Fusalp: linking brand elevation and international growth through a multi-channel media strategy

Fusalp wants both to accelerate its international e-commerce and to nurture its desirability in high-end fashion. tigrz has supported it for several years with a strategy that starts from Social and extends to premium environments: press, out-of-home, then demand capture in SEA.

A twofold challenge: e-commerce growth and brand elevation

The support for Fusalp pursues two objectives that feed each other: accelerating e-commerce internationally, notably in Europe and North America, and supporting the brand’s awareness, desirability and positioning in a high-end fashion universe.

The two do not conflict. A premium brand that wants to sell online in new markets must first be desired there, and desirability that does not lead to captured demand remains a brand investment with no business relay.

The logic: start from Social, radiate, then capture demand

• Social builds the brand universe and nurtures the relationship with audiences, in France and internationally.
• Press and out-of-home provide premium environments consistent with Fusalp’s universe and its audiences, and support the brand’s key communication moments.
• SEA captures the demand generated by these communications and converts it into sales.

Each lever has a distinct role. Consistency comes from the way markets, communication moments and levers fit together, not from all channels being present everywhere at once: not all levers are necessarily activated at the same time in every country.

The overall scope and the activation illustrated

The overall scope of the support covers Social, press, out-of-home and SEA, deployed in France and internationally depending on markets and moments. Out-of-home campaigns are deployed internationally, notably in ski resorts and in cities such as London and Paris.

This page illustrates one particular activation: a presence in the press, notably in ELLE Magazine, and posters in the Paris metro. The visuals alongside come from it. See also our article on press and offline and the one on steering Fusalp’s media performance by revenue.

What the case demonstrates

Fusalp shows our ability to start from Social and build a coherent multi-channel strategy, where each lever has a clear role serving a twofold objective: brand impact and business growth. Our approach is detailed in our media strategy consulting expertise and our international approach.