It all started off with a Playbook – with the aim to bring the new Piaget to life. RE-UP redefined the brand’s content system by rethinking social activities, social content, rhythms and the tone-of-voice of the brand, without compromising on the brand image and the respect for perfection it has cultivated since 1874. Like its employees who are striving to always do more than necessary, we mixed art direction, social and data analytics to develop a new engine to reach a wider audience. With a strong focus on e-commerce, every action and every content is thought to enter the marketing funnel.
Strategy
FAB Beauty
FAB Beauty aimed to provide the best of professional beauty through an online magazine. This magazine, written by journalists and beauty writers across the world, aimed to spot rising hair and beauty trends while connecting with inspiring beauty professionals. A strong newsletter was sent every Friday, while social media channels brought growing traffic to the platform, with a 100K fanbase working in salons or for professional beauty brands.
ANGEL, Thierry Mugler
In 2014, Clarins missioned us to reboot the iconic ANGEL by Thierry Mugler. We created a series of digital narratives around all senses of ANGEL: from food (promotion of an ‘ANGEL éclair’ cake created with Fauchon to the infiltration of booktubers) while capitalizing on Georgia May Jagger, through global coordination with PR teams in key markets.
We’ve also created key assets for main Thierry Mugler social networks (videos/motion design/photos) and created all dedicated editorial calendars.
Biotherm
A state-of-the-art playbook for BIOTHERM social media channels. A China-first approach, to help local teams to better build their online communities. Art direction recommendation, ready-to-use visual templates, tone-of-voice and channel strategy.