Each year, Caudalie provides us with new product launches to care for our skincare. What better way to do it than with hundreds of influencers telling us what the products are and how we can make the most of them.
To make this happen, Caudalie relies on a pool of micro-influencers who act as brand ambassadors, sharing all the news about each of the products launched month after month.
Objective
- Increase brand awareness while reducing campaign costs: enhance the visibility and knowledge of Caudalie’s new launches among the target audience through profiles compensated by product exchange.
Strategy
To manage such a large-scale creator activation, automating several key points of the process was essential:
- Database: Access to hundreds of profiles allowed us to pre-select a specific pool, giving Caudalie numerous options to choose from, ensuring they selected the profiles that best fit and turned them into brand ambassadors.
- Metrics: In that pre-selection, in addition to the profile type, numerical variables were considered, such as the engagement rate (ER), follower credibility, the average number of views per content, and the profile’s audience.
- Communication: Integrating all brand-creator communication through a single platform made it easier to resolve any issues quickly, including the entire product shipping process.
- Measurement: Automating the measurement of each piece of content was key to maintaining regular and controlled reporting.
Execution
Phase 1: Profile Hunting
- From a selection of hundreds of profiles thanks to the database, each was contacted to activate them in the campaign over the course of several months. Each influencer was given a certain level of freedom to generate organic content within specific guidelines outlined in the brief.
Phase 2: Selection and product shipments:
- Each creator was able to request their preferred product to promote based on availability. Additionally, the ability to automate the entire process of postal addresses and shipments allowed us to ensure that all profiles received the products on time.
Phase 3: Content publication
- Each creator generated organic content about the promoted product in a way that best suited their audience, aiming to maximize interaction and authenticity in the messages conveyed.
Phase 4: Analysis and performance
- The regular tracking of each piece of content allowed us to measure the performance by profile, enabling us to optimize the campaign throughout the year and build a solid and reliable base of brand ambassadors.
Results
- The campaign generated over 3 million impressions among the target audience, with up to 300 creators participating and more than 400 pieces of content produced.
