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.

1. HOLIDAY CAMPAIGN
Presented by: Lauren, Joel, Sissi, Mari, Amalia & Chloe

2. OVERVIEW
• Background : 1982
“Jolie Madame” = “Powerful Madame”.
• Current State of Marketplace :
Leader
• Creating content that is relatable to
the aspirational consumer

3. OBJECTIVES
•Multi-channel marketing strategies
•Increase brand awareness &
engagement
•Attract new consumers to the
brand

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%

9. CO$T$
WHICH BUDGET ?
HOW TO MAKE IT PROFITABLE?
35,07 USD
MIN $3000
$3000
11690

10. BALMAIN
NEW YEARS
VIDEO
CAMPAIGN