Baobab

Regional media and influencer strategy to spotlight the opening of Baobab’s new store

Baobab Collection is a Belgian luxury brand renowned for its premium scented candles and home fragrances, blending artisanal craftsmanship with refined design.

For the opening of its flagship store in Lille, the brand turned to Oxygen Lille to orchestrate a regional strategy combining media relations and influencer engagement, with a clear goal: capture the attention of local media and attract a new customer base.

Lifestyle and Consumer

Inform, inspire, attract: a proximity strategy to engage the Lille audience

Challenge

Objective

Solution

In a highly competitive sector where home fragrance and candle brands are constantly vying for consumer attention, Baobab Collection needed to stand out. The opening of its Lille flagship store represented a strategic opportunity to strengthen its regional presence and assert its premium positioning.

Capture the attention of local media and lifestyle influencers during a busy news calendar, while building desirability and generating in-store traffic from the very first weeks of opening.

To support Baobab Collection in this strategic launch, Oxygen Lille designed a two-phase local campaign combining media relations and influencer activations. The goal: to anchor the brand in the Lille landscape and spark qualified word-of-mouth in the run-up to the holiday season.

Plan

A tailor-made media strategy to establish local presence

The campaign centered on the creation of a press release highlighting the opening of the Lille flagship, its premium offering, and the expertise of its store director. By capitalizing on the key holiday season, the agency successfully attracted the interest of regional media, from local daily newspapers to lifestyle titles.

Personalized follow-ups invited journalists to discover the brand universe directly in-store, with special attention paid to the experience: each received a Baobab candle to take home, enabling them to fully immerse themselves in the product and convey its olfactory richness in their articles.
An influencer activation designed as a sensory immersion

Around fifteen lifestyle influencers from the region were invited to experience Baobab’s universe inside the brand-new Vieux-Lille flagship store. The goal: to immerse them in the brand’s unique world through a multisensory olfactory and visual journey across its collections.

The evening unfolded in a warm and refined atmosphere, featuring privileged exchanges with the Baobab team, a tasting by Maison Lecocq (Traiteurs de France and Chouchou Lille), and a gifting moment to extend the experience at home.