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MICHELIN
OUR APPROACH
Before 2018, Michelin fully outsourced its web management, with no
Digital Factory, no unified CMS, and local markets operating in silos.
The result: fragmented digital experiences, inconsistent brand expression
across countries, and no scalable infrastructure to support global growth.
MICHELIN NEEDED TO DEPLOY 200+ WEBSITES WORLDWIDE. FAST AND RIGHT.
OUR RESPONSE
We built Michelin's Digital Factory from the ground up, using a test & scale approach that let us move quickly without losing precision.
→ Deep global audit to identify cultural adaptations needed market by market, from language and fonts to visuals and legal requirements.
→ Full SEO optimisation and adaptation by automotive specialists, with local market validation built into the process.
→ Integration of the Apostrophe CMS into Michelin's tech stack, giving global HQ and local teams a single interface to manage, adapt and publish content at scale.
→ A dedicated team coordinating 50+ markets simultaneously, minimising local effort while maximising ROI.
THE RESULT
FROM FRAGMENTED TO FULLY GLOBAL IN 4 MONTHS
20+ international sites launched in Europe and 250 customised websites deployed across 50 markets covering Michelin, BFGoodrich and Kléber.
One coherent digital experience, adapted to every culture, every market, every user. And the work didn't stop at launch. Michelin's teams continue to work with 87seconds Group daily, enriching, adapting and evolving the Digital Factory as the brand grows.
20+ INTERNATIONAL WEBSITES
LAUNCHED IN JUST 4 MONTHS
250 CUSTOMIZED WEBSITES
DEPLOYED ACROSS 50 MARKETS
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