'Emiline in Paris' Parody Series:
Employee Generated Content Series
The Brief
Through a brand partnership with Netflix, Vestiaire Collective was featured in Emily in Paris, Season 3, Episode 1. In the cameo, Mindy sells her dress at Vestiaire Collective. For a French digital resale platform expanding into the U.S. market, the goals were clear: win over a new audience, build awareness, and tackle one of the biggest existing challenges — trust.
I was asked to develop a social-first strategy to connect with the U.S. audience on social media. How can we introduce a French brand to an entirely new market while capitalizing on this pop-culture moment? And how could we turn Emily in Paris viewers into Vestiaire customers while introducing its core values and offerings?
The Insignt
Tapping into this opportunity became more than just an amplification strategy. Stemming from the brand’s goals, my approach was to build transparency with a socially-native Employee Generated Content (EGC) blended with pop-culture humor and social media trends.
By leaning into real employees, Vestiaire could humanize its digital platform. Humor and culture, in turn, would translate complex corporate narratives through relatable and entertaining content.
SOCIAL-FIRST
4.3M views
SOCIAL-FIRST
411K views
EDITORIAL
130K Views
The Idea
Vestiaire Collective is a French brand with offices in Paris and NYC – a setup that feels straight out of Emily in Paris. The real-life overlap made for the perfect starting point for a playful parody that blurred fiction and reality.
I developed the winning concept – an EGC "Emiline in Paris" parody series starring real Vestiaire employees. Each episode references the Emily in Paris signatures and emphasizes parallels. Pitched concepts included: American pronunciations of French words, eclectic styling (think berets and mismatched patterns), and even cheeky Sylvie drama (but make it fashion). “Salvie” texts “Emiline” to ask where she found her rare dress. The punchline answer – Vestiaire Collective. And just like that, "Emiline's" secret is revealed.
My role in this campaign was to develop the original concept and strategy, pitching the idea with the episodes and story arc proposal. After the concept was approved, I also onboarded the global creative team of graphic designers, video editors, stylists, and a brand creative director. The videos themselves were produced by the creative team in collaboration with a partner agency. Even though the final content is a more commercial iteration of my proposal –– many of the ideas and details I developed carried through into the final cut.
The team ultimately delivered two versions of the concept: editorial (video 3) and social-first (videos 1 and 2). While both drew from the original idea, social-first videos followed closer to the proposed approach. They significantly outperformed in organic views and engagement on both Instagram and TikTok.