Framatome is a global leader in civil nuclear power and a key player in the low-carbon energy transition. A subsidiary of the EDF Group, the company operates across the entire nuclear cycle, as well as in related sectors such as healthcare, defense, and cybersecurity. With nearly 15,000 employees and an international footprint covering two-thirds of the world’s nuclear fleet, Framatome operates in a 100% B2B environment characterized by extremely long project cycles and stringent regulation. Every innovation must be rigorously demonstrated and validated before deployment. In this context, communication is a complex exercise: how can you highlight expertise and innovation when each breakthrough may take years to materialize?

Three Challenges Behind a New Communication Strategy

At Framatome, three main observations converged to reshape the communication strategy.

The first concerned brand awareness: it had become essential to better showcase the company’s broad portfolio of activities, innovations, projects, and customer success stories that demonstrate its expertise.

At the same time, a strong signal came from within. Employees, particularly in marketing and sales, expressed a genuine desire to speak up, showcase their work, and contribute directly to Framatome’s image. However, their enthusiasm was hindered by practical obstacles: how to shape messages, what boundaries to respect, and how to overcome the fear of the blank page? A clear need emerged for structured support, offering guidance, frameworks, and tools.

Finally, clients themselves confirmed this need for communication. Several surveys revealed that many had only a partial understanding of Framatome’s activities and innovations. The company needed to go beyond fragmented awareness and build richer, more direct relationships, what’s known as customer intimacy.

From these three drivers—boosting awareness, empowering internal voices, and informing clients—emerged a new communication strategy built around Poppulo, a platform designed to structure, support, and amplify communication both internally and externally.

The Solution: Embodying the Company’s Voice

In 2023, Framatome launched its Engage! program with Poppulo.

The goal: to empower employees to become credible, visible ambassadors, expanding brand awareness while strengthening client relationships.

Poppulo proved instrumental in structuring and supporting this initiative by enabling the company to:

• Provide ready-to-use editorial content from an internal “editorial lab.”
• Create a community of volunteer ambassadors, primarily from marketing and sales leadership.
• Offer a clear, secure framework ensuring confidentiality while facilitating communication.

The program’s relevance quickly became evident: LinkedIn emerged as a strategic channel to extend client relationships beyond formal meetings and maintain ongoing contact.

From Employees to Ambassadors: A Strategic Lever

In a B2B world where interactions are highly formal, social media offers an additional communication bandwidth to:

• Highlight innovation outside sales meetings.
• Maintain long-term client relationships.
• Strengthen team and leadership credibility within the ecosystem.

Today, Framatome’s program brings together 300 marketing and sales employees. Participation is voluntary but strongly supported through training, tutorials, ready-to-use content, and personalized coaching.

A content library, updated weekly, provides ambassadors with factual, customizable materials.

“Thanks to the support framework, we’ve removed many barriers. Employees now feel legitimate and confident when speaking up.”
François Guiomard, Marketing Manager, Framatome

The Key Role of Leaders: “Leader Advocacy”

The success of Engage! relies heavily on the visible involvement of Framatome’s leadership. In a highly regulated industrial environment, their voices carry greater legitimacy, both internally and externally.

From the outset, the Chief Commercial Officer, a COMEX member, fully committed to the program. Initially skeptical, he was soon convinced by the tangible benefits: increased visibility, an additional communication channel to strengthen client relationships, and measurable impact in terms of reach and engagement.

“Our CCO’s involvement was a real catalyst. It lent credibility to the program and motivated others to join.”
François Guiomard, Marketing Manager, Framatome

This visible leadership created a powerful ripple effect: seeing a COMEX member post regularly encouraged others to participate. The CCO became the program’s driving force, helping embed advocacy in daily practices across teams and even other company divisions.

To make this feasible despite busy schedules, a dedicated support system was set up for executives. Poppulo’s delegation feature lightened their workload; communication teams prepare the content, and leaders simply review or publish it via mobile in seconds. Regular follow-ups ensure message relevance and effectiveness.

An Editorial Line that Engages Both Clients and Employees

To sustain momentum, Framatome defined a clear editorial framework featuring:

• Factual, verifiable content aligned with industry standards.
• Videos, the most engaging format, showcasing concrete industrial projects.
• A weekly newsletter, read by 79% of subscribers, summarizing key highlights for easy access.
• Carousels, infographics, and site photos highlighting project milestones and internal pride.

These formats balance rigor and authenticity, essential for credibility in the nuclear sector, while creating connection and curiosity among clients who are discovering projects they rarely see up close.

Results: Greater Visibility and Stronger Client Proximity

In just two years, the Engage! program has delivered tangible results:

• +50% increase in traffic to Framatome’s marketing site.
• 10,000 posts and 45,000 clicks to digital content, boosting reach and engagement.
• Estimated €350,000 savings in paid media.
• 2,069 content shares in 2024, 98% on LinkedIn.
• 15,465 average monthly impressions and nearly 3,500 monthly interactions on ambassador posts in 2025.

For executives: in two years, the program has generated 337 business-related posts, nearly 10,000 interactions, a +150% growth in their LinkedIn networks, and an estimated earned media value of €60,000.

Beyond numbers, the program has strengthened customer intimacy; clients now better understand Framatome’s global expertise, improving relationships and facilitating discussions. Results are regularly presented to the COMEX, ensuring continued strategic support.

An Inspiring Model for B2B Industries

By leveraging Poppulo, Framatome has turned a traditionally discreet sector into a field of embodied, credible, and measurable communication.

The success relies on three pillars:

• The complementarity between corporate communication and leader advocacy
• The exemplarity of leaders, driving collective momentum
• Fact-based yet engaging B2B content, reinforcing both brand awareness and client proximity

“This program doesn’t sell directly, but it prepares and supports the sale.” summarizes François Guiomard.

Framatome demonstrates that by empowering employees and leaders as ambassadors, a B2B company can not only gain visibility but also build lasting trust with its clients.

François Guiomard’s advice:

“Advocacy is a long-term investment. If you want clients to grasp your company’s full value, you need to give your experts and leaders a voice.”

Would you like to highlight your experts, strengthen your image, and build closer relationships with your B2B clients? Contact Poppulo to learn how to turn your employees and leaders into high-impact business ambassadors.