Ritchie Bros.The second-hand market leader is committing to its French communities
Consolidate the brand's leadership in the French market
A digital and media strategy geared towards on-the-ground presence.
> Creation of expert content (videos, articles, interviews).
> Rapid development of a qualified community.
> Network of influencers specialising in equipment, building and public works, and agriculture.
> Mobilisation of sales teams on social networks.
> Regular collaborations with English-speaking teams.
> Editorial Project Manager : storytelling and production management.
> Social Media Manager : implementing recruitment and entertainment activities.
> Content Media Manager : video and production and sourcing content.
> PR Manager : mobilisation of key influencers.
Ritchie Bros. Auctioneers
Founded in Canada in 1958 and present in France for 25 years, Ritchie Bros. is the largest seller of second-hand equipment in the world. Their distinguishing feature? Since 2020, their auctions are 100% online and have no reserve prices : the equipment is sold to the highest bidder. Whether it's construction, transport, agriculture, lifting or mining, Ritchie Bros. is a key player in the sector.
An international brand focused on its on-the-ground presence
Convinced that on-the-ground presence is one of the keys to success, since the end of 2020 Ritchie Bros. has established regional sites in Izeaux (38), Avignon (84), and Cahors (46), in addition to its historic site in Saint-Aubin-sur-Gaillon (27). This ambition is also materialising in the digital world : with feedback from French buyers and sellers, field reports, competitions for machine users, and training videos for salespeople.
Spotlight on an innovative plan : #Cabineavecvue (Cabin with a view)
They spend hours there every day. Cabins are for users of public works, agriculture, and building equipment; they are full-fledged living spaces in direct contact with the ground. We have set up a competition for the Ritchie Bros. community so that people can share the most beautiful shots taken from their cabins on Instagram. To increase its mobilisation and create exposure and engagement, we have called on influencers (Sophiie_farmerlife and Radio_TP) as representatives and participants in the #Cabineavecvue challenge.
