Fashion brand Calzedonia leveraged Kolsquare to host an exclusive influencer event in Antibes to launch its 2024 Swimwear collection. Careful and targeted selection of KOL profiles using Kolsquare enabled the brand to generate 300+ organic pieces of content across TikTok and Instagram, positioning Calzedonia as a leader in fashionable swimwear.
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Blending fashion with high-quality materials, Calzedonia is a global brand offering stylish legwear and beachwear. Calzedonia combines innovation, craftsmanship and sustainability to create products for both men and women that emphasise comfort and style.
With the sun shining and a fun-filled summer of Olympics excitement on the French horizon, Calzedonia needed an influence strategy that would enhance the brand’s notoriety amongst its target audiences on TikTok and Instagram. With that in mind, the communications team at Calzedonia decided to stage an exclusive press and influencer event in the prestigious French coastal resort of Antibes.
The full-day event included a made-for-Instagram dance-show featuring models in the new swimwear 2024 line, a beachside sit-down dinner, and curated experiences designed to engage influencers and create photo opportunities.
This was an image-driven campaign aimed at positioning the brand as a leader in fashionable swimwear. Unlike traditional promotional campaigns, this event focused on creating a visually appealing experience for influencers to share with their audiences, enhancing the brand's notoriety across social media platforms.
“The whole event, from the setting to the music, was designed to offer KOLs and the press fabulous opportunities to create stylish, fun and natural content, and to really capture the ambience of the event,” comments a spokesperson from Calzedonia’s communications team.
Calzedonia’s strategy centred on enabling KOLs to create authentic, organic content that would resonate with each one’s audience. The brand invited dozens of KOLs, including around 30 with a majority of their communities based in France. Some were contracted ambassadors already well-known to the brand, and others were new profiles sourced for the event.
To find the right mix of KOLs for the event, the Calzedonia team leveraged Kolsquare to discover new influencers and analyse the profiles according to metrics far beyond their follower counts.
Kolsquare’s unique filtering system helped Calzedonia hone in on relevant profiles based on audience interests, engagement rates, and age demographics, allowing the brand to create a strategy with a stronger, more targeted influencer roster. This data-driven approach was key to selecting influencers who fit both the brand's aesthetics and campaign goals.
“That's where Kolsquare was really handy for us with this campaign. For the new profiles we were able to confirm their communities were French, analyse engagement rates, followers etc.,” comments a Calzedonia spokesperson.
Aside from ensuring that the KOLs chosen for the Antibes event aligned with Calzedonia's brand values and had the potential to create high-performing content, the team also needed to measure and track the organic reach of the event across multiple platforms, such as Instagram and TikTok.
Kolsquare played a critical role in overcoming these challenges. The platform’s tracking and reporting features simplified the process of monitoring content generated from the event, making it easy to gather detailed performance metrics. It also ensured unexpected content generated did not slip through the cracks.
“Some profiles repost automatically to TikTok which is great, others are much more focused on Instagram depending on events or campaigns they have on. For the Antibes event, we activated profiles focused on Instagram but thanks to Kolsquare, we could automatically see those who published spontaneously on TikTok. If we had done the content collection manually, like we did before we started using Kolsquare, we probably would have missed it. Frankly, it’s a really great tool,” comments a Calzedonia spokesperson.
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The Antibes event was a resounding success, generating over 300 pieces of content across Instagram and TikTok. The campaign saw widespread coverage and engagement, particularly on Instagram, which was the primary platform targeted. The use of Kolsquare’s tools enabled Calzedonia to measure the reach, engagement, and overall effectiveness of each influencer's posts, delivering a clear and detailed report on the event's success.
New to Kolsquare, the Calzedonia communications team is thrilled at how much easier life has become since they began running influencer campaigns through the tool in early 2024.
“Kolsquare is brilliant. It’s easy to understand, everything is quite logical. It’s really simple to use and very practical,” comments the Calzedonia spokesperson.
“Kolsquare enables us to target profiles more precisely, whereas before we had the tool, we didn’t know the type of audience certain profiles had. Now, we know precisely who to activate if we want to target a collection at women of a certain age who have an interest in a particular sport, for example. We can now also identify if profile X performs better for swimwear or legwear like tights, in which case we can direct her content accordingly.”
Kolsquare’s reporting tools provided a streamlined and efficient way to gather all the key performance indicators (KPIs) from the event. With multiple campaigns created on Kolsquare—each tailored for different influencer groups—the brand is able to accurately measure content performance and coverage for each one. This data-driven approach helped Calzedonia present clear results to management and better understand which influencers and content formats delivered the best results.
From influencer selection to post-event reporting, Kolsquare provided the tools necessary for a data-informed approach to the 2024 swimwear launch event, and was pivotal to its success. The Antibes event not only strengthened Calzedonia’s brand image but also offered valuable insights into how influencers perform across different platforms, guiding future influencer marketing strategies.
