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Weldom: Bringing the store's proximity to social media
+85% Instagram followers
Since 1999, Weldom has been supporting DIY enthusiasts with their everyday projects. In 2022, Weldom partnered with Cosa to strengthen its presence on social media and translate the proximity of its stores into an engaging and human digital strategy.
DIY is better together
Overview
Weldom is a French brand born from two cooperatives of hardware dealers. With a strong local presence, it sought to modernize its digital communication to reflect its DNA of proximity and support. Cosa took charge of managing and animating its social media to create a media brand that supports DIYers at every stage of their lives.
Context
Faced with increased competition and growing consumer expectations for digital content, Weldom identified the need to enhance its visibility and engagement on social media. The goal was twofold: build a loyal community around useful and fun content while showcasing the local expertise of its stores. Cosa was tasked with defining a strong editorial line and humanizing its visual communication.
Briefly
Cosa supported Weldom in creating a comprehensive social media strategy focused on practical, inspiring, and responsible content. This collaboration humanized the brand, increased its online engagement, and reinforced its position as a key player in the DIY sector.
Results / Impacts
+85%
followers in 10 months
5,82%
average engagement rate (2022)
83,5%
average story completion rate
5,03%
average engagement rate (2022)
12 364
average impressions per post
565
average interactions per post (likes, comments, shares, clicks)
5,54%
average engagement rate (2022)
+18%
followers in 10 months
4,756
average impressions per post
270
average interactions per post (likes, comments, shares)
Solutions
Defining an engaging editorial line
Cosa designed an editorial line reflecting Weldom’s DNA of proximity and accessibility. DIY was presented as an everyday activity accessible to everyone with the right tools and advice. With the slogan “Turning everyday moments into life’s great moments,” the content highlighted the pride of “Did It Myself” (DIM) while adopting an expert yet friendly tone.
Structuring editorial pillars
Four main axes were defined to organize communication:
- Big moments: Supporting consumers in their major projects with a Weldom expert always nearby.
- Weldom tips: Offering practical advice for all types of work based on over 20 years of expertise.
- Small victories: Inspiring with personal achievements thanks to Weldom’s advice.
- Responsible DIY: Promoting maintenance and repair for sustainable living spaces.
Adapting content to each social network
On Instagram and Facebook, Cosa transformed these platforms into practical media hubs with tutorials, mini-games, and tips to spark users’ DIY spirit. On LinkedIn, the focus was on store openings and B2B initiatives to engage local authorities and franchisees.
Humanizing the visual identity
A new artistic direction was developed to align print and digital branding. Authentic visuals featuring hands or people in action were prioritized to strengthen the connection with audiences.
This project demonstrates how a well-thought-out social media strategy can transform a local brand into a digital leader while staying true to its human and responsible values.
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