THE RIGHT MIX FOR
Pierre Fabre
The goal was clear: finding the right influencer, ambassador or content creator for the right brand and campaign.
BRAND BUILDING / BRAND ACTIVATION /INFLUENCER MARKETING
The perfect fit for each brand
Pierre Fabre aimed to reach niche skincare audiences by combining the right influencers, brand ambassadors and UGC creators. Together, we built a tailored creator mix for each campaign, designed to perform and deliver against clear goals. The goal was clear: finding the right influencer, ambassador or content creator for the right brand and campaign.
To get there, Pierre Fabre needed a full influencer marketing approach, tailored to each brand. For some, influencers or brand ambassadors were the strongest fit. For others, UGC creators delivered more impact. It started with a clear influencer marketing strategy, shaped around today’s reality: influence goes well beyond influencers alone.
NAVIGATE
Influencing with real people
We reframed social around a simple idea: help people decide better.
We started with a clear influencer marketing approach, focused on finding the right match for each brand and every campaign. For each activation, we built a balanced and diverse mix of Dutch-speaking and French-speaking creators, guided by the client’s criteria. That included influencer type, age, audience profile, follower range, engagement, content style and relevance to the brand.
Channel choices were always driven by the campaign objective and the creator’s strengths. Instagram and TikTok became our main focus, with a clear distinction between organic influencer content and content selected for paid amplification. This allowed Pierre Fabre to extend reach, fine-tune targeting and connect with the right audiences in a way that felt natural on each platform.
We managed the full influencer marketing flow for Pierre Fabre’s brands, from creator search and outreach to relationship management, negotiations, content follow-up and performance reporting. Throughout the process, we worked as co-sultants, staying closely connected with the client. Regular check-ins ensured alignment, while key decisions were made together, combining the client’s brand knowledge with our expert guidance to arrive at choices that worked for everyone involved.
Authentic content is what makes influencer marketing work, especially when it reaches the right people. In 2025, we took this a step further by adding UGC creators to the mix. So what’s the difference between influencers, brand ambassadors and UGC creators? Let’s take a closer look.
Influencers
Influencers have a (large) following and/or a strong niche audience. They promote products and services through brand partnerships. Creative freedom is essential to stay authentic and relevant to their followers
Selection is based on:
Persona and audience fit
Content quality
Impact on their audience (views, engagement, etc.)
Budget per post depends on the influencer’s size and niche
Ambassadors
Ambassadors are influencers who collaborate with a brand multiple times per year. They have input on the products they promote, based on personal use or specific needs (e.g. skin concerns).
Long-term collaborations build strong authenticity and a deeper brand connection.
Audiences see consistent, familiar faces representing the brand over time.
Budget per post depends on the ambassador’s size and niche. Ambassadors typically propose a package deal covering all activations for the year.
UGC creators
UGC creators specialize in creating high-quality content for brands. Their content is used in brand campaigns, not posted on their own profiles. They work based on a detailed client brief and follow the concept closely.
Selection is based on:
Persona fit
Content quality
Budget per post is approximately 50% lower than influencers, since they are not used as a distribution platform
CREATE
Ambassadors
For Avène we worked with 5 year ambassadors in 2025.
In 2025, we worked with five long-term Avène ambassadors, selected to represent the brand consistently throughout the year.
Our selection was guided by clear, practical criteria, such as:
Reach and follower base, profile fit with the Avène brand, language and audience, relevance for concerned buy campaigns, engagement rate and audience profile, with a focus on age of the target audience and Belgian reach.
Based on the collaboration fee, we built tailored package deals that balanced visibility, content quality and long-term value.
Throughout the year, Avène ambassadors played an active role in shaping the content they shared. They brought their own perspective, chose which products to highlight and focused on formats that resonated most with their audiences. By sharing everyday moments, they showed how Avène products naturally fit into their routines.
Ambassadors worked without a fixed content briefing, allowing authenticity to lead. To ensure brand alignment, all content was reviewed and approved by our social media expert and the client before going live.
CREATE
Influencers
Across three Pierre Fabre brands this year, we launched targeted influencer marketing campaigns to spotlight key products and product lines. In 2025 alone, we ran campaigns for different brands and product lines, such as for:
Eau Thermale Avène
Klorane
Ducray
Each influencer campaign started with a clear briefing, setting the goals and creative direction. Our role was to safeguard alignment with Pierre Fabre’s brand values, while supporting influencers in delivering content that met brand guidelines and complied fully with Belgian influencer marketing legislation.
CREATE
UGC creators
For Ducray we had a few UGC creator campaigns this year:
For the UGC creator campaign, we collaborated with several UGC creators who produced content for Ducray and delivered it directly to the client. The content was then used in online advertising and published through the brand’s own channels, not the creators’ personal profiles.
This approach allows Pierre Fabre to work with content that feels authentic and grounded in real use. From a price–quality perspective, UGC creators are a strong fit for scalable content production, combining credibility with efficiency.
UGC creators were selected based on clear criteria aligned with the target audiences Pierre Fabre wanted to reach, ensuring the content connected naturally with the audiences it was designed for.
CREATE
A custom-built folluw-up to help each campaign deliver real impact
A personalized collaboration approach
Every influencer or UGC campaign starts with a joint alignment moment with the client. We define the goals, product focus and key guidelines, which are captured in a clear client brief.
Our influencer marketer then leads the search, using both our own database and the client’s network, supported by real-time performance data and recent content insights. We also actively scout new profiles on social platforms to keep the selection relevant.
Shortlisted profiles are reviewed together with the client. We explain our recommendations and align on the best fit for the brand and the campaign, combining data, expertise and brand knowledge.
Once the profiles are selected, our influencer marketer reaches out and shares a follow-up document with the client. This gives full visibility on the collaboration, including progress updates and ongoing negotiations. It also helps us shape the right mix of influencers or UGC creators within the agreed budget.
To ensure fair and consistent pricing, we benchmark proposed fees against expected performance. Once agreements are in place, contracts are finalised and influencers receive the campaign briefing, including content guidelines, product information and required tags.
Creators submit their content for review before going live. Feedback is shared in close alignment with the client, adjustments are made where needed, and final content is approved within the campaign timeline.
Once content has been live organically for five to seven days, we collect performance statistics and boost codes where paid amplification is part of the campaign. These insights allow influencers to invoice and give us a clear view of how each activation performed.
We use this data to report on overall campaign results as well as individual influencer performance, both organic and boosted. The analysis shows which creators were a strong fit, where optimisation is needed and how well the content aligned with the brand and campaign goals.
We then review the results together with the client. This shared evaluation helps shape future campaigns and strengthens our long-term approach, so we keep improving the match between brand, audience and creator.
ELEVATE
The right mix, with even better results
+ 100k
Reach across Instagram and TikTok channels
+ 194k
Impressions, showing a high interest in the content.
+ 2.5k
Engagements, showing the audiences’ interest in the content and brand.
“Our long-standing collaboration with SQLI has been a real strength. They know our brands inside out and truly understand what we’re looking for. In 2025, we explored several innovative ideas together. SQLI brings deep insight into the influencer market and stays closely connected to emerging trends. Their reliable way of working and strong follow up make them a valuable partner.”
— Evelyne Cooreman PR & Community Manager DC&PC BENELUX Manager Pierre Fabre