How toy retailer ROFU Kinderland manages to centrally organize almost 200 social media profile pages

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Cover der Case Study Rofu Kinderland und dirico
ROFU Kinderland Hauptquartier

Challenge: 94 stores with their own Facebook and Google location pages

Nearly 100 Facebook pages of the various stores, as well as just as many locations on Google My Business and profiles on Instagram, YouTube and Pinterest – this is ROFU Kinderland’s extensive channel mix. As a chain store retailer, ROFU faced a special challenge:

How can the planning, creation and publication of content as well as community management be managed centrally with a comparatively small team?

The social media team currently consists of four employees who are responsible for planning, research, creation, distribution, evaluation and community management. In order to manage the publication on all accounts and also to be able to respond to all messages, comments and ratings, a technical solution had to be found.


Birkenfeld – 1984




Retailer in the toys sector

dirico client since


Use Case

Publishing and community management on 200 channels

Orchestrated Communication and central community management

With dirico, the toy retailer keeps all channels under control at all times. When a content piece is ready for publication, the Social Media Manager can use a drop-down menu to determine whether it should appear on all or only on very specific site pages. By assigning tags, ROFU has grouped the sites by region. In this way, school advertising is more targeted, taking into account the holiday periods in the respective region.

The extensive planning functions of dirico play a particularly important role. For example, the team can publish content at times even when the office is not occupied – such as weekends. The editorial calendar always ensures an overview of upcoming activities.

In the dialog module of dirico, all tickets are delivered to a central mailbox – no matter if it is a comment on Facebook, a direct message or a rating on Google. This way, ROFU’s social media team can collect all tickets in one place and handle them in a structured way.

Success thanks to dirico

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Automated publishing on all channels

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Manage locations in a central platform

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Reliable & fast community management

Philipp Hohn von ROFU Kinderland

„Without the use of dirico, we would not be able to centrally manage the social media activities for our 94 locations with such a small team. We can distribute our content in a targeted and automated way across all our channels. We also keep community management under control at all times and can react immediately to all messages, comments and ratings”.

Philipp Hohn
Social Media Manager
ROFU Kinderland

This was only a sneak peek

Download the entire Case Study now

Find out how a toy retailer like ROFU can manage almost 200 site pages with a social media team of only four people.