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商品編號: ISB241 出版日期: 2020/12/19 作者姓名: Rishabh, Abhishek;Zerrillo, Philip 商品類別: Marketing 商品規格: 2p 再版日期: 地域: 產業: 個案年度: -
商品敘述:
On August 9, 2020, Sean Jean De Ville, who had recently joined French fashion and cosmetics giant Satix as digital marketing head of the shampoo products division, was preparing for his first meeting with the CEO. He had been tasked to explore the viability of employing influencer marketing on Instagram. This would be a new promotional vehicle for the company, which had traditionally used billboards, print, and limited digital advertisements. He was also told that a budget of USD 500,000 would be allocated for influencer marketing and that the boss was anxious to get his insights and recommendations.
涵蓋領域:
Advertising campaigns;Advertising strategy;Endorsements;Social media
相關資料:
Case Teaching Note, (ISB242), 11p, by Abhishek Rishabh, Philip Zerrillo
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