How many influencers do you usually work with for a campaign?
Posted: Mon Jan 20, 2025 8:33 am
It changes depending on the models we offer. We have a base of 500 influencers and we reach out to all of them for each campaign and we get a lot of requests from influencers who contact us on Instagram or by email asking to try our shoes. In our City winter boots campaign, for example, we had 250 influencers who participated in the campaign. Sandals are similar, around 180 and 200 participate. There are fewer influencers who participate in sneaker campaigns because they were our first shoe when the brand was created in 2017, and almost all influencers already have a pair of sneakers, so they prefer to receive the new sandals or boots.
Does that sound like a lot of work?
Yes, I handle influencer, PR and events and I have an intern who helps me. We use Kolsquare to find influencers and we also like the reporting module. Before we had to manually track all the stories and posts, whereas with Kolsquare the reports are generated automatically.
What do you look for when searching for influencers?
We look at the ratio of male to female followers, because our target audience is women. We look at whether the community is based in France, its interests, its commitment and its authenticity.
Do you organize special campaigns for the big summer sales or the Christmas period?
At Christmas, before summer and Valentine's Day, we organize Advent calendars. At Christmas, we organize about 180 contests with different influencers to whom we offer the possibility of choosing shoes to create a contest for their community. We do this because influencers have a lot of requests for contests at this time of year and we want to thank them by offering items to their communities.
We validate the pair of shoes they want to use in the contest; if they cost 135 euros, the winner will receive a gift voucher of the same amount to use on our site. We validate the date on which the influencer plans to run the contest, but the influencer is free to create their post. When the winner is drawn, we send them the voucher to hand over. We keep track of all the influencers, partners email database the contest dates, and the products and gift vouchers sent in an Excel file. Sometimes we can have 10 contests a day, sometimes five, it depends on their schedules. We calculate how much it costs in terms of the purchase price of our products, but we prefer to influence this way rather than paying big influencers directly.
We also collaborate with other brands before Christmas and in the summer, when we send out an “influencer box” with summer essentials or Christmas gift ideas. This summer we have partnered with a jewelry brand, a hair band brand, and another that will offer a small gift basket. It’s less boring for girls than always receiving a pair of shoes. It allows them to discover other brands and it’s a way of saying thank you to our influencers who have posted a lot and who we have worked with the most. Summer is a good time to do this because these are their holiday essentials that they will have all summer and at Christmas it gives them gift ideas to show their communities.
Have you noticed that more and more micro-influencers are asking to get paid?
Bon Baisers Paris was created in 2017 during the period when influencers and Instagram were really developing, so we were lucky that we grew in parallel with the influencers and have worked with them from the beginning. Some have tripled the size of their communities and no longer respond to us, but others now have agents who ask us if we can pay. In those cases, we offer the option of several pairs of shoes or to participate in one of our photo shoots in Paris, which are paid.
Do you also organize events for influencers?
We do after-work events in our showroom or specific events in a hotel to which we invite influencers, press, suppliers and our staff. We organize these events with influencers to thank them and get to know them. We want to maintain good relationships with the people we work with because the human side is very important to us.
Does that sound like a lot of work?
Yes, I handle influencer, PR and events and I have an intern who helps me. We use Kolsquare to find influencers and we also like the reporting module. Before we had to manually track all the stories and posts, whereas with Kolsquare the reports are generated automatically.
What do you look for when searching for influencers?
We look at the ratio of male to female followers, because our target audience is women. We look at whether the community is based in France, its interests, its commitment and its authenticity.
Do you organize special campaigns for the big summer sales or the Christmas period?
At Christmas, before summer and Valentine's Day, we organize Advent calendars. At Christmas, we organize about 180 contests with different influencers to whom we offer the possibility of choosing shoes to create a contest for their community. We do this because influencers have a lot of requests for contests at this time of year and we want to thank them by offering items to their communities.
We validate the pair of shoes they want to use in the contest; if they cost 135 euros, the winner will receive a gift voucher of the same amount to use on our site. We validate the date on which the influencer plans to run the contest, but the influencer is free to create their post. When the winner is drawn, we send them the voucher to hand over. We keep track of all the influencers, partners email database the contest dates, and the products and gift vouchers sent in an Excel file. Sometimes we can have 10 contests a day, sometimes five, it depends on their schedules. We calculate how much it costs in terms of the purchase price of our products, but we prefer to influence this way rather than paying big influencers directly.
We also collaborate with other brands before Christmas and in the summer, when we send out an “influencer box” with summer essentials or Christmas gift ideas. This summer we have partnered with a jewelry brand, a hair band brand, and another that will offer a small gift basket. It’s less boring for girls than always receiving a pair of shoes. It allows them to discover other brands and it’s a way of saying thank you to our influencers who have posted a lot and who we have worked with the most. Summer is a good time to do this because these are their holiday essentials that they will have all summer and at Christmas it gives them gift ideas to show their communities.
Have you noticed that more and more micro-influencers are asking to get paid?
Bon Baisers Paris was created in 2017 during the period when influencers and Instagram were really developing, so we were lucky that we grew in parallel with the influencers and have worked with them from the beginning. Some have tripled the size of their communities and no longer respond to us, but others now have agents who ask us if we can pay. In those cases, we offer the option of several pairs of shoes or to participate in one of our photo shoots in Paris, which are paid.
Do you also organize events for influencers?
We do after-work events in our showroom or specific events in a hotel to which we invite influencers, press, suppliers and our staff. We organize these events with influencers to thank them and get to know them. We want to maintain good relationships with the people we work with because the human side is very important to us.