Bonjour! Emily in Paris was one of Netflix’s most popular shows from 2020. The story revolves around a Chicago marketing executive, Emily Cooper, who is hired to provide an American perspective at a marketing firm in Paris. Why that’s necessary is up for debate, but Emily embarks on a journey to discovering herself as a full-time marketing executive and at the same time, a social media influencer.
While the series shows a comedic version of reality and some critics would often argue that it loses its real sense of social media, there are still lessons we can pick up from the show. Here are influencer marketing lessons you can learn from Emily in Paris:
Find the right influencers
At the beginning of the series, Emily created her Instagram account @emilyinparis which got over 20,000 followers in a short period of time. It did not only increase her reach but also put her on the radar of some well-known brands. This led to her being invited to one of the influencer lunch events where a number of influencers will enjoy a meal and create content for the brand.
While this created much-needed noise for the brand, it did not really translate well and greater are the chances that there are little to no successful conversions after this campaign. The influencers they invited are mostly macro influencers who didn’t care about their brand. This led to the creation of content that isn’t genuine nor in line with the brand’s values.
This shows how important it is to find the right influencers for your influencer marketing campaign. It’s not just about the number of followers or other vanity metrics, it’s more about the connection that they can build with your brand hence enabling them to deliver the right message to their audience. There are different types of influencers for every budget and product. The only problem is identifying which are the right ones that can drive real results for your brand — but it’s a problem we can help you with!
Have a content strategy
Moving further on the influencer side of Emily, she often posts about her life in Paris on Instagram. She posts different types of content for her followers and while her real strategy is a mystery, she has a reach and gets the job done – but yours not need be!
Content is always key as it’s a significant asset in building brand awareness. Potential customers begin to form a connection with your brand when they read your content. Keeping up to date and relevant with the content you post allows you to increase discoverability and reach new potential customers as well. You can also try developing a content strategy that will work well with the Instagram algorithm. This involves producing content that stays true to your brand and actively engaging with your community. Like Emily, she posts about her new discoveries while in Paris and engages with her followers by providing them the opportunity to do so through her Instagram lives.
For your influencer marketing campaign, influencers will have a bit more space for creativity as they also know what content is best for your brand’s target audience. The only thing you have to do is provide them with guidelines and be specific on what type of content you’ll be required from them. That’s why picking the right influencers for your campaign that you can trust and that you’re confident enough to deliver your message is a critical part.
Work with the right agency
Emily works in a marketing firm, Savoir, that throughout the show had multiple luxury clients. At the beginning of any client meeting, Savoir builds a connection with these representatives allowing them to have a clear image of what they want to achieve. They were able to work with these clients well and deliver results that are beyond expectations.
The brand at the beginning of this blog used to work with Savoir but chose to sever that relationship. That led them to launch an influencer lunch event that had little to no conversions and was not as high in ROI. This shows how important it is to work with the right agency that can help you get the results you want.
Want to work with the right agency to have a successful influencer marketing campaign like Emily? Visit our website pop-star.me or email our Account Group Head at jamie.garcia@pop-star.me for more information on how PopStar Philippines can help you.