Unwrapping efficiency: L’Occitane's influencer marketing campaign

The natural beauty brand, L’Occitane, partnered with Bazaarvoice to enhance team efficiency and gain comprehensive influencer insights for informed decision-making.

A prominent name in organic ingredient-based hair care, body care and skincare products, has brought natural beauty to homes across 90 countries since 1976.

During the 2021 Christmas season, L’Occitane partnered with acclaimed French artist Tristan Bonnemain, known for collaborations with prestigious French fashion houses, to create exclusive illustrations for their special edition Christmas gift sets. The aim was to market these unique sets in Singapore.

L’Occitane needed to find and recruit high-performing micro-influencers in the beauty and lifestyle niche who could increase product visibility on social media channels. It would mean closing on more customers and expanding L’Occitane’s presence in the Asia Pacific.

The brand knew if they wanted to be successful, they required a solution to overcome multiple challenges. Previously they had:

1. Spent countless hours digging out contact details for influencer outreach.
2. Devoted invaluable man-hours and effort to create spreadsheets containing an influencer’s profile data, sponsored posts, and other stats.
3. No method to distinguish between authentic and fake influencers.
4. Took screenshots to track stories posted by each influencer.
5. Had no access to post-campaign analytics, such as the aggregated and individual influencers’ engagement rate, reach, etc., to determine the ROI.

L’Occitane unlocked the opportunity to run an efficient and productive influencer marketing campaign by partnering with Bazaarvoice. With the new tool at their disposal, the brand onboarded 53 micro-influencers, having over 80,000 followers each, for the Christmas campaign. It reduced the significant time consumed in influencer discovery and campaign management.

Enhancing team efficiency and productivity, L’Occitane streamlined influencer marketing by leveraging Bazaarvoice’s Creator Marketing platform, affable.ai, allowing for faster execution compared to manual processes. The platform automatically monitored and analyzed all stories and posts, providing comprehensive insights into the audience’s interaction with the influencer’s content.

L’Occitane gained comprehensive insights into influencers, including brand affinity, estimated reach, demographics, and audience interests, prior to onboarding. Utilizing analytics and reports, the company made informed decisions backed by robust data. The campaign resulted in an impressive estimated reach of over 400k impressions across seven Instagram posts and 80 stories, with a notable earned media value (EMV) of $23k