Joone

About Joone

Specialising in eco-friendly diapers, French baby care brand Joone combines style, function and sustainability in high-quality, safe products for babies and toddlers. Joone are pioneers in providing complete transparency about their products' materials, manufacturing and quality control processes. Joone’s primary product offering includes baby diapers, which are available through flexible subscription plans that cater to different needs based on the child's size and age. 

Joone: influencer marketing as part of the brand DNA 

Founded in 2017, Joone is a D2C brand that has been leveraging influencers to help build its thriving business from the get-go. Understanding that creating and offering ‘Next Generation Babycare’ needs to talk-the-talk as much as it walks-the-walk, Joone first signed up to use Kolsquare four years ago.

Through its Joone Mama Club, the brand actively creates its own pool of authentic brand ambassadors. The programme supports loyal customers in hosting local community events in kid-friendly environments by organising logistics, reservations, supplies, and gifts. The casual get togethers offer mums and dads of all types to share experiences of parenthood, and to capture the moments in photos and social media content.  

Ambassadors are recognised for their efforts in creating a warm and welcoming environment for new and expecting moms. This engagement helps foster a strong community both locally, and around the brand.

‍Joone: running an ‘always-on’ influencer strategy to bring Next Generation Babycare to the masses

Each year, the company collaborates with hundreds of influencers of all types, from nano, to micro and top KOLs, on both paid and gifting campaigns. From free subscription trials to event invitations, Joone Influencer Marketing Manager Miriam Hamouma is running an “always-on” influencer strategy with the help of Kolsquare. 

Given the constant evolution of the mum-and-baby influencer community, Hamouma is continually renewing and reverifying her influencer pool. 

“I’m open to working with all types of KOLs, from nanos to micros and macros, as long as they respect the values of the brand,” Miriam Hamouma comments. 

“I use Kolsquare to analyse the profiles and I look at a little bit of everything: the content aesthetics, and other brands they are collaborating with, whether they are too lowbrow or not qualitative. I analyse if they are always doing brand collaborations, whether they’ve had a bad buzz, or are too ‘reality TV’ in style.”

‍Using Kolsquare to keep up with the content

As a brand that knows the value of its products are multifaceted, Joone understands the importance of getting its eco-friendly diapers into the hands of new mums and dads is essential to driving success. 

Offering content creators the opportunity to see, touch and use the product is key to its strategy. And with content coming in organically from local events, gifting and paid campaigns, and brand events, keeping up with the content produced by her army of KOLs would be a major headache for Miriam Hamouma if it wasn’t for Kolsquare. 

“The majority of our campaigns are gifting campaigns. Kolsquare helps enormously to collect all the content. I just create a campaign in Kolsquare, list all the creators and can see if they’ve created content, and analyse the reach and engagement,” comments Miriam Hamouma. 

‍Joone: celebrating 7 years of success with an IRL event at the iconic Hotel Lutecia

To celebrate seven years of Joone eco-friendly products forging a new path in sustainable baby care, the brand staged an elegant baby fashion show at the iconic Hotel Lutetia in Paris’ famous Left Bank. 

A first for the brand, Joone invited some 20 KOLs, celebrities and the press to the event, which was not just a showcase of Joone's products but a testament to how powerful influencer marketing can be when paired with the right technology.

“It was our very first baby show, so it was a bit of an exceptional event for us. Thanks to Kolsquare, I was able to check the content of the influencers, the content of the celebrities because at the time, even being on my Instagram, it was too complicated. There were just too many people. It would have all been lost, but Kolsquare enabled me to really identify all the content that was out there,” comments Hamouma.

By tracking all influencer content and engagement in real-time, Kolsquare’s comprehensive data allowed Joone to assess the reach and success of the event accurately, making it an invaluable tool for orchestrating such a memorable occasion.

Want to learn more about how Kolsquare can help you track and analyse the success of IRL brand events like it did for Joone? Ask one of our influence experts for a demo!