Paris in New York: A Social Media Campaign for Fauchon NYC

CAMPAIGN OVERVIEW

Client: Fauchon NYC (Conceptual)
Campaign Duration: 14 days (September 8-21, 2025)
Budget: $100,000
Platform: Instagram (primary), TikTok (secondary via influencers)
Campaign Type: Experiential Marketing + Social Media Activation

THE CHALLENGE
Fauchon, a 138-year-old Parisian luxury brand, opened its Bryant Park location in December 2025 with zero paid social media presence and a 608-follower Instagram account in one of the world's most competitive restaurant markets.

The brief: Drive social media conversation in NYC and increase foot traffic to the Bryant Park restaurant during Broadway Week.

The obstacle: 17,619 restaurants across NYC, 746 within Bryant Park vicinity, and established French competitors (Ladurée, Angelina) with significantly larger followings.

THE INSIGHT
Through competitive analysis and cultural research, we identified three critical insights:

1. High Engagement, Low Reach
Fauchon NYC's Instagram showed a 7.85% engagement rate (1,190 interactions across 32 posts) despite only 608 followers—proving the content resonated, but lacked distribution.

2. Launch Momentum Fades
Engagement spiked at opening but dropped without consistent content formats or community-building mechanics to sustain conversation.

3. The Emily in Paris Effect
Emily in Paris Season 5 hit 26.8M views in 11 days and reached the Top 10 in 91 countries, proving people crave experiencing Paris with fresh eyes. The opportunity: bring that feeling to real life in New York.

THE STRATEGY

Campaign Concept: "Paris in New York"

An "Uno reverse" on Emily in Paris—instead of watching Americans discover Paris on Netflix, we invite New Yorkers to discover Paris in Bryant Park.

Strategic Approach: Create conversation at every touchpoint by transforming observation into experience through a three-act journey partnering with Moulin Rouge! The Musical.

Core Insight: The show captivates millions because it doesn't just show Paris—it makes you feel Paris. We're applying that same principle to experiential marketing.

MY ROLE
Conceptual Development:
-Originated "Uno reverse Emily in Paris" concept
-Designed three-act structure (Dine, Journey, Remember)
-Developed Satine Bisou menu integration and Moulin Rouge -Collection box strategy

Activation Design:
-Pedicab mechanics (wraps, driver training, music curation, QR flow)
-AR filter concept and user journey
-Influencer program structure (mix, deliverables, budget allocation)
-Content phasing strategy (partnership → influencer → UGC → paid amplification)

Strategic Framework:
-Conversation drivers (not just content triggers)
-Partnership value exchange (Moulin Rouge benefit articulation)
-Cross-cultural appeal mechanics (theater ↔ foodie crossover)

WHAT I LEARNED

- Experiential marketing isn't just about creating moments—it's about engineering conversation loops. Every touchpoint needed a built-in reason to discuss, not just document.
Luxury brands can't discount, but they can create exclusivity. The Satine Experience prix fixe (only for Moulin Rouge ticket holders) drove desirability without discounting.

- Memory is the bridge between experience and action. 85% of consumers purchase after experiential marketing because the memory sticks—that's why the three-act structure was critical.

- Visual disruption creates IRL buzz, not just digital content. The pink pedicabs would generate conversation in Bryant Park before anyone even scanned the QR code.