How does St Michel collaborate with microinfluencers to increase brand awareness?

St Michel: a popular, authentic French brand St Michel, an independent, family-run business since 1905, creates and manufactures tasty snacks for the whole family. The company is firmly rooted in France, with 8 factories. The brand aims to promote its biscuits and cakes in France and abroad (present in 100 countries). St Michel is a leading player in the Food & Beverage sector: 50% of French people buy its products, with 97 million packets of biscuits and cakes sold in 2020.

• Develop a large-scale microinfluencer strategy
• Improve awareness and rejuvenate brand image
• Capitalize on key sales periods and product innovations
• CRITERIA

St Michel uses our marketing influencer platform to centralize its campaign management, select profiles, and measure their performance. St Michel is a highly sought-after brand for social media partnerships. By implementing Skeepers’ Influencer Marketing solution, the brand has successfully centralized its communications and built a strong relationship with microinfluencers, turning them into brand ambassadors.

St Michel is best known today for its two flagship products: galette biscuits and madeleines. The brand’s target audience is families and young adults. It aims to increase brand awareness and rejuvenate its brand image. To meet this objective, St Michel decided to invest in microinfluencer marketing. Micro-influencers enjoy a close relationship with their followers who see them as experts, or even friends. The brand also created a TikTok account and wants to strengthen its presence on this social media platform with micro-influencer posts.

St Michel rolls out influencer campaigns during key sales periods (back-to-school and Christmas), in-store operations, and new product launches. In September, for International Day of Awareness of Food Loss and Waste and within the scope of the brand’s CSR commitments, St Michel challenged micro-influencers to create recipes using biscuits in their cupboard. These campaigns and engaging posts make St Michel products part of everyday consumer life. Micro-influencers regularly interact with their active communities, building close relationships.

St Michel receives applications from up to 700 influencers per campaign. The brand then selects profiles based on several criteria:
On Instagram: the feed must be aesthetic, with no competitor posts or ads.
On TikTok: St Michel watches several of the influencer’s videos to get a feel of their personality, creativity, and authenticity.
The engagement rate is the most important indicator: it should be more than 2% or even 3%.
The number of followers is not important. The brand just has to check that they are real people.
St Michel follows the Skeepers platform recommendations: if the profile recommendation is less than 50%, it is not included in the selection process.

• Building a micro-influencer strategy with the platform
• Brand awareness: acquiring new followers
• Generating content for social media accounts

Before using Skeepers’ Influencer Marketing platform, St Michel would occasionally collaborate with micro-influencers. However, the brand found monitoring the campaigns and communicating with the content creators challenging. St Michel also wanted to work with a wider range of influencer profiles and build lasting relationships. Our platform provides real added value: automated and centralized campaigns at scale, profile selection, influencer relationship management, and results analysis.

St Michel organizes competitions on Instagram and TikTok at key sales periods, in partnership with micro-influencers, to quickly acquire new followers. In December, the brand held an “advent calendar” giveaway on TikTok. Next year, St Michel plans on rolling out even more campaigns on TikTok to expand its platform presence.

The brand is very satisfied with the quality of the micro-influencer profiles on the Skeepers platform and the posts generated. The biscuit manufacturer reuses this content on its Instagram and TikTok accounts, boosting its visibility. Influencer posts also drive traffic to its e-commerce site; St Michel asks influencers to include a link to its online store in their post description.

• Instagram results in 1 year
• TikTok Results in 1 year
• Our solution’s strengths according to the brand

Instagram results in 1 year:

TikTok results in 1 year:

An ergonomic platform St Michel chose Skeepers’ Influencer Marketing platform because it is easy to use. The brand can measure its campaign results with custom KPIs: reach, engagement rate, and quantity of content generated. The platform has become an everyday tool.

Personalized support A Customer Success Manager provides one-to-one support. A Skeepers expert helps the brand steer its influencer marketing strategy, improve its campaign results, and use the platform autonomously.

The quality of influencer profiles The Skeepers solution selects influencer profiles that are a good fit for St Michel, saving time. The brand received more than 6,000 campaign applications in a year. The platform enables St Michel to easily view each profile and provides recommendations.