AGATHA Paris

Case Study

AGATHA Paris

Accelerating brand repositioning through affiliate and influencer marketing with Affilae

How to bring new momentum to an iconic Parisian jewelry brand?

Founded in 1974, AGATHA Paris is an iconic French high-fashion jewelry brand. Known for its elegant, bold, and distinctly Parisian style, AGATHA embraces a confident vision: daring to wear jewelry, never holding back, and making Parisian elegance accessible to everyone.

Acquired in 2021 by the THOM Group, the brand entered a new strategic phase aimed at revitalizing its image, strengthening desirability, and appealing to a new generation of customers, while reconnecting with its long-standing clientele. In this context, affiliate and performance influencer marketing emerged as key levers to drive brand awareness and customer acquisition.

Challenge

Objectives and Challenges

Reposition AGATHA as a trendy, durable, and desirable brand
Attract a younger customer base without compromising its premium DNA
Re-engage long-standing customers
Increase brand visibility and drive e-commerce revenue
Concerns around maintaining control over brand image within the influencer ecosystem
A premium positioning requiring a rigorous selection of partners
Human resources initially underestimated at the launch of the program

Deployed strategy

Careful selection of content creators aligned with AGATHA’s elegant and Parisian brand universe
Daily publications showcasing the jewelry through inspiring, fashion-forward looks
Creation of new, high-quality content enabled by generous product gifting and tailored to each creator’s creative direction
Gradual rollout of the program, with a progressive increase in both human resources and strategic maturity
Use of the Affilae platform to manage, track, and structure performance in France, while preparing for international expansion (Belgium, Switzerland, Germany, the UK, the Netherlands, Portugal, Italy, and Luxembourg)

Methods

Levers Tested

Affiliate marketing focused on performance-driven influencer campaigns
Content creators as the brand’s primary ambassadors
Affinity media partnerships (e.g. French women’s magazines such as Marie Claire)
Fashion and lifestyle blogs to strengthen storytelling and brand desirability

Deployed strategy

Careful selection of content creators aligned with AGATHA’s elegant and Parisian brand universe
Daily publications showcasing the jewelry through inspiring, fashion-forward looks
Creation of new, high-quality content enabled by generous product gifting and tailored to each creator’s creative direction
Gradual rollout of the program, with a progressive increase in both human resources and strategic maturity
Use of the Affilae platform to manage, track, and structure performance in France, while preparing for international expansion (Belgium, Switzerland, Germany, the UK, the Netherlands, Portugal, Italy, and Luxembourg)

Methods

Levers Tested

Affiliate marketing focused on performance-driven influencer campaigns
Content creators as the brand’s primary ambassadors
Affinity media partnerships (e.g. French women’s magazines such as Marie Claire)
Fashion and lifestyle blogs to strengthen storytelling and brand desirability

Results

8,95

ROI

450

affiliates

10%

of e-commerce revenue generated through affiliate marketing

Léïna Haddou, Social Media & Influence Manager

AGATHA Paris

At first, we thought affiliate marketing would almost run itself, but we quickly realized how crucial human resources are. Today, we are fully satisfied with the results. Influencer marketing allows us to reach a new generation while staying true to our brand DNA.

Youssra Boutakib, Customer Success Manager

Affilae

AGATHA Paris perfectly illustrates how a premium brand can successfully embrace performance-driven influencer marketing. Thanks to a well-structured strategy and a carefully curated partner selection, affiliate marketing has become a powerful lever for growth and visibility for the brand.

Skin & Out