Eau Thermale Avène Spain Influencer Marketing Case Study

Creators are powerful storytellers who excel at building connections and trust between consumers and brands. Research shows that consumers are particularly drawn to funny, educational, and inspirational content—all areas where creators shine.

The challenge, however, is finding the right creators who not only produce engaging content but also align with your brand. This was the key focus for the Eau Thermale Avène Spain team in the first half of 2024.

The Brand: Eau Thermale Avène Spain 

Avène is a sensitive skincare brand with over 30 years of consumer trust. Part of the Pierre Fabre Group, a global leader in pharmaceutical and dermocosmetics products, Avène has seen tremendous success in influencer marketing across several markets. The brand’s success stems from a sophisticated approach to influencer strategies, underpinned by:

• Rich data insights
• A deep understanding of its target audience’s interests and needs
• A key understanding of using past performance analyses to inform future tactics

Having already shared successful influencer marketing stories from Avène Mexico and Avène France, we now turn to Avène Spain's impressive achievements in H1 2024 with the support of Traackr.

“Traackr played a crucial role in elevating our influencer strategy for Avène Spain in H1 2024. The platform’s rich data set and powerful influencer discovery tool enabled us to identify and vet a diverse range of influencers in two key categories: skinfluencers and lifestyle influencers. This allowed us to forge long-term partnerships, intelligently boost high-performing content with advertising budgets, and gain a deeper understanding of what was truly driving success for our influencer program goals and KPIs.” — Casilda Bilbao, Communications, Advocacy & PR Manager at Pierre Fabre

Avène’s Influencer Marketing Strategy, Objective, and Goals

The primary objective for Avène Spain in H1 2024 was to increase brand awareness among key target audiences by partnering with diverse influencers. More specifically, the team focused on shifting the influencer mix to include more skinfluencers and healthcare professionals (HCPs) such as dermatologists and skincare experts.

“We wanted to collaborate with more skinfluencers and HCPs to highlight Avène's commitment to science and education. Our brand is recognized for its focus on dermatological expertise, so aligning with trusted skincare professionals was a natural step. This shift is not limited to Spain but is part of a global movement.” — Casilda Bilbao, Communications, Advocacy & PR Manager at Pierre Fabre

The team specific influencer marketing goals that were related to brand awareness:

• Activate 31 influencers, with a 50/50 split between lifestyle influencers and skinfluencers
• Earn 110 influencer mentions
• Generate 8.7M video views on influencer content
• Gain 175K engagements on influencer content
• Achieve a 2% engagement rate on influencer content
• Improve return on investment (ROI), as measured by spend efficiency metricssome text
  • 15€ CPMV on TikTok
  • 19€ CPMV on Instagram 

Finding and Vetting Influencers with Traackr

To find the right influencers, the Avène team leveraged Traackr’s advanced influencer discovery and vetting features. The platform allowed the team to search for influencers based on past content performance, audience demographics, and engagement metrics—key elements for ensuring a good match with the brand’s goals.

Key characteristics the team considered when vetting influencers included:

• Digital natives on key social platforms. The team focused on selecting digital natives who could create authentic, engaging content on platforms like TikTok and Instagram.
• High performing content. Given its very specific goals for H1 2024, the team chose to look for influencer partners who had a history of high performing content that could contribute to brand awareness. Metrics considered included: engagement rates, video views, follower/community size, and more.
• Diverse influencer tiers. The team looked for a mix of influencer tiers — spanning from nano (1K+ followers) to mega (1M+ followers) tiers. This gave the brand a better likelihood of reaching different segments of its target audience.
• Brand affinity and aligned audience demographics. Using Traackr, the team searched influencers’ who had audiences in Spain. They also searched through past content for mentions of its brand and products.

Of course, the team narrowed its search even further by focusing on influencers that had past content that qualified them for one of these three categories:

• Skinfluencers. Expert-led content such as skincare routines, product demos, and educational content.
• Lifestyle influencers. "Get Ready With Me" (GRWM), product integrations, and lifestyle content, with a focus on profiles with high brand safety and alignment.
• Scientific, with a relationship with the lab. Medfluencers with content that indicate that they are dermatologists, or equally qualified skin experts/professionals. 

Content Strategy and Campaign Execution

"Our H1 2024 content strategy was two-fold. We wanted to maximize the impact of our product promotions and reach audiences across a variety of channels through targeted 'campaign bursts'. We also wanted to maintain an ‘always-on’ strategy — something that has become a global best practice at our brand. This multi-pronted approach allows us to create meaningful connections with our community while driving lasting impact." — Casilda Bilbao, Communications, Advocacy & PR Manager at Pierre Fabre

The content strategy for H1 2024 was designed to amplify Avène's core values: science, education, and skincare expertise. The campaign execution included:

• Campaign "bursts" for product promotions, The team planned key periods of heightened influencer activity (e.g., April, October) when all media channels were activated to create maximum impact. During these “bursts” all partners — skinfluencers and lifestyle influencers — were activated to increase visibility for products like the Hyaluron Activ B3 Cellular regenerating cream, Ultra Fluid SPF50, Cleanance AHA Exfoliating Serum, Cicalfate+ Protective repair cream, and more.
• Always-on strategy with skinfluencers and skin experts. The team maintained visibility through continuous activation of skinfluencers, with tailored content for different moments and campaigns.These influencers generated consistent, highly engaging content that aligned with Avène's scientific, educational approach.

• Content Boosting. The team invested in boosting high-performing influencer content to ensure wide visibility.

Analyzing Avène Spain’s Influencer Campaign ROI with Traackr 

Thanks to the global directive to increase collaboration with skinfluencers and healthcare professionals, the Avène Spain team exceeded all its brand awareness goals in H1 2024. Traackr’s platform helped the team easily track influencer performance and assess campaign ROI.

The results speak for themselves:

• 31 activated influencers
• 110 brand mentions (139% of goal)
• 24.3 million video views (279% of goal)
• 320K engagements (183% of goal)
• 3.46% engagement rate (173% of goal)
• Improved ROI as measured by spend efficiency metricssome text
  • 4,13€ CPMV on TikTok
  • 10,97€ CPMV on Instagram 

Some of the top performing lifestyle influencer and skinfluencers for Avène Spain included:

• Paula Gonu (@paulagonu)
• Anna Ferrer (@annafpadilla)
• María Frubies (@mariafrubies)
• Dermisphere
• Clara Fernández (@holisticmango)
• Alstoermer

Plans for 2025

The team has big plans for 2025 in order to keep this momentum going. They plan to increase focus on digital-native experts, invest in boosting content to reach wider audiences, and expand its strategy to include more social platforms and new content types (e.g. live demos, TikTok trends, etc).

If you want to stay up to date on the amazing work that the Avène team is doing, follow the brand on:

• TikTok
• Instagram
• Facebook
• YouTube