Turning Cultural Legacy into a Digital Performance Engine
La Monnaie de Paris
Industry
Cultural Institution, Heritage, Numismatics
Scope
Strategic Lead · Digital Ecosystem Transformation · Social Media Strategy · Paid Media Orchestration · Content Architecture · Audience Strategy
Context
Monnaie de Paris, France’s oldest institution with over 1,150 years of history, entrusted us in 2021 with a 4-year public contract to rethink its entire social and paid media presence.
The challenge was both simple and complex: how do you convert an institution steeped in cultural heritage into a digital ecosystem that drives e-commerce sales, ticketing, and brand desirability, while navigating the strictures of a public-sector organization with constrained budgets?
When I stepped in, the brand had no structured editorial system, no conversion funnel, and no real connection between its cultural content and product launches. My mission was to architect a strategy that would bridge these silos and deliver both cultural credibility and commercial results.
My Role
As strategic and operational lead, I orchestrated the complete transformation of Monnaie de Paris’ digital framework, from a legacy institution with scattered posts to a funnel-first, performance-driven digital player.
My responsibilities included:
Defining the long-term social and paid media roadmap
Building a robust editorial architecture aligned with institutional, cultural, and commercial objectives
Designing and executing the full-funnel paid media strategy: from awareness to engagement to conversion
Coaching internal teams on content production, platform activation, and performance best practices
Embedding analytics, reporting and budget optimization routines to progressively elevate results year over year
Strategic Approach
(2021–2024)
When I stepped in, Monnaie de Paris was operating without a content calendar, strategic segmentation, or media performance tracking. My first move was to establish a structured editorial framework aligned with institutional pillars (heritage, craftsmanship, exhibitions) and commercial drivers (coin collections, partnerships, product drops).
I mapped each activation to its core audiences:
Collectors & numismatists
Pop culture & families
Museum-cultural events goers
In 2022, I introduced the first conversion-driven paid media strategy, with clear KPIs, audience targeting, and creative testing, turning scattered boosts into a fully operational funnel approach.
I established a content orchestration framework, ensuring that every asset was tailored to its target audience, collection drivers, and funnel stage, from awareness to engagement to conversion.
By 2023, we scaled the system:
TikTok launched, targeting Gen Z with tailored storytelling
Content kits & briefs structured for internal teams
Quarterly budget optimizations with A/B testing
Annual media planning formalized with spend guidelines
By 2024, Monnaie de Paris had become a fully autonomous, digitally mature institution, operating with a performance mindset and results comparable to private DTC brands.
Selected Activations
Specific Highlights
These examples illustrate the breadth of the ecosystem I designed.
Over 4 years, I led the end-to-end strategy and activation of every cultural, product, and institutional launch.
Pop culture collections
Harry Potter – collectible launch & fan engagement
→ ROAS 6.2 | 2.5M paid impressions | influencer relay + content kit
Naruto & One Piece – anime culture meets e-commerce
→ CPM < €0.90 | CTR 2.1% | Instagram + TikTok native formats | highly viral reels
Excellence collections
Crafted reels, stories, editorial kits amplifying press coverage and cultural capital
Notre-Dame / Libertas Americanas / Ariane → Editorial focus + auction-style campaigns | top-tier collector targeting
Le Napoléon / Ors de France → Premium product storytelling | ROAS up to 38 | segmented by heritage affinity
Exhibitions
Monnaies & Merveilles, Argent dans l’Art
→ Immersive editorial chapters, reels in gallery format, behind-the-scenes formats
Insert Coin exhibition – immersive retro experience
→ 360 campaign on IG & TikTok | high ticketing conversion | reels + interactive quizzes
Paris 2024 Olympics
→ 3M organic reach | paid focus on symbolic value | Gen Z & collectors mix
Results
Over 4 years, I helped turn one of France’s most historic institutions into a digitally mature performer, building editorial structure, scaling media ROI, and making every campaign count. This rare blend of public, cultural and commercial success demonstrates my ability to lead strategic transformation with both clarity and impact, across sectors, continents and platforms.
ROAS 10.17 average across all paid campaigns
1,393 direct purchases + 12,452 add-to-cart events tracked via paid media
+270% e-commerce revenue vs 2023
13M impressions (9M organic / 4M paid)
TikTok launched successfully, reaching new audiences with cultural formats
CTR 1.84% average, double the industry benchmark
2024