In a context where influence has become a key lever in marketing, structuring and optimising international campaigns is essential to maximise their impact. Yves Rocher therefore relies on Reech’s expertise to manage its international influencer activations. This collaboration took on a new dimension in 2024 with the organisation of an ambitious influencer trip.
For six years, Yves Rocher has trusted Reech, the Dékuple Group’s influence marketing agency, to optimise and structure its international influence campaigns. This partnership, based on expertise, data and innovation, enables the brand to maximise the performance of its activations while ensuring consistency with its identity and values.
In 2024, this collaboration took on a new dimension with the organisation of a unique influencer trip, bringing together nine influencers from eight countries with the aim of introducing them to the world of Yves Rocher in all its facets, from its historical roots in La Gacilly, the birthplace of the brand, to its scientific expertise in cosmetics, via its Paris flagship store, a true showcase for the values it stands for.
Selecting the influencers was a major strategic challenge to ensure alignment with the brand’s values and maximise the impact of the project. Thanks to the Reech Influence Cloud platform, Yves Rocher was able to draw on detailed data analysis to select the most relevant creators. ‘We looked at several key criteria such as engagement rate, affinity with the world of cosmetics and the share of the audience present in our target markets. This data-driven approach enabled us to identify the ideal influencers to amplify our message’, explains Anaïs Djerroud, Trade Marketing Manager at Yves Rocher.
This tool also played a key role throughout the trip, providing real-time monitoring of the performance of shared content. This daily reporting enabled the strategy to be adjusted during the campaign and engagement to be optimised in each target country.
The results exceeded expectations, with 45 million impressions generated by the nine influencers. This success, which exceeded forecasts and illustrated the power of a controlled, data-driven approach, strengthened Yves Rocher’s brand awareness, particularly in markets where the brand has significant growth potential. ‘This project demonstrates the importance of real-time monitoring to maximise the impact of an influencer campaign. Thanks to the insights gathered, we were able to identify the most effective levers, enabling us to further refine our future strategies’, emphasises Anaïs Djerroud.