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Reaply is a review intelligence platform founded by Kevin Feltrin and Paul Rouffi, two engineers in school who decided to tackle a problem that all multi-site groups know: customer reviews are everywhere, but no one really exploits them.
The observation is simple. A group of student residences with 100 properties receive hundreds of reviews per week on Google, Booking, TripAdvisor. Before Reaply, their communication team managed everything on Excel. Copy and paste reviews, sort manually, try to compare residences between them. A colossal work for an approximate result. It is impossible to know in real time which residence lowers the group average and why. It is impossible to detect a recurring problem before it becomes a crisis.
Reaply centralizes all reviews at the same place, automatically analyzes them with algorithms and AI, benchmarks each establishment against the group average, and generates automatic responses. All in real time. For groups that already have a filling rate close to 100%, it is the analysis of satisfaction that prevails. For those who want more customers, Google SEO matters. Reaply covers both.
When Kevin Feltrin contacted us, Reaply was at some point fleshy. The platform worked, the first big customer (a group of 100 student residences) was sign, discussions were underway with other groups. But the acquisition was complicated. Cold call, emailing, LinkedIn prospecting. No significant traffic to the site. No video that clearly explains what the solution does.
The problem is that Reaply addresses two very different profiles. On one hand, marketing and communication managers from large groups who want to analyze customer satisfaction on the scale of hundreds of establishments. On the other hand, operating managers who want to improve their local reference thanks to more positive opinions. Two needs, two languages, but only one video.
The challenge of the script was to find the balance between targeting and universality. As Kevin Feltrin put it, “It’s like walking on the edge of a blade. On the right, you have the analysis. On the left, the reference. It was necessary that the marketing director of a group of residences and the quality manager of a chain of restaurants both feel concerned, without the message becoming too general to talk to anyone.
The script went through five versions. Five iterations where each word was weighed. The hook had to impact without making VSL. The social proof had to reassure without naming customers who had not given their broadcasting agreement. The numbers had to speak to everyone without becoming too technical. And the call-to-action had to push the demo without promising results in 60 days that not all profiles could reach.
The video was thought of as a commercial asset, not as a nice visual for the site. The goal was clear: that Kevin and Paul could send it to a WhatsApp group after a cold call, share it by email to a tiede prospect, or post it on LinkedIn to stay in the head of the decision makers they had contacted.
Why is it crucial for a B2B SaaS that targets large groups? Because sales cycles last six months. Because there are five decision-makers in the loop. Because the first interlocutor must transmit the information to his N+1, which transmits it to the management, and at each stage the message is diluted. A video that clearly explains the solution is the only format that crosses the entire decision chain without losing any information.
The narrative structure follows a classic arc but optimizes for conversion: the problem (you open Google, then Booking, then TripAdvisor, and you still have no clear vision), the solution (Reaply centralizes, analyzes, benchmarks and responds automatically), the transformation (what took hours on Excel takes a few seconds) and the call-to-action (reserve a personalized demo). Each screen of the platform is animated with fluidity, each transition guides the gaze towards the essential information. The visual identity of Reaply, modern and epuree, lends itself perfectly to motion design: bright color palette on a light background, sans-serif typography, minimalist icons.
The final version is delivered in French with voice-over and in English with text on the screen (without voice-over), because Reaply also targets the international market and already has customers in Los Angeles. Two versions, two steps, one motion design adapts.
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