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3 marketing hacks you can learn from marketing executive Emily in ‘Emily in Paris’
Social media is awash with ‘Emily in Paris’ fever, with the second half of the fourth season of the hit Netflix series released mid-September 2024. According to Kolsquare data, the @emilyinparis Instagram handle was mentioned 747 times in the month up to 19.09.2024. Brands like McDonalds are jumping on the hype with the McBaguette, while Uber released a TikTok with popular series character Pierre Cadault to coincide with the new season. And even if the show doesn't always reflect reality, there are three valuable marketing lessons that can be learned from Emily Cooper from ‘Emily in Paris’.
‘Emily in Paris’ is back! Since September12, fans and marketing enthusiasts have been binge watching the second part of the fourth season on Netflix. As a marketing manager at a Parisian agency, Emily Cooper (played by Lily Collins) turns her clients into social media stars by making the right marketing moves at the right time. For Emily, success is down to numbers, but not just followers. KPIs such as engagement rate, relevance, earned media value (EMV) and community credibility would certainly have made one or two decisions easier for the marketing manager in the series. Here are three marketing hacks on the topic of influencer marketing, derived from ‘Emily in Paris’!
1. Followers aren't everything: find micro-influencers for your brand
Emily Cooper as a micro-influencer at an event for the cosmetics line Durée, Source: Instagram
Hit series ‘Emily in Paris’ clearly shows the importance of influencer marketing. Emily works at a Parisian marketing agency while also moonlighting as a micro-influencer. The series follows her as she is invited to an event for cosmetics brand Durée to promote the brand. She also recruits designer Pierre Cadault as an influencer for his own fashion line because his character cuts through on social media.
“It's not just about followers, but about content, trust, interest, and engagement,” she explains.
But it’s not just Emily; brands are increasingly prioritising working with micro-influencers in an effort to leverage their strong community connections. Micro-influencers (10,000 - 100K followers) may be more difficult to find in a certain niche, but you can track them down by searching for specific hashtags and brand mentions within your industry.
The credibility of the creator’s community is a crucial factor – it should be above 70% for it to be worthwhile for you to work with them. A creator's value can also be measured by the frequency of posts, activity in the community, growth in followers and engagement.
2. Stay realistic: recognise when influencers have fake followers
Emily Cooper (Lily Collins) shares her new life in Paris and gains followers every day, source: Instagram
With every post of Paris, her outfits or her friends, Emily has been collecting likes and followers since the first episode of the first season. We're sure all of her followers are real, but with rapid growth and viral videos, fake profiles are often used on platforms like TikTok and Instagram.
It’s no secret that influencers have been known to buy followers to boost their credibility and with brand collaboration. Marketers therefore, should pay particular attention to the credibility of the community. Using a scale from 0 to 100, the Kolsquare Credibility Score feature helps marketers ascertain the percentage of real followers amongst a profile's audience. It uses AI to check for bots, inactive followers, bought likes, and bought followers. Read now how you can accurately detect fake influencers.
3. It's all about the network: How to recognise the brands and influencers that are right for you
Emily says in the series that you shouldn't leave the selection of influencers, and ultimately the followers they bring with them, to chance. Influencers should be selected based on whether they are familiar with the brand. Whether you're a startup founder or work in the marketing department of a large corporation, there are now influencers for every niche and every price range.
To get started, it's wise to get an overview of who and what you want to reach with your advertising. Do you want to raise brand awareness and gain followers for your social media accounts? Or do you want to increase conversions and generate sales?
Define the age, location and interests of your target group and research whether there are already posts about your product or brand. If not, there are bound to be posts about your niche. Enter suitable hashtags and find creators who regularly make content on this topic. You can also check whether a creator has had successful collaborations with other brands in your industry. You can see this from the earned media value (EMV) on influencer analysis platforms such as Kolsquare. The golden rule: creators should match your brand values and style to ensure authenticity. Find out exactly how to find your type of influencer here.
Ami Paris, Rimowa and McDonald's: Product placements in ‘Emily in Paris’ are a top marketing hack
The fashion brand Ami Paris is using the hype of the Netflix series as a marketing hack. The brand has made an appearance at the fictional French Open, reflecting Ami's foray into sports partnerships, including its recent collaboration with Puma.
In addition to influencer collaborations, joint brand collaborations can deliver on awareness in a win-win for all concerned. Emily came up with the idea of a collaboration between the (fictional) top designer Pierre Cadault and the (real) suitcase brand Rimowa, printing Pierre's face on the new Rimowa bag collection. The collaboration between two fashion giants is guaranteed to generate a buzz around the product.
What is Emily's job in Paris?
Emily Cooper (Lily Collins) is a marketing manager at the fictional Parisian agency Savoir.
What kind of marketing does Emily do in Paris?
Emily Cooper (Lily Collins) develops brand strategies and influencer marketing campaigns for the agency's clients, which regularly celebrate success.
What is the name of Emily's agency in Paris?
The fictional agency where Emily Cooper (Lily Collins) works is called Savoir.
About Kolsquare
Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.
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