Leveraging Kolsquare’s extensive data capabilities, Bobochic has injected a hefty dose of credibility into its influencer strategy and communications, delivering both brand love… and growth.
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Bobochic Paris is a French 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. With a direct-to-consumer retail model, Bobochic primarily operates online, complemented by pop-up stores that allow customers to experience their products firsthand. The brand emphasizes quality craftsmanship and innovative design, aiming to make chic and affordable furniture accessible to a broad audience. Their collections cater to various interior styles, ensuring that customers can find pieces that resonate with their personal tastes.
Bobochic’s approach to influencer marketing has evolved significantly as the brand has grown and matured. Founded in 2015 as a D2C brand, Bobochic was a social media innovator in the home furnishings sector, taking an organic approach to creating surprising and relatable content for social media. In the brand’s infancy, the strategy was focused purely on visibility with minimal selectivity in choosing influencers. The goal was to get the brand in front of as many people as possible. While this approach achieved significant visibility and delivered Bobochic significant brand recognition in a relatively short space of time, the lack of focus on influencer selection had a significant impact on the brand’s credibility.
“When Alice and I joined Bobochic, our main objective was to bring some credibility to influencer communications. At the time, the brand was using a lot of influencers who came from reality TV or other backgrounds which were not very credible,” comments Bobochic Head of Marketing and Communication Marjorie Dubois. “We wanted KOLs who would be vectors of confidence, trustworthy ambassadors who genuinely use the products.”
The need to build trust and credibility into Bobochic’s influencer communications is driven by the nature of the products themselves. Home furnishings like the brand’s signature sofas are big-ticket, one-off purchase items, while selling direct to consumer also removes the opportunity for consumers to touch and feel fabrics, and gauge size and dimensions in real life. For these reasons, there was an imperative for Bobochic to refocus its influencer communications around KOLs who would use the products in daily life.
Influencer marketing comes with its own set of challenges, particularly for a furniture brand like Bobochic. The high-value nature of their products means that collaborations often require significant investment. Additionally, the brand has to ensure that its influencers align with its target audience.
“One of the mistakes made in the past was collaborating with influencers whose audiences weren’t even in countries where we deliver,” commented Marjorie Dubois. “It’s critical for us to ensure that the influencer’s community can convert into customers.”
Recognising the need to build trust, Bobochic shifted its focus to partnering with influencers who could authentically represent the brand.
This shift in strategy has helped Bobochic build a stronger connection with its audience and position itself as a credible player in the market. Today, KOLs are more likely to approach the brand with requests for collaboration, which delivers opportunities for building strong, authentic relationships between brand and KOL.
Kolsquare has become an indispensable tool for Bobochic in refining their influencer selection. The platform’s filtering capabilities allow the team to identify and verify profiles that align with their target audience based on criteria such as follower demographics, interests, and engagement rates.
“With Kolsquare, I can refine my search using keywords, audience age, interests, and location. It saves me weeks of manual work,” said Bobochic Manager of Influence and PR Alice Mongeau. “Without exaggerating, for the first accessories campaign I launched, it took me 15 days to find and select KOLs. Now with Kolsquare, the same job takes me a day.”
More than a furniture brand, Bobochic offers a series of accessories that are designed to gel seamlessly with the interior design of the home. One such item is the brand’s range of stylish furnishings for our canine companions. These smaller items are ideal for regular influencer marketing campaigns, delivering both brand visibility and the possibility of sales, at a less-costly premium than a campaign that centres on higher-priced sofas.
For a recent campaign featuring its range of dog beds, Alice Mongeau adopted a pyramid-style strategy, collaborating with about 10 influencers who showcased the product on the same day to maximise visibility. The campaign emphasised authenticity, with influencers selecting the size and colour that suited their preferences.
“The influencers all posted their content simultaneously, creating a wave of visibility around the product launch,” explains Alice Mongeau.
While the campaign was successful in terms of engagement and reach, high delivery costs posed a challenge to overall ROI of the campaign: a learning that will be refined for future campaigns.
Bobochic’s use of Kolsquare has delivered measurable results. The platform’s analytics capabilities enable the team to track key performance indicators (KPIs) such as reach, engagement, and conversions. This data-driven approach ensures that campaigns are optimised for success.
“Kolsquare helps us track all the necessary statistics during the pre-campaign phase. It allows us to see the total reach, number of posts, and engagement generated by the campaign,” comments Alice Mongeau, adding that for the dog bed campaign, the visibility and engagement were impressive.
“By streamlining the process of finding and working with influencers, Kolsquare has empowered Bobochic to run more efficient and impactful campaigns,” comments Marjorie Dubois.
“Kolsquare not only saves us time but also ensures we’re making smarter, data-backed decisions in our influencer marketing strategy.”
Bobochic’s journey in influencer marketing showcases the power of adapting strategies and leveraging the right tools. By leveraging Kolsquare, the brand has successfully navigated the complexities of influencer marketing in a complicated sector, building trust, credibility, and lasting connections with its audience.
Want to learn more about how Kolsquare can help you take your influencer marketing strategy to the next level? Book a demo with one of our influencer experts now!
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