Olivier Rousteing, creative director of Balmain, is a pioneer in using Instagram as a marketing platform, thus creating an entire tribe, community, conversation, engagement and campaign with his hashtag, #BalmainArmy. Image credit: Shutterstock
How brands must change for a new world order
Posted Bya Luxury Daily columnistOn In Featured,Industry sectors,Marketing | No 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","iv":"540e5c87cf45faa9623c6d460742c0c3","s":"aaf9855d758e77d6"}