BALENCIAGA

Balenciaga aimed to optimize its media strategy and brand visibility through data-driven insights and targeted digital marketing. The goal was to enhance brand engagement across key platforms like WeChat, Weibo, Baidu, RED, and TikTok, ensuring effective audience reach and competitive positioning in the luxury fashion market.

The What

  • Managed a $42,000 media budget for the "Love Season" campaign, leading media buys, PPC strategies, and KOL collaborations to maximize brand exposure

  • Conducted a two-year media trend analysis (2022-2024) for Balenciaga and nine competitors (Dior, Gucci, Louis Vuitton, Chanel, Hermès, Prada, Saint Laurent, Miu Miu, and Fendi), identifying key engagement drivers like fashion shows, celebrity endorsements, and KOL/KOC marketing

  • Examined performance across major platforms, presenting findings to senior supervisors to refine Balenciaga’s brand strategy and media investments

The How

  • Achieved 5+ million impressions and 600,000 clicks from the "Love Season" campaign, driving significant consumer engagement

  • Ensured top search rankings on RED through real-time ROI optimization

  • Directly influenced Balenciaga’s brand strategy and media planning by uncovering KOL/KOC effectiveness on TikTok and RED, providing actionable insights for luxury fashion marketing

The Impact