During one of our MadMagz breakfast events in Paris (pre-Covid!), we met with Sandrine Michard, the Communication Director for L’Oreal Eastern Europe. She introduced her newsletter strategy that contains both a local and a global approaches.
During this event, Sandrine explained to us how the Madletterz solution enabled her to organize her internal communication, and spread out corporate news while also highlighting local initiatives from each country of the Eastern Europe zone.
What was the context of this L’Oreal newsletter project in Eastern Europe?
Our project was to create a newsletter aimed at geographical area with different languages and several subsidiaries belonging to an international group. The organization already had some communication tools and plenty of information moving around about the brands, the regions… The objective of this newsletter was to make sense of all this information received by the employees in this region, and make it really relevant to them.
In the end, we really had 2 goals: engage the employees, and make them proud of working for our company.
What obstacles did you face and what were the solutions?
There was first a technical obstacle: whenever we set up a new technological tool in a big company, there are always some security issues. Especially in this case, as this newsletter had to be able to gather information internally, but also externally, and then send it out to our employees. But eventually this constraint was lifted quite quickly.
Our second obstacle was a cultural one: this new way of working was changing the habits of the communication teams, because we were shifting to a more digital approach. So we had to support the teams, sell them the solution. We really tried to work together and co-create, also to make sure that this project was answering a need and that it was adapting to the local, cultural and language contexts.
How do you foresee the evolution of that tool?
I am expecting it to grow bigger and bigger as it will keep spreading out. We have launched it step by step, in a test and learn approach. Indeed, before we can make it a large scale tool, we started testing it on small groups to improve it constantly.
This is actually a big benefit of our solution: we have constant access to statistics, so we can see for each project what works well and what can be improved.
Finally, we may modify the days and frequencies of our publications.
If you want to hear Sandrine Michard, here is below a video in French of her interview :
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