This post was created as part of the Global Luxury Management Program at the NC State Poole School of Management. All thoughts and opinions are my own.
2. OVERVIEW
• Background : 1982
“Jolie Madame” = “Powerful Madame”.
• Current State of Marketplace :
Leader
• Creating content that is relatable to
the aspirational consumer
4. OPPORTUNITIES
•The gap between the HENRY’s
and the ultra affluent is closing
•The launch of “Little Balmain”
•The Creative Director: Olivier
Rousteing
5. WHO ARE WE
TALKING TO?
• Affluent
•#BalmainArmy
•Confident, loyal
•25-45 y.o : Millennials and
more mature generations
•Social Media Crazed
6. APPROACH
New Years with Balmain!
• Idea of storytelling through social
media => Twitter
#BALMAINLOVESPARTY
• Balmain rhymes with super-human
=> “Have the power to make a life
better” => UNICEF
7. TACTICS
• Measure the success of
repurposed ads using
social media analytics
• Organizing shopping
parties at the flagship store
• “See-now, buy-now”
Instant shopping
experience
8. SOCIAL MEDIA ENGAGEMENT
Instagram Twitter YouTube Facebook
Subscribers 5300000 335000 N/A 657158
Post 3026 2368 37 N/A
Top 10 Engagement Analytics
Instagram Twitter YouTube Facebook
Averages 35064.9 203.5 50306.6 667.3
Rate of Engagement 1% 0.1% N/A 0.1%
Needed Engagement 105194 9971.5 N/A 19351.7
Share of Voice 23%
As of Date 9/21/16
Timestamp 10:55am EST
*Goal: Increase engagement across all
channels by 2%