How “Made in France” brands communicate on social networks

Le Slip Français, Michel et Augustin, Terre de France, Brennos ... These companies have in common to manufacture a majority of their products in France, but also to be particularly visible on social networks, in particular by uniting their communities around common values: support for local producers, economic patriotism and environmental protection.

To read also: Relocations: companies try the "made in France"

For these brands which do not always have the means to afford television spots, social networks and Instagram indeed make it possible to highlight "

the French art of living or economic patriotism

", as claimed by Terre of France.

Launched in 2018, this manufacturer of local perfumes, leather goods and textile products donates 100% of its after-tax profits to farmers, rural schools or military families.

Positioning assumed

This patriotic positioning is fully assumed and claimed in the company's communication, on Instagram and Youtube, where Terre de France partners with influencers who share their values.

“

Communicating on Youtube works quite well.

It costs less than a billboard in the metro and it has a fairly effective impact on the public we want to reach,

comments Paul Farnet, founder of Terre de France.

Read also: Vinted, Leboncoin, Vestiaire collective: sales of second-hand products exploded in 2020

Admittedly, young people, who remain the number one target of campaigns on social networks, have limited purchasing power.

But they are sensitive to the issues of localism and eco-responsibility advocated by these French companies, assures Paul Farnet, whose customers are predominantly between 18 and 30 years old.

“

I think these young people are ready to put 20% or 30% more for a quality product made in France,

” he says.

"

Three quarters of our products are designed thanks to our customers

"

Social networks also allow some of these “Made in France” brands to develop a human relationship with the customer, and sometimes even to use the latter to imagine new products.

This is the strategy of Maison FT, a clothing brand whose production is 100% French.

Read also: Distributors are launching their "made in France" masks for less than 10 cents

“

On Instagram, which serves as our showcase, we communicate with anecdotes on fashion, our store and“ stories ”from our team,

explains Caroline Cardot, marketing manager.

We can respond to our customers' comments and messages.

We stay close to our target, which is an advantage unlike other means of communication.

"

This link between customers and the company therefore makes it possible to offer ultra-personalized products.

“

Three quarters of our products are designed by our customers.

If you want to pull out a sweatshirt, we offer a survey on social networks to find out the color, the type of sleeve edging and even its name.

Upstream of the sale, there is already a very important relationship

, ”explains the marketing manager at Maison FT, this strategy is in any case bearing fruit, and Facebook remains the main source of traffic on the website.

Beware of the false "Made in France"

Paul Farnet and Caroline Cardot have understood this well: if producing locally costs more, many consumers are willing to pay more for a local product.

According to an Opinion Way survey for the Insign agency, 64% of French people say they have increased their consumption of French products since the start of the pandemic and are ready to devote a larger budget to it.

Read also: Emmanuel Macron wants to "reconcile" by relying on "patriots and Europeans"

Be careful, however: before buying a Made in France product on the Internet, make sure that it has been made ... in France! According to Yves Jégo, who chairs the association Origine France Garantie, 20% to 30% of products deceptively claim French origin. A figure which calls for vigilance with regard to the mentions, sometimes misleading, which one can find like the “

French Touch

”, “

Designed in France

” or even the color codes “

blue, white, red

”, which do not in no way guarantee 100% local manufacture.