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I’m an Influencer
Groupe SEB works with Flowbox across several European markets, including Iberia, France, Greece, Belgium, Germany, and Austria.
This case study covers how the Austrian team at Groupe SEB uses Flowbox to find and partner with influencers, manage campaigns, and repurpose this content on their website. The team uses Flowbox’s full suite of products, successfully combining influencer campaign management with UGC collection and repurposing.
The platform helps them build a barter-based creator network they have leveraged to launch a recent campaign around the Tefal Dolci ice cream maker. The 14 influencers involved in the campaign produced 25 pieces of Instagram content and achieved roughly 96.44K views. That content generated now reaches shoppers through galleries on Tefal.at and Tefal.de.
Views generated by the Dolci ice cream campaign on Instagram
96k
Pieces of Instagram content created by 14 influencers in a single campaign
25
Groupe SEB was founded in France in 1857 and is the world leader in small domestic equipment, with a brand portfolio that includes Tefal, Rowenta, Krups and Moulinex.
For this case study, we sat down with Nastasija Jovicic, Marketing Support at Groupe SEB Austria, to learn more about their strategy and workflow management using Flowbox.
Currently, their team manage influencer collaborations through the Flowbox platform, where creators receive products in exchange for creating content. Because a large part of their influencer marketing budget goes to bigger campaigns, barter collaborations let them work with additional creators and generate authentic content alongside other marketing activities.
The Groupe SEB Austria team’s goal for creator collaborations was specific: to make the brand familiar to Austrian buyers through people actually using the products.
“Our goal was to explore UGC collaborations as a way to increase brand awareness and build trust within the Austrian community. We wanted to encourage real customers and creators to share their experiences with our products and make this content more visible to potential customers. By showcasing authentic content from real people, we can create a stronger connection with our audience and help them feel more confident when considering a purchase.”
Nastasija Jovicic, Marketing Support at Groupe SEB Austria
The harder part was the content supply. With most collaborations running on a product-exchange basis rather than a fee, the team had to find a workflow that allowed them to scale the discovery of creators willing to work that way and manage different campaigns in an effective way.
“One of the initial challenges was building a network of creators who were interested in collaborating with us on a product-exchange basis, as our current collaborations are primarily barter-based.”
Nastasija Jovicic, Marketing Support at Groupe SEB Austria
The team saw a clear opportunity to improve their workflows by using Flowbox’s influencer marketing management capabilities.
Flowbox now helps Groupe SEB Austria manage influencer collaborations and campaigns through creator discovery, outreach, briefing, and rewarding, all in the same dashboard.
An additional benefit for the team is repurposing this influencer content on other channels to extend its lifespan and build shoppers’ trust on the website. They can leverage the content to increase brand awareness on social media while driving more conversions on the website.
“Finding the right influencers and establishing those initial relationships takes time, but working with creators who are already familiar with Flowbox makes the process much easier.”
Nastasija Jovicic, Marketing Support at Groupe SEB Austria
According to the brand, managing creator relationships through Flowbox is quite straightforward because everything is well structured and easy to track. They can keep an overview of their collaborations and track each campaign’s progress in the same place.
As for requirements, they choose creators with up to 30,000 followers and product-exchange collaborations, demonstrating how valuable micro-influencers are to brands compared to mega creators. The content generated nurtures both the Austria and Germany accounts.
“We currently run campaigns in Austria and Germany, focusing on selected products that we want to highlight. Flowbox helps us organise these collaborations in one place, from inviting creators to keeping track of the content they produce.”
Nastasija Jovicic, Marketing Support at Groupe SEB Austria
When it comes to finding creators to work with, the team discovers and invites creators directly through Flowbox’s Verified Influencer network, with a particular focus on those already familiar with how it works. This approach reflects a practical reality they’ve run into: reaching out to influencers through social media tends to be more difficult.
“I use Flowbox to invite influencers who are already verified and active on the platform to join our campaigns. Working with creators who are already active on Flowbox makes the invitation process more straightforward and helps us connect with people who are ready to collaborate.”
Nastasija Jovicic, Marketing Support at Groupe SEB Austria
Influencer content generated for the Dolci ice cream campaign
One recent success story from Groupe SEB Austria is the Dolci ice cream campaign for Tefal, which generated a very positive response from both the participating influencers and the community.
“For our recent Dolci ice cream campaign, we collaborated with 14 influencers, who created a total of 25 pieces of content on Instagram. Together, the campaign generated approximately 96.44K views and 2.12K likes.”
Nastasija Jovicic, Marketing Support at Groupe SEB Austria
Beyond the numbers, the team were particularly pleased with how positively creators responded to the product and how well their audiences received the content.
