A VERY ENGAGED COMMUNITY ON INSTAGRAM
75,000 fans and 42,000 subscrib- ers respectively chose to follow the Boutiques de Musées account on Facebook and Instagram. The number of Instagram followers more than dou- bled in 2020.
The period during which the physical shops and e-commerce site were closed led to communication methods and messages being rethought to adapt to the context and maintain close links with followers. At the end of 2020, 13% of boutiquesdemusees.fr traffic came from social media compared to just 3% in 2019. Traffic from social media is now the third biggest traffic source. The new museum jewellery campaign benefited from being relayed by several influenc- ers and was very successful with strong engagement from communities.
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