Prisma Media, France’s leading bi-media group in the magazine sector, reaches three out of four French citizens through well-known titles including Femme Actuelle (Today’s Woman), Harper’s Bazaar and Geo. As content creators have grown their influence, Prisma Media has moved to strategically integrate influencer marketing into its broader media strategy. By leveraging the dual power influencers and its magazine brands, Prisma Media crafts campaigns for advertisers that benefit from a dual layer of credibility: that of its renowned publications and the trusted voices of influencers.
Flagship brand Femme Actuelle exemplifies this approach. Covering diverse topics such as health, beauty, home care and parenting, Femme Actuelle is published weekly and online. Using influencer partnerships, Femme Actuelle enhances its reach and engagement with content that is both informative and relatable to its audience. Influence campaigns typically combine social media, digital, and print, adjusting the media mix based on the partner advertisers’ budgets and objectives.
In early 2024, Bosch and its media agency approached Prisma Media to promote its Unlimited vacuum cleaner range, specifically the Unlimited 7 ProHygiene Aqua (a 2-in-1 vacuum and mop) and the Unlimited 10, known for its powerful suction and flexibility. The campaign’s primary goal was to boost brand awareness and product visibility while demonstrating the effectiveness of Bosch vacuums in real-life cleaning scenarios.
Given Femme Actuelle’s strong presence in home and lifestyle content, it was the ideal media partner for the campaign. The strategy was built around immersive storytelling, tapping into a relatable, everyday cleaning experience that resonated with Femme Actuelle’s audience. Key to the campaign’s success was a credible and engaging figure to lead the content creation, comments Prisma Media Solutions Influence Project Director Morgane Thibult.
“Le Viking du Menage’s (The Cleaning Viking) profile seemed obvious thanks to his expertise in household cleaning, and his profile as a member of [French television show “Cleaners: Experts du Ménage],” comments Morgane Thibult.
“Kolsquare was instrumental in validating our choice of Le Viking du Ménage (@le_viking_du_menage, 204K followers Instagram). The platform’s data insights ensured we targeted the right audience with an expert who was truly credible in the home-care space.”
The content strategy revolved around real-life cleaning challenges, showcasing Bosch’s vacuums in authentic home environments. The campaign began with an Instagram story-based casting call, in which Le Viking du Menage asked his followers to apply directly to participate in the project.
Candidates were screened through one-on-one calls to ensure a perfect fit for the campaign’s storytelling approach, with four members from Le Viking’s community selected.
Each participant presented a distinct cleaning challenge to ensure broad appeal of the campaign. These included:
· A newly renovated home-owner struggling with tough stains on tiles.
· A small 20m² Parisian apartment with pet hair issues.
· A single mother managing cleaning around an asthmatic baby.
· A spacious suburban home with daily high-traffic cleaning needs.
The campaign was structured around four immersive video episodes, which featured Le Viking du Ménage providing cleaning advice at participants' homes while naturally integrating Bosch’s vacuums into the content.
The decision to use Le Viking du Ménage’s own community as the basis for the content creation proved crucial to the success of the campaign.
The content was shared organically by Le Viking du Ménage, ensuring engagement within his community. The 15 influencer contents created for the campaign generated 411K organic impressions and a hefty 3.52% engagement rate on the Viking’s Instagram account—a strong performance benchmark.
To maximise the campaign’s impact, the content was also distributed across multiple touchpoints. This included sharing the four videos to Femme Actuelle’s official Instagram and Facebook accounts, creating a dedicated Femme Actuelle & Bosch website for the campaign, that published four sponsored and four CTC (content-to-commerce) articles that highlighted the vacuum’s features and practical cleaning guides.
A post-campaign consumer survey among Femme Actuelle readers confirmed that the campaign increased brand awareness and perception for Bosch in the vacuum category.
Readers also had a positive impression of the influencer’s role in making the content informative and engaging, says Morgane Thibult.
“The success of this campaign validates our tripartite strategy: leveraging Femme Actuelle’s credibility, an expert influencer’s authority, and Bosch’s innovative products to create content that resonates with real consumers,” comments Prisma Media’s Morgane Thibult.
Kolsquare provided essential support in selecting the right influencer and validating audience relevance through data-driven insights
This included demographic and engagement analysis to ensure Le Viking du Ménage’s audience aligned with Bosch’s target consumer. Kolsquare was also essential for performance tracking of the campaign, assisting in campaign measurement and optimisation.
The Bosch campaign exceeded expectations, achieving exceptional reach, engagement, and audience impact. The dedicated Femme Actuelle/Bosch landing page received 88K visits attributed to the campaign, while the videos raked in an impressive 5.7M social reach and 6.04M video views across the Femme Actuelle’s Instagram and Facebook channels.
“This campaign is proof that when a brand, a media outlet, and an influencer collaborate in a meaningful way, the results can be truly game-changing,” comments Morgane Thibult
Following this success, Bosch has renewed its collaboration with Prisma Media and Femme Actuelle for a 2025 follow-up campaign, further strengthening their long-term influencer strategy.
The Bosch x Femme Actuelle x Viking du Ménage collaboration is a case study in the power of strategic influencer marketing, showing how well-executed cross-platform integration, authenticity, and data-driven decision-making can drive remarkable success.
Want to find out how you can boost the impact of your omni-channel influence campaigns? Book a demo with one of our influence experts today!
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