Maison 123: a contemporary influencer marketing strategy for a contemporary brand

About Maison 123

More than a new chapter, a new era. A reinvented, fashionable and feminine style. Desirable and committed to sustainability, Maison 123 makes its mark and sets the tone: a brand for today's women, with an easy confidence and style. 

Each season, Maison 123 immerses you in a new world, rich in colour and emotion. A 360° experience, from the creation of the garment to the in-store experience. This is how Maison 123 invites you to take a journey with it. A brand committed to the planet and to women, with strong, long-lasting partnerships, Maison 123 reinvents itself and continues to celebrate women in ever more meaningful ways.

‍Always on: multiple KOLs and multiple campaigns running simultaneously through Kolsquare ‍

With a strong story to tell and a product offering designed to appeal to a wide cross-section of busy, modern women, Maison 123 has opted for an ‘always on’ influencer marketing strategy. This involves activating influencers of all sizes — nano, micro, macro, etc. — across gifting, paid, and affiliation campaigns, and running regular IRL events.

At any one time Maison 123 is activating a pool of some 60 influencers that is refreshed with around 20 new profiles onboarded every few weeks. 

“Each seasonal collection has four separate themes, which means I have four different campaigns. For each of those four campaigns, I will have separate campaigns for paid campaigns, for affiliation campaigns, and for gifting campaigns,” explains Maison 123 Manager PR and Influence Celya Thevenin. “I manage all of these simultaneously through Kolsquare.”

Wow. Just thinking about the amount of work involved — from researching new profiles to outreach, communication and data collection — is enough to make one break out a sweat. Surely Thevenin has a team of marketers to help her?  

Well, no, in fact. Thevenin is a solo (and obviously class) act, operating with just an intern and Kolsquare for help. Keep reading to learn how Celya Thevenin runs her strategy through Kolsquare, and why the platform is integral to the success of Maison 123’s 360° influencer marketing strategy.  

‍Finding the right influencers for the right campaigns: made easy with Kolsquare

Not only is Maison 123’s Celya Thevenin running multiple campaigns simultaneously, she is doing so in several countries, having recently taken on responsibility for driving the brand’s influence strategy in Germany, the UK and Spain in addition to her home market of France. 

But where some marketers continue to manually search for new KOL profiles directly in the social media platforms, Celya Thevenin saves time and hassle by using Kolsquare’s powerful search tool to make life easy. 

Kolsquare’s user-friendly search function delivers users a selection of quality, vetted KOLs according to highly targeted and bespoke selection criteria. Users can filter the database according to profile mentions and hashtags, previous collaborations, or audience interests, age, and location, to name just a few. 

Kolsquare also allows users to search inside content directly, to find new profiles according to what they talk about to their communities.

“The search function allows me to vary my profiles enormously. For each search I can modify the different filters according to a different target, whether it’s audience age or geographic location. I also search a lot by keywords and mentions, which allow me to see which brands have been tagged by the profiles,” comments Maison 123’s Thevenin. 

“At the beginning of the year when I am defining my strategy and identifying influencers for new long-term partnerships, I use the audience overlap function to analyse profiles and determine the overall audience reach.”

‍Kolsquare’s extensive reporting capabilities delivers a comprehensive campaign overview enabling fast analysis and strategy adjustment

Perhaps the key challenge for marketers running influencer marketing campaigns at scale is keeping track of the flurry of incoming content and analysing the mass of data points.  

Not only does Kolsquare collect all the content as it comes in, but the powerful reporting module delivers an immediate analysis of the contents’ performance, allowing marketers to quickly assess results according to campaign objectives and adjust strategy if necessary. 

“Every morning I check to see the new content that has been posted. I use the Kolsquare reporting tool all the time. Awareness campaigns are difficult to measure, so looking at the ROI by EMV is a way of measuring that and being able to compare one campaign to another,” comments Maison 123’s Celya Thevenin. 

“Same for when I do an event; Kolsquare allows me to see all the content posted from the event. I also enter the total cost of the event to calculate the ROI. It’s super practical.”

Kolsquare’s reporting module allows marketers to analyse a KOL’s performance according to a variety of KPIs such as EMV, CPM, or CPV. 

“For affiliation campaigns (we also use Kolsquare’s partner Affilae), I look at two things in my reports: I look at the affiliation in terms of ROI, have they generated any revenue? I'll also look at the amount of content they've posted in Kolsquare. If a KOL doesn't generate a lot of sales but posts a lot of content, I'm completely fine with that,” explains Thevenin. 

Kolsquare: facilitating the integration of influencer marketing into the 360° marketing mix 

The rapid professionalisation of influencer marketing in recent years has resulted in moves by major brands to integrate influencer marketing firmly within the marketing mix. Today, influencer marketing is a pillar of any successful brand marketing strategy. 

Not only have influencer marketing strategies been significantly scaled up, they now have full oversight of C-level management, making the data delivered by Kolsquare essential for justifying recurring budgets and results. 

But the time-saving capabilities of Kolsquare’s reporting module go much further than analysing a few data points. Maison 123’s Ceyla Thevenin also uses the tool to streamline tandem operations with the social media team.     

“I haven’t got time to always select posts for the social media manager to use, I just give her a link to the Kolsquare campaigns and she selects which posts to reuse in our channels. It gives her a global overview of everything we’re doing on social media,” comments Thevenin.  

Want to learn more about how Kolsquare can help you scale your influence activities without the need for additional staff hires? Book a demo with one of our influence experts now.