New in Marvia: partners can build their own Social Campaigns

Marvia today announced a new capability in Social Campaigns, its add-on for social marketing across franchise and multi-location brands. Partners can now run their own paid social campaigns. Central teams can keep building and deploying campaigns across hundreds of locations, and they can now give franchisees and partners the freedom to run their own within guardrails they set.

"Franchise brands have spent years choosing between control and local relevance," says Joep Donders, CEO at Marvia. "Central teams should spend their time on strategy, not rebuilding the same ad for the hundredth location. Partners should be able to show up in their own communities without going off-brand. Social Campaigns is built for both of those things at once."

Most franchise brands are stuck choosing between brand consistency and social content at scale. Central marketing teams spend their days retyping the same ad for every location, and by the time each version is ready, the campaign timing has slipped. 

Brands usually handle local social in one of three ways. Some hand each location's social to an agency, which adds an outside team and a handoff for every request. Some leave franchisees to work it out on their own, which often means content drifts off-brand or stops altogether. Others rely on separate tools for templates, brand assets, and scheduling, then move location details between them by hand. Each approach can work, but they rarely give central teams and partners one shared workflow.

Social Campaigns now covers the workflow in one platform. Central teams build one campaign with approved messaging and brand assets, and Marvia DNA fills in each location's address, promotions, and imagery automatically. There are no spreadsheets, no CSV uploads, and no manual entry. The central team reviews every location's version at once, sets budgets and timelines, and schedules the full network to Facebook and Instagram.

"We used to spend weeks getting social campaigns out the door, and now we build the campaign once and our franchisees customize it for their local store. We're getting hours back, and they're getting more local orders."

Tom van Vlijmen, Local Store Marketer at Domino's NL

Partners get the freedom to act locally without leaving the platform. They work from approved templates, customizing them for their local markets, and adjusting campaign budgets and timelines. Brands decide how much freedom each location receives, so local content stays on-brand no matter who creates it.

Partners with several locations can order for all of them at once, with a different budget per location. And central teams can still step in after a campaign goes live to extend it or add central budget.

"Local teams already know their neighborhoods, their customers, and what's happening on their street. What they've needed is a way to share that without waiting on HQ for every ad. With partner-led campaigns, locations can publish what they know, and the brand knows everything stays inside the guardrails it set."

Christopher Brown, Director of North America at Marvia 

The pressure for easier localization is well documented. The Franchise Marketing Insights 2026 report from Franchise Business Review and Marvia, based on responses from more than 500 people across the franchise industry, found that localization is the top friction point across respondent groups. More than half of franchisor marketing teams spend six or more hours a week manually adapting existing assets.

Social Campaigns is available as an add-on. To learn more, contact Marvia or request a demo.

 

About Marvia

Marvia is a marketing platform built for franchise and multi-location brands. We help central marketing teams stop fielding endless localization requests and start scaling, while giving local teams everything they need to execute on-brand marketing that drives results. Brands using Marvia have reduced localization requests by 83%. From digital asset management and customizable templates to social campaigns and local distribution, Marvia connects every part of the marketing workflow in one platform. Brands in more than 150 countries use Marvia to maintain brand consistency, activate local marketing, and free their central teams to focus on strategy. 

Learn more at www.getmarvia.com.