Who is Le Petit Ballon
Le Petit Ballon is the French leader in wine subscription boxes. Founded in 2011 by Martin Ohannessian with Jean-Michel Deluc (former Head Sommelier at the Ritz) and Matthieu Lesne, the company has democratized wine by making it accessible, educational, and desirable for a new generation of enthusiasts. Every month, thousands of subscribers receive two bottles selected by experts, accompanied by tasting tips. With over 17 million euros in revenue and an omnichannel presence (e-commerce, physical stores, partnerships), Le Petit Ballon has established itself as a benchmark brand in the French wine industry.
Martin Ohannessian, co-founder of Le Petit Ballon, partnered with Linker to structure and amplify his LinkedIn presence. Here is the review of the first 4 months: from September to December.
The goal of the partnership
Martin already had a solid audience base (14,149 followers), but his LinkedIn presence lacked consistency, a clear editorial line, and a content strategy capable of turning that audience into a real lever for influence. The challenge: to make his profile a reference in the worlds of wine, entrepreneurship, and e-commerce, while strengthening Le Petit Ballon's credibility with partners, influencers, and savvy enthusiasts.
The set objectives:
- Significantly multiply impressions over the period
- Increase profile visits to attract partners and opportunities
- Improve the SSI score to maximize algorithmic distribution
- Build a differentiating editorial line combining wine expertise, entrepreneurial culture, and bold viewpoints
The Linker playbook in 3 pillars
1. LinkedIn profile audit and optimization
- Personal branding strategy to structure Martin's positioning: wine entrepreneur, e-commerce expert, and a leading voice in the subscription box industry
- Full profile optimization to maximize SSI score and search visibility
- Definition of an editorial line based on 4 pillars: thought leadership, Le Petit Ballon product posts, CSR policy, and wine culture content (vintages, winemakers, trends)
2. LinkedIn ghostwriting coaching and active community management
- 12 posts published over the period (September – December), coached and optimized for the LinkedIn algorithm
- A bold editorial mix: entrepreneurial stances, spotlights on iconic products (Grand Paquet, Gin Chronique, Thibault Spiwak, Raisins sans frontières), CSR content, and community engagement
- Strategic community management to amplify organic reach and turn posts into qualified conversations
- 2,040 likes, 483 comments, 39 shares, and 125 website clicks generated over the period
3. Performance tracking and continuous adjustments
- Regular reporting with analysis of key metrics (impressions, profile visits, SSI, followers, web clicks)
- Identification and amplification of top-performing formats, including one post with 80,000 impressions, 590 likes, 333 comments, and 18 shares
- Real-time editorial adjustments to maximize engagement on every post
Results after 4 months (September – December)
Over 4 months of coaching, Martin's LinkedIn presence was transformed into a true visibility engine:
- 80,165 total impressions across 12 posts; an average of 11,704 impressions per post (2.5x higher than the previous period)
- +750 subscribers, reaching 14,899 followers
- SSI score: 67 (+12 points, up from 55 to 67)
- Profile visits increased 3.5x: from 190 to 650 visitors per week, totaling 2,717 visits over the period
- 2,040 likes · 483 comments · 39 shares · 125 clicks to the website
The top-performing post alone reached 80,000 impressions, 590 likes, and 333 comments—a viral result that illustrates the potential of a well-crafted editorial strategy on a profile with a large existing audience.
