Interview with Vaïana Escalpez, head of public relations and events at Bons Baisers Paris
Posted: Mon Jan 20, 2025 8:33 am
French footwear brand Bons Baisers Paris works with a roster of around 500 micro-influencers on ongoing campaigns that coincide with the launch of new collections. The brand doesn’t pay influencers, but prefers to foster long-term relationships by periodically gifting them their favourite pair of shoes from new collections. During the summer season, the brand mimics the massive Advent calendar campaigns it runs in the run-up to Christmas, partnering with other brands to offer a “Summer Calendar” of summer essentials. Vaïana Escalpez, PR and Events Manager at Bons Baisers Paris, explains.
What is Bons Baisers Paris' approach to influencers?
We usually launch an influencer campaign every time we launch a new product or collection. It can be once a month, more or less, it depends. We have a list of influencers that we work with regularly. We don't do paid campaigns . We prefer giveaway campaigns. We send proposals to our entire influencer base, and let them choose the pair of shoes they like the most. We don't impose partners email database content on them, they are free to integrate the shoes into a post, do an unboxing, whatever they want.
We have tested paid campaigns with several influencers in the past and found that giveaway campaigns performed best.
Does that mean you work primarily with micro-influencers?
Yes. Influencers with smaller accounts are more engaged, they really want to receive the shoes and communicate about them. We pay the big influencers and they do an unboxing because we pay them, not necessarily because they want to. We prefer to work with influencers who really like the brand, who are happy to receive a pair of shoes and who easily integrate them into their looks. They are the ones who usually come back to us to ask if we have new campaigns and to receive updates. This is also how we build relationships with influencers and how we collaborate regularly.
What is Bons Baisers Paris' approach to influencers?
We usually launch an influencer campaign every time we launch a new product or collection. It can be once a month, more or less, it depends. We have a list of influencers that we work with regularly. We don't do paid campaigns . We prefer giveaway campaigns. We send proposals to our entire influencer base, and let them choose the pair of shoes they like the most. We don't impose partners email database content on them, they are free to integrate the shoes into a post, do an unboxing, whatever they want.
We have tested paid campaigns with several influencers in the past and found that giveaway campaigns performed best.
Does that mean you work primarily with micro-influencers?
Yes. Influencers with smaller accounts are more engaged, they really want to receive the shoes and communicate about them. We pay the big influencers and they do an unboxing because we pay them, not necessarily because they want to. We prefer to work with influencers who really like the brand, who are happy to receive a pair of shoes and who easily integrate them into their looks. They are the ones who usually come back to us to ask if we have new campaigns and to receive updates. This is also how we build relationships with influencers and how we collaborate regularly.