ManoMano reinvents its European paid social content strategy with The Source

To assert its brand ambition—offering a smoother, smarter, and more tailored experience than traditional stores—ManoMano, Europe's largest DIY marketplace, chose The Source to help it revamp its European paid social content strategy. The goal: to create a sustainable, adaptable, and impactful video content base capable of effectively reaching DIY enthusiasts and construction professionals in France and Germany.  

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A new way of addressing DIY enthusiasts

As Europe's leading DIY marketplace, ManoMano has made innovation a priority, including in its communications. To strengthen brand awareness while controlling the effectiveness and scalability of its campaigns, ManoMano has worked with The Source to implement an agile production model, designed as a “content factory.”

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This system is based primarily on a modular approach: each video consists of a hook, a body (main content), and a CTA (call to action), produced independently of each other.

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“The Source immediately identified our main challenges and needs, and designed a masterful strategy that was both simple and incredibly effective. Their approach to ‘embedded content’ (Hook + Body + CTA) gives us valuable agility. It allows us to continuously adapt our campaign creatives so that they resonate best with our audience and current market trends.”
- Melisa Tramannoni - Global Media Manager

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A proven, collaborative methodology

Designed from the outset as a truly modular, localizable, and sustainable content platform, the project began with a co-creation phase between the brand and the agency, combining consumer insights and  product benefits.

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“What we wanted was to create a sustainable and adaptable content base. To speak to our targets differently, without having to redo the production each time, and to be able to adjust according to the results. This model allows us to adapt, test, localize, and bring content to life over time, without having to reshoot each time. It's a real strategic asset for us.”
- Joao Alves, Lead Studio at ManoMano

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The filming took place in “production line” mode: two days, four actors, a single, modular location. The execution was smooth, made possible by meticulous preparation.
The result? Fifty videos produced in just two days of filming, deployed in the French and German markets, with a dual ambition: to boost brand awareness and accelerate performance on Meta and YouTube.

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The campaign, launched in May 2025, has already shown its first results:
- Cost per user reached reduced by 40% compared to brand campaigns using static creatives.
- CPM reduced by 80%  compared to our previous campaigns without video.
- Engagement rate increased by 30% and viewing time multiplied by 3, from less than a second to 3-4 seconds.

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“We are delighted to announce our collaboration with The Source, an agency specializing in social media creation, to accelerate our customer acquisition. Their ability to create engaging and impactful content has enabled us to improve our marketing approach, better reach our individual and professional audiences, while maintaining the spirit of the ManoMano brand.”
- Alison DONAT-CHAUVEL, Head of Customer & Brand Marketing at ManoMano

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