Franuí Influencer Management Pink/Gold

Following Franuí’s continued growth in the Netherlands, the next challenge was to build awareness around the launch of Franuí Gold + Pink and introduce the new products to Dutch consumers in a way that felt exciting, relevant and native to social media. Rather than relying on a single launch moment, we developed a creator-led influencer campaign designed to create multiple touchpoints across TikTok and Instagram.

APPROACH

Our Approach

For the Gold + Pink launch, we developed a creator-first strategy built around visibility, repetition and authentic product discovery. We collaborated with 18 influencers across TikTok and Instagram, resulting in 51 individual content assets throughout the campaign. Instead of communicating the launch through one fixed creative format, creators integrated the products into content that naturally matched their own style and audience. This resulted in a varied content mix across TikTok, Instagram Reels and Stories, creating multiple opportunities for consumers to discover Franuí Gold + Pink throughout the campaign. The campaign content itself ranged from product-focused moments to lifestyle-led integrations and taste experiences, as reflected across the creator assets in the report.

OBJECTIVE

Objective

The primary objective was to create awareness and visibility for the Franuí Gold + Pink launch within the Dutch market. Beyond maximizing reach, the campaign aimed to create genuine excitement around the new products. By partnering with creators who naturally aligned with Franuí’s target audience, we wanted Gold + Pink to feel less like a traditional product launch and more like a product people were discovering, trying and sharing within their everyday social content.

OUR STRATEGY

Our Strategy

We collaborated with 18 influencers across TikTok and Instagram, resulting in 51 individual content assets throughout the campaign. Instead of communicating the launch through one fixed creative format, creators integrated the products into content that naturally matched their own style and audience. This resulted in a varied content mix across TikTok, Instagram Reels and Stories, creating multiple opportunities for consumers to discover Franuí Gold + Pink throughout the campaign. The campaign content itself ranged from product-focused moments to lifestyle-led integrations and taste experiences, as reflected across the creator assets in the report. By combining a larger creator pool with multiple assets per creator, we were able to build frequency around the launch without relying on repetitive branded messaging.

The results speak for themselves

The campaign's 2.1% engagement rate came in slightly above the 1–2% benchmark used in influencer marketing, whereas the < €25 CPM landed below the usual CPM standards within the Dutch influencer marketing market. With more than 1.27 million impressions, the campaign successfully combined scale with engagement, creating broad visibility for the Gold + Pink launch while maintaining cost-efficient distribution.

M+

Views

K+

Likes

Engagement Rate

CPM

Curious what we can do for you?

Get in contact

Don't be a strangerinfo@moleculesocial.com

Molecule
Melkwegstraat 47c
2516 AJ The Hague
The Netherlands