Typology: leveraging Kolsquare to scale its gifting game

About Typology

When French D2C vegan skincare brand Typology burst onto the scene in 2019, it offered a revolutionary alternative to the skincare products of the past. Designed for all skin types, Typology’s minimalist, natural formulations stripped skincare products back to essential, high-quality ingredients that address specific skincare concerns. Certified B-Corp, Typology’s recycled packaging spoke to an informed, modern consumer with a carefully crafted and transparent product offer and messaging.  

Typology's exclusively online distribution model allows the brand to offer its high-quality products at affordable prices, all while telling the brand story almost exclusively in the modern parlance of social media and user experience. Read on to learn how Typology has shaken up the skincare category with the help of KOLs and Kolsquare.

Kolsquare: delivering a 360° view of large-scale influence campaigns running across multiple platforms

For a young brand like Typology, keeping a tight rein on the messaging — from the accuracy of ingredient discussions, to the KOL’s delivery and presentation of content — is paramount. The brand must ensure at all times that influencers are across the brief and respect the brand’s philosophy and values, not only in the content they deliver for Typology, but more generally.  

Ensuring that KOLs are reaching the right audiences with the right messages is an ongoing task for the Typology team. Working successfully at scale with KOLs means the pool needs to be constantly reviewed and refreshed. 

Kolsquare’s powerful search function allows brands and agencies to search for KOLs by hashtags, mentions and content, all backed up with extensive data. This means that vetting new KOLs before onboarding them becomes a breeze, with users able to ascertain a profile’s audience demographics and interests, analyse content and previous brand collaborations. Such information is crucial for ensuring KOLs chosen for campaigns will align perfectly with brand values, and that key messages will reach the most receptive audience. 

How Typology relied on Kolsquare to ascertain the impact of its birthday celebrations in Paris

To create strong brand awareness from the ground-up by relying so heavily on influence is ambitious by anyone’s standards. But by leaning into the strength of its product offer and getting the word out through the authentic voices of KOLs vetted through Kolsquare, Typology nabbed an impressive 5.5% share of online skincare sales in France in just three years.

To celebrate its myriad achievements, Typology invited some 50 KOLs to join its 5th birthday celebrations at a gala event in Paris last March. Kolsquare was indispensable when both choosing which influencers to invite, and for assessing their impact post-event.

“Kolsquare is perhaps most relevant for events. When we do influencer events, we do them with the utmost care to ensure the image delivered by the various content creators is in line with the brand image we want to create and develop. Given that these events don’t have a direct return on investment, Kolsquare is a really important tool for us internally. It allows us to quantify how many creators posted, who published all the information, the conversion rates, the estimated impressions, and the most engaging types of content,” comments a Typology spokesperson. 

Typology’s 5^th birthday celebration generated a whopping 3.25M estimated impressions across Instagram and TikTok. But the true value of the event lay behind the top-line figures, which the Typology team was able to quickly and easily assess thanks to Kolsquare.

Using Kolsquare not only to track content but to analyse influencers is key to the success of events, whose impact on social media will be organic at heart.

As more brands tap into the value of organic content on social media platforms, being able to ascertain the ROI of marketing actions as gifting and events becomes key. This is where Kolsquare comes into play for digital-first brands, delivering a series of data points that, combined, enable a comprehensive forecasting and analysis of organic influencer marketing actions. 

“Kolsquare is indispensable for forecasting and analysing the impact of our influencer marketing campaigns. The insights the platform provides ensures that each campaign is more successful than the last,” comments a Typology spokesperson. 

Influencer marketing in 2024 is about more than vanity metrics such as likes and followers. By using Kolsquare to drive their campaigns from A to Z, up and coming brands like Typology have got the jump on their competition. 

Want to learn more about how Kolsquare and KOLs can elevate your organic game on social media? Book a demo with one of our influence experts now!