Si Si La Paillette is a French brand offering plant-based biodegradable glitter, designed as a more responsible alternative to traditional glitter.
The brand has been built around a festive and purpose-driven universe, with a highly active community on social media. Its mission: to let everyone shine whilst reducing the environmental impact of conventional glitter.
Collecting UGC content to enrich product pages
Activating and structuring an ambassador community
Generating content for social media and marketing campaigns
Si Si La Paillette wanted to encourage its community to create and share content around the brand. The aim was in particular to collect UGC in order to enrich product pages, strengthen customer reassurance, and improve conversion rates on the website.
The brand also wanted to identify and mobilise its most engaged ambassadors, so as to involve them in specific missions and keep the programme active over the long term.
Finally, this content needed to feed into social media, newsletters, and various marketing materials, whilst involving the community at every stage of the purchase journey.
With Loyoly, Si Si La Paillette set up a programme to involve its community throughout the purchase journey.
The loyalty scheme is built on a straightforward mechanic: €1 spent = 10 points. Customers can then use their points to access a range of rewards.
The brand also introduced a wide variety of missions allowing customers to share photos, leave reviews, or post content on social media. This content is then centralised in a UGC library, making it easy to repurpose across product pages, social media, and newsletters.
Finally, a referral scheme rounds out the programme: give €10, receive €10, encouraging customers to recommend the brand to those around them.
+350 reviews collected on Google and Facebook
1,600 ambassadors engaged in the programme
5,300 missions completed
In the space of one year, Si Si La Paillette has successfully mobilised its community around its engagement programme. 1,600 ambassadors took part and completed over 5,300 missions, contributing to the creation of a wealth of brand content.
These actions generated 254,000 views and enabled the collection of over 350 customer reviews on Google and Facebook. Content produced by the community is then repurposed across product pages, social media, and the brand's various marketing materials, strengthening customer reassurance and product visibility.
"We needed to collect customer UGC to have content that we could put everywhere on our platforms, in our webstories, high enough in the product pages to increase reassurance and boost the conversion rate. We've created missions that will enable our customers to send us content and earn points, which they can then use to access rewards."
