Anaïs Nighoghossian recently joined Carlota Pico to talk about her role as head of digital communication at Karl Lagerfeld. Anaïs, who’s based in Paris, shared what it’s like to manage a digital luxury brand with millions of followers; how the company pivoted to create a broader brand story that included lifestyle communication during lockdown; and her advice when it comes to localizing content, selecting influencers and creating catchy Instagram content.

Here’s a recap of their conversation and you can read the transcript below.

Key takeaways

  • Brands tend to copy their content from one channel to another without tailoring it specifically for each one. But the way we use and interact on different platforms varies, so it’s better to customize content to match each channel.
  • When working with a massively famous global brand, you need to work hard to make the global account coherent, because this is where the brand story starts. Then you can work to fine-tune your strategy for each market with paid media.
  • Karl Lagerfeld found unique ways to reach its audience during lockdown by focusing more on marketing a lifestyle—that is, it shifted away from being only product oriented to offer things like art lessons and drawing sessions with famous designers.
  • Remember that your Instagram feed is a window into your products, whereas your stories are a place to be spontaneous. With stories you can create content that doesn’t require a lot of time, effort or money but can be very engaging.
  • Influencers can help leverage your content, but you need to be careful about the ones you choose to work with. Consider their fan base and engagement rates, and investigate the authenticity of their profiles before committing.

Don’t do things just for the sake of it—everything you do should serve a purpose for your business, community, audience and brand story.

Check out Anaïs’ LinkedIn articles about influencer marketing (in French) here and here.

Connect with Anaïs and Carlota on LinkedIn.

This post was edited by Mary Kresge, a freelance content creator based in Madrid.

Want more insights from the content and marketing community in Europe?

To read the full transcript, click on page number 2 below.