Background & objectives
Becquet wants to increase its notoriety among a young target (25-35 years old) and generate consideration. The aim is to encourage them to join the Becquet community on Instagram.
The strategy
Effinity proposed the development of an Influence program: each month, influencers would be asked to speak on Instagram to highlight Becquet products and sales operations. The program wins over the brand and the influencer campaigns are launched. A Youtube profile is also recruited for each new campaign.
Our resources
Initially, 5 female influencers per month are recruited to highlight Becquet products and commercial operations on Instagram. To be selected, they must produce content in line with Becquet’s positioning, which can be summed up in 5 words: quality, empathy, pep’s, creativity and hedonism. Profiles must also have good KPIs (community size, engagement rate and True Reach). Semester after semester, the program has grown considerably, recruiting 12 influencers a month,
9 new profiles and 3 ambassadors. These ambassadors work together on a regular basis, and have been selected for the quality of their content and their excellent statistics: reach rate, engagement rate and click rate.
Formats
Numerous formats available on Instagram are used during campaigns: reel, front page story, posts, collaborative posts, guide, pinning posts… Effinity makes sure to come up with new mechanics, especially with ambassadors, so as to always offer new things to the brand.
The results
The brand’s Instagram community has grown from 4,000 to 53,000 followers in 30 months. Every month posts achieve high rates of coverage (over 60%), engagement (over 4%) and clicks (over 1.3%). And over 40 ambassadors now work regularly with Becquet.
Bérénice Delmotte, Web Animation Manager, Becquet, answers our questions about this operation.
“With Effinity, we develop our brand awareness and consideration”.
What was your objective in launching these influencer campaigns?
Our main objective, with influence, is really to develop brand awareness and consideration. Particularly with younger people. If we manage to capture their attention and they subscribe to our Instagram profile, then we’ve fulfilled an objective.
Why did you choose to work with nano to middle influencers?
With our “fil rouge” campaigns, we can have up to five influencers speaking in a month, which is great visibility. What’s more, the advantage of nano, micro and middle influencers is that you can feel their attachment to the brand. These are people who love Becquet and enjoy talking about it. That’s what we like about these types of influencers.
How do you choose the themes of expression throughout the year?
We work in line with our sales plan. This winter, for example, we developed an anti-cold weather plan that ran from October to February. This enabled us to push plaids, comforters… At holiday time, we insist on gift ideas and personalization. At major events such as the Blanc, we push the technicality of products, materials and quality. In summer, we focus on outdoor furnishings. As Becquet has a wide range of products, the brand always has something to say.
Do you reuse the content you produce?
Yes, we appreciate being able to reuse content creators’ productions. It allows us to communicate differently and humanize the brand.
Can you tell us a little about the operation with Valérie Damidot (see below)?
We’re very happy that Effinity enabled us to carry out this brand awareness operation, because he’s a personality who’s known to the general public and appreciated by our customers. We were able to relay the operation on all our media. We really appreciated that she agreed to redecorate her son’s apartment with Becquet.
Do you consider your initial objective to have been achieved?
We’ve achieved our goal of raising awareness and consideration, as we regularly welcome new subscribers to our Instagram account.
Effinity sets up a special influencer campaign with the star of interior design!
Valérie Damidot teams up with Becquet to give her son’s apartment a makeover!
” When children leave home, it’s a great adventure. It was my duty to accompany my son, as I’ve done for hundreds of families on my shows. They always say that the shoemaker is the worst off, but no, thanks to Becquet, my son is settling in just fine! You’ll find everything you need! Decorative household linen for a quality installation! ”
See also our case study on the Palais des Thés new product launch.
