Influencer marketing specialists Agently created a sumptuous IRL experience for the 5-star hotel and spa Château de l’Hospitalet. Learn how they used Kolsquare to select KOLs to ensure the success of the event — both in terms of the experience and the content delivered.
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Forward-thinking influencer marketing agency Agently specialises in creating high-impact, tailored campaigns that drive brand growth. By leveraging deep industry knowledge and innovative tools like Kolsquare, Agently positions itself as a trusted partner for brands looking to expand their reach and enhance their image.
Château de l'Hospitalet is a luxury vineyard and spa located in Narbonne, in the heart of the La Clape nature reserve in the South of France. The unique property blends refined hospitality with a rich winemaking heritage, offering guests an exceptional experience that includes elegant accommodation, gourmet dining, and curated wine tasting experiences.
Château de l'Hospitalet incorporates two luxury hotels, a spa and vineyard, offering a unique blend of high-end hospitality set in spectacular natural vineyard surroundings with stunning sea views.
Agently has developed a strong working relationship with Château de l’Hospitalet, having managed the communications and social media strategy for the vineyard — within the confines of France’s Evin law that restricts alcohol advertising — for more than four years.
For its first influencer campaign to promote the domaine’s 5-star hotel, the Château de l’Hospitalet wanted to showcase the hotel’s exceptional services to a new set of high-income audiences, while being mindful of complying with rules limiting alcohol advertising.
“The aim of the campaign was to highlight the hotel and everything it has to offer,” comments Agently Cofounder and Marketing Director, Elaboration of Influencer Marketing Strategies, Martin Buzan. “Sure, you can drink wine during meals but that’s not what the campaign was about, nor why the creators were there. The idea was that they enjoy the hotel and spa experience.”
With the many attributes of Château de l’Hospitalet at its disposal for use in content creation, Agently decided to curate an exclusive 24-hour event to showcase the estate's luxurious lifestyle-oriented features. The meticulously planned itinerary featured a beachside lunch, spa access, and an elegant four-course dinner prepared by the top-tier Parisien caterer and content creator Tom Tarsiguel from Tableaux Paris (@tableauxparis, 312K followers, Instagram).
In a social media environment that is saturated with sponsored KOL content, Agently sought content that would demonstrate the KOLs’ admiration and delight in both the event and the Château’s environment itself.
Influencers would be encouraged to share spontaneous, organic content, capturing authentic moments that highlighted the estate's appeal, but without contractual obligations to post imposed on them.
“The entire event revolved around the content creators, but it was also very much about Tableaux Paris whose specialty is to create magnificent buffet dinners that resemble works of art. In this case, we asked him to create a gourmet four-course meal, and his spectacular work really made the event even more Instagram-friendly,” comments Agently’s Martin Buzan.
The restrictions relating to advertising wine on social media means Château de l’Hospitalet and Agently are used to working with KOLs in the food and beverage categories when communicating about the vineyard and its products.
“We wanted to move away from this microcosm and invite influencers in more premium, fashion, lifestyle and art-de-vivre categories,” comments Agently’s Buzan. “For example we invited the singer Cynthia Leone (@cynthialtt, 35K followers, Instagram) who performed for us during the event. Using Kolsquare’s search function, we were able to bring together different worlds that we don't usually reach during the rest of the year, to create a unique experience.”
With the luxury, 5-star offer of the Château de l’Hospitalet in mind, Agently focused on finding elite, macro KOLs who would reach a professional, high-end Parisian audience and inspire them to indulge in a luxury weekend away at the resort.
Key to the success of the strategy was inviting the KOLs to the all-expenses paid event, but, rather than paying for content packages, leaving them free to create organic content based on their enthusiastic response to the environment and the event itself.
“Above all, we used Kolsquare to verify the interests of the KOLs and their audiences. We wanted to create an elite event, but we also wanted it to be casual and familiar. That’s why we chose content creators not just on their criteria, but tried to ensure that everyone had common interests and knew each other before coming,” comments Agently’s Martin Buzan.
“Using Kolsquare, we identified influencers who not only fit our criteria but also had relationships with each other, creating a more cohesive and vibrant event atmosphere.”
In total, Agently invited 15 macro KOLs to the Château de l’Hospitalet, who spontaneously created 195 pieces of organic content. Kolsquare proved vital in executing the strategy, with Agently relying on its audience analysis tools for selecting influencers with audiences aligned to the campaign’s goals.
These insights ensured a harmonious event, maximising content output and reach. For real-time tracking, Kolsquare enabled Agently to effortlessly monitor influencer posts and interactions, facilitating prompt reporting to the client.
“When influencers are not contracted to produce content when it comes to reporting the campaign, it can be a bit touchy to ask them to send us the content they created,” comments Agently’s Martin Buzan.
“But thanks to Kolsquare we can really easily track the content and prove to the client the benefits of an invitation-only Instagrammable event. We were thrilled with the spontaneity and quality of content shared.”
The influencers’ enthusiastic participation resulted in impressive outcomes: approximately 4 million estimated impressions were generated, delivering an ROI of 1.1K%. The campaign not only reached a broad audience but also resonated deeply with Château de l'Hospitalet’s target demographics, elevating brand perception and establishing a premium image.
For its part, Château de l'Hospitalet was particularly pleased with the organic content that stemmed from the event, reinforcing its decision to invest in authentic influencer experiences.
“The approach we took allowed the influencers to express genuine enthusiasm for the estate, which resonated strongly with their followers,” Agently’s Martin Buzon. “The client was so pleased that we are already working on planning a similar campaign for 2025.”
Want to learn how using Kolsquare can help your client leverage engaging IRL influencer experiences to grow their brand? Book a demo with a Kolsquare influence expert now!
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