You work with impact brands that are already aware of the need

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to reduce our impact on the environment: how willing will they be to compare campaign performance with their carbon footprint and make changes ?
As a marketing consultancy agency whose environmental considerations are integrated into our business thinking, our role is also to make our clients aware of the overall coherence of their actions. If they sell products that respect nature and humans, the way they are promoted must also have the least possible impact… and influence is one of them.

We are very lucky, because all our clients, from start-ups to large SMEs, from all sectors together (food, beauty, maintenance, mobility, tourism, associations, private, public...) sincerely want to be part of a process of continuous improvement and, therefore, they are very attentive to what we want to change each year, with them.

Over the 13 years of Greenstory, how have your activities evolved to take into account and reduce your carbon impact?
A good example is the influencer programme we are developing for our long-standing client, the organic baby food brand GOOD GOÛT. About ten years ago, we sent mass shipments (several hundred per year) of packages containing uncovered products to all the digital mums who requested them, without necessarily having to judge the exact relevance of each profile. We sent the Good Goûté products to our offices and repackaged the packages and returned them to the influencers. The packages of small plates, fruit bottles and biscuits were overprotected with plastic wrap to prevent them from breaking...

Today, thanks to our detailed knowledge of the world of influential parents and with the help of the Kolsquare platform, we identify in real time the most important target profiles on the topic of the current campaign. The data “audience credibility rate” (+60%), “percentage of the community living in France” (+70%) and “engagement rate” (average-high, depending on the size of the community) allow us to target only interesting KOLs with real potential as future brand buyers, without wasting time, energy… and without unnecessary carbon expenditure.

In addition, we no longer send the packages ourselves. It is always our clients who manage the packaging for influencers. Result: we avoid an unnecessary journey for the products and therefore reduce the carbon impact . In addition, it allows us to send packages more quickly to interested parties.
We have created a collaborative file between Good Goût and Greenstory that optimizes the package shipping process; in short, a hand-in-hand collaboration with multiple advantages!

Finally, we stopped sending “surprise packages” to influencers without first asking for their agreement and interest. This definitively eliminates the risk of implementing energy-intensive actions that could be a waste of time.

Today, the performance of our influencer actions is optimal for Good Goût, with an online sales target that was far exceeded during our last campaign: ROI X 4.9!

What are the challenges associated with measuring and reducing the carbon impact of influencer marketing?
The difficulties are related to the collection of information, which can be long and tedious, both for the advertiser and the influencer. And, of course, also: how not to underestimate the performance.

The KPIs for the moment will mainly be the quantity and weight of packages, as well as the distances travelled.

What are the areas where you see “quick wins” in reducing the carbon impact of future influencer campaigns?
Overall, we still see too many advertisers who, without a tool like Kolsquare, manage their influencer campaigns in a somewhat artisanal way and send numerous packages to “influencers” who are, in reality, v vp security email database ery far from their targets. Without even talking about accounts with dubious communities, there are also well-known influencers whose community, we discovered, is less than half of which lives on French soil. However, for a brand that distributes exclusively nationally, this is of limited interest.

Among the actions that quickly benefit the entire profession, I would say:

- Better control the profiles to target (thanks to a tool like Kolsquare)

- No more spontaneous shipments of "surprise" packages

- Stop overpacking whenever possible (it's difficult with glass products...)

- Study innovative solutions in terms of responsible packaging

What would be the interest of an agency like Greenstory to be able to visualize in Kolsquare an estimate of the carbon impact of content transmission as part of an influence campaign?
In the medium term, I am convinced that this dimension will be fully included among the elements to be taken into account before deploying an influence campaign. Wherever we can do something, let us do it! But it seems essential to me to carry out this work in a collegial manner, raising the awareness of all the stakeholders (including Meta!) and reflecting together on possible adjustments.