Groupe SEB Influencer Marketing Case Study

The Business Challenge

Groupe SEB, a global home appliances company, was under pressure to prove ROI from influencer marketing as it shifted focus toward digital transformation and D2C growth. Despite a global program, influencer efforts across regions were inconsistent. Some markets tracked data diligently, while others didn’t log spend or results.

The strategic gap: Without consistent data or visibility, influencer marketing couldn’t move beyond brand awareness and become a revenue-driving channel.

“We knew influencer marketing could be a growth engine, but without a market showing us what excellence looks like with measurable outcomes, it was just potential. We needed a beacon for the rest of the organization.” — Christophe TAVLARIDIS, Global Social Media & Influence Marketing Manager at Groupe SEB 

The team needed one market to lead. The goal was to build a model, prove the value, and unlock adoption across the business.

Proving value was only part of the challenge. The solution also needed to be simple to implement, easy to manage, and efficient to operate. Without removing the manual, time-consuming processes that slowed influencer teams, scaling across all markets would be impossible. 

Traackr delivered more than measurement by introducing a new level of operational efficiency that transformed social commerce from a resource-heavy experiment into a scalable growth channel.

The Solution

Groupe SEB partnered with Traackr to implement conversion tracking through pixel integration, creator-specific links, and promo code tracking which made it possible to connect influencer content directly to D2C performance. For the first time, Groupe SEB could see who clicked, products purchased, and how much revenue each creator generated.

The solution delivered on several priorities:

• Enabled performance tracking across influencer campaigns
  
  
• Supported D2C growth by linking content to sales
  
  
• Standardized data collection and reporting across regions
  
  
• Reduced retailer dependency by proving the revenue impact of influencer content

Beyond proving revenue impact, Traackr delivered a new level of operational efficiency for the organization:

• Instant link generation at scale – Hundreds of unique, trackable links could be created in seconds.
  
  
• Bulk distribution – Links and promo codes were automatically included in campaign briefs and mass emails, eliminating manual follow-up.
  
  
• Multi-device attribution – Promo codes captured sales even when customers switched devices before purchasing.
  
  
• Real-time reporting – Click, conversion, and revenue data appeared in near real time, enabling agile optimization.
  
  
• Full-funnel visibility – Social performance, cost efficiency, and sales data were consolidated into one dashboard and exportable report.

Some of the top performing creators for Groupe SEB UK included:

• Daisy Woods, @muddlethroughmummy
• Anna Louisa, @anna_louisa_at_home
• Jessica Sheppard, @jessmsheppard
• Laura Farr, @laurajfarr

How It Was Done

The UK market led the pilot by integrating Traackr’s Social Commerce capabilities into their influencer workflow:

1. Quick setup – The Traackr Connector code was added to both the Tefal and Rowenta websites, with a test purchase completed in under a week.
   
   
2. Scaled asset delivery – Unique tracking links and promo codes were generated and assigned to all creators in bulk.
   
   
3. Seamless execution – Assets were embedded in campaign briefs from day one, ensuring every creator had the correct tracking tools.
   
   
4. Comprehensive tracking – Clicks, purchases, and revenue were tied to individual creators and campaigns—even when sales happened weeks later.
   
   
5. One-click reporting – End-of-campaign exports combined social performance with conversion data, creating a clear ROI narrative.

The UK became the internal benchmark for full-funnel influencer marketing and the case study the global team needed to move forward.

The Results

Across five UK campaigns, the team successfully tracked every click, conversion, and euro of attributed revenue, creating the company’s first complete link between influencer activity and D2C sales.

Key Pilot Stats: 

• 50+ creators activated
• 29K+ tracked clicks
• 10+ direct conversions

This was the breakthrough Groupe SEB needed:

• A validated tracking model ready for rollout across markets
  
  
• Proven processes for generating and distributing creator tracking assets at scale
  
  
• Consistent, comparable data for ROI measurement across regions
  
  
• The ability to optimize investment in real time

While initial revenue figures were modest, the pilot was never about volume. It was about proving the infrastructure for measurable, repeatable, and scalable social commerce—and that goal was achieved.

“This was an operational unlock for the entire global team. We finally have the proof that creator marketing can deliver measurable revenue. That changes how we plan, invest, and scale.” — Christophe TAVLARIDIS, Global Social Media & Influence Marketing Manager at Groupe SEB

By proving the approach works and validating the tools, the UK pilot accelerated adoption in other regions and shifted the business mindset from awareness-only to ROI-focused. It created a blueprint for global teams to replicate and improve upon, unlocking the potential for influencer marketing to drive measurable business growth.

Why It Matters Now

As influencer marketing becomes a key part of D2C and social commerce strategies, brands need more than impressions and reach. they need repeatable, measurable results that can be achieved without adding operational burden.

Groupe SEB’s UK pilot proves that with the right tools and processes, performance-driven influencer marketing is not only possible—it’s scalable across global markets.