Authenticity has become a core value in the world of digital marketing, and Skeepers is one of the companies leading this trend. This scale-up of French origin has consolidated its presence in Spain thanks to an innovative platform that connects brands with consumers and influencers, betting on content generated by the users themselves. José Tejero, national director of Skeepers in Spain, It explores how value lies in credibility, providing real, spontaneous opinions that enable brands to approach their consumers with trust and transparency.
Question.— Tell us a little about Skeepers and its function.
Answer.- Of course, Skeepers is a technology company, a scaling We are present in several countries around the world. We are not in the United States, but we are in France, Italy, Germany, Spain, Portugal and elsewhere. We specialize in offering SaaS platforms, which means we offer services through software and not physical products. Our main goal is to help brands, our clients, generate user-generated content, User-generated content o UGC, i.e. content that may be opinions, goodbyephotos, videos, etc.
In Spain we have been operating for just over a year and one of our most popular solutions currently is influencer marketing. We have a platform with over 15,000 micro and nano influencers and around 30,000 registered consumers. This allows brands to run micro or nano influence campaigns and generate reviews through product sharing.
Q.— How does this platform work for influencer marketing campaigns?
A.- The process is simple. Let’s say I’m L’Oréal and I want to promote a specific serum. I can create a campaign on our Skeepers platform, defining the target audience; In other words, I select micro or nano influencers with profiles on Instagram or TikTok, who have a certain number of followers, are interested in skincare and have certain demographic characteristics. Once this is configured, our platform performs a correspondence between the campaign profile and interested influencers.
The system also allows products to be sent directly to consumers for testing and review. This content is valuable because it is organic and allows brands to leverage the authenticity of real user reviews.
Q.— What is the long-term goal of Skeepers?
A.- Our main goal as a company is to attract more customers. We are in the B2B sector, targeting brands, but a vital part of our success is the community of influencers and consumers we have. Without a strong base of engaged users, we would not be able to offer a valuable service to brands. This is why we attach great importance to maintaining and growing this community.
For this, we have a team of community managementwhich not only manages social media, but organizes events and activities to engage our community. This year, for example, we were present at SuaveFest, a music festival created by an influencer. This is a trend that we are seeing more and more, events organized by influencers where music and other experiences converge.
Q.— What contribution does Skeepers make to events like SuaveFest?
A.- In this type of event, brands can participate with a stand where they interact with participants and carry out different activations. For example, we offer makeup sessions, hair styling, photo spaces and other services. At SuaveFest we were with other brands like Bioderma, Fini and Grefusa, each with its own proposition to attract attendees.
We decided to participate because SuaveFest’s audience profile fits our community well: people with social media followers, interested in trends, and in many cases in the range of 10,000 to 15,000 followers , which is the ideal profile for Skeepers. In addition, we collaborate on the event with You are the princessa cosmetics brand low cost who has been working with us for years and generating a lot of interest in this type of environment.
Q.— What results did you achieve by participating in the event?
A.- The truth is that it was a success. We got over 400 new registrations in our database, in addition to numerous interactions on social networks both with our content and with that generated by SuaveFest itself. It was a great opportunity to give visibility to the platform and attract new users.
Q.—I guess for brands, having user-generated content brings authenticity, right?
A.- Exact. Our goal is for influencers and consumers to generate an honest opinion about the product they are trying. It is essential for us that the content is created once the product is received and tested, which guarantees greater objectivity and authenticity. Users trust the opinions of other consumers more than those that may come from the brand itself.
Q.— How do you manage the quality of reviews?
A.- At Skeepers, we work in a very targeted manner on target. We don’t ship products in bulk like other platforms, but rather we select participants based on product value and the right profile. For higher value products, like a €499 ironing robot, we are looking for a smaller, more specific group that can provide detailed, quality feedback. In addition, we offer brands full control over the content generated, allowing them to consult the reviews received and publish them on their websites or networks, but without interfering with the message.
Q.— How to manage the demographic profile, for example, if the brand is looking for a broader audience?
A.- While it is true that the majority of our users are younger, there are also brands that seek a more senior audience and place great importance on the opinions of people aged 50 or 65. Although this type of profile is not the most common, they are in high demand by brands, especially in sectors where purchasing power is higher. For these cases, we carry out segmentation that allows brands to reach the most specific and coveted audience.
