Fondation Louis Vuitton: an Instagram strategy at the heart of trends

Expertises Digital activations Global communication

Cosa helped the Fondation Louis Vuitton, an emblematic cultural institution supported by LVMH, overhaul its Instagram strategy.

The objective? Increase its engagement and visibility, in resonance with its values of sensitivity, inclusivity and hospitality.

A connected cultural strategy

Overview

A jewel dedicated to contemporary art, the Fondation Louis Vuitton has been organizing international exhibitions and cultural events since its creation. In 2023, faced with the need to modernize its digital presence, it called on Cosa to redefine its Instagram strategy.

Context

Created to democratize access to modern and contemporary art, the Foundation wanted to strengthen its impact on Instagram. Its graphic and editorial identity, though rooted in cultural excellence, was struggling to capture new audiences. Our intervention aimed to build an innovative approach aligned with current trends, without compromising its DNA.

Briefly

At the request of the Fondation Louis Vuitton, Cosa carried out an in-depth sector study to develop a tailor-made Instagram strategy, built around three key axes: exhibiting artworks, democratizing access to art, and enriching the cultural experience.

Results / Impacts

0,80% Engagement rate: increase from 0.68% to 0.80% between January and February 2024

+2,5% Community growth: +2.5% subscribers in 3 months

Solutions

Sector study: deciphering practices

For this study aimed at identifying trends, our team analyzed some fifteen leading Instagram accounts (MoMA, Centre Pompidou) and cultural influencers, supplemented by a watch on TikTok. This benchmark revealed the predominance of artworks and artists in the editorial strategies of sector accounts.