Challenge
As Leroy Merlin's influence and PR agency, we support the brand year-round to maximise the media impact of its products across four distinct markets and more than ten diverse categories.
In 2026, the challenge is to transform PR into a fully-fledged strategic channel, serving a clear positioning: making home improvement accessible to all French people. The brief entrusted to our Paris PR and influence agency carried a bold ambition: reaching audiences less connected to the brand, including young professionals, non-DIY consumers and residents outside store catchment areas, by making Leroy Merlin visible far beyond its natural media territory. In an ultra-competitive home improvement and specialist retail market, the challenge was to structure a long-term PR strategy capable of generating a massive, recurring and diversified media footprint.
Concept & Strategy
As a Paris-based PR and influencer marketing agency, we have been orchestrating since 2021 an always-on succession of media sequences serving two key objectives: maximising the brand's media footprint among all French audiences, and strengthening brand preference by positioning Leroy Merlin as the accessible, expert home improvement reference.
Our Next-Gen Influence methodology (Data > Idea > Ecosystem > Reach > KPI) structured an always-on PR programme that breaks with the logic of one-off spikes to install a regular cadence of brand communication throughout the year, aligned with the brand's business and societal milestones.
Pillar 1 — High-cadence PR and media diversification. We deploy a high-cadence PR strategy combining press releases, press events and thematic briefs across diverse media, well beyond specialist home improvement titles. The goal: making Leroy Merlin visible across lifestyle, society, business, design and mainstream media, reaching audiences far from the traditional DIY universe and massively expanding the brand's share of voice.
Pillar 2 — TV product placements. Complementing the PR programme, we integrate strategic product placements in high-audience television shows, leveraging the power of TV to anchor Leroy Merlin's presence in the daily lives of French consumers. A complementary lever ensuring recurring visibility across formats with strong national penetration.
Pillar 3 — Alignment with business and societal milestones. Each media sequence is designed to resonate with Leroy Merlin's commercial calendar and major societal trends around home and living: back-to-school, spring gardening, holiday seasons, eco-renovation, sustainable housing. An approach that transforms each PR milestone into an opportunity to strengthen the brand's market positioning across all audiences.
This strategic always-on PR programme reflects our positioning as a Paris PR, influence and communications agency, a pioneer of the integrated approach since 2014, capable of managing national-scale PR mandates over the long term, with mastery of media diversification, media placement and recurring communications strategy. A model proving that PR, when treated as a structured strategic channel rather than a succession of isolated campaigns, becomes an unmatched lever for brand preference and audience acquisition.
KPI
+4Md yearly impressions
