Intense Perfume Mists: paid creator collaborations in DACH
Sol de Janeiro
- 9talents cast for the paid round
- 25posts on Instagram and TikTok
- 5.97Mreach
- $363Kearned media value
Brief
Sol de Janeiro brought the Intense Perfume Mists to the German-speaking market, with up to 10 hours of wear as the key message. The brief called for a paid round with talents who carry the scent into their own content and formats.
What I did
I cast and managed 9 talents for the paid round: shortlist, rate check, briefing in German, approvals and one shared posting window at the end of September, on Instagram and TikTok.
What happened
25 posts went live within a few days and reached 5.97M people, with 8.94M views and around 29,500 engagements. The earned media value of the round came to $363K.
Why it worked
One shared posting window is the decision behind the numbers: 25 posts in a few days read as a launch, not as nine separate collaborations, and the reach added up instead of trickling. The German briefing with the brand's key messages and dos and don'ts kept the up-to-10-hours message intact in every format while each talent stayed in their own voice.
- 01
Talent sourcing
Talents whose DACH audience fits the scent, each profile checked for engagement and audience quality.
- 02
Rates & rights
A rate check per talent and clear usage rights before the start.
- 03
Briefing
The key messages in German, up to 10 hours of wear and the summer feeling, with room for each talent's own voice.
- 04
Posting window
All posts in the same window, so the launch showed up in the same feeds at the same time.
- Creator shortlist for DACH
- Rate check
- Briefings in German
- Posting plan
- Reporting
The situation
A new scent does not become known in DACH through a single ad. Sol de Janeiro wanted the Intense Perfume Mists to appear in many feeds at once, told by talents their communities trust.
Talent sourcing
I selected for audience and aesthetic and checked every profile for engagement and audience quality. The final list had 9 talents with different formats, from getting ready to a day in the life.
Briefing and timing
Each talent got a short briefing in German with the key messages and the brand’s dos and don’ts. Every post went through approval before going live, and all of them ran in the same window so the reach added up.
How I select creators is part of talent sourcing.
Influencer Marketing
Talent sourcing, seeding, paid Instagram and TikTok collaborations and UGC, managed from brief to report.
- For US brands entering DACH
US brands entering DACH. One local partner.
German influencers, seeding, events and content run locally in German, and reported to your HQ in English.
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A paid round in DACH? Tell me about the launch.
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