This is the most challenging project of my career.
It was the end of September 2017 when I was told that we had to have an up and running @chanel.beauty account on Instagram for January 1st.
The first thing I did was ask for the go live date to be January 2nd because the first is a bank holiday.
At that time I was managing a team of 4 project managers.
I was the project/sale counterpart to the digital ECD. My scope was skincare campaigns, dedicated asian campaigns, e-store seasonal campaigns, digital in store.
Launching the account was something that needed a team.
We were 5 people in this Core team.
Here is what I was in charge of:
> The first thing I did was to bring in a dedicated project manager. A freelance with an 8 years experience. He is still working at CHANEL at the helm of the IG account.
> Then I needed to put on paper every step that were needed and put them in a planning.
> Following this, there was a month long onboarding period where someone from the digital marketing team and myself put together a presentation with what we had and went to see every stakeholders (social media, media, marketing, images and film creation, makeup studio, Europe, UK, China and Asia directors.
> Then I had to build an editorial calendar with the input of everyone in the core team. This was later led by the social media team.
> A funny thing was explaining the copy team what an Instagram copy should look like.
> The PM and I created the workflow and all the process needed for the account to run smoothly.
> I worked on a custom process for translations
> I looked for every stakeholder's validation, working on so many presentations that were changing everyday.
On January 2nd 2018 we posted for the first time.