Submitted by YKONEAgency IPI Score 84/100

Where Is Amelia? — The Kooples Amelia Bag Launch

Influencer Marketing

Six French fashion creators drove 3.7M reach for The Kooples' Amelia bag launch across Instagram and TikTok.

3.7MReach
12.6MImpressions
442.2KInteractions
4.8%Engagement rate

About the campaign

To introduce the Amelia bag, a new accessory collection co-signed with American model Amelia Gray, The Kooples needed more than passive impressions; the brief called for real audience interaction across two platforms with very different content norms. YKONE built the activation around a single rhetorical question, Where Is Amelia?, folding the bag's name and the collaborating model's identity into one narrative hook that gave creators a ready-made story rather than a standard product placement to dress up.

The agency cast a deliberately tight roster of six French fashion creators, Clara Berry, Selma Kacisebbagh, Isabeau De la Tour, Maina Suarez, Jade Gattoni, and Iris Mittenaere, whose audiences matched the brand's rock-influenced positioning, prioritising aesthetic coherence over raw scale. Content was split by platform logic: styled photography on Instagram showing the bag in multiple colorways, and narrative storytelling video on TikTok designed to invite interaction, with 29 posts published in total. The influencer activation also drew on an editorial backdrop from the wider brand campaign photographed by Stef Mitchell.

YKONE reports 3.8 million reach, 11.4 million impressions, 444,000 interactions, a 4.8 percent engagement rate, and 513,000 euros in earned media value; figures are agency self-reported and sales impact was not disclosed.

Case in 60 seconds

The Kooples needed to introduce the Amelia bag, a new accessory collection co-signed with American model Amelia Gray, and generate genuine audience interaction rather than passive impressions across two platforms with different content norms.

A celebrity co-creation gives influencer campaigns a ready-made narrative hook, reducing the burden on creators to generate their own story and making content feel more editorially grounded than a standard product placement.

Frame the campaign around the rhetorical question "Where Is Amelia?", using both the bag name and the collaborating model's identity as a single campaign concept that creators could activate across formats.

YKONE cast six French fashion creators — Clara Berry, Selma Kacisebbagh, Isabeau De la Tour, Maina Suarez, Jade Gattoni, and Iris Mittenaere — who published 29 posts in total: styled photography on Instagram and narrative storytelling video on TikTok.

The campaign reported 3.7M reach, 12.6M impressions, 442.2K interactions, and a 4.8% engagement rate. All figures are self-reported by YKONE and have not been independently verified.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

The primary audience was French fashion consumers with an appetite for luxury-adjacent accessories and an existing familiarity with The Kooples' rock-influenced aesthetic. The six selected creators each held established audiences within French fashion, matching the brand's existing positioning rather than extending into new territory.
Celebrity collaborations in fashion can read as commercial rather than credible, particularly on platforms where audiences have high sensitivity to sponsored content. Anchoring the campaign in the 'Where Is Amelia?' framing gave it a storytelling dimension that went beyond a straightforward product push.
Accessories launches compete for attention in a crowded social feed. The two target platforms, Instagram and TikTok, have distinct content norms: Instagram rewards polished visual presentation while TikTok responds to participatory, narrative-led formats. A single creative approach would have underperformed on at least one platform.
The Kooples positioned the bag as a co-creation with Amelia Gray, an American model described in campaign materials as an 'it-girl', lending the product a built-in celebrity reference point. The broader brand campaign was photographed by Stef Mitchell, with art direction by Pierre Kaczmarek, styling by Virginie Benarroch, and hair and makeup by Pawel Solis and Tatyana Makarov, giving the YKONE influencer activation an editorial backdrop to draw from.
Concentrating budget on a small, well-matched creator roster rather than a broad influencer pool keeps aesthetic coherence high and reduces the risk of brand dilution. Based on the available evidence, YKONE's decision to work with six creators rather than a larger, lower-profile pool reflects a quality-over-quantity casting philosophy consistent with the agency's stated positioning.

Creative & Execution System

Assets & channels

  • Instagram — styled photography featuring the Amelia bag in multiple colorways
  • TikTok — narrative storytelling video content using the 'Where Is Amelia?' concept

Partners

  • YKONE — lead influencer marketing agency, casting, creative direction, campaign management, reporting
  • Stef Mitchell — brand campaign photographer (editorial, not influencer activation)
  • Pierre Kaczmarek — art director (editorial)
  • Virginie Benarroch — stylist (editorial)
  • Pawel Solis — hair and makeup (editorial)
  • Tatyana Makarov — hair and makeup (editorial)

Participation mechanic

  • Six creators published platform-native content using the 'Where Is Amelia?' narrative hook
  • Instagram posts used styled photography with the bag as focal point
  • TikTok posts used storytelling format to encourage interaction

Creator role

  • Clara Berry — creator, Instagram and/or TikTok
  • Selma Kacisebbagh — creator, Instagram and/or TikTok
  • Isabeau De la Tour — creator, Instagram and/or TikTok
  • Maina Suarez — creator, Instagram and/or TikTok
  • Jade Gattoni — creator, Instagram and/or TikTok
  • Iris Mittenaere — creator, Instagram and/or TikTok

Results & Evidence

MetricValueResult type
Reach3.7 millionReach
Impressions12.6 millionImpressions
Interactions442,200Engagement (volume)
Engagement rate4.8%Engagement Rate

Why YKONE's strategy worked

  1. 1

    A small, well-cast creator roster can deliver coherent aesthetics and measurable EMV without the dilution risk of large-scale influencer programs. YKONE's decision to concentrate the campaign on six French fashion figures kept the output visually consistent with The Kooples' existing brand identity.

  2. 2

    Platform-specific content formats matter. Rather than repurposing the same assets, the campaign used styled photography for Instagram and narrative storytelling for TikTok, matching each platform's content norms and audience behaviours.

  3. 3

    A celebrity co-creation can function as a campaign concept, not just a casting choice. The 'Where Is Amelia?' framing gave creators a ready-made story to tell, reducing the creative burden on individual influencers and making the content feel editorially grounded rather than transactional.

  4. 4

    Aligning creator profiles with the brand's existing positioning, rather than reaching for aspirational or mismatched audiences, keeps engagement rates high relative to reach. The 4.8% engagement rate suggests the audience responding was genuinely interested rather than broadly targeted.

  5. 5

    Anchoring influencer activity within a broader editorial production (the Stef Mitchell-photographed brand campaign) gives creators reference material that elevates the perceived quality of their own content without requiring them to originate the full creative concept.

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