Interview with Clémentine, Communications Manager
Clémentine celebrates 35K followers on LinkedIn
Communications Manager at Albéa HQ, Clémentine Barbet celebrates 35K followers on LinkedIn: the result of a consistent approach to B2B-oriented editorial strategy, high-quality brand content and beauty pack experts’ community building.
Every day is a new adventure for Clémentine Barbet, Communications Manager at Albéa headquarters. Communications keeps transforming along with the digitization of interactions, requiring her to constantly question and reinvent her work, relying on creativity and teamwork. Both strategic and operational, across regional industrial sites and the headquarters where she is based, her scope hasn’t stopped evolving since her start at Albéa, 6 years ago.
Why is it key for a group like Albéa to develop social media presence?
Social media provides Albéa with a unique opportunity to directly connect with its ecosystem of employees, customers, suppliers, media and business partners. Interactions are fast and benevolent, a reflection of Albéa teams’ values. It is a pleasure to share Albéa’s expertise, highlight our team’s expertise, customer collaborations as well as our catalogue of innovative and responsible cosmetic packaging.
We observe dynamic employee engagement, recognition from customer brands and growing lead generation coming from social media.
How did you roll-out Albéa’s social media presence?
In line with our global communications strategy, we have defined which were the right social media platforms and adapted the tone of voice to develop high-quality, organic content: innovative, creative, relevant.
The trust and support from Cécile Tuil, Albéa’s VP of Communication, her creating a limitless frame for us to experiment and be audacious is also a key success factor. We have stepped aside from traditional B2B communication approach, combined industrial and glamour and opted for a lighter, fun, fast style.
We are thrilled to showcase the people behind our packs, beauty market trends and amplify the voice to our colleagues all around the world.
For example, we decided to launch Albéa’s Instagram 3 years ago, before most industry players, at a time when it was considered relevant only for Business-to-Consumer brands.
How is the 2020 context influencing your work?
Lockdown has reduced physical interactions and accelerated virtual ones. From a distance, we have done our best to support teams in industrial sites who continue to manufacture care and protection product packaging. Our team has managed to work remotely with the same level of responsiveness and creativity. I would like to thank our Social Media Team – Lauren, Ambre, Marie & Kyle – as well as all of our contributors and followers.
What are you most proud of?
Our constant efforts to amplify Albéa’s visibility as a leading manufacturer and an employer of choice seem to pay off. Our community is growing, and we are proud when customer brands such as L’Oréal, L’Occitane, Merci Handy (and more!), like, comment or share our content.