob was able to centralize their social media operations, improve their response time, and significantly boost content output.
About Fermob
Fermob is a renowned French manufacturer of outdoor furniture, known for its vibrant designs and durable products. Over time, the company has grown from a national brand to an international success, with significant sales in countries like Germany, the United States, and the UK. This expansion, however, came with the challenge of managing multiple social media accounts and keeping up with a demanding online presence.
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The Challenge
As Fermob’s global footprint grew, so did their social media complexity. With social media accounts scattered across regions and no centralized tool to manage content and conversations, Fermob struggled with moderation and content production.
“When I arrived, there was no moderation tool at all.” (Maxime, Fermob’s social media manager)
Fermob’s issues boiled down to three major challenges:
- Decentralized social accounts. Fermob had an overwhelming number of local social media accounts managed by various resellers. This led to inconsistency in brand representation and ineffective control.
- Lack of moderation and response management. Without a unified system, responding to customer inquiries was chaotic, especially during peak seasons.
- Outdated content creation strategies. Fermob relied heavily on static images, which limited engagement in a world shifting toward dynamic video content.
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The Journey to Agorapulse
Maxime had prior experience with Agorapulse and knew it was the right tool to address Fermob’s challenges. After Maxime conducted a market audit that included competitors like Iconosquare and Meltwater, Agorapulse stood out, particularly for its robust moderation capabilities.
“I knew Agorapulse had authority when it came to moderation. The other features were a bonus.” (Maxime, Fermob’s social media manager)
By adopting Agorapulse, Fermob could finally centralize its social media management, eliminating redundant accounts and streamlining global brand presence.
Transformation with Agorapulse
The deep impact of Agorapulse on Fermob’s operations was swift and immediate.
Here’s how the social media management tool helped:
1. Centralized moderation
With Agorapulse, Fermob could monitor and respond to social media conversations across all platforms in real time.
“Before Agorapulse, our moderation was non-existent. Now, I can handle everything in one place—even during the busy summer season,” says Maxime.
This improvement resulted in faster response times and better customer engagement, especially during high-traffic periods.
2. Efficient content creation
Fermob significantly boosted its video production, going from just 10 videos per year to over 100. Agorapulse’s scheduling and content library made it easy to keep up with social media algorithms (which prioritize video and dynamic content).
“We’ve moved from being reliant on photos to producing high-quality videos, which is critical for engagement on platforms like Instagram and TikTok.” (Maxime, Fermob’s social media manager)
3. Global brand consistency
Fermob streamlined its presence by reducing redundant local social accounts and focusing on key markets, such as the US, Germany, and Australia. Using Agorapulse’s collaborative features, the furniture brand now manages a few focused, well-maintained accounts.
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Results and Impact
By implementing Agorapulse, Fermob saved valuable time and increased its social media efficiency.
Here’s a look at some of the many specific results:
- Increased response time
Fermob dramatically improved response times during peak seasons, particularly during summer and its product demand spikes. - Content output growth
Fermob grew from creating just a few videos per year to producing more than 100 in 2024. So, it has been able to keep pace with social media trends and audience expectations. - Better strategic focus
The reduction of unnecessary social media pages allowed Fermob to focus on their core markets with a unified, consistent message.
Lessons Learned and Unexpected Benefits
Through this journey, Fermob discovered the power of centralization and automation. The unexpected benefit of using Agorapulse was the time saved during moderation, which allowed their team to focus on higher-level strategies like video content creation and exploring new markets, including TikTok, where they recently launched.
Customer’s Advice
Maxime’s advice to other brands facing social media chaos is simple: “Don’t hesitate to invest in a tool like Agorapulse. The time you save in moderation alone is worth it, not to mention the improved consistency and growth in content production. It’s a game-changer.”
Fermob, with the help of Agorapulse, turned social media chaos into a well-oiled machine. The furniture brand saved massive amounts of time and scaled its global strategy. By streamlining operations and embracing the latest trends, Fermob not only increased engagement but also redefined how the brand approaches social media.
