Cultura is a large and successful French brand with 68 brick-and-mortar retail stores as well as a strong e-commerce site. Cultura provides both creative inspiration as well as being a one-stop-shop to purchase everything from books, music, video games, art supplies, stationary, toys, to creative workshops and tutorials. Cultura has recently created a new community website to be a space where customers and creative enthusiasts can connect and learn together. The goal of this site is to integrate a cohesive community experience- not only online, but across all store locations as well. To build and engage this new community, Cultura reached out to The Social Client.
With this new community, Cultura will strengthen the link between brand employees and customers, as well as showcase their creative expertise.
"Créas Cultura" is a story of hobby enthusiasts who like to exchange and share their creations, and have access to tutorials and sources of inspiration. On culturacreas.fr, enthusiasts communicate directly with workshop facilitators for tips and advice !
Early in the process, it became clear to The Social Client advisory teams that the Cultera leaders would be most effective in activating the community by sharing their passion and guidance with the Cultura Créas teams directly. To meet the expectations of the brand, they also needed to educate and train the facilitators of Cultura workshops with the management principles in an interactive community, as well as the appropriate posture and tone for interacting and building relationships with community members.
A Community Manager of the agency dedicated to Cultura community is responsible to coach salespeople and leaders for them to thrive in facilitating the new Cultura Créas community..
The agency has activated an entire ecosystem of blog and magazine influencers, by immersing them in the creative and visual universe of Cultura. To do this, The Social Client collaborated with the Cultura creative studio to design a “kit” to send to bloggers, sellers, and leaders to enable them to be community ambassadors while staying on-brand.
This kit offers custom content including: graphic elements, the brand values of Cultura, posters to display, the highlights of new products and workshops, a calendar for upcoming community events, and more.
The Social Client also designed a recruitment app, which is responsive and fully linked to the community site. This allows vendors and facilitators to connect customers to the community, while in-store.
Click to learn more about Cultura Créas via this video.
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