“The campaign allowed us to showcase our ice cream products through authentic creator experiences and generate engaging content that felt natural to the community.”
Nastasija Jovicic, Marketing Support at Groupe SEB Austria
The Dolci ice cream campaign is a great example of how influencer collaborations can help brands create awareness around selected products while building a more authentic connection with consumers.
Influencer content repurposed on the Tefal.at website
As the previous image shows, the brand also repurposed this content into inspiring website UGC galleries that help shoppers understand the products and ultimately increase conversions, which takes us to the next section.
Once campaign creators publish their content, Flowbox automatically collects the posts, making it easy for the Groupe SEB Austria team to review the content and identify the pieces they want to reuse in other channels, helping them get more value from the content generated through the collaborations.
“Instead of using the content only for the original campaign, we can also use it to strengthen our social media presence and enhance the shopping experience on our websites. I share suitable content with our social media team, who can then decide whether to repost it on our own channels or use it for paid advertising. I also integrate selected content into our Tefal websites, including Tefal.at and Tefal.de, where it can be displayed to visitors and potential customers.”
Nastasija Jovicic, Marketing Support at Groupe SEB Austria
The team agrees that influencer content can also help customers better understand how a product fits into everyday life. Seeing genuine experiences from other people can provide additional reassurance when making a purchasing decision and encourage visitors to feel more confident about buying the product.
“I believe the website galleries are valuable because they help build trust with potential customers. When visitors see real people using and enjoying a product, it makes the product feel more relatable and authentic.”
Nastasija Jovicic, Marketing Support at Groupe SEB Austria
Once the initial integration is complete, the Groupe SEB Austria marketing team can add new content to the website quickly, without involving technical teams.
When an influencer publishes a post, Flowbox automatically collects the content, and the Groupe SEB Austria team only needs to approve it and distribute it to their website pages. This makes it possible to bring fresh creator content onto the site without a lengthy manual process.
“Before Flowbox, we weren’t displaying videos on our website. Being able to collect and publish influencer content in this way has therefore expanded how we present our products online and allowed us to incorporate more authentic, video-based content into the customer experience.”
Nastasija Jovicic, Marketing Support at Groupe SEB Austria
The Flowbox full-suite benefit is clear for the Groupe SEB Austria team. Instead of switching between different tools to manage influencer collaborations, collect organic content from their customers, and repurpose all of these across their channels, they can now keep everything organised in one place.
This gives them a clearer overview of the content workflow, simplifies day-to-day tasks, and makes it easier to manage multiple creators and campaigns.
“Having everything in one platform is a major advantage. Flowbox brings the different stages of our influencer collaborations and UGC management together, which makes the overall workflow more efficient and easier to follow.”
Nastasija Jovicic, Marketing Support at Groupe SEB Austria
UGC gallery on the Tefal.at website
Views generated by the Dolci ice cream campaign on Instagram
96k
Pieces of Instagram content created by 14 influencers in a single campaign
25
For Groupe SEB Austria, the platform’s real advantage has been how much it does with little effort compared to doing it manually. A single person runs the whole operation without any dev or design support, making the workflow noticeably faster than it would be otherwise.
One person can manage it because everything is centralised: influencer campaign management and UGC live in one place, including distribution to the brand’s other channels. The benefit isn’t limited to one market; both the Austria and Germany teams leverage the same content.
“The platform keeps the information organised and makes it easy to oversee the different collaborations without requiring a large team. This is particularly helpful when managing multiple creators at the same time.”
Nastasija Jovicic, Marketing Support at Groupe SEB Austria
Nastasija highlights how effective and intuitive the tools are, which allow her to manage a large number of influencers from a single dashboard, including briefing, communication, payments, content collection and distribution to the website.
“In our current setup, I can manage a group of around 80 influencers on my own, which shows how straightforward and manageable the workflow can be.”
Nastasija Jovicic, Marketing Support at Groupe SEB Austria
Support comes from Claudia, the team’s Customer Success Manager at Flowbox, which mattered most during the first months on the platform.
“My experience with Flowbox and Claudia has been excellent. Claudia is very friendly, responsive and supportive, and whenever I have a question or need help, I know I can reach out and expect a quick response. Especially when you’re still getting familiar with a platform, having someone who is approachable and willing to help makes a real difference. I really appreciate the support and the positive working relationship we’ve built.”
Nastasija Jovicic, Marketing Support at Groupe SEB Austria
With a creator network established across Austria and Germany, the team keeps building campaigns around the products it most wants to promote and keeps pushing that content further across its websites and social channels.