How Wopilo leverages UGC and Influencers to promote sleep comfort

About Wopilo

Founded in 2017, Wopilo is a French digital native company (DNC) dedicated to revolutionising sleep comfort with its ergonomic pillows and other sleep essentials.  As a proud B Corp, Wopilo combines innovation with sustainability, striving to improve customers' sleep quality while adhering to environmentally friendly practices.

Improving Sleep through Creative Influencer Partnerships and Genuine Content 

Many people blame social media for stealing their sleep and ruining their mental health, but what if social media could actually help you get restful nights and maintain healthy posture?

While it might sound like a utopian dream, it has become a reality for our exceptional client, Wopilo. Over the past years, the French startup and proud B Corporation has put in place a standout digital and influence marketing strategy, providing real value to customers and prospects while efficiently boosting their business. 

Blending authenticity and tangible benefits with a carefully curated KOL roster, Wopilo constantly manages to make their brand stand out and build the crucial social proof online customers seek to drive purchase decisions. 

“Choosing the right influencers is essential for us,” explains Thomas Hervet, founder and CEO of Wopilo. “We needed authentic voices who could genuinely connect with their audience and convey the unique benefits of our products.”

Delivering better health messages through expert brand ambassadors

Wopilo’s success is firmly positioned on the performance of its products: that choosing a personalised and high-quality pillow delivers a better night’s sleep and contributes to reducing muscle aches and pains through more comfort. To explain why genuine sleep comfort is essential and how its products can help, Wopilo has decided to partner with renowned physiotherapist and YouTuber Major Mouvement. 

Together, Wopilo and Major Mouvement created a series of videos that offer expert advice on sleep posture, the importance of personal comfort, and choosing the right pillow for optimal sleep quality. 

“We wanted to ensure that the partnership felt natural and provided real value to his audience,” says Hervet. “Major Mouvement’s credibility and genuine concern for his followers' well-being made him the perfect partner.”

As a certified health professional, Major Mouvement cannot do direct product placements. His creativity was crucial in balancing entertaining and useful content. “By focusing on education, we created informative and subtly promotional content,” Hervet adds. “This approach not only adhered to regulatory restrictions [around practitioners promoting products] but also reinforced the authenticity of the recommendations.”

And the results paid off: The collaboration with Major Mouvement significantly amplified Wopilo’s reach and engagement, generating over 32,000 responses to a sleep questionnaire designed to understand and address common sleep issues among their audience. These responses not only provide valuable insights into customer needs but also reinforce Wopilo's position as a trusted and innovative brand in the sleep industry.

Quick Campaign Turn-Around through data-driven insights: How Kolsquare stepped up the Game for Wopilo

Before partnering with Kolsquare, Wopilo had already laid their foundation in influencer marketing. However, identifying the perfect influencers and measuring campaign effectiveness required substantial effort. The process was time-consuming and lacked the granular data insights needed for rapid optimization, crucial for a digital business. 

Kolsquare’s extensive database and detailed analytics transformed this process. 

“Kolsquare’s platform allowed us to streamline our influencer search and focus on those who align perfectly with our brand values and target audience,” says Thomas Hervet. 

“Access to such granular data not only accelerated our research and outreach efforts but also enabled us to maximise the impact of our collaborations and enhance our time efficiency. We’re still a small team, therefore it is important for us to make the most of the time we invest in campaign development and implementation. ”

Using Kolsquare, Wopilo is able to filter influencers based on engagement rates, audience demographics and specific interests, ensuring that their collaborations were both impactful and authentic. 

Driving sales growth through strategic social proof and thorough campaign tracking

“We noticed a direct correlation between influencer campaigns and sales spikes,” explained Hervet. “Our customers felt more confident making a purchase after hearing honest reviews from people they trust.”

Kolsquare’s robust analytics tools also allow Wopilo to meticulously track the performance of each campaign. By analysing engagement metrics and conversion rates, they continuously refine their strategy.

“Being able to measure the real-time impact of our campaigns was crucial,” says Hervet. “It helped us iterate quickly and ensure we were always moving in the right direction.

Expanding Horizons with International Influencers

Looking ahead, Wopilo plans to leverage Kolsquare’s platform to expand into new international markets. By identifying and engaging with relevant influencers in different regions, Wopilo aims to replicate their domestic success on a global scale.

“Our goal is to make Wopilo a household name worldwide,” Hervet shares. “With Kolsquare, we’re confident we can find the right partners to help us achieve that.”

Stay Updated

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