Discover how Bobochic Paris shifted its influencer marketing strategy from visibility to credibility, leveraging authentic partnerships and data-driven tools like Kolsquare.
Bobochic Paris is a French D2C furniture brand renowned for its elegant and contemporary designs. Established in 2015, the company has rapidly expanded its presence across Europe, offering a diverse range of products that blend style and comfort. In this interview, Bobochic Head of Marketing and Communication Marjorie Dubois explains how the brand’s influencer marketing strategy has evolved as the company has matured. From a primary focus on visibility, Bobochic today is now driving brand credibility and love, alongside sales, through careful selection of influencer profiles.
Bobochic has always aimed to capture the market through social media in an organic way. The home furnishings sector on social media is quite stagnant, and our competitors don't do much to energize it. We decided to go in the opposite direction by humanising the brand with surprising content and relatable brand spokespeople.
Initially, our influencer strategy was solely about visibility. It didn’t matter what the results were—our goal was to get noticed by as many people as possible. At that time, there wasn’t much of a strategy or selectivity in our communications. This gave us a lot of visibility, however, it didn’t bring much credibility.
When I joined Bobochic about 18 months ago, we set out to improve the quality of our influencer partnerships. Previously, we worked with many influencers from reality TV or other less credible circles, but we wanted more trustworthy ambassadors. After all, who better to represent a sofa brand than someone who uses their sofa daily? It’s not like cosmetics or clothing, which can be bought, promoted, and then sold the next day. A sofa, once delivered and placed in a living room, stays there for years.
The first phase of our expansion strategy helped us achieve brand awareness, which brought in a lot of inbound requests from creators. In our industry, which involves high-value, hard-to-choose, and hard-to-deliver products, this was a significant achievement. Our approach simplifies the process for influencers, many of whom genuinely need our products, and they end up choosing us.
We have a strategy of selecting influencer profiles based on their audience, target demographic, communication style, and content format. This is where we rely on tools like Kolsquare. Sometimes, influencers seem ideal but don’t align with our target audience. For instance, we’ve had deals in the past where a significant portion of an influencer's audience wasn’t in France or in a country we deliver to.
Exactly. Beyond awareness and building a community, conversion is critical. We have different types of deals with influencers—some purely for visibility, others with a focus on storytelling and emotional impact. For example, one campaign involved redoing someone’s living room for Christmas. These types of collaborations resonate more than simply gifting a product.
Trust is crucial to our influencer partnerships. Given the value of our products—ranging from €1,000 to €2,000 or more—we’re meticulous in selecting profiles. We also see influencers who we didn’t collaborate with but bought our products anyway, which shows the impact of our brand. If we could gift everyone, we would, but it’s not feasible.
For sales-driven campaigns, we might provide discount codes or use affiliate links. This works well when we’ve already seen good organic performance with an influencer. For example, we might offer a 10% discount to their audience and a commission for the influencer. Contests are another effective strategy for growing our community, and they often yield the best results in terms of engagement.
We don’t do a lot of affiliate marketing. For our high-ticket items, the decision-making process of the consumer is lengthy. People don’t spontaneously buy a sofa because of an influencer; they use a discount code to finalize a decision they’ve already been considering. This shortens the conversion timeline but doesn’t necessarily increase volume. Given our tight margins, offering a lot of discounts and commissions simultaneously isn’t sustainable.
We track the number of influencers involved, the reach, views, engagement, and, to some extent, revenue and follower growth. For instance, this year, we gained over 120,000 new followers across platforms on our accounts.
They’re distinct but complementary. Social media focuses on content creation, while influencer marketing involves relationship-building, negotiations, and creative collaborations. Each team supports the other, but their objectives differ.
All our influencer results are organic. If we purchase content, it’s used for ads, but we don’t boost influencer posts directly.
Kolsquare is Europe’s leading Influencer Marketing platform, offering a data-driven solution that empowers brands to scale their KOL (Key Opinion Leader) marketing strategies through authentic partnerships with top creators.
Kolsquare’s advanced technology helps marketing professionals seamlessly identify the best content creators by filtering their content and audience, while also enabling them to build, manage, and optimize campaigns from start to finish. This includes measuring results and benchmarking performance against competitors.
With a thriving global community of influencer marketing experts, Kolsquare serves hundreds of customers—including Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, Lush, and Hermès—by leveraging the latest Big Data, AI, and Machine Learning technologies. Our platform taps into an extensive network of KOLs with more than 5,000 followers across 180 countries on Instagram, TikTok, X (Twitter), Facebook, YouTube, and Snapchat.
As a Certified B Corporation, Kolsquare leads the way in promoting Responsible Influence, championing transparency, ethical practices, and meaningful collaborations that inspire positive change.
Since October 2024, Kolsquare has become part of the Team.Blue group, one of the largest private tech companies in Europe, and a leading digital enabler for businesses and entrepreneurs across Europe. Team.Blue brings together over 60 successful brands in web hosting, domains, e-commerce, online compliance, lead generation, application solutions, and social media.
