I recently spotted an interesting campaign for French lingerie brand Aubade, which I thought would make a lovely case study on how to engage with bloggers.

To support the launch of their new (and really cool too!) French Art of Loving website, Aubade teased a few bloggers to death (quite literally!) and invited them to a saucy event in Central Paris.

The agency behind this campaign firstly tipped off the bloggers with this saucy video. The bloggers who wrote about the video where then Facebook befriended by the person who originally posted the video on YouTube and invited them to a ‘let’s see if the sexy lady strips off again tonight’ Tweet up in Central Paris.

This is what happened on the night:

Key Learnings:

• Be clever, different or even crazy when engaging with bloggers – we’re hard to please for sure. Use Twitter to catch our attention, leave comments on our blogs/Flickr accounts – you name it!
• Is your content blog-worthy: we mostly like cool campaigns… fact
• Get your bloggers offline (whenever possible): we’re a social bunch. Yes, really!
• We like it when brands invite us into their world – that’s what Social Media is about, right? Transparency and openness are key

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