The launch of Balinese Detox, the latest addition to Palais des Thés‘ Détox collection, marks a strategic step in the brand’s drive to win over new audiences. To promote this recipe inspired by Indonesian traditions, the brand worked with the Effinity agency to design a targeted, high-performance influencer campaign.
Influencer sourcing and selection: balancing affinity and performance
The success of an influencer marketing campaign depends on identifying profiles whose audience is perfectly aligned with the product. For this launch, the objective was to recruit new consumers from the world of well-being, yoga and fitness.
kpi analysis and profile segmentation
The agency structured the selection around two types of influencer:
- Historic ambassadors: profiles who have already worked with Palais des Thés, selected for their high engagement rate and brand loyalty.
- New affinity profiles: content creators specializing in soft sports and healthy lifestyles.
Each profile underwent a rigorous audit of KPIs: audience location in France, average age, gender (predominantly female for this launch) and authenticity of engagement.
Storytelling and content strategy: focusing on engagement on Instagram
To maximize the impact of the launch, the choice of formats focused on an immersive narrative approach, encouraging product discovery.
Real format for organic visibility
Reel Instagram was placed at the heart of the campaign. This short, dynamic video format allows :
- Maximum reach: the algorithm favors Reels for the discovery of new content.
- Educational storytelling: ideal for explaining the benefits of the organic ingredients in Balinese Detox.
- Greater longevity: unlike stories, the post remains visible on the creator’s grid.
This was complemented by stories (to generate traffic via tracked links) and an interactive quiz competition to test audience uptake.
Brief design: guiding without imposing for greater authenticity
The creative brief is the guarantor of brand consistency. Palais des Thés and Effinity emphasized the relaxing properties of the recipe and its organic origin. The chosen approach leaves editorial freedom to the influencers to ensure a natural integration into their usual line. The temporality was also smoothed out to avoid a “commercial tunnel” effect and encourage memorable repetition.
Media amplification: optimizing reach with social ads
One of the keys to this campaign lies in theamplification of influence. Beyond organic reach, the best content created by influencers was integrated into Palais des Thés’ Social Ads (Facebook and Instagram) acquisition strategy.
The key figure: although amplification represented only 11% of the total campaign budget, it generated 68% of total impressions, proving the effectiveness of the synergy between influence and paid media.
Results and lessons learned from the Balinese Detox campaign
By combining a rigorous selection of influencers, storytelling adapted to social formats and a media amplification strategy, Palais des Thés has succeeded in bringing its new Balinese Detox recipe to a qualified target audience. This campaign demonstrates that the value of an influencer campaign lies in its ability to transform creative content into a genuine multi-channel acquisition lever.
