Euromaster: Uniting Field Teams with Communication That Resonates

Euromaster is a major player in vehicle maintenance, present throughout France with 450 service centers and more than 210 franchisees. A subsidiary of the Michelin Group, the brand has been supporting professionals and individuals for over 30 years, with a strong field presence and a firm CSR policy.

Environmental commitment, safety assurance, promotion of diversity, and excellence in customer service form the four pillars of the company. These values were officially recognized with the “Responsible Brand” label in 2021. Euromaster has 2,700 employees, most of whom work in the field, in workshops and mobile centers. Internal communication is therefore essential to build connections, strengthen unity, and showcase expertise.

A clear objective: creating connection in a multi-site company

Euromaster is a highly decentralized organization, with a wide variety of professions. This raises a major challenge: how to maintain connection and ensure smooth communication with all teams, including those without access to traditional digital tools?

Nearly two-thirds of employees, particularly technicians in service centers or on the road, do not have a professional email address. Faced with this reality, the traditional communication method used until then—a simple intranet—was no longer sufficient.

Euromaster’s main challenge was therefore to reach 100% of its employees through a simple, accessible, and inclusive channel, able to connect both field teams and headquarters staff.

Poppulo: one tool to communicate with all employees

1. When communication becomes a lever for inclusion

In 2018, Euromaster deployed the Poppulo platform to strengthen its internal communication. The goal was clear: to be able to communicate with all employees, even the least connected, and to give them a space for expression.

This was the core challenge: maintaining a link with field teams (mechanics, roadside assistance, technicians, among others) who don’t work behind a computer.

“The main challenge is maintaining connection with field teams. We aim for smooth, engaging communication that values every profession, even those distant from headquarters,”
explains Agnès Jouteur, Communications Officer

To meet this challenge, Poppulo provided concrete solutions, notably:

• Secure onboarding, even for employees without a professional email address
• A mobile-first design, usable on personal phones
• Full GDPR compliance and confidentiality protection

Today, 70% of Euromaster employees use Poppulo, which has become a real driver of inclusion. All employees, whether in offices or in the field, have access to the same information. This improves message circulation, strengthens belonging, and builds team cohesion. Strategic communications now flow more efficiently, reconnecting everyone to Euromaster’s mission and values.

2. A platform brought to life by its employees

At Euromaster, the Poppulo platform is above all a space fueled 90% by employees themselves. Team photos, customer success stories, professional skills, behind-the-scenes moments, or simple friendly gatherings: posts are spontaneous and authentic.

There are also frequent photos of beautiful cars, impressive roadside repairs, or unusual technical situations. Because beyond daily work, what unites teams is their shared passion for automobiles.
Through their posts, employees express attachment to their profession, their field expertise, and genuine pride in belonging to the company.

This dynamic of User Generated Content (UGC) makes the platform lively, authentic, and close to the field. No heavy moderation or management is needed: engagement comes naturally. As Agnès Jouteur notes:

Trust is key: the platform operates on goodwill and responsibility, with no systematic moderation. In six years, only one piece of content has required moderation. Respect, autonomy, and mutual support are enough to keep the platform alive day to day, in line with company spirit.

3. A communication tool and social barometer

Beyond internal communication, Poppulo has become a valuable tool for Euromaster at another level: gauging the field atmosphere. The platform acts as a true social barometer, capturing in real time team mood, energy, and spirit through shared content, interactions, and daily signals.

A single post can draw attention and reveal an employee in difficulty or distress. Thanks to these spontaneous exchanges, Poppulo helps detect weak signals well before they become visible.

As summarized by Agnès Jouteur: “You can sense the atmosphere, the mindset, see whether people are doing well… or not.”

4. Team-building initiatives that unite the entire network

Euromaster regularly organizes internal challenges and events. The goal: mobilize teams, strengthen bonds, and boost engagement in a convivial and inclusive way. These highlights set the rhythm of company life and allow everyone, whether in a center, on the road, or at headquarters, to feel fully involved.

Some standout moments include:

• The Green Challenge, showcasing everyday eco-responsible actions shared by teams
• Mismatched Socks Day, as part of raising awareness for Down Syndrome, strongly supported internally and aligned with CSR policy
• Sports challenges, around the Rugby World Cup or Euro 2024, uniting teams around their shared passions
• Original events like the popular Christmas Sweater Challenge
• And the “Inspiring Women” campaign, which deeply touched employees

This last campaign left a strong mark:

“We expected them to talk about famous women, but in the end, they highlighted the women who inspire them every day: their wives, colleagues, close ones, quite simply.”
Agnès Jouteur, Communications Officer at Euromaster

All these actions are designed to be accessible, simple, and engaging for all employee profiles. The Euro 2024 challenge is a great example: over one month, more than 400 participants joined the prediction game, generating a +43.6% engagement peak compared to the previous year.

While Poppulo’s intuitive interface supports participation, the real success comes from employees’ willingness to connect and share. The platform creates a common space for expression and strengthens cohesion across the multi-site network.

Tangible results and collective pride

Since 2018, the results speak for themselves. Euromaster teams have embraced the platform with enthusiasm, and engagement keeps growing.

Key figures in 2025:

• +93.7% users since launch
• 994 monthly active users, a 43% activation rate
• An average of 132,767 monthly impressions, proving content visibility
• On average, 30 likes and 10 comments per employee-generated post
• 1 weekly newsletter sent, totaling 5,852 opens in the past six months
• 246 trees planted via Poppulo Trees, linking digital engagement with environmental impact

Poppulo is no longer just a communication tool. It’s a lever for mobilization, recognition, and pride, strengthening company culture and supporting concrete causes like the environment.

Communication that builds loyalty

At Euromaster, the workshop, on-the-road, and service center employees are at the core of operations. They welcome customers, change tires, provide roadside assistance, and perform technical diagnostics.
Yet, the automotive after-sales sector faces high turnover and recruitment challenges.

In response, Euromaster has chosen an internal communication strategy that builds connection, recognition, and belonging. The goal is simple: value teams, retain talent, and make them want to stay.

Since 2018, the Poppulo platform has been central to this strategy.
Let’s not forget: more than 2,700 employees are spread across 450 centers throughout France. With Poppulo, everyone has a simple, accessible, and mobile channel to express themselves, share daily life, and feel heard.

This approach rests on three pillars:

• A company culture that encourages open expression on all topics
• An engagement dynamic driven by voluntary, constraint-free participation
• A communication tool serving inclusion and retention

By reconnecting field teams to the company’s mission, Euromaster transforms internal communication into a genuine lever of cohesion, motivation, and collective performance.

Ready to empower your frontline teams and boost their engagement? Discover how Poppulo can transform your internal communication today.