BUT sets social media alight

BUT wants to strengthen the link with its community through an approach that distances itself from the product and highlights the atmosphere conveyed by the brand.

For some time now, online spaces have once again become places to escape and let go. User-friendliness is the order of the day for content creators. Away from the ‘big production’ race, everyone is making it their own to offer content that is less formal, more authentic and more intimate.

How can BUT be part of this trend?

The second favourite room in France, the living room is the ideal place to relax and talk freely with family and friends.

With this in mind, BUT is orchestrating a discussion inspired by filmed podcasts, a format that is becoming increasingly popular on social networks.

BUT is inviting a number of influencers to share their thoughts and ideas about the winter season and the desire to ‘wake up the interior’ for the arrival of the warmer weather.

In the warm atmosphere of the show, the idea is to take stock of the period and to begin the end of hibernation with confidences, tips and advice to gradually emerge from winter.

In this content created by But, the influencers @poqssi, @matistor, @luciole and @leajplf embody the brand’s state of mind.

The idea was to focus on up-and-coming profiles to attract attention and promote visibility. Influencers who set trends with their humour and creativity, and who arouse curiosity with their discretion.

To highlight But’s collections, the video was shot in a setting featuring the brand’s catalogue.

This longer version was broadcast on YouTube and relayed as a story by But and influencers.

The long version is divided into several short formats to be published on But’s social networks and relayed as a story by influencers.