How C&A uses influencer marketing for maximum reach

C&A recently launched its new denim campaign. The Dutch-German clothing chain relies on outdoor advertising, a ‘mirror room’ for video recordings and even an advertising tram in Amsterdam.

The company is currently reorganizing its physical branch network. A test of smaller stores in Dutch city centers was canceled last year because they were not profitable. At the same time, the focus is shifting to broad online reach through social media and influencer marketing. At the campaign launch in Amsterdam last week, it became clear how C&A is doing this.

The company invited 36 guests, including ten influencers who represent a cross-section of the Dutch female C&A customer. According to Corlieske Tjerks-Visser, Brand & Fashion PR at C&A, when selecting influencers, the main focus is on whether they match the brand and the target group. “Authenticity and credibility are key. We prefer to work with people who naturally embody our values.”

“In addition to qualitative criteria, we also take data-based factors such as engagement rate, proportion of female followers, age and overall reach into account,” says Tjerks-Visser. The company expects to reach between 700,000 and one million people with the current campaign.

Not too complicated

To achieve this goal, the company uses influencer marketing in various ways. An example is the current campaign in which C&A presents the denim line as easy to wear, pair and care applied. It stands for affordable fashion that promotes self-confidence and freedom of movement for every body shape. Liselot van Dam (43), who is active on social media with the user name @lotsof_liselot and has over 58,000 followers on Instagram and 12,000 on TikTok, is one of the faces of the denim campaign. Van Dam shares content from the shoots and the collection with her followers.

Corlieske Tjerks-Visser says: “We think it’s important that an influencer conveys a realistic and recognizable picture of everyday life. Clothing should not only be stylish, but above all make someone feel comfortable and confident. And above all, it shouldn’t be too complicated.”

Influencer marketing was also the focus of the event to present the new collection and campaign. There were a variety of profiles among the invited guests: young and old, blonde and dark-haired, tall and slim, short and curvy and even a heavily pregnant participant. Each of them received a customized denim outfit. Before the event, no one knew which brand was behind the fitting followed by brunch.

The labels on the clothing were covered so that the focus was entirely on the product, the fit and the washes. There was a lot of speculation at the table. One participant was sure that it was a completely new brand. Another suspected We Fashion because of the wide range, which also included skirts and dresses. A third thought Levi’s because she was wearing pants made from unwashed denim with no stretch.

#aff link

Such a launch with a surprise effect is not just a ‘nice excursion’ for the invited guests. For influencers, their presence is strategic. You receive products as a gift and at the same time opportunities to create content. The anticipation, the fashion show, the brand unveiling and a dance video in the Mirror Room – it’s all material for her channels.

If you like the pants, post a photo with an affiliate link to the online shop. The influencer receives a commission for every purchase made via this link. Kirsten Hildering, @style_bykirsten with 135,000 followers on Instagram, explains why these links are so valuable. Affiliate links, also known as ‘aff links’, earn influencers a percentage of each product sold.

In combination with exclusive discount codes, they are an attractive offer for consumers. This means sales for brands and a continuous source of income for influencers. A contract with a nationally known fashion brand may be the ‘big ticket’ for many, but it is often a one-time deal.

For Liselot van Dam, the collaboration with C&A is a prime example of ‘manifestation’. Not a coincidence, but the result of clearly formulating your own ambitions. “I simply told Corlieske that a campaign with C&A would be a perfect fit,” she says. This is a message that she actively shares with her followers: Speak out what you strive for.

She doesn’t want to stay long after eating. As the brunch comes to an end, the next ‘asset’ of the campaign is already waiting: the Amsterdam C&A tram. Content needs to be produced for your social media channels. Because in the world of modern retail marketing, work doesn’t stop with being a ‘face’. The actual conversion takes place on the consumer’s smartphone.