This article is based on the content of a webinar presented by Thibault Gadras, Ads and Influence Manager at Effinity and Alexandre Denni, Social Media and Influence Project Manager at Palais des Thés.. Watch the video.
In 2018, Palais des Thés successfully launched a Détox collection based on five recipes from different regions of the world. In 2021, the brand wants to promote a new recipe within this range: Balinese Detox. The aim is to reach a different target and recruit new influencers. For this, Effinity, which has already been involved in the brand’s influencer campaigns during special occasions, notably at the end of the year, has been called in.
Step one: identify influencer profiles
After a discussion phase between Palais des Thés and the agency, it was agreed to target an audience that had not yet been worked on. The aim was to reach influencers specialized in sports such as yoga and fitness. We also wanted this campaign to be a continuation of what had already been done with the brand. So we worked on two types of profiles. The first is what we call ambassadors, whom we had identified through previous collaborations between Palais des Thés and Effinity. These profiles are highly relevant on a number of criteria: their reach, the content produced and their rate of engagement on previous collaborations. The second is the result of sourcing new profiles more focused on yoga and other more athletic and wellness practices. We identified influencers and checked all the KPI’s: are the communities French, what are the engagement rates, what is the average age of the community, what is the gender of the community too, because we were more focused on a female audience for this launch. Afterwards, Palais des Thés and Effinity held a number of discussions to draw up the final list of influencers and to define the conditions of the partnership to be proposed to them.
Step 2: Tell a story
Once the influencers had been selected, we started working on the story we wanted to tell them, so that they could relay it in their speech. We started with the objectives to identify the most appropriate content. For a product launch, the main objective is reach, to make the product known to as many people as possible. So we wanted to focus on the Reel format, because it generates the highest reach rate on Instagram. It also has the advantage of being a long video format, which allows you to tell a story and explain a lot. Which is ideal for presenting a new product. We also decided to enrich this strategy with stories. Stories are particularly useful for relaying what’s real and giving it greater visibility. It also makes it possible to integrate links and redirects to the Palais des Thés website, which begins to introduce an e-commerce logic into the campaign. Finally, we also asked the influencers to create a post highlighting and contextualizing the product. The point of the post is that it lives in time and remains present over the long term. Finally, with one of the influencers, we designed an interactive quiz, in the form of a Story quiz with a survey function: the influencer asks questions about the products, and a draw rewards those who give the right answers. This approach helps to determine the extent to which the influencer’s community is immersed in the products. Finally, to nurture the influencers, we offered a great deal of content, which we were able to divide up according to each influencer’s way of working and the size of their community.
Step 3: Draw up the brief
The final point, which we believe is fundamental to the success of your influencer strategy, is the brief. The idea is not to impose an editorial line on influencers, but rather to guide them by giving them the right elements. We worked a lot with Palais des Thés on the creation of the brief to ensure a good presentation of the brand and the range. For Balinese Detox, inspired by a traditional Balinese recipe, the most important elements to highlight were the organic ingredients and their relaxing properties.
We also indicated to the influencers a desired temporality for content publications. The idea is to spread publications out over time, to maximize reach with the community and to have repetition on the device. This ensures that the content is not too commercial, and provides greater legitimacy. This is also why we wanted to work with influencers who had already collaborated with Palais des Thés.
Step four: amplify influence
The program doesn’t stop with the creation of content by influencers. With influencer amplification, the aim is to capitalize on the unique content created to increase the visibility of the Balinese Detox range. We therefore integrated this feature into Palais des Thés’ Facebook and Instagram acquisition strategy. This gave a big visibility boost to the content that is created by the creators, in fact, amplification only represented 11% of the budget, but it achieved 68% of the campaign’s impressions.
To find out even more about this operation, we offer you an interview with influencer Tiphaine, and a selection of content produced by influencers during the campaign.
https://www.youtube.com/watch?v=0O-nzqRh074https://www.youtube.com/watch?v=-pgYQEpjOUghttps://www.youtube.com/watch?v=YXWLY0xIOnQhttps://www.youtube.com/watch?v=a4tK4pSBdqAhttps://www.youtube.com/watch?v=mYJHUoCoa7khttps://www.youtube.com/watch?v=kc0-7Vh42AA
This article is based on the content of a webinar which you can view in full below.
https://www.youtube.com/watch?v=fI_6nC2a7DA&list=PL35Zop1duSaNhy52VElqViZ-seWHNwnBG&index=19
